It seems a little strange to be thinking about how to grow a business that hasn't started yet but there needs to be room for growth and development. A business can adapt and change and needs to, to survive.
One woman, Sheri Salatin, is the marketing director at Polyface Farms. She talks about how they had to diversify on their farm business. They had eggs and whole chickens. They firmly didn't want to cut up chickens and process them more but by listening to customers they realized that a lot of customers wanted the chickens processed more, either due to time or they really didn't realize that chickens had bones. They noticed a huge increase in sales, once they started cutting up their birds.
Sheri Salatin also speaks about knowing who you are marketing to. In their business, they realized that 90% of shoppers and food shoppers are women. As such, they need to market more to women. And they need to understand how women think and behave. Notably, most women are talkers. So they make an effort to talk to women and get away from the "beep" society that we live in. She says we get beeped at everywhere. Beeps at the checkout at the store, at the gas station, anywhere. Take the time to talk to your customers.
She also says part of this talking includes saying thank you. Thank you for your time, Thank you for your business.
She says to look at marketing in smaller, more manageable bites. Tell a friend, then another friend. Don't try to get 1000 people at once. Get one. And then one, and then one more. It will grow from there.
Sunday, October 14, 2018
Sunday, October 7, 2018
Impulse buying
Impulse buying is something that I think everyone is guilty of but some more than others.
It is hard to resist the BOGO call sometimes!
Impulse buying can be anything from gum or candy at the check out lane to clothes or electronics that seems to be on sale and can't be passed up - they are too good of a deal!
I think the idea of a deal or sale makes the shopping seem more urgent, since it is suddenly a limited time offer. This is used in many areas including car sales. How many people have been car shopping, been undecided and have had the salesperson tell them that the price is only good that day or that week? Lots of people, I imagine.
The thrill of the deal and the pressure makes people more susceptible to giving in to that impulse.
Marketing91 has an article with their 9 ideas that elaborate on impulse buying.
Some people are more prone to enjoying shopping and getting a rush and some emotional fulfillment from any kind of shopping, including impulse buying.
Some people are lured in by a well designed display. Either calm and orderly or brightly colored, either tactic can work, for the right audience.
Other factors that help are time and money. Simply put, if you have the time to shop - you will.
If you have the disposable income at hand, you'll find a way to spend it.
of course, that doesn't always stop some people. Which is why we have sch a huge credit card industry and so many people in debt. But that is another discussion.
One other area of impulse buying that I hadn't given much thought to is basically peer pressure. A friend or loved one will encourage you to get that item. Treat yo' self! You deserve it! It looks good on you! I'd get it, if it were me. You alone might not go on a shopping spree in the newest store, but once your friends are all getting several items, it seems that you are almost obligated to get something, as well.
Basically, pay attention to your shopping patterns. Make a list and stick to it. Never shop hungry or bored. Or maybe, allot yourself a budget - $5 for impulse buying.
It is hard to resist the BOGO call sometimes!
Impulse buying can be anything from gum or candy at the check out lane to clothes or electronics that seems to be on sale and can't be passed up - they are too good of a deal!
I think the idea of a deal or sale makes the shopping seem more urgent, since it is suddenly a limited time offer. This is used in many areas including car sales. How many people have been car shopping, been undecided and have had the salesperson tell them that the price is only good that day or that week? Lots of people, I imagine.
The thrill of the deal and the pressure makes people more susceptible to giving in to that impulse.
Marketing91 has an article with their 9 ideas that elaborate on impulse buying.
Some people are more prone to enjoying shopping and getting a rush and some emotional fulfillment from any kind of shopping, including impulse buying.
Some people are lured in by a well designed display. Either calm and orderly or brightly colored, either tactic can work, for the right audience.
Other factors that help are time and money. Simply put, if you have the time to shop - you will.
If you have the disposable income at hand, you'll find a way to spend it.
of course, that doesn't always stop some people. Which is why we have sch a huge credit card industry and so many people in debt. But that is another discussion.
One other area of impulse buying that I hadn't given much thought to is basically peer pressure. A friend or loved one will encourage you to get that item. Treat yo' self! You deserve it! It looks good on you! I'd get it, if it were me. You alone might not go on a shopping spree in the newest store, but once your friends are all getting several items, it seems that you are almost obligated to get something, as well.
Basically, pay attention to your shopping patterns. Make a list and stick to it. Never shop hungry or bored. Or maybe, allot yourself a budget - $5 for impulse buying.
Sunday, September 30, 2018
Marketing and Maslow's Hierarchy of Needs
It is interesting to think about how Maslow's hierarchy of needs relates to marketing.
At it's base are basic needs - food, water, shelter and clothing. Depending on your product or service, you could aim to market right for that area.
Buy my food! You need to eat, after all!
Buy this top! You can't be naked!
These are crude examples but they aren't necessarily wrong. They also don't do a good job of selling the audience on why their hard earned money should be spent on YOUR food or YOUR shirt, rather than the next persons. A Savvy marketer would have to work on that.
Above the very basic needs are safety and security. You can have enough to eat and a place to sleep but that isn't as sustainable without some measure of safety. Knowing that you are going to be attacked for your bread helps you to rest easier at night and stay healthier.
That can be another area to narrow down your marketing.
Buy this top - it will keep you warm, dry and visible out in the woods.
Now you are aiming for a more targeted audience.
Now the pyramid gets into the psychological needs like belonging, friendships, love and esteem.
One can get by feeling alone, unloved or like they don't have anything to offer, but that is no quality of life. It's a mentally dangerous area.
This leads to some marketing that is in effect saying:
Buy this product or experience!
All the cool kids are doing it and you want to be a cool kid too, right?
It's a version of capitalizing on peer pressure. It's also known as "keeping up with the Jones'". You want to feel as if your purchase was a smart purchase and a good use of time and your resources.
The top of the pyramid is for self actualization and self fulfillment. Many companies are advertising to people who should buy their product or experience in the name of self care.
No one will love you and take care of you like you can.
Take time for self care, because you are worthy and worthwhile.
Are you living your best life? You will be, if you have my product in your life.
This type of marketing does make me think about things in my own life. Like, am I living my best life? Then I look at the product and wonder, would it enhance anything or improve in an area that is lacking? Most times I realize the answer is no, it wouldn't. Collecting more things isn't going to help me and might actually contribute to stress from over spending or wondering why I have so much clutter.
The Hierarchy of needs does not particularly include room for clutter or stuff or objects. We don't need as much as we think we do to be happy and fulfilled. It then takes some smart and deliberate marketing to convince us otherwise.
At it's base are basic needs - food, water, shelter and clothing. Depending on your product or service, you could aim to market right for that area.
Buy my food! You need to eat, after all!
Buy this top! You can't be naked!
These are crude examples but they aren't necessarily wrong. They also don't do a good job of selling the audience on why their hard earned money should be spent on YOUR food or YOUR shirt, rather than the next persons. A Savvy marketer would have to work on that.
Above the very basic needs are safety and security. You can have enough to eat and a place to sleep but that isn't as sustainable without some measure of safety. Knowing that you are going to be attacked for your bread helps you to rest easier at night and stay healthier.
That can be another area to narrow down your marketing.
Buy this top - it will keep you warm, dry and visible out in the woods.
Now you are aiming for a more targeted audience.
Now the pyramid gets into the psychological needs like belonging, friendships, love and esteem.
One can get by feeling alone, unloved or like they don't have anything to offer, but that is no quality of life. It's a mentally dangerous area.
This leads to some marketing that is in effect saying:
Buy this product or experience!
All the cool kids are doing it and you want to be a cool kid too, right?
It's a version of capitalizing on peer pressure. It's also known as "keeping up with the Jones'". You want to feel as if your purchase was a smart purchase and a good use of time and your resources.
The top of the pyramid is for self actualization and self fulfillment. Many companies are advertising to people who should buy their product or experience in the name of self care.
No one will love you and take care of you like you can.
Take time for self care, because you are worthy and worthwhile.
Are you living your best life? You will be, if you have my product in your life.
This type of marketing does make me think about things in my own life. Like, am I living my best life? Then I look at the product and wonder, would it enhance anything or improve in an area that is lacking? Most times I realize the answer is no, it wouldn't. Collecting more things isn't going to help me and might actually contribute to stress from over spending or wondering why I have so much clutter.
The Hierarchy of needs does not particularly include room for clutter or stuff or objects. We don't need as much as we think we do to be happy and fulfilled. It then takes some smart and deliberate marketing to convince us otherwise.
Sunday, September 23, 2018
An Experience as a Business
I don't think that this is a new idea. People have been paying for things like a murder-mystery dinner for a while now. There are a few companies that offer "tipsy painting" which involves drinking and painting canvases. The idea is that social, in that these are group events and also an experience.
Anyone can drink and paint but a lot of people think they don't have the ability and enjoy the help of a teacher saying how to turn a blob of blue paint into an ocean.
A company I recently discovered, 1818 Farms, has turned buying flowers, into an experience.
1818 Blog
They grow their own flowers, then cut them, and drive them to locations to sell. Sometimes they offer bouquet making classes. This is something that might seem unnecessary, as one can go into most any grocery store and buy flowers or pre-arranged bouquets but this offers a lot more customization and personalizing. They also emphasize a "seed to vase" initiative. It brings an awareness to the fact that living plants come from the ground and are real things.
People can have a feeling of back to nature without having to dedicate the time and resources to growing their own acres of flowers.
This brings me to the idea of having a mobile farmers market. People are loving the idea of choosing fresh, organic fruits and vegetables but getting to the farmers market isn't always convenient. Bringing the food to the people seems like a next logical step in a "farm to table" movement. Personally, as I rather enjoy growing flowers, too, I love the idea of offering both fruits, veggies and flowers, to round out the experience and shopping.
It would be changing, depending on what is ripe and in season, so people would want to come back, again and again, for the freshest of what is in season.
Anyone can drink and paint but a lot of people think they don't have the ability and enjoy the help of a teacher saying how to turn a blob of blue paint into an ocean.
A company I recently discovered, 1818 Farms, has turned buying flowers, into an experience.
1818 Blog
They grow their own flowers, then cut them, and drive them to locations to sell. Sometimes they offer bouquet making classes. This is something that might seem unnecessary, as one can go into most any grocery store and buy flowers or pre-arranged bouquets but this offers a lot more customization and personalizing. They also emphasize a "seed to vase" initiative. It brings an awareness to the fact that living plants come from the ground and are real things.
People can have a feeling of back to nature without having to dedicate the time and resources to growing their own acres of flowers.
This brings me to the idea of having a mobile farmers market. People are loving the idea of choosing fresh, organic fruits and vegetables but getting to the farmers market isn't always convenient. Bringing the food to the people seems like a next logical step in a "farm to table" movement. Personally, as I rather enjoy growing flowers, too, I love the idea of offering both fruits, veggies and flowers, to round out the experience and shopping.
It would be changing, depending on what is ripe and in season, so people would want to come back, again and again, for the freshest of what is in season.
Sunday, September 16, 2018
Online Surveys
Online surveys are something that has become a business of its own. You can get paid now, just to give your opinions. Many companies offer a chance to win a gift card or even receive a coupon to use at their business. I've started seeing an increase in one question surveys on Instagram asking simply, which do you like more - A or B and you can see what the population and target audience/followers are interested in.
There are a couple companies out there that specailize in online surveys Zoomerang and SurveyMonkey. I've worked a couple places now that have used SurveyMonkey for work related questions. It seems quick and easy to get going with them, as well as free.
Zoomerang offers a tutorial video on how to create better survey questions. The first one is "clearly define the purpose of the survey" or in other words, "what are you trying to find out". If you don't know what you're looking for, your questions won't be to the point and won't give you the information you're wanting.
Next one is to keep the survey short. They say this helps actually get people to take the survey and finish. Have you ever thought you'd kill a minute answering a few questions and then 20 questions in, there is no end in sight? The quality of answers can go down too. This goes back to the first tip - know what you want to know. You can drill down quickly and more effectively.
Third and forth are keep the questions simple and close ended. Close ended questions goes against a lot of what we have been taught in communication with others, but in this case, it is necessary. The more closely you can get to some for, of "Yes" or "No" answer, the better. Even a scaled answer, as in, on a scale of 1 to 5, with 5 being very satisfied, will help get a good result. And don't flip flop what your scale means. If 5 is always the best, don't change it to 1 being the best, some questions later. Also, don't change to a scale of 1-4.
Make sure the questions build on each other and flow towards a conclusion. Don't start by asking "Do you put your shoes on left foot first and then right?" and 2 questions later ask about socks. Socks go on before shoes, so ask in that order.
The next tips are to pre-test your survey and consider your target audience. This will help make sure the survey makes sense and will get you the answers you're looking for and not waste anyone's time.
If you have a sausage making company, vegan and vegetarian shoppers are NOT going to help you on your survey.
The last tips are to send several reminders. I know this has helped me answer surveys. The first time that I get an invitation, I might not be in a good place to answer. I will surely forget but I'll usually be in a better place when I get a reminder. It also makes me feel like my opinion is really wanted and valuable.
The last tip is one that i already mentioned - offer an incentive. I know I have answered many surveys to be able to receive a coupon for a free food item at one of my local fast food places. It doesn't hurt that I tend to be food motivated!
There are a couple companies out there that specailize in online surveys Zoomerang and SurveyMonkey. I've worked a couple places now that have used SurveyMonkey for work related questions. It seems quick and easy to get going with them, as well as free.
Zoomerang offers a tutorial video on how to create better survey questions. The first one is "clearly define the purpose of the survey" or in other words, "what are you trying to find out". If you don't know what you're looking for, your questions won't be to the point and won't give you the information you're wanting.
Next one is to keep the survey short. They say this helps actually get people to take the survey and finish. Have you ever thought you'd kill a minute answering a few questions and then 20 questions in, there is no end in sight? The quality of answers can go down too. This goes back to the first tip - know what you want to know. You can drill down quickly and more effectively.
Third and forth are keep the questions simple and close ended. Close ended questions goes against a lot of what we have been taught in communication with others, but in this case, it is necessary. The more closely you can get to some for, of "Yes" or "No" answer, the better. Even a scaled answer, as in, on a scale of 1 to 5, with 5 being very satisfied, will help get a good result. And don't flip flop what your scale means. If 5 is always the best, don't change it to 1 being the best, some questions later. Also, don't change to a scale of 1-4.
Make sure the questions build on each other and flow towards a conclusion. Don't start by asking "Do you put your shoes on left foot first and then right?" and 2 questions later ask about socks. Socks go on before shoes, so ask in that order.
The next tips are to pre-test your survey and consider your target audience. This will help make sure the survey makes sense and will get you the answers you're looking for and not waste anyone's time.
If you have a sausage making company, vegan and vegetarian shoppers are NOT going to help you on your survey.
The last tips are to send several reminders. I know this has helped me answer surveys. The first time that I get an invitation, I might not be in a good place to answer. I will surely forget but I'll usually be in a better place when I get a reminder. It also makes me feel like my opinion is really wanted and valuable.
The last tip is one that i already mentioned - offer an incentive. I know I have answered many surveys to be able to receive a coupon for a free food item at one of my local fast food places. It doesn't hurt that I tend to be food motivated!
Sunday, September 9, 2018
Guerrilla Marketing!
I really enjoy learning about guerrilla marketing. For one, it makes my inner cheapskate happy and for another, it can really allow you to get creative.
I think it also goes hand in hand with niche marketing. You need to separate yourself from the pack and the best way to do that is to find your niche and the guerrilla the heck out of it!
Guerrilla Marketing Ideas lists 25 of what they think are the best marketing ideas. I like this article because it is recent, from July of 2018. It looks at using some of the less know social media sites, like Reddit, as well as really capitalizing on the internet.
One idea is developing free themes for bloggers or websites. You can then hard code a back-link to your on site and piggy back from a bigger and more popular site or blog.
Another is using a site like Hootsuite to follow buzzwords and hashtags that are trending and also use them. You'll then show up in these searches.
Twitter "leap-frogging" is another great idea. Let the internet do the hard part for you, by taking advantage of search engines to see what are the trending articles/pages that most closely align with yours and then share your information with them directly. There is more information about that , here from the guy who coined that term.
Utilizing LinkedIn is another idea. I feel that this lends a certain legitimacy to your business and can tap into more connections and markets that Facebook and Instagram might pass by.
The last idea is stickers and decals. This partially appeals to my inner child but I've seen more and more people turning to a cute or clever sticker to hand out, for free. People love free and it gets them looking and thinking about your brand. Even more, when the stickers or decals are actually placed on a car, backpack or even wall. It spreads your message further and to unexpected areas.
I think it also goes hand in hand with niche marketing. You need to separate yourself from the pack and the best way to do that is to find your niche and the guerrilla the heck out of it!
Guerrilla Marketing Ideas lists 25 of what they think are the best marketing ideas. I like this article because it is recent, from July of 2018. It looks at using some of the less know social media sites, like Reddit, as well as really capitalizing on the internet.
One idea is developing free themes for bloggers or websites. You can then hard code a back-link to your on site and piggy back from a bigger and more popular site or blog.
Another is using a site like Hootsuite to follow buzzwords and hashtags that are trending and also use them. You'll then show up in these searches.
Twitter "leap-frogging" is another great idea. Let the internet do the hard part for you, by taking advantage of search engines to see what are the trending articles/pages that most closely align with yours and then share your information with them directly. There is more information about that , here from the guy who coined that term.
Utilizing LinkedIn is another idea. I feel that this lends a certain legitimacy to your business and can tap into more connections and markets that Facebook and Instagram might pass by.
The last idea is stickers and decals. This partially appeals to my inner child but I've seen more and more people turning to a cute or clever sticker to hand out, for free. People love free and it gets them looking and thinking about your brand. Even more, when the stickers or decals are actually placed on a car, backpack or even wall. It spreads your message further and to unexpected areas.
Sunday, September 2, 2018
Being a cusp Millennial
As someone who was born halfway through 1980, I'm sometimes classified as a Gen Xer and sometimes a Millennial. A new term has been coined for that age group - Xennial - which is for the and micro-generation between 1977 and 1985.
XENNIALS
It seems like this term was first noticed in 2014, to describe this age group. It is people who grew up in the days of playing outside but are now pretty tech savvy. We grew up as tech grew up too. We aren't as negative as Gen X but we aren't as overly optimistic as Millennial's. It's a good balance.
Reading this article, about 5 Traits older generations don't understand was pretty interesting, since I feel that I have one foot in each of those worlds.
The last one was most interesting to me, Tackling Brand New Industries. The person in the article literally grew up to be a video game player and went on to teach others how to make money playing video games! I can wrap my head around that easily. That is fantastic for them! Where my pre-millennialism starts to show is when I start thinking about how to make a very nice living off only having a YouTube Channel.
How does one start? How much time is spent thinking about content? How do you know what people want to see?
Some of the homesteading vlogs I watch are so successful, both adults in the house (because most, if not all, are married with kids) have been able to quit their mundane jobs and vlog full time.
They garden, raise animals, and in some cases, sell their produce/animal product. All thanks to a new industry, Vlogging.
XENNIALS
It seems like this term was first noticed in 2014, to describe this age group. It is people who grew up in the days of playing outside but are now pretty tech savvy. We grew up as tech grew up too. We aren't as negative as Gen X but we aren't as overly optimistic as Millennial's. It's a good balance.
Reading this article, about 5 Traits older generations don't understand was pretty interesting, since I feel that I have one foot in each of those worlds.
The last one was most interesting to me, Tackling Brand New Industries. The person in the article literally grew up to be a video game player and went on to teach others how to make money playing video games! I can wrap my head around that easily. That is fantastic for them! Where my pre-millennialism starts to show is when I start thinking about how to make a very nice living off only having a YouTube Channel.
How does one start? How much time is spent thinking about content? How do you know what people want to see?
Some of the homesteading vlogs I watch are so successful, both adults in the house (because most, if not all, are married with kids) have been able to quit their mundane jobs and vlog full time.
They garden, raise animals, and in some cases, sell their produce/animal product. All thanks to a new industry, Vlogging.
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