A consultant I know emailed me the other day to ask my opinion of a workshop he is thinking of holding for small business. I figure his success will all depend on how well he markets it: small-business owners are normally hard to draw out to attend seminars. They're just too busy.
Which is one reason I often warn that the SME community is a "heartbreak market"
Here is the text of my reply:
Hi Jim. Great to hear from you.
As for your workshop idea, I don't know what to tell you.
The idea is very worthy, and this service much needed.
But will business sign up for it? I have no idea. A lot of people have lost their shirts putting on information seminars that small and medium enterprises could really benefit from. It's so hard to get this audience to come out. Regarding the entrepreneurs, they are very busy, and resent paying out a nickel if they don't have to. If they can find an excuse not to attend, they will.
If you go ahead with this, you should consider ways to get around this universal roadblock. For instance:
- Could you pitch it not to the business owner themselves, but to their technology, finance, sales or operations leads? Many owners would pay for others to go if it means they don't have to.
- Could you round up some sponsors and put it on for free?
- Could you reduce this to a series of 2- or 3-hour webinars that people could access for free on video or on the Web?
Whatever you decide, you need a robust marketing budget. You have to work hard to get people out, no matter how good the product is.
Hope this helps.
Rick
Please leave a comment below if you think you have a better solution!
Monday, 25 January 2010
Thursday, 21 January 2010
Report on Your Business Magazine
I see the Globe and Mail has renamed its small business magazine “Your Business.”
It’s an improvement o
ver the old name, Report on [Small] Business Magazine. As I have been saying for years, many business owners dislike being called “small business”, even if on a national level they do seem small.
My favorite example is the entrepreneur who described his company as "the second-largest steel fabricator in the Ottawa valley.” Yes, it’s a small business according to most definitions (less than 50 employees), but that's not the way its owner likes to see it. The word “small” may be a handy category for marketers or bureaucrats to use, but it doesn't begin to give business owners the respect they crave.
In fact, since 95% of all businesses are small businesses, the proper synonym for small business is simply “business.” Entrepreneurs themselves refer to “my business,” never “my small business.” Bell Canada and RiM and Imperial Oil aren't just businesses – they're big businesses. My friend’s six-person design shop – now that’s a real business.
So I think the Globe has made a modest improvement by calling their magazine Your Business. In fact, it’s one of the many new titles we considered when I arrived at Small Business magazine 20 years ago and decided to change the name (for the reasons cited above). That's when we decided to rehabilitate the much-maligned word “Profit.”
“Your Business,” we concluded, wasn't a bad name. Just dull.
ver the old name, Report on [Small] Business Magazine. As I have been saying for years, many business owners dislike being called “small business”, even if on a national level they do seem small.My favorite example is the entrepreneur who described his company as "the second-largest steel fabricator in the Ottawa valley.” Yes, it’s a small business according to most definitions (less than 50 employees), but that's not the way its owner likes to see it. The word “small” may be a handy category for marketers or bureaucrats to use, but it doesn't begin to give business owners the respect they crave.
In fact, since 95% of all businesses are small businesses, the proper synonym for small business is simply “business.” Entrepreneurs themselves refer to “my business,” never “my small business.” Bell Canada and RiM and Imperial Oil aren't just businesses – they're big businesses. My friend’s six-person design shop – now that’s a real business.
So I think the Globe has made a modest improvement by calling their magazine Your Business. In fact, it’s one of the many new titles we considered when I arrived at Small Business magazine 20 years ago and decided to change the name (for the reasons cited above). That's when we decided to rehabilitate the much-maligned word “Profit.”
“Your Business,” we concluded, wasn't a bad name. Just dull.
Thursday, 14 January 2010
Too much transparency!
I found a link recently to a good article on “negotiating with difficult people” at the DaleCarnegie.com site.
As a consultant myself in content marketing, I think it imperative that businesses selling their smarts (AKA “thought leaders”) provide free content such as this to attract prospects’ attention and build respect for their expertise.
But that doesn't mean you broadcast what your intentions are. Letting people know they're just "leads" to you makes people feel they're being manipulated, rather than served.
Carnegie’s mistake? Look at the URL they choose for the page that hosts the story:
http://www.dalecarnegie.com/lead_nurturing/tips/tips.jsp?tipid=250
Maybe most people won't notice the phrase “lead nurturing tips.” Nonetheless, this takes transparency too far. People want to be treated as individuals, not "leads."
Yes, providing relevant content is a marketing tactic. But most businesses use phrases that sound less mercantile. Examples: Free_stuff. Premium_content. Welcoming_wisdom.
Business should make customers and prospects feel they're being valued, and respected. Not hunted.
Cross-posted from www.CanEntrepreneur.com
As a consultant myself in content marketing, I think it imperative that businesses selling their smarts (AKA “thought leaders”) provide free content such as this to attract prospects’ attention and build respect for their expertise.
But that doesn't mean you broadcast what your intentions are. Letting people know they're just "leads" to you makes people feel they're being manipulated, rather than served.
Carnegie’s mistake? Look at the URL they choose for the page that hosts the story:
http://www.dalecarnegie.com/lead_nurturing/tips/tips.jsp?tipid=250
Maybe most people won't notice the phrase “lead nurturing tips.” Nonetheless, this takes transparency too far. People want to be treated as individuals, not "leads."
Yes, providing relevant content is a marketing tactic. But most businesses use phrases that sound less mercantile. Examples: Free_stuff. Premium_content. Welcoming_wisdom.
Business should make customers and prospects feel they're being valued, and respected. Not hunted.
Cross-posted from www.CanEntrepreneur.com
Thursday, 3 December 2009
10 tips for marketing to SMEs
According to the Toronto-based Executive Council on Small Business (ECSB), small business is already flooded with advertising and product information.
75% of business owners say the amount of marketing material they receive has risen in the past three years. Most don't even read what they get: according to another study, 36% of business owners just scan your copy for key words, while 35% skim it by reading only the bullet points.
So how do you get a business owner to give your marketing the attention it deserves? ECSB senior vice-president Jeff Berry offers his Top 10 Tactics.
Point 1: Entrepreneurs in Canada may be gutsy risk-takers when they launch their businesses, but surveys find them decidedly risk-averse regarding day-to-day operations.
Marketers can leverage that risk aversion by acknowledging the risks or issues that customers may encounter in using their products (e.g., installation or compatibility problems).
Point 2: Reduce perceived risk by offering samples and free trials, refund periods or money-back guarantees.
Points 3 and 4: Entrepreneurs are older than you think, says Berry: 62% of Canadian business owners are between the ages of 46 and 62. Use images in your marketing materials that reflect the faces, fashions and lifestyles of older entrepreneurs. And produce your copy in bigger fonts, to ensure your target market can read your material.
Point 5: Entrepreneurs need to feel they're in control. Provide two or three options in each product category so business owners can choose the item that best fits their needs. (More than three options can get confusing.)
Points 6 and 7: Most business owners are locally oriented. Berry suggests helping entrepreneurs expand their contacts by supporting local groups; in the U.S., for instance, American Express recently sponsored “meetup” groups that enabled its customers to network more formally with local business people.
You can also form your own groups of local customers. Apple Inc. hosts bi-monthly events at its Apple stores for Macintosh-powered entrepreneurs.
Point 8: Respect entrepreneurs’ hectic schedules by creating content that’s easy to read and skim. “If what you sell them isn’t going to save them time,” says Berry, “then make the message ‘faster’ to consume.”
Point 9: Offer service options that work with business owners’ schedules. At ProStores, an e-commerce solutions company, account reps make their calendars viewable so customers can pick their own appointment times.
Point 10: Empower business owners to solve their own problems in a timely manner. ECSB’s research found that 84% of entrepreneurs watch “how-to” videos, and 71% watch videos on corporate web sites.
Any marketer can have a credible product and a fabulous offer. By heeding the new rules of consumability, you might even get your message across.
75% of business owners say the amount of marketing material they receive has risen in the past three years. Most don't even read what they get: according to another study, 36% of business owners just scan your copy for key words, while 35% skim it by reading only the bullet points.
So how do you get a business owner to give your marketing the attention it deserves? ECSB senior vice-president Jeff Berry offers his Top 10 Tactics.
Point 1: Entrepreneurs in Canada may be gutsy risk-takers when they launch their businesses, but surveys find them decidedly risk-averse regarding day-to-day operations.
Marketers can leverage that risk aversion by acknowledging the risks or issues that customers may encounter in using their products (e.g., installation or compatibility problems).
Point 2: Reduce perceived risk by offering samples and free trials, refund periods or money-back guarantees.
Points 3 and 4: Entrepreneurs are older than you think, says Berry: 62% of Canadian business owners are between the ages of 46 and 62. Use images in your marketing materials that reflect the faces, fashions and lifestyles of older entrepreneurs. And produce your copy in bigger fonts, to ensure your target market can read your material.
Point 5: Entrepreneurs need to feel they're in control. Provide two or three options in each product category so business owners can choose the item that best fits their needs. (More than three options can get confusing.)
Points 6 and 7: Most business owners are locally oriented. Berry suggests helping entrepreneurs expand their contacts by supporting local groups; in the U.S., for instance, American Express recently sponsored “meetup” groups that enabled its customers to network more formally with local business people.
You can also form your own groups of local customers. Apple Inc. hosts bi-monthly events at its Apple stores for Macintosh-powered entrepreneurs.
Point 8: Respect entrepreneurs’ hectic schedules by creating content that’s easy to read and skim. “If what you sell them isn’t going to save them time,” says Berry, “then make the message ‘faster’ to consume.”
Point 9: Offer service options that work with business owners’ schedules. At ProStores, an e-commerce solutions company, account reps make their calendars viewable so customers can pick their own appointment times.
Point 10: Empower business owners to solve their own problems in a timely manner. ECSB’s research found that 84% of entrepreneurs watch “how-to” videos, and 71% watch videos on corporate web sites.
Any marketer can have a credible product and a fabulous offer. By heeding the new rules of consumability, you might even get your message across.
Tuesday, 1 December 2009
Using social networks could pay
Q: What exactly is Social Media and can it help bring in business?
A: Like any emerging idea, the definition of social media is still a little blurry around the edges. Social media is an umbrella term that includes interactive broadcasts such as blogs and podcasts, as well as social networking Web sites. These Web sites often allow visitors to become users or members, create profiles, and upload and share content through the Web site.
There are hundreds of social media Web sites out there. One of the most popular is MySpace which was originally a place for bands to promote themselves. Anyone can create a profile and there are no identity checks. Companies targeting consumers often set up shop there.
Another is LinkedIn. This networking Web site allows you to create a profile and connect with colleagues, give and get recommendations, and find people outside your immediate network for new opportunities. One of the fastest growing social media sites is Facebook.
Why should you care about social networking sites? If you had a retail outlet you wouldn't set up shop where there's no foot traffic, would you? Well, many of your customers and clients may already be at social media Web sites. You need to go to where your customers are.
To get started with social networking, you may want to do some investigative work to find out where your best customers are. Since these sites offer free memberships, it only costs you in time to join multiple sites. Once you've joined, listen to the conversations around you. Each site may have its own mores, but generally people don't want you storming into a conversation to tell them how great your products or services are.
Once you feel comfortable with your surroundings, feel free to join in. Just don't make it a sales pitch. Find a group that you can participate in. If you sell dog products, find and join dog lovers' groups. If you're feeling really daring, start your own group, and invite current clients and colleagues to join in. A real estate agent might start a group focused on the local area (restaurants, schools, taxes, etc.), getting local business owners and residents to join together.
Using social media as a marketing or networking tool is in its infancy. Like a lot of marketing endeavors, the results may be difficult to track. But if you're on the sidelines, your competitors may be making connections and building relationships with your prospects. Are you willing to take that chance?
A: Like any emerging idea, the definition of social media is still a little blurry around the edges. Social media is an umbrella term that includes interactive broadcasts such as blogs and podcasts, as well as social networking Web sites. These Web sites often allow visitors to become users or members, create profiles, and upload and share content through the Web site.
There are hundreds of social media Web sites out there. One of the most popular is MySpace which was originally a place for bands to promote themselves. Anyone can create a profile and there are no identity checks. Companies targeting consumers often set up shop there.
Another is LinkedIn. This networking Web site allows you to create a profile and connect with colleagues, give and get recommendations, and find people outside your immediate network for new opportunities. One of the fastest growing social media sites is Facebook.
Why should you care about social networking sites? If you had a retail outlet you wouldn't set up shop where there's no foot traffic, would you? Well, many of your customers and clients may already be at social media Web sites. You need to go to where your customers are.
To get started with social networking, you may want to do some investigative work to find out where your best customers are. Since these sites offer free memberships, it only costs you in time to join multiple sites. Once you've joined, listen to the conversations around you. Each site may have its own mores, but generally people don't want you storming into a conversation to tell them how great your products or services are.
Once you feel comfortable with your surroundings, feel free to join in. Just don't make it a sales pitch. Find a group that you can participate in. If you sell dog products, find and join dog lovers' groups. If you're feeling really daring, start your own group, and invite current clients and colleagues to join in. A real estate agent might start a group focused on the local area (restaurants, schools, taxes, etc.), getting local business owners and residents to join together.
Using social media as a marketing or networking tool is in its infancy. Like a lot of marketing endeavors, the results may be difficult to track. But if you're on the sidelines, your competitors may be making connections and building relationships with your prospects. Are you willing to take that chance?
Friday, 27 November 2009
Volunteering with SCORE
Q: I’m at the age of retirement and have an opportunity to sell my business. Although I’d like to slow down, I’m not ready to stop working entirely. Any advice?
A: Why not spend some of your time helping promising entrepreneurs start or run their own small businesses? You could share your business expertise, give back to your community, gain satisfaction from seeing others succeed and connect with like-minded people by volunteering with SCORE. Each year, SCORE counselors touch thousands of lives, generously sharing their knowledge and experience so that entrepreneurs can realize their dreams of business success.
Nationwide 10,500 men and women in 389 SCORE offices donate their time and talent to assist America's small businesses. At SCORE Houston, volunteers provide confidential one-to-one and team business counseling and low-cost training workshops and seminars. In addition, many counselors are virtual volunteers, providing email counseling directly from their homes or offices. SCORE members can not get paid for the services they provide to our small business clients.
Counselors come from a variety of occupations and backgrounds. Both retired and working professionals are welcome in SCORE. Many volunteers owned small businesses for years while others worked for large corporations.
Whatever their background, SCORE counselors share a belief that small business owners are more likely to succeed if they have a business mentor to guide them. We currently are seeking new members of diverse backgrounds and experiences to complement our current team of over 70 volunteers in the Houston area.
Our members choose from a variety of ways to contribute to our mission; but, a most of our counselors are focused primarily on helping aspiring entrepreneurs develop their business plans and launch their first business. Many work with clients to find the financing needed to start or expand a small business. Others are involved in organizing client educational sessions, carrying out our chapter treasury and accounting activities, managing our internal computer network, publishing newsletters, or other administrative functions.
New members go through an orientation program to get familiar with SCORE and comfortable with the counseling process. All members stay up-to-date by attending regular monthly training sessions.
In Houston, we share offices and work closely with the Small Business Administration. We have several satellite locations throughout the city. Check out our web site, www.scorehouston.org.
If you have any questions or would like to volunteer, please e-mail us at score37@scorehouston.org, or, call our office at 713-773-6565 and leave a message for our membership coordinator to call you.
A: Why not spend some of your time helping promising entrepreneurs start or run their own small businesses? You could share your business expertise, give back to your community, gain satisfaction from seeing others succeed and connect with like-minded people by volunteering with SCORE. Each year, SCORE counselors touch thousands of lives, generously sharing their knowledge and experience so that entrepreneurs can realize their dreams of business success.
Nationwide 10,500 men and women in 389 SCORE offices donate their time and talent to assist America's small businesses. At SCORE Houston, volunteers provide confidential one-to-one and team business counseling and low-cost training workshops and seminars. In addition, many counselors are virtual volunteers, providing email counseling directly from their homes or offices. SCORE members can not get paid for the services they provide to our small business clients.
Counselors come from a variety of occupations and backgrounds. Both retired and working professionals are welcome in SCORE. Many volunteers owned small businesses for years while others worked for large corporations.
Whatever their background, SCORE counselors share a belief that small business owners are more likely to succeed if they have a business mentor to guide them. We currently are seeking new members of diverse backgrounds and experiences to complement our current team of over 70 volunteers in the Houston area.
Our members choose from a variety of ways to contribute to our mission; but, a most of our counselors are focused primarily on helping aspiring entrepreneurs develop their business plans and launch their first business. Many work with clients to find the financing needed to start or expand a small business. Others are involved in organizing client educational sessions, carrying out our chapter treasury and accounting activities, managing our internal computer network, publishing newsletters, or other administrative functions.
New members go through an orientation program to get familiar with SCORE and comfortable with the counseling process. All members stay up-to-date by attending regular monthly training sessions.
In Houston, we share offices and work closely with the Small Business Administration. We have several satellite locations throughout the city. Check out our web site, www.scorehouston.org.
If you have any questions or would like to volunteer, please e-mail us at score37@scorehouston.org, or, call our office at 713-773-6565 and leave a message for our membership coordinator to call you.
Thursday, 26 November 2009
Fun with Contests that Align with Strategy
Here’s a great way for a company that prides itself on customer service to promote itself, and the very concept of service as well.
Rackspace.com, the “cloud computing” hosting company that calls itself “The Home of Fanatical Support,” puts customer service first in its own business. But it also holds a contest for its clients to recognize “one of our customers for valuing customer service as much as we do.”
The 2009 Fanati Contest is now underway (for U.S. customers only). Rackspace clients who think they have what it takes have until Dec. 11 to put together a 5-minute video explaining why they deserve to be this year’s winner.
Here are some of the approaches Rackspace suggests to contest entrants:
• Tell us who you are and what your business does.
• Describe what Fanatical Support means to you.
• If you were going to take a thesaurus to the phrase “Fanatical Support” and use that in your company’s business motto, what would your new motto be?
• Tell us about a time you or an employee went above and beyond (fanatically) for a customer or employee.
• Tell us how you’ve continued to enhance your motto to adapt to your business’ changing needs, culture, and/or growth to ensure that customers stay satisfied?
What a great way to align yourself with your customers, promote your brand, and create increased engagement by among customers and their staff. And it costs almost nothing.
Kudos to Rackspace for showing that marketing (in this age of clutter) can still be about good ideas that benefit buyers and sellers alike.
What’s your brand? How could you get customers more excited about it, and promote it to the rest of the world, by organizing a contest of your own?
Rackspace.com, the “cloud computing” hosting company that calls itself “The Home of Fanatical Support,” puts customer service first in its own business. But it also holds a contest for its clients to recognize “one of our customers for valuing customer service as much as we do.”
The 2009 Fanati Contest is now underway (for U.S. customers only). Rackspace clients who think they have what it takes have until Dec. 11 to put together a 5-minute video explaining why they deserve to be this year’s winner.
Here are some of the approaches Rackspace suggests to contest entrants:
• Tell us who you are and what your business does.
• Describe what Fanatical Support means to you.
• If you were going to take a thesaurus to the phrase “Fanatical Support” and use that in your company’s business motto, what would your new motto be?
• Tell us about a time you or an employee went above and beyond (fanatically) for a customer or employee.
• Tell us how you’ve continued to enhance your motto to adapt to your business’ changing needs, culture, and/or growth to ensure that customers stay satisfied?
What a great way to align yourself with your customers, promote your brand, and create increased engagement by among customers and their staff. And it costs almost nothing.
Kudos to Rackspace for showing that marketing (in this age of clutter) can still be about good ideas that benefit buyers and sellers alike.
What’s your brand? How could you get customers more excited about it, and promote it to the rest of the world, by organizing a contest of your own?
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