Social Media Philosophy Part 3 - Are you running with Rickshaws or Dancing in the Spotlight?
I’ve mentioned the value of a personal referral and the importance of preparing for the spotlight in the world of business and marketing. It’s not rocket science, but in this economy, the inclination to be more clever than the next guy has become a balderdash race for the next great gimmick, advertising coupon, or catchy slogan to attract discerning clients into their shops and businesses. Let’s face it; the clientele of today is far more particular about the value of their dollars spent than, say the consumer or the late 90’s and early 2000. As a business owner you may have a great idea or service and are plugging along with remedial promotions that help people poke their nose into your business, but are you doing enough to encourage them to leave dollars and cents in your cash register?
Sometimes, ‘just getting by’ is all someone needs. That can be enough to sustain many people to fulfill their hopes and dreams to have a coffee shop on the ‘main drag’ in town or be the first and only boutique store to offer ice cream while you try on designer shoes. [I’m not sure that exists, but if it does, will someone let me know?]
In the big picture, however, many business owners need and quite sincerely want to do more than just exist. They want to excel and progress. Claiming a stake in the market or industry is hard work and many businesses go after it in the same way. They put together an idea to lease a billboard or purchase a package of radio ads to spread the word about their excellence and amazing products or services.
I know what you’re thinking, “don’t they need to be ready for all that attention?” The answer is indeed “yes.” If you’ve been browsing in previous discussions, we most recently talked about ‘The Spotlight’.
If a business owner is going to all the effort to mark up a large media campaign, print 50% off coupons, and spread the good word all over the radio waves, they better be ready to hold up the words they share in their promotions and provide an honest value for their product and services.
When done successfully, these promotions and fanfare styles of advertising are an excellent value. The natural reaction to a great deal, like a 75% sale on last year’s model, will bring people in the door. Then if the business can ‘wow’ them with style and exceptional customer service, customers often return to a business where they received an appropriate value on their purchase coupled with organized, professional, and friendly environment.
So what happens if the customer visits a business based on a great ad or promotion they heard or read about and they find out the company is a disorganized, unruly mess? [Much like my hair in the morning]
You get a cart, yep, just a cart. You might be thinking, “I can make do with just a cart.” A cart is only worthwhile if you want to run all over town pulling a rickshaw. Quite plainly, the cart is a great commodity or product, but without the much needed horse it’s really just a disconnected piece of a puzzle. You’re going to need a horse… [Or a llama, but they spit].
Continue reading our 4 part Social Media Philosophy series: Part 4 – A Horse of Course