Episode #243 – Share Your Everyday Boring!

“Nobody got anywhere by doing something once. Stay consistent, work hard, and never, ever give up.”

Time for a pep-talk!  It’s hard to create content.  You take time, create a list of items you want your audience to know about… you work on the topic and you publish.  Then it’s very quiet, almost like no one is listening to you.

It feels useless, silly, and not important.

DON’T QUIT

You need to keep going because our inspiration for today says it all!  There’s only one place you get by doing something once… that’s right a memory!

You want to be more than a memory with your customers.  Especially if you have a “busy season” and a “not busy season”.  You need your customers to know that you are thinking of them.

Let’s look at the marina for a second.  It’s very quickly becoming winter in Minnesota.  Not very fun for boating.  But, we are still 100% in boating.  We are winterizing engines and working on shrinkwrapping, and relocating boats.  It’s a very big deal.

Our customer on the other hand, they are not boating.  It’s just that simple.  There is no afternoon cruise.  No going to dinner at the local boat up restaurant.

We are not top of mind in our customer’s day… however, they are top of mind in ours!

So how do you level this playing field?  You communicate with your customers CONSISTENTLY!  We want them to know, that even though the lake is frozen, boating is still important!  We share things we are doing, what is happening around the lake, and what is coming up to hopefully make the winter seem a little shorter!

This is not hard to do… but it is a mind-shift.

For the Infinity Marketing Machine to work you must be willing to share information over and over.  What’s funny is… I’m regularly surprised that people think what we do in the winter is “interesting”.   I don’t think it’s interesting, but I’m not writing for me, I’m writing for them!  They love visiting our marina and they want to stay connected.

Give your customers what they want, regardless of how boring you think it is… they want to connect with you… connect!

Be consistent.

Build the relationship.  If you settle for “one and done” when it comes to content, you’re going to have a hard time being consistent and being consistent is fundamental to your success in the Infinity Marketing Machine system.  It’s time to share your boring!

Big Money Small Change Success
Character + Content/Consistency + Goals/Motivation + Customers =
Infinity Marketing Machine

PS: thanks for reading!  I really appreciate you being here.  Make sure to “like” this post… and follow me! (and please do me a favor… if you want more great ideas like the one in this post, just fill out this form and I’ll send them to you…  start here

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Action Steps
1-  What are you doing today… possibly right now that’s boring or mundane to you that your customers would probably find interesting?  Take a minute to write them, either by post or by email! Share your everyday boring.
2- Install my free app! (SmallBusinessClubApp.com)

Podcast:
Listen to Episode #243 of the Two Minute Commute audio blog Podcast

 

 

 

Infinity Marketing Machine Daily Blog Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This!

Episode #149 – Target Your Audience, Even If You Can’t Be There

You can do a lot! Much more than you think… but you need to plan.

Last week was a major baton twirling competition hosted on the campus of Notre Dame in South Bend, Indiana.  It’s our National Championships.  Growing up I attended nine times!  It’s held during the same time and same place each summer.  “Same bat time, Same bat channel”  As a competitor it’s fun, as an alumni it’s like “old home week”, and as a coach it’s time to put the hard work of the past year on the floor!

I mention this because I couldn’t go this year.  I really wanted to.

Three years ago I started the only app for baton twirlers and attending this event becomes even more fun because I recognize the competitors from all over the United States.  It’s neat to have a real world experience and meet them.

But I couldn’t go.

So you know what I did?  I started where I am, with what I had, to do what I could!  I used Snapchat Geofilters at the venue!  Snapchat is popular with the under 25 age group.  Geofilters are designs that can overlay a photo.  I created filters with the logo from the baton twirling app.  M purpose was to enter “their world” and show I understand how they communicate.  It worked well, I had several hundred uses over the 4 days.  More important… I had nearly 30 installs of my app!  It gets better… yesterday I received 5 new additions to my email list for baton twirlers.  More will come.

So even though I couldn’t attend in person, I didn’t miss the opportunity.   I’m throwing this out there as a reminder of advertising.  Snapchat is not the best medium.  In fact, use it for building brand awareness among the under 25 crowd, but don’t expect immediate or direct results.

However, if there is a convention and it fits your target audience, advertise in their main brochure/book/or at the convention hall itself.  This type of targeted advertising has impact, more than it did 10 years ago because it cuts through the “noise” of standard advertising.  Advertising still works at the top of the funnel for prospecting, but, you  need to target our audience with a laser focus.  Try this… it is one great way to do it!

PS: if you love my post, give it a “like” (and hit that follow button)!

Action Steps
1- Is there a convention or conference coming up (somewhere in the country) that is a good fit with your product… buy an ad!  Be at the event, without being at the event.
2- Install my free app! (SmallBusinessClubApp.com)

Listen to Episode #149 of the Two Minute Commute audio blog Podcast

Love this inspirational quote?  View it on a 12″ x 12″ Canvas “Social Square” wall hanging!

Two ways to get more Small Business Tips …
A- Install our Free App (SmallBusinessClubApp.com –Apple or Android )
B- Subscribe to my blog at BigFishIdeas.com

Week in Review – Episodes #119 – #125

In case you missed an Episode… here’s a link to Episodes 119 – 125 of The Two Minute Commute on BigFishIdeas.com.

You can also access it on my Free App: SmallBusinessClubApp.com

Thanks for being here!!!

 

PS: if you like the motivational phrase wall hanging, buy one here.

Episode #85 – Get Ahead of Your Business Cycle!

There’s a reason you can’t bet on a horse race from two weeks ago.  Because it already happened!  It’s the same reason you can’t buy home insurance after the fire.  Or the reason Halloween candy costs more on October 27 than it does on November 5.  It’s all about timing.

Timing is one thing that all recretainment businesses understand.  We generally operate on calendars, deadlines, and special events.  This is actually a plus for our industry.  People want to enjoy the services we provide, they want to be entertained.  You can send out announcements, reserve the space, and order food to sell, however, it’s really hard to host your Pond Hockey event in the summer.

Yes, I’m being a little obvious with my examples. The important take away is that businesses have cycles.  It may follow a calendar.  It may be longer than a calendar.  When I worked in college admissions we worked on an 18 month cycle.  We started with Juniors in the spring (because they take their entrance exams).  Then we encouraged summer visits.  That lead to the fall of their Senior Year our big application time.  Followed by Winter visits and spring decisions rolling into fall enrollment.  It was a cycle dictated by their high school calendar.

If we started providing the “decision” information at the time they were Juniors our efforts would be wasted.  Psychologically they are not in that phase.  Believe me, the entire class, as a group, moves through this phase.  It is rare to have an outlier that knows what college they will select at the beginning of the 18-month cycle.  It’s been a while since I worked in admissions, my hunch is the prospecting cycle starts earlier now.

Learn to follow the pattern of your customer cycle and most important, get ahead of it.  Your most effective efforts will come when you’re able to plan.  I think one of the downfalls of the “instant” society we live in is that it’s instant, we tend to be operating last minute, because we can.  I’m guilty of it too.  It’s the “oh shoot” moment… when you realize that it’s a holiday tomorrow… and you can post something online about it.  It works, but would it have been more effective if you ran a 2 week countdown with specials along the way?

PS: if you love my post… give it a “like”!

Action Step
1- Identify your business cycle, and it may be different for each profit center.  But is it a calendar year, school year, holiday cycle?  Or is it independent for each person?  Work backward from the sale to your first “touch point” with the customer.
2- Now… get ahead of the wave!  Don’t create social media posts the night before… Plot dates on a calendar, create countdowns, start planning!
3– Install our app! (SmallBusinessClubApp.com)

 

Two ways to get more Small Business Tips …
A- Install our Free App (SmallBusinessClubApp.com –Apple or Android )
B- Subscribe to my blog at BigFishIdeas.com

Listen to Episode #85 of the Two Minute Commute audio blog Podcast

 

Episode #84 – Adjust Your Attitude to Change Your Results… Well, Sometimes it Works. haha

It’s great to have a positive attitude, and often changing your way of thinking helps adjust your mind set…. but I just found out, this can be more difficult than you think!

Often when you are planning your marketing calendar you need to be several weeks, even months, ahead in your planning.  I went on a tour at Disney World and the Christmas Decoration planning started 6 weeks after the previous year’s decorations were removed.

Well, at a marina in Minnesota that means we are thinking of summer in the middle of winter.  That’s a nice change of pace!  It’s freezing cold outside… even snowing… and we have people visiting the marina to see if it’s the place they want to spend the summer.

Here’s the bummer… that means in the beginning of summer, I’m planning for winter.  While people are packing coolers and heading to their boat in 80 degree weather, I’m placing ads and creating calendars to get our winter storage filled. YUCK.

I am not a fan of winter.  In fact, I hate it.  I even said it last night, which prompted this post!  I need to change my attitude.  I don’t think I’ll be able to love snow.  But with the wisdom of Eleanor in my head, I can change my circumstance by changing my attitude.  I think I’ll try focusing on the storage and service aspect of the title “winter storage” instead of the “winter” portion of the title.  After all, I work in marketing, I suppose it could be the “opposite of summer storage” season, “summer in Australia Storage” season, “7 months of non-boating” storage, “when the outside temperature is colder than inside your freezer storage” HAHA – this is going to be more difficult than I thought!

I wish you luck as you explore the ways to adjust your thinking, it’s a valuable tool but at a the same time not as easy as it sounds!  I still recommend giving it a try.

PS: if you love my post… give it a “like”!

Action Step
1- Where are you struggling?  Determine just one thing that needs a different way of looking at the situation.
2- Brainstorm and give the “new attitude” approach a try… My example of “winter storage” didn’t exactly work… but it did make me laugh!
3– Install our app! (SmallBusinessClubApp.com)

 

Two ways to get more Small Business Tips …
A- Install our Free App (SmallBusinessClubApp.com –Apple or Android )
B- Subscribe to my blog at BigFishIdeas.com

Listen to Episode #84 of the Two Minute Commute audio blog Podcast

 

Subscribe to my blog at BigFishIdeas.com

Listen to Episode #46 of the Two Minute Commute

Episode #50 – Detours and Backup Plans

Sometimes the shortest distance between two points is under construction… make sure you’ve got a detour to take.

This might seem like odd advice, but you do need to think of alternative ways to accomplish your goal because the shortest distance between you and achieving your goal may not happen.  That’s when having a back up plan is outstanding!  For example, you have an order of 300 T Shirts and your T shirt press breaks… what do you do?  Who do you call?  Have this information in place so in your moment of stress, you can calmly choose an alternative.  It’s hard enough to plan and take the risk to move forward to then hit a “pot hole” but if you have some “what if” planning in place it will make your life easier.

One word of caution, this is not analysis paralysis!  You have made the decision to move forward with a plan.  This is worst case scenario planning, the “I”m already moving forward, what happens if my supplier has a 10 week backlog, who do I buy from next” type of thinking…  You need to have back up plans in place.

As you are planning your alternative routes, don’t forget to break the larger project down into small pieces check out tip #3 in the article on my website at BigFishIdeas.com!

Action Step
1- Where are you vulnerable?  Is it equipment breaking or suppliers not getting you raw materials.  Determine where you need relationships formed with machine repair services and alternative suppliers of materials.

2-Create an emergency contact list of vendors, repair services, contractors, etc… keep it in your emergency file.  Wait?  What emergency file… yeah, create an emergency file, too.

Subscribe to my blog at BigFishIdeas.com

Listen to Episode #50 of the Two Minute Commute

Episode #39 – Keep Up the Enthusiam

When you have enthusiasm it sets your business apart from the rest. As the leader you set the tone. Others will gain momentum from your enthusiasm and that’s pretty powerful!

Your big advantage as a local business is the ability to have your enthusiasm transfer to the people surrounding you… think about it, you’ve had interactions with both huge companies and small businesses, which one can you feel the excitement of the owner?  I mean, buying muffins at a local bakery where you can feel the love and artistry of the product is much different from prepackaged muffins in a box, right?  🙂

Action Step:
-Keep up your Enthusiasm

Click to Listen to Episode #39 of the Two Minute Commute