Just finished a documentary film (1 hr.) on breast cancer from survivor ship point of view. CBCF LOVES it but no money to offer us. We want to get this out to the world, and lots of interest so far with people who have seen it, in the world of breast cancer. But so far no one with money. We are looking for $100,000 to buy us out, or smaller investment from a number of companies to support screenings and distribution of film. Looking at every event going on in this city, there are dozens of companies who contribute to such worthy causes. Where do I find these companies and get them a copy? I think they would be thrilled to be involved in this inspiring and educational film, and have their name on a film that will be distributed around the world - SOON.

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Jay’s Answer: I’m unclear what your strategy is (who is the film’s audience, etc.), and why a sponsor should care about your film.

For example, why not skip the who sponsorship issue, and release the movie online?

Or, release some snippets of your movie online to build viral traffic to your website, where you ask for sponsorships to support distribution (and/or online advertising) of the movie.

An easy way to find sponsors is to look for organizations that have sponsored similar-themed organizations in the past, such as: Shanti or Think Before You Pink

I am doing a pitch to a company who distributes computer and console games. The company is purely a distributor but in a recent press release stated that they would like to be transparent to gamers even though they do not sell directly to gamers, they have started a gamers-club but I feel that there is more they can do. The gamers-club invites members to take part in competitions etc. I need to show them the benefits of hosting an event at various game shops – since they sell directly to these shops they would obviously not lose anything as it will promote the stores which sales rising. The biggest problem I’m facing is how to prove to a distributor that getting their name associated with games will increase their sales. Shops do promotions regularly because they sell directly to people but will this work with a distributor who sells to stores and not consumers? Also, what would a event entail? This is also my first pitch that I will be doing so any pointers on what I need to present them with would also be a great help.

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Jay’s Answer: If the distributor’s games target a similar demographic or category, then you have an opportunity for presenting “…if you like that, then you might also like this game…” (or “…people who bought this, often buy this game…”).

However, if the distributor simply has a wide inventory, then their name won’t mean much, and probably isn’t worth building on.

Holding events at game shops may bring awareness to a single title of theirs, but given the effort it’ll take to promote each of these one-shot events, it’s unlikely to result in the ROI they’re looking for.

Instead, have the distributor have a contest for best new game idea (in different categories). The winner would get a gift certificate for a selection of games and perhaps a meeting with a game company or two’s principals (to pitch the game itself). Something like this could easily go viral and result in the name of the distributor being mentioned frequently.

I want to start doing massage in my spare time, after work and on the weekends, i want to work from home, or go to clients houses. I wouldnt mind if  i could get in, is to work in a day spa, or a salon or something like that.

I have these plans but i need to come up with a business name and a slogan, i would like it to be based on vitality, mind body soul, something along those lines. I also want it to be modern and something that is catchy.  Please help answer my question as i have a passion for Massage.

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Jay’s Answer: You’re asking about a name/slogan, but you first need a marketing strategy. Without one, you’ll wind up with generic name/slogan and not get any results.

In our culture, most people’s goal for a massage is either a relief from pain or stress. That’s your key benefit.

Who are you targeting? Men and Women? Ages? For pain relief? Stress-relief? Demographic?
Next, how are you different from the rest of the massage practitioners out there? Do you have special training? Do you love working on children with MS? Geriatric Men?

These are just some of the key marketing strategy questions you need to answer before you launch your business. Otherwise, you’ll be wasting time trying to find customers, instead of creating an effective message that has your ideal clients finding you.

Note: if you’re selling your services in a day spa or salon, you don’t need a business name/slogan, you simply need to find one in your area that fits your skills and “approach” (so your services are complementary to theirs’). The advantage to spa/salon (or even chiropractor’s office) work is that you don’t have to do any marketing, but you likewise get paid less (which might be acceptable).

Not knowing the answers to my strategy questions, here are a selection of name/slogan options:

• Massage Alive: Make Your Body Stronger and Healthier
• Pain Management Massage: Relieve Your Aches Naturally
• Integrative Massage: Relax Your Mind. Heal Your Body.

I am finally pursuing my passion as a natural hair stylist. I am very good at what I do (braiding, extensions, locs, etc) so why am I scared to step out and do this full time?
Well, I am hoping to open a beauty salon with booth rentals. I hope to rent to a cosmetologist, esthetician, and a manicurist. Renting to this professionals will make my salon a full salon because people can come and not only get their hair done but also get a facials, manicure and a pedicure.
The rent will range from $120 to $250 per week, the professionals buy their own products and bring their own clients. They only pay me for the space they are occupying.

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Jay’s Answer: Don’t simply create “another” full-service salon. Yes, you want great, friendly, mature professionals renting from you. Yes, you want a great vibe when people come in. But more than that - target your audience better than your competition. For example, for busy female execs - guarantee that they’ll be in/out at a certain time, or their service is free. Or, have young girl days, where the music and vibe is better suited for them. Or, a man’s makeover day. The full-service part of your business is more than the sum of the services you provide - it’s the feeling they get when they’re with you, and how they feel when they leave.

After Eight years of production, I am finally ready to launch my first new patented product.

It aids the consumer, to creatively custom design their own hangers in a different manner, also instantly. Tools are not really necessary. It is design to help economize clutter closets space furthermore to travel light, to avoid air lines extra charges.

I am looking for: Launchers, TV network, Reps, Launch mentoring, Access to Distribution, etc.

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Jay’s Answer: Before you create a website, get distributors, etc. first figure out WHO your target market is. I’m sure you’d want everyone that has a closet, but create a niche otherwise you’ll be doing mass market advertising that costs a lot and might not produce the return you’re looking for.

For example, maybe you want to focus on first year college students, who are bringing their stuff to a dorm and want to have enough room for everything. Then, you can focus your marketing message to campus newsletters and magazines for the demographic.

Once you’ve narrowly defined it, then you can find the best people to help you with that niche. Of course, you can then move to other niches, growing your business as you find success with each niche.

I’m looking for an economical way to get a leads list of Renters or Resident/Occupants in a certain area. I know you can purchase lists from vendors. Just wondering if anyone has found a way to get this type of lead without spending a lot of money.

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Jay’s Answer: A few guerrilla ideas:

If you’ve targeted the buildings, then you can send/post a generic message ask the renters to opt-in to your list for the sake of a big upside (a free year of groceries, for example).

You could bribe/make friends with/co-market with the building manager/owner.

You could go door-to-door and ask for their names.

You could visit the mailboxes and record the names on each unit.

You could visit the parking lots of the buildings, and record the car license plates, running the information through the DMV.

I am a Licensed Marriage and Family Therapist in private practice. I am doing a seminar for moms as a way to get my name in the community as a resource for families when counseling is needed. I have spoken on many topics in the past. I would like to appeal to these moms as a resource for their general needs or more specific needs. The working title is Creating Balance in your Life as a Mom. I also need 4 - 5 bullet points to attract moms to this seminar. I currently have Improve Your Time Management; Eliminate Distractions; Finding a Routine that Maximizes the Potential for Your Family; and Giving Your Own Needs the attention they deserve. I would like something that is more catchy or would attract the most moms possible! Thank You!!

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Jay’s Answer: Moms with children at different ages have different specific issues (toddlers vs. lower-school vs. high-school vs. college-aged).

“Creating Balance in Your Life” isn’t motivating. Contrast this to: “Have More Fun In Your Life”, “Play More With Your Family”, “Increase Joy”, “Feel More Vital”, etc.

I have recently been hired as a sales rep for a newly developed organic skin care line, which was developed by a friend of mine. The ingredients are all natural, without toxins, harmful preservatives, etc., and it is a very professional upscale looking product line. She wants me to market the product starting with doctor’s offices, pediatricians, dermatologists, etc. She thinks it is an untapped market and is where she wants to start with the line. I thought that we should try health food markets like Whole Foods, or other places that share the whole organic philosophy, maybe full service salons or boutiques, etc. I recently took some samples to the Center for Holistic Medicine, and asked to be contacted with their opinions about the line and whether they are interested in carrying some products. Any advice on where to go and how to start?

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Jay’s Answer: It’s a big market, with lots of competition already. If you do get on the shelf at Whole Foods, yours will simply be another product on their shelves, and unlikely to generate many purchases.

Start by targeting under-served markets. Is there a skin problem that your products heal better than any other product out there? Maybe a location in the country where organic skin care hasn’t penetrated (and is the right demographic for you)?

Consider private labeling the product to high-end spas and private gyms. Also, cross-marketing with related products - high-end hair care, nail care, and even outdoors-related businesses.

You might want to sell B2C to get the word out directly. To get more consumer awareness, try doing something win-win: provide foot rubs for your local Avon Walk For Breast Cancer with your products (or provide the product for others to use).

Adding a new service to existing successful business. Looking for ideas on how to best introduce the service of prepared heart healthy & diabetic meals - we worked with local hospital to develop idea/menu. I want to target working adults who are caring for their parent(s) and those who are looking for healthy food option. Meals are gourmet but low fat, sodium, calories. I’m going to plan an open house to introduce new line of food. Who do invite and how can I advertise inexpensively? I need help to develop a marketing plan to make this aware to home health aides, doctor’s offices, and busy caregivers.

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Jay’s Answer: Sponsor lunch/dinner talks and serve your food to them.

Don’t forget dietitians, small grocery stores, local gyms, and even PTA.

If it tastes good, and people believe that eating it will help their health, it has the right price point (”what is your health worth?”), great testimonials (like Jared, the Subway guy - “eating this food has lowered my BP and made me enjoy life again”), and you’ve done your positioning homework (knowing about your competition), then you have a good start.

I was wondering if anyone knows about the ROI that can be expected from performing a seminar to local businesses about a topic that relates to our business.

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Jay’s Answer: If people attend, then they’re interested in the topic, and potentially your business. Unless you’re planning on renting out a hotel and providing a full meal, it’s a low-risk investment. The key is to provide information to position yourself as experts. Even if you don’t get a big turnout the first time, by advertising the seminars you’ve started the positioning in the eyes of the general public. Therefore, there’s a direct ROI for those that attend and indirect, for those that hear about you but don’t want to attend, but may be influenced by your seminars’ positioning.