Our company holds a yearly customer appreciation event and we ask our vendors to help sponsor. This year, we are holding two events – one in each of our market areas. With the economy being what it is, I need a compelling reason for our vendors to sponsor these events. What can I offer that would provide the highest value to each sponsorship level?
Typically I offer 3 different levels ($1500, $2500, and $5000) and each level gets certain things. Each level gets their logo on the signage, introduction during welcome announcement, and logo/link/description on follow up email….along with the ability to network with our top customers.
What else can I offer that would make our vendors want to go for the highest sponsorship level? Right now the only differentiation is that they will receive a list of attendees.
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Jay’s Answer: What you really want is a long-term relationship with your sponsors, not just a one-time payoff (and your sponsors would likewise want a longer term opportunity to talk with your customers).
Therefore, how about:
…a rental of your customer database?
…a VIP reception?
…an article written by your sponsor in your eNewsletter (on a regular basis?)
…an opportunity to develop customized solutions for your customers in concert with your company?
A particular style and styling of it will influence buyers choice of products in the regular domestic interior lighting market (table, stand, wall, pendant – lights). Therefore, styling can be of significance in this market. I do not think though that you can plan a marketing strategy based on differentiation on styling. Or can styling be a basis for a general marketing strategy?
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Jay’s Answer: In my opinion, it’s not about the lamp – it’s about the people who are likely to want your lamp. The style of the lamp can appeal to people looking for a retro look, or a refined look, or for their dorm room, etc. The same lamp may fit into many niches, but your goal is to make it easy for those looking for “that look” to find your products.
I have been asked to speak at a business networking group that meets for breakfast (small to large business) and someone gives a presentation. I have been asked to talk to them about what PR can do for their business – I’d like to make it a bit different rather than the usual I do which is things like, identify stories, what kind of stories, work alongside target journalists etc…any good ideas for presenting in a fun yet fresh way. I’m keen but not that experienced in it! So far it’s been PowerPoint and talking. It’s only for 10 minutes.
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Jay’s Answer: If you think well on your feet, go around the room (or just pick a group of people) and ask what each person’s business is and offer ideas for boosting their PR. People will see how you think, get ideas for their business (even if it’s quite different from those that you helped), and understand the bigger picture of PR.
I am opening a new dental office. I am looking for a name for my office and a way to brand it. I will deliver high scale dentistry (general and cosmetic) in a modern/ trendy environment.
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Jay’s Answer: The experience: You will not walk to a crowded waiting room with kids crying. Each hour is dedicated to one patient. When they arrive, they will be greeted and offered a drink. The treatment coordinator will help patients fill out forms and they will be escorted to a private treatment room or consultation room for new patients.
I’m an MBA student from Indian Institute of Social Welfare & Business Management, India (IISWBM). I also represent the Students Marketing division from our Institute.We are planning to make some renovations, in marketing our institute. Ours is the premier most B-School in India. the tag line in use at present is “India’s first B-school Since 1953” – which seem to be a little bit old and worn out. We are thinking to replace it with some catchy phrase which must also include the heritage of our Institute.
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Jay’s Answer: The form of tagline (“…since 1953…”) is a good one when you need to build trust in your organization. But that’s not quite your goal – it’s to increase the desirability of your school while underscoring your heritage.
Having met in the late ’80s through the improv company Bay Area Theatresports (now BATS Improv), 3 For All (Rafe Chase, Stephen Kearin and Tim Orr) formed an ensemble in the summer of 1996 to pursue their distinctive brand of high-stakes theatrical improvisation. 3 For All regularly plays to sold-out houses and rave audience reviews in the San Francisco Bay Area. They’ve enjoyed equal success in Los Angeles, New York, Chicago, Atlanta, Austin, and Amsterdam.
Rafe Chase did not know that “improviser” was a career option while growing up in Oakland, California, yet he intuitively spent an inordinate amount of time pretending. It paid off. Within a few months of taking his first improv class in 1978, he was asked to join the San Francisco group, Flash Family. Since that time Rafe has been a consistent and innovative presence on the improv scene as a member and, in many cases, the director of the groups Riot Squad, BATS Improv, Pulp Playhouse, Improv Theater and True Fiction Magazine. He has taught improv both privately and at various institutions including the American Conservatory Theater and Stanford University. Rafe is also a writer and photographer. His published work includes articles on show business history, the comic poem, “Alice is…” and a coffee table book of his photography titled “Inside The Toy Box“. He is currently writing a book on improv and cinematic longform.
Tim Orr has improvised since 1988 with many San Francisco-based groups, including BATS Improv, Rafe Chase’s groundbreaking longform troupe Improv Theatre, the renowned True Fiction Magazine, and with the acclaimed troupe 3 For All. In 2009, he founded a new improv group, the Improv Playhouse of San Francisco. He has appeared in numerous plays in the San Francisco Bay Area, and received critical acclaim for his leading roles in the improvised feature films, Suckerfish and Security. With Stephen Kearin, Tim co-wrote, and originated the role of Dirk Manly in, An Evening with Dirk & Blaine. Tim has performed (and taught) improvisation at the American Conservatory Theatre, BATS Improv, Stanford University, and many other venues nationally (Los Angeles, Chicago, New York, Austin, Louisville, Atlanta, etc.) and internationally (Amsterdam, Helsinki, Leuven, Paris, Stockholm). He is currently the Director of the BATS Improv Long-Form Intensive.
Stephen Kearin began improvising in 1986. He was a founding member of both Improv Theatre and True Fiction Magazine and performed with BATS Improv for 14 years. Stephen is currently a member of Impro Theatre in Los Angeles and a founding member of 3ForAll. He has appeared in numerous stage productions, including the stilt-walking Iago in San Francisco Opera’s Otello, as Sally-Sue Weber in A Weber Family Christmas and originated the role of Blaine Bustier in An Evening With Dirk & Blaine. Stephen is the co-creator of “Simlish” and was the principal male voice of The Sims and Sims 2.0. He is featured in the Dreamworks Animation films Kung Fu Panda, Madagascar 2 and Monsters Vs. Aliens and is currently at work on the motion-capture animated film Mars Needs Moms for Robert Zemeckis. Stephen is a visiting instructor at Stanford University and Cirque Du Soleil.
I am a full lines independent insurance agency owner in Florida. Have been in business for 12 years. I am redoing my website to make it more user friendly (not just a brochure online) I do not have a tag line. Would like one that incorporates my Logo, (WIN) having trouble doing this. Can you help?
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Jay’s Answer: A tagline’s goal is to describe a key benefit your clients get from your services (ideally, something that makes your services unique). The problem with trying to match a logo, repeat your business name, or create something with a jingle is that it doesn’t truly help attract people to your business. At worst, it’ll cheapen your image. At best, it’s generic.
Here are some examples to get you thinking:
Serving Pasco County Since 1997 (where located + trust in business longevity)
Your Specialized Insurance Consultant (unique benefit – specialization/consultant)
I am looking to do a video contest for ShirtFall.com and I would like your help and ideas. We started out wanting a song for ShirtFall.com and we will be having a contest to have users come up with the song.
So what we are looking for is ideas of ways to hold a contest that are different. Something that will set ShirtFall.com apart. What we want is a new idea that uses youtube, facebook and maybe even other websites. We want our contest to stand out.
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Jay’s Answer: Make a separate contest category for social connections. Give anyone who wants an affiliate ID/URL. Count unique visits based on affiliate code. The winner is the person who produces the most traffic for you.
The last time you were feeling lousy, what did you do? Did you wait it out, hoping that it would run its course naturally? Did you go to the pharmacy and try some over-the-counter remedy (hoping one will work)? Or, did you visit your doctor to get an accurate diagnosis and a treatment plan?
The biggest marketing mistake small businesses make is using hunches to improve their business without first diagnosing their problems. Business owners will call a website developer and want to freshen their website (making it look more modern or polished). The problem is, most website developers aren’t skilled marketers. They are experts in making the website graphically enticing and functional, but they’re often not as skilled at creating a website that attract more traffic (and more importantly, more clients for you).
The first four questions I ask my new clients are the same:
Where is your business now?
What do you want your business to become?
When?
What have you tried?
The answers to these questions will start you on a diagnosis and a treatment plan for improving your business. Stop wasting time guessing what’s wrong (or only treating your symptoms).
