Kenny Love
In the Music industry, whenever most independent
musicians release a new recording today, a
certain aspect of their promotion entails their
distribution and giveaway of FREE samples of
their music on a separate promotional compact
disc. This serves as a 'teaser' in enticing
prospects to then go to record stores to buy the
full-length recording.
As 'writeable' promo discs can be purchased
inexpensively at stores such as Wal-Mart, after
which the music samples are copied from the
hard drive to the CD, or by using what is known as
a CD burner (high-speed duplicator), it should
come as no surprise that even the most financially
challenged musicians are now embracing this
invaluable and well proven promotional aspect for
bringing immediate attention to their music.
And, as this method has proven unanimously
beneficial in terms of ease of finance, promotion
and time, there is absolutely no reason that a
similar process cannot also work for your own
business, albeit, a few elements properly
customized (be sure your computer's compact
disc is a "writeable" type, and not simply a
"readable" one).
As such, I am providing a "from start to finish"
outline that you should find very effective, almost
immediately, whether you wish to reach out to your
prospects locally, regionally or nationally.
Hypothetically, let's say you are in the field of
Cosmetology, and own and operate a hair salon.
Though your industry has a ready-made market,
with women repeatedly visiting on a regular basis,
naturally, there is also a fair degree of competition
from other salons in your area as well.
And, as such, you've noticed that your business
sales and clients, have either begun to level off,
stagnate or, possibly, even diminish. What can
you quickly do to maintain and increase your
clientele and, accordingly, your salon's income?
1. Why not take all of the elements of your
business, such as your weekly specials,
information about your salon such as its history,
your web site address, email address, regular
prices, business hours, contact information, along
with the various products and services you offer,
then format them into attractive files and place
them on compact discs for distribution?
Your prospects are certain to be pleasantly
surprised with this new out-of-the-norm promotion
method and anxious to see what surprise awaits
them on the CD.
2. Next, consider all the businesses women might
patronize, such as women's shoe stores, women's
clothing stores, jewelry stores, supermarkets, mall
stores, cosmetic stores, etc. Your goal is to
consider businesses that are complementary to
your own services, yet, are not in competition in
any way.
3. Now, contact the store managers and/or owners,
informing them that you are a fellow local business
owner, and request to know if they will consider
handing out your CD of information to their
customers and/or clients who have computers and,
hopefully, have Internet service. You might even
request to enter into a barter agreement with these
businesses, whereby, you distribute their sales
information as well.
While all contacts you make might not be receptive
to this idea, undeniably, you will acquire more than
a few who will be interested, if for no other reason
than the opportunities to offer their customers a
little something extra and/or to get their own
business information into the hands of new
prospects (your customers) as well.
4. Also, be sure to not only consider distributing
your CDs hand-to-hand on your own, always
having them available on your person ready to
hand out, but also having them available at your
salon to give to your existing and new customers.
5. Another avenue, is to consider doing a local
or regional mail-out campaign. You could simply
contact prospects via telephone and attempt to
qualify them by simply asking if they own a computer
and, if so, that you would like to send them a CD of
info regarding your hair salon and its services.
6. If your budget allows, yet, another method is to
contact an area print publication that specifically
targets women and request if you can pay to have
your CD attached to one of their issues, or
included as an insert.
7. To backtrack for a moment, be sure that your
web site contains a form readily viewable on it so
that when prospects with online service access
your site, your form can readily capture their email
address, as well as their mailing address.
This is vital information that you need in order to
provide your customers with any updates to your
products, services, prices or any other changes
that might occur. And, speaking of the provision
of updates, you should also consider starting a
newsletter for this purpose as well if you have not
yet done so.
Again, you also want to be sure your CD contains
as much vital information for people who don't
have online access although, practically anyone
with a computer these days, also has access.
This aspect of promotion could serve to either
offset and eliminate any print, radio or television
advertisement costs you currently have, or serve
to complement them. Your overall production
costs (bulk rate price and time spent copying files)
on the compact disc will probably be between $.30
and $.40 per unit.
If you distribute, say, 1000 info CDs at a cost of
$400, and gain merely 10% (100) new customers,
I believe you will find that the $400 will be a very
wise and worthwhile investment, not to mention
that you can continue and/or repeat the process
as often as you wished.
And, if you happen to reside in a small rural area,
you could also experience great results by simply
distributing your CD information county-wide, or
regionally.
Again, this promotional analogy is applicable to,
virtually, any business. Further examples include:
1. Auto dealerships working with car parts
suppliers, or vice versa.
2. Lawn services working with lawn mower repair
shops, or vice versa.
3. How about photography services including their
CD of info in their yearly school/student packages?
4. Even in an agricultural community, feed stores
could include a CD of their info in farmers'
purchases.
5. Why not even go a couple of steps farther by
placing audio files or, perhaps, even video files on
the CD as well?
Your audio could include your voiceover giving a
welcome to the prospect at the beginning, and
also serve as a direction to the various business
elements on your disc. Likewise, your video could
integrate animated video for an even more
pleasing experience for your prospective client.
As I stated previously, virtually, everyone, in all
areas of your community has a computer and/or
the availability of online access through friends,
relatives, area schools, libraries, etc. And, the
creativity of any part of the promotional CD is
only limited by your imagination.
So, why not truly give some serious thought to
bringing the marketing and promotion of your
business into the 21st Century? At the very least,
your promotion via CD should certainly get you
noticed far above your area competition.
Kenny Love is a business marketer,
promoter and also authors inexpensive handbooks
on unique but highly-profitable businesses that
many people are unaware of, or simply overlook.
His web site is located at http://www.kennylove.net.
The Gifts We Give our Dogs
Carolyn Schweitzer
Whoever coined the phrase, "It's a Dog's Life" wasn't familiar with 21st century dogs. Time was when the average canine slept outside, ate whatever scraps of food were tossed his way, and if he was lucky, was thrown the occasional bone. He was even expected to earn his keep!
Times have changed. As the world has grown more affluent, so have our pets. We're obsessed with keeping our canine companions happy, healthy, and properly accessorized. So much so that many of us worry about our own welfare less than that of our dog. This didn't happen overnight-- the trend started decades ago.�
Take, for example, my grandmother Rose. During the 60's and 70's, Rose and Henry discovered cruise vacations. On every cruise, whenever they pulled into port to "shop", Rosie made it her mission to find stray dogs and feed them. She'd head straight for the butcher, buy a few pounds of fresh meat, and comb the islands for the hungry and homeless. She would exclaim, "It's a crime the way these animals live!"-- in spite of the fact that the people of those islands were desperately poor!
Now, don't get me wrong. I'm not passing judgment on Grandma, or anyone else. I spoil my pets as much as the next guy or gal, and take immense pleasure in it. Truth be told, I'd rather hang out with my dog than with a whole lot of people I know. We share a special bond, my best friend and I. Hey, admit it... lots of you feel the same way!�
The fact is, man has always had a close relationship with animals, and has enjoyed having pets around for companionship. Having a pet can bring great pleasure into our lives, and is believed to have a therapeutic effect on the owner. For empty nesters and those who've delayed or opted out of having kids, pets almost take the place of children. We bond with our pets especially because they don't judge us. Dogs in particular offer the kind of unconditional love we all crave. They're always thrilled to have us around!
So, how do we spoil our pets?�
Probably in much the same way that we spoil our children! Aside from all of the care attention lavished on America's pets, a tremendous amount of money is spent providing goods and services that were once deemed a luxury-- but are now considered essential.
Today's dog sees the vet for regular checkups. She eats premium dog food and munches on gourmet doggie treats, is enrolled in obedience classes, and runs agility courses. She has her own collections of toys, clothing, and possibly even dog jewelry and canine cologne. She sleeps indoors on a luxury orthopedic bed and takes shelter outdoors in her cedar dog house. She wears a safety harness when riding in the family car, a reflective vest on hunting trips, and rain gear in foul weather. She can even dodge UV rays with a pair of doggie sunglasses. Her responsibilities are few.
I could go on (don't worry, at some point I will!). But one of the most notable signs that we regard our dogs as members of our family is the fact that we buy them gifts. A dog gift for the holidays, a dog gift for a special occasion, or a dog gift to show our appreciation for how much our dogs appreciate us. Any reason will do. Heck, we even wrap our dog gifts!
Here are some very interesting statistics regarding gifts for pets:
* More than half of U.S. households have pets, and many of them are including their "best friends" in holiday plans.�
* According to a survey conducted by the Pet Supplies "Plus" chain, 97% of its customers will buy gifts for their animals this Yuletide season.�
* 28% of owners will spend more on their pets than on their spouses when buying gifts.
* 47% will spend more on their pets than on relatives other than their spouse.
* 54% will spend more on their pets than on their in-laws.
* 83% will wrap their pets' gifts.
* 68% claim that their pets will unwrap presents themselves with their paws.
* 71% will buy something practical for them.
Buying gifts for our pets is only the half it. If someone we know is a pet lover, we often show our support by giving the person a pet-related gift. And, since the saying goes, "love me, love my dog", there's often pressure to throw in a little dog gift for Spike too. For a casual dog-loving aquaintance, our dog lover gift might be a simple coffee mug with a picture of their favorite dog breed. A set of plush doggie-themed golf club covers could make an amusing gift for a colleague. Maybe Aunt Janine has a collection of dog figurines we can add to. Or, at the other end of the spectrum, one could splurge on a diamond-studded doggie themed bracelet for the wife (although I wouldn't recommend this as an anniversary gift. Unless you're verrry sure.) and a new house for Spike.�
The good news is, there's no shortage of goods and services to inspire even the most rabid of dog lovers and dog gift shoppers. And dog lover gift shoppers. Whether the names on your gift list are human or canine, you'll never run out of things to buy and places to shop. If you're one of those gifted gift givers who's never at a loss for what to get and where to find it I envy you. If you're more like the rest of us, and you need a little help, you'll find plenty of ideas online (Ahem!). You can also look for future articles in this series, in which I'll hone in on various ways you can pamper and reward the dogs and dog lovers in your life.�
So go ahead, spoil your furry friends. Celebrate your love for your dog, and your sister in law's love for her dog. Shower them with goodies and gifts. It's a dog's life. And if I get to come back for another round, I want it to be as one of those lucky dogs!!
Lifelong dog-lover, power-shopper, and former family dentist Carolyn Schweitzer is owner and editor of http://www.great-dog-gift.com. The site offers a wide range of choices for dog gift shoppers, plus shopping and gift-giving tips. She's always looking for new dog gift ideas and dog stories to share with her readers. You can reach her by email at netbrainer@verizon.net�