Let’s take a look at our first small business marketing adventure from so long ago…we may not even remember.
Be honest…are you doing as many things right as they are?
We are going to pick it apart and apply it to your business now.
Well, hang in there and you are going to find out…but be honest with yourself.
First we will analyze the complicated marketing and business system they are running at this lemonade stand and apply it to a bigger business.
One – Their presentation matches their product. The product is only ten cents so they use a crate for a store. They put a nice tablecloth on it to dress it up a bit but for the most part, it’s simple.
Two – The lemonade stand eqivalent of target marketing…they are selling on a hot sunny day. If it was winter they would either be on some extravagant vacation or selling hot chocolate or coffee.
Three – The owners (probably the little girls) are participating in their business marketing efforts. They could sit back and let Mom and Dad work the lemonade stand but they know that they are the best representation of their business model. Their voice will sell more than some employee.
Four – They are selling more than lemonade.
Five – The owners of this lemonade stand are obiously aware that women are more noticable than men. Kids also get noticed.
Six – The owners are putting their product through a quality control test by tasting it before selling it.
Seven – They went where the customers already are…the street.
So how does this apply to your business?
One – Presentation matches the product– If you own a Las Vegas casino your website should be fancy and it will probably cost $20,000. For most small businesses that is not necessary. Keep it simple.
Two – Target marketing – Online marketing allows you to laser target your market. If you sell pink ceramic unicorns then your secondary market is people searching online for ceramic unicorns. Your primary market is people looking specifically for pink ceramic unicorns.
Three – Participating – You don’t need to be an expert in online marketing but you know your business better than anyone. As an example…when we run your Social Media we will ask you for 20 quotes, or small blurbs about your business. Then we will make sure those get tweeted on your behalf. We will still add our own content that represents you but you participated in some of it with your own voice.
Four – More than lemonade – Does anyone go to this lemonade stand just for good lemonade? Probably not. They go because the girls are as cute as buttons and everyone loves to hear, “Would you like to buy some lemonade sir?”
Five – Females get noticed – Marketing split tests have proven that the exact same ad gets clicked on more if there is a female in the ad rather than a male. The same study shows that kids get noticed more than men also.
Six – Quality control – Word spreads with hyper speed online if your product stinks. One click of the button and your customer can tell 5,000 of their Facebook friends that your product is a ripoff. Don’t forget the basics.
Seven – Go where the customers hang out – These girls are aware that their thriving lemonade business will not thrive in their backyard…so they took it to the streets where their business is visible to potential customers. Take your business to where the customers are already hangin out…Facebook. Get a custom Fan Page and sell to them over there.