Case Study: Disastrous Small Business Advertising
This is also a request for help. If you feel like helping create this mind map go to MindMeisters and improve it. I will take the final product and add it to the ebook, Cultivation: Advertisings Missing Link I am writing. If you want a copy subscribe to my newsletter.
Not so long ago a friend was burgled. A few minutes after I learned about the incident I was on the phone and I asked if I could assist. My friend said that he would appreciate it if I could research home security systems and advise him.
I knew a local provider, even the name of the business, but not the phone number. That was unfortunate because I have done business with Hawk Eye Security. I have met the owner at various events. And his technicians did some work at my home; they are pleasant and professional.
Hawk Eye advertised in every possible off-line publication. They were involved in, and sponsored, many local events. Peter, the owner is well known and liked in the community. He grew up here.
I, therefore, felt that Hawk Eye Security was a trust-worthy business I could recommend with confidence. Unfortunately I did know Peter’s or Hawk phone number. And I went searching on Google. I entered “Hawk Eye Security.” Nothing. Hawk Eye Security did not exists, at least not according to Google. The alternative was the Yellow Pages but we treat this 5 kilogram book as a dangerous implement. The Yellow Pages is not easily accessible.
Google provides easy alternatives. I phoned another security company and spoke to a pleasant man. He was in the business for 6 six years. It was obvious that he knew his story because he fed me with advice. And the more advice he gave me the more I liked him. At the end I asked him to call my friend in need. He said he will.
But what about Peter and Hawk Eye?
Eventually I found his number via Google. He was listed on an obscure classified ads site.
I phoned Peter but he was not available. I told my story to the staff and ask them for advice. They said Peter was the only one able to help me. I asked if they have a brochure that they could email or fax to me. Nothing. I asked for Peter’s cell phone number.
The assistant hesitated and eventually told me she could not share Peter’s cell number. The next thing I was transferred. Another assistant told me that Peter is not in. I explained again that I wanted info. He could not help me. Reluctantly he gave me Peter’s cell number. I left a message and Peter phoned me back later the afternoon.
This is what this book is all about. Peter spends mind blowing amounts on advertising and sponsorships but he is wasting most of it.
What can we learn from this?
- Advertising is more than placing an advert.
- Your staff needs to be educated.
- Staff is not incompetent the boss is
- Your staff needs tools to communicate and sell when you not there
- The boss is not the only seller
- You must be visible online
- You need to ensure your advert is not designed to sell
- Your advert needs to cater for people who want info
- When people ask for info you need to collect names and email addresses
- You need an automated system to follow up with these people until they spend money with you
- When they have paid you for services or products proved, you need to keep them well fed with info and tips until they spend again
I call this process the Creation Of A Cultivation Pool. And as I said, I will include the final mind map with the ideas on how to set the record straight.
Please share this with your friends on lets get the mind mapping the problem experienced by small businesses.
riffraffcoza, 
morne and one other person are discussing. 
Andre are discussing. 
I have found your Blog (article) on Google and read a few of your other posts. I just added you to my Google News Reader. Look forward to reading more from you in the future.
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