A myriad of practical marketing ideas from a budget-conscious, socially aware entrepreneur

Grace Bateman has a revolutionary small business story indeed. She’s not just transforming her business with extraordinary marketing, but she is transforming the lives of sixteen formerly impoverished Peruvian women (and counting) who now have fair wage jobs with potential for growth and development – all while working flexible hours and raising their families in Peru.

On yesterday’s show, Grace shared a myriad of marketing and business advice from her own experience. So much, in fact, that you will definitely be amazed by the examples and stories she tells in the video archive of this week’s ResultsRevTV show.

In the meantime, here are a few bite-sized pieces of advice from Grace that you can go apply in your own business this week:

1. Create beautiful, memorable packaging for your products AND save money! We think this tip applies whether you are a brick and mortar storefront or e-commerce business. How you package your product leaves a lasting impression on your customer. Grace uses a set of three ink STAMPS to create her customized packaging. (Each stamp cost less than $20.) With this inexpensive touch, Peru Paper cards move from a greeting card commodity to a package worthy of giving AS THE GIFT or a box worthy of being displayed on a desktop rather than stored away in a drawer. Now, that’s added marketing value!

2. Use the “Help a Reporter Out” service. Fondly known as HARO, this FREE service connects journalists with sources for stories. Everyone from the Wall Street Journal and the Today Show to local mommy blogs use HARO to find sources for upcoming articles, broadcast appearances, blog posts, e-books, published books, and more. Learn more about the service here.

Grace has, in just a few short months of using this service, been featured in numerous news outlets through her response to HARO queries. Using HARO’s Gift Bag query service, she even got her cards into a high profile swag bag at the Oscars earlier this month – a bag given to more than 40 A-List celebrities including Oprah, Morgan Freeman, Sandra Bullock, James Cameron and many more. All she had to do was respond to a query and donate a few cards. Grace would say that finding 15 minutes a day to read the daily HARO queries and respond when appropriate has paid big returns for her small business.

3. Turn publicity into more publicity. Once you get a taste of publicity, tell all of your local media that you are getting this attention. They might just give you more. Grace had a story done on her business at the local television news level because of her inclusion in the Oscar swag bag. But only because she told the news this was happening. She also uses media mentions to engage her existing audience by including links to these mentions in her weekly e-mail blast, posting relevant links on her active Facebook Page and archiving her press mentions on her web site.

4. Don’t be afraid of web site technology. Grace recommends having a web site or e-commerce site that you can update yourself almost entirely. Grace admits that she was a complete novice who was a bit afraid of this possibility just a few short months ago, and she now adds and deletes pages, products and all the related information, photos, etc. for her web site on a regular basis after just a couple of hours of training. She has full control which allows her to make quick decisions and upgrades from any Internet connection.

5. Pay attention to Search Engine Optimization. Grace explained that even the basic attention given to search engine optimization had paid big returns for her e-commerce web site in terms of increased search traffic in a very short period of time. Her web site software includes fill-in-the-blank fields for such items as meta tags, meta description, page title and more. Grace recommends taking 30 minutes with your web guy to understand what these words mean and how to update them for every page on your web site as a way to significantly increase search traffic. “I just work on my keywords page by page while I’m watching a football game or something,” Grace said.

6. Tell your story boldly. Grace told us of a time recently when she was upgraded to first class on a flight. The guy sitting next to her happened to be a Vice President from the Coca-Cola Corporation. She told the business’ story, and he ordered his Christmas cards from her.

Examples like this are endless for her business, but they can be for your business, too. The first step is to make sure that your products and services are outstanding. Then, with exceptional product or service in hand, tell your story…a lot. No one should be a greater advocate or hold more passion for your business than you, the owner. Tell your story one at a time. Tell your story in your marketing and packaging. Just don’t be afraid to tell your story from the heart. In marketing circles, this tactic is literally called “storytelling,” and it humanizes your business and will increase sales.

7. Use technology to your advantage. Don’t be afraid of it. In the case of Peru Paper Company, technology like Skype allows Grace to develop new products with her Peruvian employees, participate in weekly employee meetings, and handle routine business decisions with her Peruvian manager face to face…using a technology tool foreign to both she and the Peruvian employees not long ago. Whether your business has an international slant or not, Grace challenges you to consider how technology can save you time, money and make your life more efficient – and convenient. Don’t be afraid of technology; embrace the opportunities that it offers.

Want more?

How does Grace choose her employees in Peru? How does she manage an international team of “work from home moms” while keeping a business going at an efficient pace? What other media exposure has she received – and how did she get it? What are her plans for the future? See the full episode archive HERE and learn the answers to all of those questions and much more.

Grace Bateman is owner of Peru Paper Company, a locally owned and operated, independent e-commerce business and wholesale line of 100% post-consumer waste, recycled handmade paper and handmade greeting card line, created and made by formerly impoverished women in Peru. Grace started her business with $100 five years ago.

You may reprint this article in its entirety if you attribute the article to the Results Revolution and include our mission statement and website address in the credits.

Watching Twitter earlier this week, you couldn’t help but notice that Alaska Governor Sarah Palin was making a big announcement. (Note: I’m not going to get in to politics on this blog, you can ask me about that later, but it’s not polite dinnertime conversation. We are talking strategy only…)

She’s stepping down as Governor of her state, and she basically told us she has big plans. So what does that do? Well it creates a buzz. Remember another guy that did this. He said he was going to make a big announcement, but he was going to send it out via Twitter. Yeah, I think it was a Vice-Presidential running mate selection, oh, and the guy using Social Media (and using it well) won. You do remember Barak Obama’s use of Twitter right?

So, I checked tight-lipped Sarah Palin‘s Twitter stats since her announcement that she’s stepping down. Well turns out she’s gotten quite a bump in followers. Seems she’s started Tweeting a few times a day, and used her Facebook Fan page to give out a little more info, that took the press 18 hours to figure out where it came from. Interestingly enough, her stats indicate an almost 20% jump in followers since she made her statement on Friday, July 3rd.

By creating a place where people feel like they are going to get the most up-to-the-minute information, Sarah Palin is setting her self up to be the gate keeper of her own press info, and she’s been Tweeting out bits of informationn that the press can’t seem to keep up with. It’s great strategy, and we’ll be watching to see what she does.

So, what can we learn from all this. Well it’s something that came up in tonight’s #BlogChat with @MackCollier. Make folks feel like you are a real person, and have a little inside scoop. They said it increases the WOM (That’s guru-speak for Word-Of-Mouth) marketing buzz.

What can you do with this? Well, what do customers want to know about your business? Special deals they can only get using Social Media, insider scoop on your business plans, and ventures. It’s a great way to get the buzz out there, and have more people that are following your brand, and business. Be personable, and work it!

Read the Mashable Story: Sarah Palin Shuns Press: Talks to Twitter, Facebook Instead

Create a Video for Your Community, Post to Facebook for a Chance to Win a Free FLIP Camera, Community Web Site and More!!

Calling all Main Streets & Communities!

Pull out your video cameras… it’s time to build the next generation of web content and build some buzz for your downtown.

It doesn’t have to be professional or even serious. But it does have to be video… about your downtown.

Concise, buzz-worthy, insider scoop. What the world doesn’t know – but should know – about your district. Fun, funny, or even a negative spoof – grab the world’s attention and think like your customer. Make us look twice, but keep it clean if you know what we mean.

Minimum 30 seconds – maximum 3 minutes.

Post on the Team HALO Facebook Page by MIDNIGHT ON OCTOBER 1, 2009 (YEP, EXTENDED!!) along with any comments or pertinent info we should know (like who’s submitting it).

Team HALO (Marianna Hayes, Andy Chapman, Amy Meadows, Eric McCully & Laura Busby) will name 10 semifinalists to be posted on our YouTube channel and promoted widely through the Main Street network and beyond.

Once the semifinalists are named, voting will be opened for viewer’s to vote on their favorite video (details to be announced shortly). The top three favorites (based on ratings and number of voters) will all be winners. (See our blog post about how to WIN the viewer’s choice voting contest – and also a GREAT tactic for expanding your reach with social media in general.)

THIRD PLACE wins a free FLIP video camera (valued at over $250).

SECOND PLACE wins a free downtown Social Media Strategy Program by America’s Main Street Marketing Experts (valued at over $2500).

FIRST PLACE wins a free downtown seminar by America’s Main Street Marketing Experts and a complete Results Revolution Web Site Makeover (valued at over $10,000). UPDATE 7/18/09: First place winners may now CHOOSE between the first option OR they may receive a Team HALO Revolutionary Market Analysis package also valued at over $10K. YOU CHOOSE!!! Now, how’s that for exciting?

Qualified Entrants: Main Street organizations, downtown development, business districts, or Chambers of Commerce.

Random Information: I’ve already been asked about how a small community can possibly compete with larger population centers. Well, think creatively – because, if you haven’t heard, I believe that social media is the great equalizer. So, to help you make the most of your opportunity here, we’re going to be posting lots of information that should give you ideas on how to WIN the viewer’s choice if you make it that far. But better than that – ideas that will help you WIN every day of the week on little or no budget using social media in a smart way – not a big budget sorta way. Stay tuned, and get those video cameras going!

Update on 7/19/09: How to post your video to our Facebook page: We have enabled our WALL for you to EITHER link your video from an existing YouTube or other supported video feeder that Facebook supports. For example, YouTube gives you a link to use when embedding their video on another site. Copy and paste that code into the “link box” on our wall, and you’re all set. OR we have also enabled our fans to post video straight from your computer using Facebooks Video App. Just click on “upload video” icon when making a new post on our wall, and follow their instructions. Be sure to either embed your information in the video or post it to our wall as well. Keep in mind, you MUST be a FAN of our page before you can post stuff to our wall. That is a one click deal, so go ahead, become a fan.

With your target objective (mission) and goals in clearly defined, it's time to start planning, researching and taking action. With our planning for the National Main Street Conference, we really only had about two weeks of firm planning time.

Here is how I broke down the planning: logistics, action items tied to goals, contacts and packing.

For me, the list proved to be a bit daunting. I am a perfectionist, and on occasion bite off more than I can chew. This conference wasn't the only thing on my plate after all. I have small business owners that I consult each week and projects and other speaking engagements to manage. Knowing all of this, I must say I did a fine job of making my lists, then editing myself.

I cannot state this any more strongly for those planners among you: there are plans that will save the world – but require the moon's sacrifice in order to happen. And there are the plans that work, that achieve real, measurable results – because, quite simply, the plan was edited into reality.

I am a journalism student by training, so with list in hand, I took out my trusty red pen. I found it helpful to actually categorize my action items by those tactics that would produce the most bang for my buck with no regard to my personal comfort level. Some of the items would require me to get outside of my actual personality in order to produce the greatest results for the least effort. (Now that is what I call LEAN THINKING.) The categories led me to basically edit into oblivion every tactic that wasn't an all-star. What we ended up with, I believe (and I may be wrong), we've ended up with a more flexible schedule that will allow us to take advantage of opportunities as they present themselves while securing PRE-conference certain appointments and plans that have us well on our way to achieving our target objective.

Let me explain:

Tactic that got the red ink:
- Drinks and appetizers for a large group of folks, many of whom we don't know. Would have required a fair amount of planning, organization and time spent inviting, etc.

Instead…
- Made lunch appointment with a state coordinator to discuss upcoming opportunity to speak for the first time in this state.

We did set some meet-ups and lunch dates in advance of the conference, all scheduled for the first two days. This leaves us time to build new relationships over a meal, coffee or drinks later in the conference schedule, if needed. We used the list that the conference provided of registered attendees as well as our existing contacts in order to schedule valuable encounters.

We also took the time pre-conference to promote our attendance at the conference on social networking sites like Facebook, LinkedIn, Plaxo, and Twitter. We also offered some valuable information and information of our attendance via the Main Street members only listserv to which we are members. Even now, you can follow the conference at the Twitter hashtag we created at #MainStreet09.

We have an on-site goodie in store, too… stay tuned, so you don't miss valuable small business owner survey results that will be available to conference goes FIRST, before we post it on our web site.

Small business tip: Making plans BEFORE you get to the event in order to maximize your time AT the event.

P.S. For real live blogging of the actual conference sessions, etc.
check out the official conference blog which is very well done so far
at Main Street Live 09. You can get an insider's perspective as the staff of Michigan Main Street live blogs the conference on their blog (What can we say? They are our star student!). And you can follow the conference on Twitter at #MainStreet09.

Andy and I arrived in Chicago this morning to mix and mingle among the conference goers at the National Main Streets Conference happening now through Wednesday of next week. Notice, I didn't say that we came here to attend the conference. Because we really didn't.

Hopefully, that statement doesn't highly offend those of you reading this, but this is a key point to attending a conference, trade show, market, etc. where lots of folks you know or need to know are also attending. As we (Team HALO) live blog this event throughout the next few days, you'll hear us talk a bit about the content of the conference – mostly from interviews conducted from attendee viewpoints, some of our own application (it is our blog after all), and possibly some speaker interviews. However, most importantly – and of most value to you – our small business constituency – will be our play-by-play application of our success and failures as we seek to make the most of the opportunities that present themselves this week. It is our goal to do all we can to meet, greet, find follow-up opportunities, etc. so that we can most efficiently and effectively help you, the small businesses across America that call Main Street your home. Our live blogging will mostly consist of the steps we've taken to achieve our goals – and the steps you can also take to achieve yours in similar circumstances.

So, let's dive right in… what are our goals for this conference, after all? As with any business venture, great or small, we will never know if we've arrived or how best to get to our goals if we have no road map. Goals are specific and measurable and targeted – when accomplished, they add up to success. Let me put our strategic planning in perspective for you:

Context: For the first time in three years of attending this conference (I know, we're young tikes still at this Main Street stuff), we are not presenting. We originally had a scheduling conflict and were not planning to attend this year at all. Then, at the last minute, plans changed and opportunity availed itself. We had approximately two weeks to plan our trip and set our goals.

We could not set goals without admitting that for one year concluding about six months ago, our business suffered periods of inconsistency in service stemming from personal matters that are now resolved. Having taken steps to protect our business from these sorts of issues again, then restructuring our business entirely to meet the demands of a new economy and the budgets of small business owners, re-defining our mission with laser sharp precision and marking the past six months as evidence of the measurable results we provide (not to mention the other eight great years prior to the fumble), Andy and I confidently went about the business of setting goals and a budget for attending this conference. With no presentation to prepare and no scheduling limitations (I must admit this left me feeling quite liberated), we set a primary objective and five goals for our conference attendance.

Target objective (basically the same as our 2009 mission statement): Open doors that allow us to encourage and equip hundreds of Main Street businesses towards success and profitability in 2009-2010.

Here are a couple of our goals for achieving that outcome through conference attendance (we can't give away all our secrets, can we? Maybe later.):
1. Meet and secure follow-up opportunities for further discussion (relationships are all we are looking for – not business deals) with three targeted people of influence (we identified them and set a plan for meeting them).
2. Leverage our attendance at the conference to raise awareness for our work with Main Street businesses across social media networks and at the conference in general.

Small business tip: Both budget and goals should be well researched and
well defined prior to making any firm commitments like registration
fees, hotel reservations, etc. Wise business owners (and non-profit execs) test the waters as
much as possible PRIOR to spending any money. A target objective with 3-5 measurable goals sets the framework for success.

Stay Tuned: Next post will give you a sneak peak into our pre-conference planning.

P.S. For real live blogging of the actual conference sessions, etc. check out the official conference blog which is very well done so far at Main Street Live 09. You can get an insider's perspective as the staff of Michigan Main Street live blogs the conference on their blog (What can we say? They are our star student!). And you can follow the conference on Twitter at #MainStreet09.

I hope that you all were able to celebrate, relax and enjoy family and food this Thanksgiving holiday. Giving thanks is something we should all pause to do more often than once a year…yes, even in times like these we are a blessed group of folks here in America.

Which leads me to Black Friday…

The National Retail Federation says that things aren't so gloomy after all… Black Friday, of course, is traditionally more friendly to the big box retailers – and much more savvy independents might also catch a piece of the action (didn't catch it this year – ask me how to do better next year).

Black Friday, of course, gets its name from the hope that this shopping day will put retailers in the "black" for the year… For me, the big box advertising this year was more blah and uncreative than ever before with most boxes stooping to little more than a flat out, unremarkable gimmick to get shoppers in the door. Personally, I didn't step foot into a store on Black Friday due to my total disgust with the mentality that as a shopper, I was a mere commodity to the business on that day. I must say, deals are fantastic, but at the expense of my value as a human being…I doubt it. I'm certain that many of you do enjoy the thrill of the deal, and I don't deny you that experience. However, let me challenge you that the independent retailers of the world are much more interesting and will provide an experience (as a general rule) far beyond anything you could ask or expect in the corporate bureaucracy of big box land.

Which leads me to Cyber Monday…

I didn't get many offers from my big box e-commerce leaders this year that were different from what I receive every week. I noticed a significant increase in offers from Land's End and a discount and free shipping combo from The Gap and Target if I shopped online before midnight. Toys-R-Us did send an offer – but apparently the subject line was so unremarkable that I deleted it before I even read the offer.

Then I got a forwarded e-mail from Andy. What a breath of fresh air. Shop Local on Cyber Monday. A customer experience, a way to shop on-line, a great offer, and a personal message from a business owner. Andy even replied to the owner thanking him for the offer – AND got a personal response in the same day.

Of course, it didn't hurt that the offer came from Jeff Good, fine proprietor of my favorite restaurant in the metro-area, Bravo! But I get ahead of myself… here's what his e-mail said:

But, if we love the quirkiness, focus
and authenticity of "home grown" independent shops and restaurants,
we need to consider carving out a part of our budget for them… our neighbors
who work and give in the community in which we live.

So, as the holiday season launches into full
swing, Dan and I would like to offer an easy way to make a local purchase while
still getting the rush of an online click when buying today, on Cyber
Monday.

Buy a $60 gift card and get a $6 gift
card free… enough for breakfast at Broad Street or lunch at Sal &
Mookie's!

Like all "Cyber Monday" deals..
this offer is good for TODAY only and expires at midnight.

We all enjoy the endorphin release of a good
on-line purchase… get that "rush" AND help a local business at the
same time!

Thank you for your consideration, and your support,

Jeff Good – Dan Blumenthal

BRAVO! Italian Restaurant, Broad Street Baking Company, Sal & Mookie's New York Pizza & Ice Cream Joint

There are so many things done right. Jeff didn't use a fancy HTML format. This didn't win points with me, but didn't necessarily take them away either. He definitely wrote this himself. Points for authentic. He appealed to the local emotion – the neighbors and community building aspects…something that those of us who want to enjoy our lives should be contributing towards. And frankly, the purpose of my life's work. Community building via successful independently owned small businesses. Jeff made an offer that was good – and he framed the offer to make it more appealing (spend $60, get $6 more – enough for a breakfast or lunch at one of his restaurants). He encouraged the thrill of the Cyber Monday shopping and even through in assurance to shoppers that his site was secure and reputable. He tells us what to expect, and he respectfully closed his letter.

Of course, it doesn't hurt that these three restaurants all have experiences that are worth the trip – over and over again. It's why I meet all of my clients for coffee at Broad Street and know I will impress at Bravo! (and my honey knows he can impress me by taking me there, too). It's why I don't miss a chance to chill at Sal & Mookie's – or let the kids enjoy the fun times there by our sides. It's just a great establishment – and it's a couple of owners with passion for both their product and their people. I've never even met Jeff – but I hope to one day soon. Because I think he's running a class act of an operation – and I think that any of you small business owners out there could stand to take a page from his playbook. Get in the game to win, folks. And don't sit back on big days like Cyber Monday while the big boxes continue to bore us with their business as usual offers.

Which leads me to…what? Mobile Tuesday?

Yep, that's right. There's a new game in the holiday shopping world… and this could be very interesting. If you're a small guy who hasn't even taken a piece of the Black Friday or Cyber Monday pie – get it in gear or lose out. Mobile Tuesday sounds like a marvelous opportunity for those independents in 2009 that are in gear to win.

Read all about this emerging idea… and start thinking ahead about how you'll win in 2009 with a 1,2,3 punch in the days following Thanksgiving.

http://blogs.computerworld.com/black_friday_cyber_monday_here_comes_mobile_tuesday

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Well, I don't know about you, but my head has been spinning lately from all of the (no pun intended) spin floating around in the media. Presidential politics have definitely added a new level of drama to our financial roller coaster of late – and a few key points rise to the top of my mind as we face one of the most serious financial challenges of many of our lifetimes.

First, I'm really hoping that my seminar attendees listened up when we started telling them back in the late spring to secure their lines of credit and to plan on making it this Christmas on cash. In our "Thrive! Don't Just Survive" seminar, we outline practical ways to position your business, market your business – oh, and most importantly, manage the cash of your business – so that you GROW through this trying economic time.

Folks, I believe in grabbing hold of your own destiny. Pick up that chin, grab hold of some passion and a great attitude, and go out there and be the above-average, everybody wishes they were you picture of the American dream. I really don't care who becomes President (although I think my taxes will be less under one than the other – and that certainly doesn't hurt my ability to be an American Dream success story); I believe in being American. And to me that means grabbing my own version of the Dream. And that's what I want for each and every one of you. Don't sit around talking about the recession – find a way out of it. There is money out there – and some our clients are making wads of it right now. Personally, I can really tell you our business has NEVER been better.

And, I love that "Main Street" is finally getting some national attention. From the headlines about saving "Main Street" to "Joe the Plumber" – the small business owners of the world are getting some attention. And we well deserve it. Andy and I have worked with "Main Street" in the sense of restoring our lost downtown micro-economies through the National Main Street Program for a while now – but we're really about helping passionate small business owners find their version of success. Joe the Plumber and Barbara the Baker and Sally the Shopowner – you are our passion. And I'm hoping that some of this attention will give you renewed pride in your place among American economics and reinvigorate you to create a business that goes beyond your wildest dreams in terms of success.

So, my friends (I stole that line!), let's quit waiting on a trend to follow or a bail-out package to save us. Let's be our own trend and bail outselves out – and let's show the national media what Main Street is made of…

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