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.

We get this question a lot, so I thought I would post the question and answer here.

Question:
Which Facebook option is better for my business or organization? A PAGE or a GROUP?

Answer:
Facebook defines groups and pages differently, and upon reading their definition – and having intimately used both – our official position is to follow the Facebook rules for best success.

This means that if you are the official representative of your Main Street program or the owner of your business or the executive director of a non-profit organization, etc. then it is advisable that you start a PAGE that allows others to become FANS of your organization or business.

If you are a volunteer or individual seeking to raise awareness and support for an organization, topic, issue, etc., then you should start a GROUP page and invite folks to join your group if they are like minded.

To give an example of how to properly use GROUPS, a group of businesses or citizens could band together, name a leader and promote a GROUP on Facebook to rally citizens to participate in ongoing efforts to hold local officials accountable. This group of citizens is an UNofficial collection of like-minded people pursuing a goal. There could be many of the same sorts of GROUPS pop up, even within the same community, and that is allowable under Facebook rules. GROUPS are basically a free speech forum to meet and gather likeminded individuals.

As for PAGES, Facebook contends that they must be "official." Therefore, there will only be ONE Facebook PAGE for the Michigan Main Street Center, for instance, because they are the official organization and promoter for Michigan Main Street programs at the state level. Similarly, Swagger Gifts' Facebook PAGE will be the one and only because she is the official owner and promoter of Swagger Gifts in Cary, North Carolina. And there will only be one Team HALO Facebook PAGE, and we will administer it, because it is our official presence on Facebook.

Facebook PAGES provide a lot of promotional flexibility, professional image and communication features handy for those pursuing strategic marketing vs. the GROUPS option. But never fear, if you've made a GROUPS page but would now choose the PAGES option, Facebook will help you convert it, just ask them.

More information is available on this Facebook Help page under PAGES. (You will likely need to be logged in to Facebook to view any Facebook content including this and the links shown above.)

Small Business Marketing Tip: The bottom line is that you should be on Facebook with a personal profile and a PAGE for your official business or organization. Just get on there and start to learn the ropes. You should participate and encourage your employees to do the same (within reason of course). Your business will be better for it.

Soon, we'll address specific Facebook marketing tactics and strategies to give you an edge in your Facebook network. We also present this information in our small business seminar called Marketing Tactics that Will Work Right Now. 

A critical question came through on the National Main Street listserv today. I don't respond very often – when I do, it's a topic I feel passionately about. When the responses started rolling in to refer GoDaddy and Yahoo SiteBuilder as viable alternatives that will actually GROW a business… I am saddened that we don't cling in the bad times to the truths about business that we know in the good times… So, here's the questions – and my response follows.

QUESTION:

I’m writing an article for our newsletter and wondered if there are any cheap/free website services out there for small businesses that you would recommend?  Amazingly enough, only about half my merchants even have a presence on the web, and some of those are very amateurish. Any advice?

MY ANSWER:

Your community of businesses is not the exception – they are the rule. Please see this article posted last week by the Center for Media Research regarding poor online presence by small business:

http://adjix.com/ybb2

An excerpt that strikes me:

“Webvisible found that online search and e-mail newsletters are the only forms of traditional media that are growing among consumers who wish to locate local products or services. Compared with two years ago, respondents report they use search engines and email newsletters more, while they use newspapers, magazines, direct mail and radio less.”

The unfortunate truth is that those who do have a web site have a dated web site that they may not be able to edit for one of two reasons (in my experience).

• Their web guy doesn’t keep up with them or has disappeared
• Or they are frustrated by using a free/low cost tool like GoDaddy.com (not to pick on anyone in particular) that is a tool only – without any education or ongoing support or marketing advice.

Web sites are no longer optional for small business owners. As you can see from just this single article (there are more out there to reinforce this if you Google for the info), online spending is growing – and provides an avenue for growth for our downtown businesses. Not to mention the customer loyalty/retention, marketing outreach and other benefits a good web site provides.

http://www.reuters.com/article/pressRelease/idUS143830+02-Jan-2009+PRN20090102

Let me repeat myself: A GOOD Web Site.  The problem with many “do-it-yourself” web site products is that they don’t educate the builder – and so the business owner – not an expert at web useability or search engine optimization – does what looks good to them (not necessarily what may look good to the customer) – or what frustrates them the least – in their web building – and their business suffers for it. What would you think of your best downtown business if you walked in tomorrow and found it in complete disarray with mismatched signage, poor lighting, and unorganized displays and more? This, in essence, is what happens with most do-it-yourself tools that come without education, coaching or ongoing human expert support. It doesn’t matter how cheap it is if the money washes down the drain. The purpose of a web site in today’s economy is to be the centerpiece – not an afterthought – of a small business marketing plan that includes both online and offline marketing tools.

Please encourage your business owners to make sure they understand the implications if they choose a big-box web hosting solution. This is not to say every big box experience is bad…but well, around Main Street circles, I think we can be honest and admit the track record. It’s no different with web hosting and mass marketers of web site products.

JonI completely agree with, if the budget is unavailable to embark on a valuable web site development journey – then tools like Blogger, WordPress and Typepad provide a solid, respected alternative in the short term.

For higher end functionality, search engine optimization and strategically designed web sites, Fox Web co. offers a solution that starts at less than $1000. (Fox is our sister company who specializes in small business, having the heart of a teacher and works almost exclusively with Main Street businesses – sorry for the shameless self promotion.) Another option that is popular right now is retrofitting existing web sites to allow business owners to make updates themselves for much less regardless of the hosting company.

Hope this helps offer a different perspective into this very important conversation for the future economic stability of our downtowns.

I went shopping this weekend.

Gasp.

Seriously, I set out Saturday about 2 p.m. for a little time alone. Me, my trusty bag, and some retail therapy. We're moving soon, so I thought I'd go in search of inspiration and possibly make a few preliminary selections for the new living room/dining room/playroom combo that will be at the new abode. After hearing such abysmal media reports all week about retail sales. I assumed a few things about the shopping conditions I'd find – in fact, I didn't even wear my coat because I was so confident. Here goes:

1. I assumed there would be empty parking lots and I would get a front-door parking spot. (Therefore the no-jacket policy.)
2. I assumed, that I would shop in peace and solitude.
3. I assumed that shop owners would be so happy to see my face that they would throw the good deals my way.
4. I assumed that all signs of life I encountered would be shop owners mourning the loss of their livelihood.

WRONG!  It just isn't like that. The parking lots are full. The aisles and sidewalks and check-out lines (most importantly) are bustling. Shop owners are happy – and they're selling full price in many cases – although the less wise among us are listening to the news and having sales. And shop owners are thrilled, appreciative, and in my opinion, seem more dedicated and passionate about their businesses than ever before.

Ok, so I didn't really assume all of those things. I mean, I do earn a living helping folks thrive. I do believe in what I do. And I do believe that even if the averages are abysmal – there are lots of success stories out there that will pave the way to the successful business practices of the future. And for me and my clientele – we are above average baby! We are a thriving bunch of mavericks (to borrow a recently coined term)… With that in mind, and my own retail therapy fresh on my mind, I thought I'd share some glimpses of reality out there – and encourage you to press on and to be one of those thriving success stories that beat all odds and win in today's economy… Here are some that are doing just that:

Last week, I talked to Cheryl Fletcher, owner of Forrest Paper Company and Forrest Bridal Company, in historic downtown Hattiesburg, Miss. Cheryl reported her best year out of three at the Jackson Junior League's famous holiday market, Mistletoe Marketplace.

Shan Miller, co-owner of Magnolia Honey Jelly, a client of ours from Woodville, Mississippi, is reporting that they too had a fabulous Mistletoe experience this year. Their gourmet jelly and pickles, sweetened exclusively with honey, are selling well at this early point in the holiday shopping season.

At Interior Fabrics in Ridgeland, Miss., shop owners reported better than usual sales volume for this time of the year, and our client Gaye Pepper, at the Linen Shop in Canton, Miss. says that this has been a great year for them overall – they have continued to grow and do well, "rather unaffected" she says by the economic downturn. And in my experience Saturday, at furniture stores all over my local metro area, people weren't just looking – they were buying. I watched in awe as one young couple barely blinked at spending $5000 for a single sofa! (I would AT LEAST blink I think…??)

And to look at points outside of Mississippi – Kathy Parsons of Portland, Michigan, offered this perspective to me today: 

So, there you have it – the report from the front lines of Main Street America. Struggles and challenges are real. But all is not lost. There are success stories – and we need to be telling more of them. Send me your success story – and I'll post it here…

And stay tuned for a BIG HALO announcement about our new project that will celebrate your success stories. Coming soon!

Here's the deal, fair small business owners of the world…niche businesses are the most successful right now. But what happens if someone steals your niche – or moves into your niche with you? Or turns your niche into a commodity (making it, uhm, totally no longer a niche?). Well, as usual, Jackie makes a fine point – you just find a new one. You can't sit around, glum and grumpy. You can't complain or point fingers. You must simply stand up, chin up and lead the way into a new niche with all the gusto with which you found your previous niche.

Whole Foods once owned the "organic grocer" category, but no more. Health Magazine's list of healthiest grocery stores now includes traditional chains like Safeway and Publix.

The niche is gone. Organic has gone mainstream.

When that happens, pricing advantage dissipates, as do margins, as Whole Foods announced some ugly profit results last week, including taking a big cash infusion
from an investor. With competitors hammering you on price and stealing
your market growth, do you compete on their playing field of lower
prices, or do you develop a new niche?

A new niche, of course. For Whole Foods, or a like-minded store, one
opportunity is "special diets," including those related to food
allergies.

Happy niche hunting!

http://www.psfk.com/2008/10/pic-family-business.html – photo taken at EAT Sandwich Store in Heathrow Airport near London. Everything about the label and box is customized with messages about food and eating.

Think about how often brown shipping boxes get re-used. Or left laying around the house. Or on the curb. Or moved around. And just plain LOOKED at while in use. And how about the people who see the box while it's in transport. It doesn't cost must to upgrade to a box that has some marketing on it. That extends your customer experience just a little more. Go all the way with it. This company did.

Technorati Tags: small business, marketing main street, HALO Business Advisors, Results Revolution Del.icio.us Tags: small business, marketing main street, HALO Business Advisors, Results Revolution Furl Tags: small business, marketing main street, HALO Business Advisors, Results Revolution

This story is a bit more than a year old, but it stands as the best bathroom marketing story I've heard to date. And anyone of you out there who has ever had your toddler stand outside the bathroom door with fingers poked under and wiggling saying "but mommy I really need you right now" will appreciate both the humor and the effectiveness of this tactic.

A while back, I presented a small business seminar post-Katrina on the Mississippi Gulf Coast. The day after the seminar, I toured most of the Mississippi Gulf Coast Main Street districts in an effort to understand their challenges and their post-storm successes. One of our stops was to visit Margaret Miller, Executive Director of the Ocean Springs Chamber of Commerce – Main Street – Tourism Bureau. Before our downtown tour, I used the powder room (that's what we call the ladies room here in the Deep South). 

As memory serves me, the powder room itself was impeccably clean, stylish – a single potty literal powder room setup off of a side hall in their remodeled depot. When I returned to my party, Margaret apologized for not sending me in with any "reading material." Blushing, I brushed off the comment.

She said (and I'm quoting from memory, so Margaret, please forgive me if I'm not as precise as I should be here), "No, really. Usually when visitors come in to borrow the bathroom, the girls slide a little reading material under the door. No better time to learn about everything Ocean Springs has to offer."

She went on to shamelessly explain that visitors to the bathroom were a captive audience with time on their hands – and she felt there was no reason not to help them understand how wonderful and rich with experience Ocean Springs really was. I agree totally, it is truly one of the most experience-rich small towns in America, in my humble opinion – and her marketing method was ingenious.

Now, maybe not all of you should slide reading material under your bathroom doors (maybe some of you SHOULD), but it does stand to reason that Margaret makes a valid point. You do have a captive audience. Literally. Make good use of that time to educate them about your business – to answer their questions – or raise new ones. Can you place reading material about your business, its products or services into your bathrooms? Can you post marketing images on the walls? And for heavens sake, do as Ocean Springs did – keep the space clean, fresh and welcoming – so that nothing will distract from your marketing message presented during this ever so opportune moment in your customer relationship.

P.S. Margaret reported that the method was highly effective in getting often transient visitors to spend more time (and money) in downtown Ocean Springs.

If you loved this post, visit my fellow Bathroom Blogfesters:

Susan Abbott at Customer Experience
Crossroads
Katia Adams at Transcultural
Marketing
Shannon Bilby at Floor Talk!

Laurence Borel at Blog
Till You Drop
Jo Brown and the blogging team at Kohler Talk
Lisbeth Calandrino at Lisbeth
Calandrino
Sara Cantor at The
Curious Shopper
Becky Carroll at Customers
Rock!
Katie Clark at Practical
Katie
Iris Shreve Garrott at Circulating

Ann Handley at Annarchy
Elizabeth Hise and C.B. Whittemore at The Carpetology Blog
Maria Palma at Customers
Are Always
Sandra Renshaw at Purple Wren

Kate Rutter at Adaptive
Path
Claudia Schiepers at Life
and its little pleasures
Carolyn Townes at Becoming
a Woman of Purpose
Stephanie Weaver at Experienceology

C.B. Whittemore at Flooring The Consumer

Technorati Tags: small business, marketing main street, HALO Business Advisors, Results Revolution, #ladiesrooms08 Del.icio.us Tags: small business, marketing main street, HALO Business Advisors, Results Revolution, #ladiesrooms08 Furl Tags: small business, marketing main street, HALO Business Advisors, Results Revolution, #ladiesrooms08