I teach a small business marketing seminar for locally owned businesses that’s called “EIGHT Ways to Make Your Cash Register Ring in Any Economy.” In this seminar, one of the eight strategies that we outline is what we call “Pursuing Partnerships & Alliances.”

There are several different types of partnerships or alliances that work really well and should all be used liberally in local businesses and restaurants.

1.  There is the alliance or strength gained from “riding the coattails of an industry elephant.” This happens when you carry a major national brand in your store that is doing national advertising – and you mimic elements of that advertising campaign in your own marketing messages or images. This same strategy can be accomplished when you ride the coattails of a major trend (such as the green or environmentally friendly movement) or a major cause or organization (such as a political, religious, or industry promotional campaign).

2. There are the partnerships that participate in cooperative marketing programs generated or promoted by local or regional organizations. This strategy is implemented when local businesses join together under the banner of a common cause or organization. This would be the case when a Main Street or Chamber pools your money or even fronts the money for a promotional campaign for all of the businesses involved or to promote a certain shopping district or event.

3. Finally, there are those alliance that businesses make directly with one another. These are created with the purpose of co-promoting one another’s business. This is best configured when two or more businesses are targeting the same demographic or target audience, but they do not have a competing product. (This works regardless of geographic area – it works if you’re close geographically – it works when you’re not.)

Think about it. Are you using all three of these Partnership/Alliance strategies to grow your small business? You might be blown away by the results. I know I have been in my own business and in the businesses of our clients. Think about how you can work with others and get started today!

Photo Credit: exfordy

The Doherty Hotel - a historic, independently owned hotel in Clare, Michigan with a catering department that actually cooks yummy food and truly caters to the specific needs of their conference customers.

I was delighted to wake up today to find Chris Brogan’s new post on Detroit in my RSS reader. From where I’m sitting, I don’t think enough ‘atta boys’ can be sent Michigan’s way. Despite all the publicity scars they’ve endured from national media, national politicians and even their neighbor Canada, Michigan’s passionate citizens have persevered and are under the radar turning lemons into lemonade at a mind-numbing rate.

A local taco joint in Almont City, Michigan – a really small town where more than 100 folks came out to learn how to do small business better. That’s passion to succeed.

Two years ago next month, I had the privilege to keynote the Michigan Downtown Conference. Since then, I’ve had the privilege of visiting community after community and meeting business owner after business owner and to work with state and development agencies across the state – and all the time, I was learning firsthand what passion and perseverance really looks like. In Michigan, more than any other place we’ve worked, they “get” social media, and they’re using the power of human relationships to change their world and transform their image from the inside out.

If your small business is in a rut – just look to the passionate folks in Michigan for some inspiration. Is your local community or state in need of a boost of energy or even a complete image overhaul? Connect with some passionate folks in Michigan – they’ll show you how it’s done.

Need some places to start?

My first recommendation and go to person in general is my friend Joe Borgstrom (@JoeBorgstrom), a guy that didn’t wait for permission and created enormous buzz that reaped big dividends for Michigan’s downtowns among media, politicians and local shoppers alike by personally taking Michigan’s Main Street initiative into the social media world – and keeping it human and real every step of the way. He’s the guy that made the “OPEN” video happen – a video that went viral all over the U.S. last year, and he’s the commander of the simply brilliant Pure Michigan Living initiative. You should also know his wife, Kirsten, because now her PR genius unveiled at Travel Michigan is now available to the world (Congrats, Kirsten, on being another cool Michigan entrepreneur!).

Catching Fireflies is in a rehabbed train depot in downtown Rochester, Michigan.

Check out the passion at Getz’s (@getzs, Getz on Facebook) – the third largest Carhartt dealer in the nation – at home in an old building in downtown Marquette, Michigan – and running what can only be described as a Santa’s workshop on the top floor.

I’m also in love with Sandy at the Howell’s Mainstreet Winery (Howell’s Mainstreet Winery on Facebook) – where a great couple, both former auto industry folks, combined some passion with savings to start a wildly successful micro-winery, classes, and wine shop in a great downtown building in Howell, Michigan.

April at Catching Fireflies (@whimsicalgifts, Catching Fireflies on Facebook) in downtown Rochester, Michigan also has a store in Berkeley – and a fantastic wholesale line that is bringing money into the state every time she goes to market to sell. She’s creative and brilliant when it comes to making human connections using Facebook, Twitter, her blog and regular e-mails. I can never resist her passionate offers – or her fun notes stuffed in my packages when they arrive.

There’s Motorless Motion (Motorless Motion on Facebook, @motorlessmotion on Twitter), a little bicycle shop in Mt. Pleasant that loves people and educating customers – and now they can do it on Twitter and Facebook and reach the world with their information – and sell bike parts that way, too. There are the local cops who bought the floundering donut shop in downtown Clare, renamed it Cops & Donuts (Cops & Donuts on Facebook) – and made the national news in the process.

Marianna with the owner of Starring, a brilliant art gallery experience started by a former automotive exec.

And there are dozens and dozens more stories just like these – where pure passion is sprouting “green” for folks in Michigan.

Watch out world.

Michigan’s identity is transforming from the inside out. After spending some time there, I want to be more like those folks. Hardworking, passionate, friendly, helpful people they are…

How about you?

Chatting with my BFF the other day about how best to convince small business owners and restaurateurs that online marketing was worth paying money for. The conversation went something like this:

Me: Well, I dunno… perhaps that over a year ago 63% of all American consumers across every demographic looked online first before making a brick and mortar buying decision. Most of the folks we’re talking to are targeting a higher end demographic, and it’s a year later, so that number has to be much higher………

BFF: I didn’t ask you why they should be online. I’m talking about how to convince them within their existing worldview why this is worth spending money on.

Me: The money is online.

BFF: But are they going to see value in spending money online?

Me: (insert scream of frustration)

It’s seriously this bad. In small businesses and restaurants and boutique hotels across America, folks have their heads stuck in the proverbial sand.

I hear things like the following:

“I know we’ve got to do it, but I just don’t have time.”

“I just don’t see the value in it.”

“Well, I just spent $90,000 on new merchandise, so that website upgrade to allow me to make my own frequent updates to my website…that sounds good, but it will have to wait until next year… I just don’t have the money for that right now.”

“Well, I’m in a contract with the local lifestyle magazine, and I’m running some cable advertisements and sales have been really down lately, so I just don’t have the money to invest in online. I know it would work, but I just can’t afford it right now.”

How about this, Mr. small business owner? What if you could spend half per month what you spend for an ad in the local lifestyle magazine, and you could track feedback, gain market intelligence – and oh yeah, sell more stuff and know that it was a direct result of this marketing effort? Would you do it?

Would you spend the same amount if you could get that kind of measurable results?

If you wouldn’t – then why are you in business? Because it seems like you’re only there to support the dinosaurs. As for me, I’m going to stay in business by selling more stuff. Online.

Photo Credit: blakeimeson

The Delta Gypsy in Helena, Arkansas is located in a recovering Main Street district in the heart of Blues country in this Arkansas Delta city adjacent to the Mississippi River. I was in town to speak to Arkansas Main Street executives about how to use New Media and Social Media for community and business development, fundraising, etc. It only took one spin through downtown before my session, and I was irresistibly drawn into this business because of the signage and curb appeal.

After speaking for four hours, I ran back by this store before heading out of town. The store was a perfect eclectic collection of old and new – a Vera Bradley line combined with antique painted metal yard furniture, plants, and whimsical birthday gifts made the experience delightful to explore. The innovative use of lighting both inside and out, creative displays, personal attention, storytelling by the staff, the fresh scent and blues music left an indelible memory.

What marketing lessons can we learn from The Delta Gypsy?

1. Your curb appeal is your most valuable marketing. It’s the least expensive way to get people to stop in their tracks and come into your retail business. The Delta Gypsy does an outstanding job of combining fantastic, bright and eye-catching signage (probably created on a dime!) with live plants, whimsical displays and HUMAN interaction on the sidewalk outside of their store. Being greeted by the owner OUTSIDE the business was definitely a smart move!

2. Your experience matters. It sells, it upsells and it repeat sells. If the experience is consistent and memorable, folks will fall and love with it – and long for it. You have an experience whether you know it or not – are you controlling all five senses in YOUR store’s experience?

What marketing lessons does your business have to offer others?

Whatever the process you undertake for your community – from Web development to branding to market analysis to business recruitment to marketing in general – the planning stage should be long enough to point you in the right direction and short enough to keep the momentum going into the implementation phase.

Plans are only as good as their implementation, and we’ve seen far too many plans sit in drawers idle… a waste.

The preservation of your community and business lays in the hands of the preservers… you. Your community or business stands for something, embodies something. It is something special. It holds a sense of place.

Your community or business BRAND is a reputation, not a logo.

With that in mind, the first step to preserving your community’s or business’ brand is to preserve your reputation.

What is your reputation? What experience do you sell? What do people believe, think, feel about you, your community, your business? How do you make sure they keep believing, thinking or feeling that?

If you don’t know, how will you preserve it?

Once you have defined the nature of your reputation, also known as your defined experience, then you can create physical symbols – a bank, so to speak – that will embody and safely hold your reputation, your experience, your brand. These concrete visual symbols will carry the weight of your consistent, well-defined and well-preserved brand and be the beacon that will shine your reputation – your brand – into your world. Your world is your target customer – old customers and prospective customers, your community of supporters and preservationists…

When you get the definition nailed down, the visual brand should have three parts:

• Logo
• Color scheme
• Domain name

Slogans are optional. And sometimes used to excess, in my opinion. A great slogan is good. A bad slogan is harmful. No slogan backed by a great reputation and experience is the best.

It does come full circle, doesn’t it? A brand is just a reputation. It is the preservation of who you are as a community or business. With a well-defined reputation, you can create a physical, visual brand – or a logo, color scheme and domain name combo that embodies your reputation. And once you have this physical embodiment, you must continue to preserve your brand – your reputation – by continuously upholding, even enriching, your experience and allowing your supporters to help you in the business of preservation. Brand preservation is a community effort and the community is larger than your city limits.

What do you think? How has your branding experience worked? Has the planning led to great implementation? Tell us your stories so we can all learn.

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.

Block after block, empty storefronts can signal an economic decline–or a terrific opportunity!

I recently had the chance to participate in the execution of Target’s first pop-up shop in the Midwest.  Designed by David Stark Production in NYC, the Bullseye Bazaar occupied an empty space along Chicago’s Magnificent Mile. . .prime real estate! With the creative use of wall coverings, flooring, fixtures and signage, the space was transformed into the best of both worlds–Target products and Target prices in a fun, unique shopping experience.

So, what’s the catch?  There are Target stores all across Chicagoland–what makes this location special?

It was only in business for 3 DAYS!

I can’t help but think that there are ways to reinterpret this approach . . . it needn’t be an option only for big businesses in big cities (with big budgets!)

Consider the following possibilities–which of these could work for you?

• A limited-run gallery for area artists or students, perhaps as a working studio?
• A chance for a potential business to take a “test drive”?  Gauge traffic, customer interest, etc.
• A special occasion venue?  Who doesn’t want to see and be seen?
• Rent or donate windows to market a specific promotions?  Breast Cancer Awareness in October, Back to School in August, etc. ? In these situations, full-size graphics applied to the glass eliminates any need to direct energy or attention to the inter.

Moving ahead, you will need to:

• Identify one key location–visible, desirable and user-friendly.
• Establish occupancy parameters and timetables–I recommend one week limits. Tenants who linger, promotions past their expiration dates. . . avoid situations that erode the “gotta go there NOW” energy that you’re working to establish.
• Clean, paint and light the facade, windows and interior.  Don’t skimp on this!
• Give it a name.
• Post photos/floorplans of the space on your website.
• Extend an invitation to your first occupant and be prepared to help offset the cost.

When the Bullseye Bazaar opened, the line of customers circled the block. Those customers could easily snag the same Mossimo shorts or lemonade pitchers at their Target but that wasn’t the point–this was a “happening”, a very limited run and couldn’t be missed!