It’s time to consider using video to market your business. It doesn’t matter what size business you have, video is now an affordable and most importantly, effective, tool that can improve sales significantly. The following statistics about marketing with online video using video sharing sites should make you think twice about ignoring this powerful marketing tool:

“Video in email marketing increases click-through rates by 96%.” – Implix 2010 Email Marketing Trends Survey

“Press releases that include video components receive 500% increase in views.” – Eloqua, April 2010

I found these stats over on Pixability’s web site that say that sites with video receive…

• 30% more clicks
• 18% more calls
• 30% more store visits
• 24% more purchases than those without video

In July 2011, a Pew Research Center study said that 71% of adults watch online video like YouTube or Vimeo videos. According to this study, rural and minority Internet users are no less likely to watch online video than suburban or city dwellers. Men and women are also equally likely to use video-sharing sites. Also of interest, parents use video-sharing sites more than non-parents. Some 81% of parents in the Pew study reported using video-sharing sites compared to 61% of the non-parents.

Mobile use is on the rise, too… It seems that 34% of cell phone users in the United States have shot video with their phone, 26% have watched video on their phone and 22% have posted videos or photos online… all from their mobile phone.

YouTube viewership has grown from 8 million views a day at the end of 2005 to 3 billion views a day in 2011, according to YouTube.

All of this on the heels of Forrester Research’s stunning announcement in 2009 stating “You are 53x more likely to appear on Page 1 of Google’s search results if you have video on your web site.”

Now. That is shocking.

Why aren’t you using video in your marketing? What is holding you back? Ask your questions or share your roadblocks, and I’ll try to answer your questions in future posts on this blog.

Photo Credit: Mike Jennings

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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Long before the Blues were cool, a roadside diner on Highway 61 in Tunica, opened its doors as a place where travelers could get some good food and "fill-er-up" at the adjoining Pure Filling Station.

Today, this restaurant stands the test of time by sticking to what it does best – soul food in a "blue and white" themed setting made complete with smiling faces, quick service and the best danged hand battered onion rings anywhere around.

Yes, this is a theme that’s standing the test of time, and if you’ve thought about using a theme in your business, this restaurant is a great case study for you to admire. This is a case of great branding – established long before branding was a buzz word. And it just goes to show how taking something unique to an extreme can make a business.

They didn’t just put in some blue bar stools (which they did) and some blue and white paint (which they did). They went the distance with blue Coca-Cola glasses, blue straws, blue and white branded coffee mugs, blue and white tables, chairs, signage, t-shirts, employee dress, plates that are white with a blue rim, and so much more. It’s blue and white done well… And it works. It’s a fun experience, a tasty experience, and best of all, a memorable experience.

Photos: (top left) The Blue & White Restaurant’s historic sign standing high above Highway 61. (middle right) Our Assistant Marketing Coach and dining diva Trisha Switzer enjoying an ice cold Coca-Cola. (bottom left) Blue and white abounds inside the historic Blue & White Restaurant. Here, the blue bar stools and memorabilia shine.

It’s that time again – I can’t believe it! Once again this year, Team HALO is issuing a challenge and planning to only shop independent small businesses for our holiday shopping needs. From November 10 – December 25, we dare you to find us buying a holiday gift in Wal-Mart or Best Buy!!

Now in it’s THIRD year, the HALO Holiday Shopping Spree 2008 will go to new levels this year as we travel the heartland next week shopping, taking notes, photos and blogging about all things customer experience across retail America. We’re looking for Main Street communities and shopping and eating tips for eastern and central Tennessee, Kentucky, southwestern Indiana and southern Illinois.

Stay tuned – we’ll be adding a Facebook travel map and lots more details in the coming couple of days! (If you’re not a Facebook Friend, then it’s time to get moving. Everyone is there – including your customers. So, learn the ropes by tracking our trip – ask us to be your friend. We’ll accept!)

More importantly, if you’d like us to stop in your town – speak now or forever hold your peace. This will be a busy travel season, but if you’re chosen for a shopping stop, you’ll get free advice for your business or community from an expert team of retail and community experience marketers.

Around HALO, we like to work with a certain business client – the one who is passionate, energetic, hardworking, determined – and willing to seek a revolution in their business. Webster’s says that a "revolution" is a drastic and far-reaching change in ways of thinking and behaving… That’s who we want – business owners that are willing but don’t know how to, as they call it, "go to the next level."

Lately, it seems like we’ve got a big bath of "next levels" emerging, so I didn’t want to go much further without patting a few of our brave and revolutionary clients on the back. They have done a lot of hard work and maintained energy and passion through it all to achieve some HUGE new levels in their businesses…

So, join us in a big HALO Cheers! to the following…

Cheryl Fletcher has opened a BRAND NEW sister store to her booming Forrest Paper Company. The new store is Forrest Bridal Company and it is located in a newly remodeled downtown space adjacent to her existing Forrest Paper Company business. Cheryl has done an outstanding job of seeking out designer bridal couture unavailable anywhere in the region, meeting face to face with the designs around the country, and launching a premier bridal couture experience in historic downtown Hattiesburg. Cheryl’s story is even sweeter since she is a business survival story after Hurricane Katrina. Congrats Cheryl! Girl, you’ve earned it!

On the other side of Hattiesburg, we congratulate Lovie’s Tea Bar and Gift Boutique on their move to a new location more than triple their square footage and expand to include a first-class experience including the addition of a Tea Bar and lunch menu. The Lovie’s experience is truly a destination for all ages and interests – a retail experience not to be missed. A recreation of a beautiful old world downtown street, this store is a retail adventure and dining delight. From the Tiffany chandelier in the chapel to the wrought iron balconies to the old fashioned mercantile store shelves lined with assorted teas and tasty goodies to the delectable daily luncheon menu, you cannot miss the exquisite and very unique selection of gifts, garden and home decor products available in this space. Congratulations to Dawn and Stephen Beam on a job well done – this is a marriage partnership that is remarkable, creative, and tireless in their effort to deliver an experience unlike any other to their customers.

Up in the Delta, big things have been cookin’ all summer long at Taste of Gourmet and The Crown Restaurant. An unbelievable and total  transformation has taken place to this business’ brand image, product packaging, catalog, web site, and business attitude. What drew us to this client was their delectable and absolutely PERFECT product. When you have something worth selling, it certainly makes our job much easier. We believed in their product, and the product couldn’t be sold by nicer folks than Evelyn & Tony Roughton and their daughter Jennifer Schaumburg. A dynamite experience, we are privileged to be a part of this total business makeover. The new catalog featuring brand new product packaging begins nationwide distribution next week. E-mail, blog and web marketing has already begun. Stay tuned for more on this business because there will be a lot more "next levels" achieved here over the next year…

Finally, I wanted to pat two clients on the back for upping the consistency of their email communication, brand image and enthusiasm for their customers – and reaping big rewards.

The Linen Shop, a home interiors fabric shop in Canton, Miss, who is using a simple brand in a big way to keep in touch with past customers, keep current customers engaged and to reach out to newcomers to town via a Realtor benefit program. Their email campaign is consistent – and consistently producing big results for their bottom line. Their dedication to customer satisfaction shows on the bottom line.

And then there’s Young Ideas in Indianola. Young Ideas has clothes for girls, boys, young ladies and ladies. Their dedication to gather email addresses and communicate weekly has led to a major sales boost -
meaning the owner had to actually go to market AGAIN for more merchandise – something she hasn’t had to do in a long time. Young Ideas has a great product, and an even greater customer experience fitting hard to fit sizes in a compassionate, confident way. They sell confidence to their customers and back it up with a free alterations offer. And they talk about it in weekly emails that show their customers in their clothes… it’s customer evangelism at its best when your customers agree to be your models. Soon, they will launch
a new blog web site to further their efforts and add a new dimension of interaction to their customer relationships – there’s another next level for Young Ideas just around the corner.

And to all of you business owners and communities out there waiting for the "next level" to happen to you – don’t wait. Go get it. Be willing to try new things – to try to change the way you think and behave. Be revolutionary and only then will you achieve what these businesses are achieving – revolutionary results!

I’ve been watching David Neeleman for a long time. There’s a quote of his from a Fast Company article five years ago that I still use in my Twelve Steps to Revolutionize Your Business small business seminar. To hear that he was stepping down shook me a bit, then I read the press. It sounds smart. It sounds like a David thing to do. Here’s a quote from a spokesperson:

"David’s talents are entrepreneurial, and therefore perfect for the
Chairman position, which will free his time and energy from day-to-day
operations to identify creative opportunities and focus on the broader
scope and direction of the company," said Alison Eshelman, manager of
corporate communications at JetBlue Airways, New York. "This move is a
natural evolution as the company grows from a start-up to a major
player."

http://www.dmnews.com/cms/dm-news/e-commerce/41072.html

A colleague of mine made a quip this afternoon about big business to which I replied equally as swiftly, "That’s why I don’t work for them." I don’t like the bureaucracy and watered down strategies and waste in big business. But I liked watching JetBlue. Even after the Valentine’s Day crisis, because I believe the true test of a business is what it does when it screws up. We’re all going to, so what happens next is important – it shows your true colors. JetBlue succeeded on that front, in my opinion. So, now I hope that Neeleman’s move to strategic chief will be one that does allow him to connect with his inner entrepreneur again. That he can lose the operations focus and think about the customer and the personality of the business and differentiating marketing positions. I’m not giving up on JetBlue just yet – I think this decision might just be the beginning of a really hot next chapter.

David’s post on his blog about the change: http://www.jetblue.com/about/ourcompany/flightlog/

To read what other bloggers are saying about Neeleman’s new role…

http://www.aviation-weblog.com/50226711/jetblue_ceo_neeleman_steps_down.php

http://blog.flightwisdom.com/2007/05/10/neeleman-steps-down-as-jetblue-ceo/

http://www.mpdailyfix.com/cgi-bin/mt/mt-tb.cgi/8470

http://blogs.usatoday.com/sky/2007/05/aa_ceo_faces_wi.html

http://blog.fastcompany.com/archives/2007/05/15/grounded_david_neeleman_jetblues_erstwhile_ceo.html

To read more articles on Neeleman’s move…

http://money.cnn.com/2007/05/10/news/companies/jetblue_ceo.reut/index.htm

http://www.newyorkbusiness.com/apps/pbcs.dll/article?AID=/20070510/FREE/70510001/1047

http://adage.com/article?article_id=116633