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Staying focused on your strengths

As an entrepreneur, you have to fulfill several different roles, just in the course of a “normal” workday. From making sure your accounting and taxes are up-to-date to ordering your supplies to keeping your customers abreast of how their project is progressing, it’s easy to lose track of the basic essence of who you are and what you do. That’s where we, as marketing consultants can provide some of our most valuable services. When we construct a campaign to market your business, we always keep in mind the value proposition we’re making to the end customer: who you are, and what you can do to make their lives better. This is what makes a good brand stand out, whether you’re dealing with a local or an international market. Think of your favorite brands, that you use every day or week. Maybe they’re your car’s manufacturer, or your favorite downtown café. What do they have in common?

Chances are, it’s the ability to stand out. This isn’t an accident. Of course, everyone wants to stand out, but for those who truly do, it’s intentional, and well thought-out. Unfortunately, making great products is seldom sufficient for this. You need to tell people why and how your product is great, and you have to do so almost without them even realizing it. Not that you’re trying to fool anyone: you really are trying to let them know that your products are great. However, people don’t want to sit and listen to a sales pitch just to make a preliminary decision. They don’t want every advertisement they see to take them 2 minutes to peruse, and if it does, they’ll ignore them.

At Find It Local 411, we want to help you focus your marketing efforts around the things that make you special. Part of the process is to discuss with you a clear vision of how to present yourself, what you’ve done well for your current customers, and how you can do the same for new customers. We use this information to determine everything about our tailor-made marketing campaigns, from logo and identity design to web design and print advertising. Let us help you put on your best face.

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Posted on February 14th, 2012 at 10:00 am
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General, Small Business

Making the most of the holiday shopping season this year



Whether you’re in traditional or online retail, now is the time to plan out your advertising campaign for the holiday season. Find It Local 411 is here to help craft a marketing campaign which will help your customers (and you) have a the best holiday season yet. Here are a few tips for putting the shine on your marketing this year:

1. Use text messaging promotions. Include in your television, radio, and internet advertising a code to text for special deals in-store (or online). This can be especially effective leading up to Black Friday, when customers are already out shopping, and eager to get the best deals possible.

2. Emphasize the gift-worthiness of your product. Whether you’re selling shoes or life insurance, this is the season of giving, and that sentiment appeals to customers. If your product isn’t something that is traditionally given as a gift, your messaging could still be gift-focused. Get creative (we’re here to help with that). You could even craft a gift basket or gift wrapping ideas for your products. There are a lot of possibilities to explore, don’t rule anything out without thinking it through!

3. Be proactive. Customers are out there looking, but that doesn’t mean that they’ll find you and your products without some help! After all, there are a lot of competitors for their attention at this time of year, and they want to spend as little time looking for and purchasing the perfect gift as possible. Talk to Find It Local 411 about the best way to market your particular product. We know we can help.

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Posted on November 10th, 2011 at 10:00 am
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General, Internet Marketing, Michiana Businesses, Neighborhood Businesses, Small Business, Social Media Networking

South Bend Is Not A Dying City

Michiana’s greatest media hoax of the post-mortgage crisis is shaping up to be the death of South Bend. The city of South Bend was once placed alongside Elkhart as one of the poster children for the recession’s hardships. In recent articles, large media leaders such as Newsweek, and even some local outlets have tried to paint the town as a fatality of the recession.

Yes, the city has undergone some major changes since 2008. The collapse of the RV industry was certainly no help. The city’s unemployment rate spiked at 12.3%, and foreclosure rates were edging toward 3% of homes in the area at the height of the crisis. Both numbers are well above the national averages–at their peak–for unemployment (9.8%) and foreclosure rates (1.8%). But these numbers, though dire, are no need to write the city of South Bend’s obituary just yet. In fact, doing so may just lead to more than a little “egg on the face,” as the saying goes, when the city recovers, and recover it will. Here are only few of the many reasons why South Bend is not down for the count just yet:

New Business

Yes, the RV and automotive industries were large contributors to the economy in the South Bend area prior to their unexpected collapse in 2008 and 2009. The town was dealt a  significant blow, but was not crippled for good. In fact, the bustling service industries have already done much to pick up the slack, as the manufacturing industry is slowly coming back to life, and many would say that the down time was time well spent. In 2011, South Bend will welcome:

  • South Bend Gear LLC, a joint venture of Schafer Gearworks, Inc (a South Bend native) and Italian company Somaschini S.p.A. The new company will employ many people making gears for heavy-duty trucks.
  • The Career Academy Charter School will open in August 2011 creating new jobs for teachers and a new opportunity for middle school teens to learn using “a career-vocationally based curriculum” (something that was said to be lacking in South Bend).
  • McCormick & Company, the spice and sauce maker, has announced an expansion in 2011 that will bring new positions and new product brands to their current South Bend facility.
  • Indiana University and University of Notre Dame will collaborate on a new cancer center opening in April. The 55,000 square foot facility is being created from a $10 million donation from ConAgra Foods’ former CEO Charles M. Harper.

These are a handful of examples that illustrate South Bend’s continued appeal to new business. Had the town really been in a tailspin, these businesses and others would have quickly reconsidered the millions of dollars needed to build or expand in an allegedly dying city.

Incoming Funding

In 2011, the city of South Bend will receive $310,000 in grant funds to hire firefighters for the city. This money comes from Assistance to Firefighters Grant created in 2010. That’s not the only funding. The U.S. Housing and Urban Development Agency or HUD will receive $36, 748 to aid families in need and the organizations that aid those families. Such investments are being made in a town that is recovering from the recession, not dying as a result of it.

Dropping Stats

The numbers speak for themselves.

Indicators predict that the unemployment rate will go down from its peak in 2009 to 9.8 % when adjusted for seasonal job losses. This will be the first time since the recession that the city is under double-digit unemployment, even when surrounding cities like Elkhart are still struggling.

Analysts project South Bend to have lower costs of living and doing business than around 82% of cities in America.These numbers have improved from 2009, but have been consistently lower than most other cities in the U.S. throughout the recession.

The city that boasts seven movie theaters, over 1,000 restaurants, and 28 libraries in a 15 mile radius is far from dying out. In fact, the city of South Bend is poised for a rebound, with the help of new industry, new funding, and citizens who realize that their hometown’s swan song has yet to be sung.

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Posted on April 18th, 2011 at 7:07 am
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Economy Marketing, General, Michiana Businesses, Michiana Politics, Neighborhood Businesses, Small Business, Unemployment

3 Reasons To Enter The World Of Mobile Marketing

Mobile Marketing | FindItLocal411

The goal of marketing your small business is to not only reach the customer but to interact with them in a way that inspires a purchase or hire. This goal is accomplished through print ads, radio air time, direct mail (coupons, fliers, circulars, etc.), and (now more than ever) through your company’s website. But, somehow this marketing strategy has left out one of the most foolproof ways to reach and interact with customers that is available—the mobile phone. Mobile internet and messaging has exploded in popularity over the past decade. The growth is so profound that some tech analysts have broached the subject of the personal computer’s extinction. While we are not to that point yet, there is still reason to take a look at what the mobile phone can do for your marketing campaign.

Here are four reasons why you should be entering the mobile marketing world in 2011 and beyond.

1. It’s cheap

There are several ways to integrate your current internet marketing and a mobile marketing strategy. You can pay a company that handle everything for you or do it yourself. While a marketing company can give you a recurring bill, it is only necessary for larger companies or those looking to launch campaigns to rival Groupon.com. A DIY campaign is ideal for small business, in that it is cheap and manageable for a smaller customer base. Here’s how to test the mobile marketing waters on your own:

  • Gather cell phone numbers by placing a message on your home page about email alerts and linking it to your contact page. This way the customer voluntarily signs up and is expecting the messages. Add a blank asking the customer to list the cell phone carrier used.
  • Send a text to the new customer as a welcome and to confirm that the number is correct. (Did you know that you can send text messages from your email box? Just type in the cell phone number and the carrier suffix listed by SMS 411’s columnist Dylan Tweney in his article “How to Send Email to a Phone”.)
  • Keep the messages short (under 150 characters), but catchy. Most companies text sale dates, coupon codes, or enticements to get the customer to go to the website for more information.

2. A wider reach

Mobile messaging is a marketing tool that is always on and always with the customer. It is also mechanism that seems to induce people to share anything that seems the least bit interesting. If your message is catchy or provides something enticing, the mobile customer is likely to pass it on to others on his contact list. Thus, your message is spread to people beyond your initial mobile client list. Just think of those text messages you get every day that have been forwarded several times before reaching your cell phone. Don’t you still scroll down just to see what wacky things those people in 24-hour grocery stores are wearing, for example?

3. Gaining user dependence

The goal is to create a relationship between your business and the customer through text messages that have manifest themselves into visits to the business and eventual purchases. This also accomplishes the goals of marketing, which are to reach and interact with the customer. At this point, the customer may be dependent on your periodic messages or mobile deals. If they aren’t give it time. User dependence is the mobile equivalent of the loyal customer.

Mobile marketing seems like such a minor part of your business, but ignoring it can lead to your “missing the boat” on a vital internet marketing opportunity. In fact, it’s anything but irrelevant; According to CNN Money’s Fortune, smartphone sales more than doubled between June 2009 and June 2010 (a 63% increase to be exact). With that many people walking around with portable billboards in their pockets, you’d be remiss not to take advantage.

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Posted on March 29th, 2011 at 10:24 pm
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General

Getting a Jumpstart on Holiday Promos

Christmas Decoration

Small businesses can and do benefit from holiday sales. However, many of these businesses fail to get the most out of the holiday shopping season.  Proper planning and timing can do a great deal to help boost your returns during the most important quarter in the retail industry.

Here are a few things to keep in mind that will help you get the most out of your holiday promos:

1. Start early with a plan. Like any other promotional campaign, holiday marketing takes planning in order to accomplish a successful season. In the rush of the season, a plan also helps retail owners keep their promotions on schedule, without much effort. This way, each new part of the campaign is pulled off without disrupting sales.

In your promo plan, decide which items will be promoted and the length of time each promotion will last. Figure out the types of marketing tools that you will use and write a schedule for not only launching them, but also for preparing them. Doing so will help you to work the promo and its preparation into your regular holiday sales routine.

2. Select an angle. Yes, Christmas is your primary theme, but what angle will you take to make your promotions stand out from the crowd? An angle or approach to the holiday theme will also help you to structure your promotions. For example, a “holiday necessities” angle can start with sales on the types of things that people usually buy early on. Then, hook the last minute buyers with promos for items that are necessary for a holiday celebration or those things that people tend to forget until the last minute. In this way, an angle will also help in promo planning, while helping you find creative ways to draw customers. Select a theme that best fits your products and services.

3. Build the promotions gradually. Starting early with subtle hints at the holiday season may work better than decking the halls in October. You must get a head start, especially in such a slow economy. Start with ideas for Christmas presents or early bird specials. As the end of October nears, move in a more festive mode with your marketing, holding back the fun holiday fare until November 1.

This gradual approach will ensure that many customers are not be jaded by the time you start your Black Friday promotions. It will also help build name recognition and increase your web traffic in the meantime.

These tips are just a few that should help any small retailer looking to capitalize on this year’s holiday shopping season. The key is planning and organization. Attack the season like it is a project crucial to your business, because it is. For retailers, Christmas is the most vital time of year.

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Posted on October 20th, 2010 at 2:02 pm
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Economy Marketing, General, Michiana Businesses, Neighborhood Businesses, Small Business
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