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Choosing the right marketing solution



Every company is in many ways unique, both in the composition of the people who work for it, and in the people that it serves, its customers. When devising a marketing strategy, there are two important factors to consider:

1. Who are you?

2. Who are your customers?

Who you are, as a business, can be broadly defined as the product you produce, and the way in which you deliver them to customers. As simple as it sounds, it’s important to go about answering these two questions as if you don’t already know the answer, because there’s a good chance that you don’t actually know the answers as well as you thought you did. With a small business, you may find upon closer examination (or you may know right away) that what you started out doing and how you had planned to do it has evolved to better meet the conditions of your market, and therefore that your initial line about who you are and what you do no longer applies. This isn’t a bad thing—an entrepreneur is nothing if not adaptive—but it is worth taking stock of. You’ll probably even find that you’ve been doing a lot of things right without even thinking about them.

Who your customers are is tricky, because again you may enter into the thought process with a number of potentially false preconceived notions about the answer. Perhaps the easiest mistake to make in crafting a marketing strategy, which could lead to the complete failure of the strategy, is to assume that your customers are coming from the same place that you are. This usually takes the form of assuming that they know something about your product that they don’t (but often, they’d love to).

You need to sort out, to the best of your abilities, the answers to both of these important questions, because otherwise you could end up getting your marketing in front of the wrong audience. Talk to Find It Local 411 about effectively finding the answers to these questions. We take the time to help our clients develop the strategies which will help them bring their products and customers together, and refine their marketing and sales processes.

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Posted on December 6th, 2011 at 12:01 pm
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Economy Marketing, Internet Marketing, Neighborhood Businesses, 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

Effective Communication on Social Media

When you’re using a business social media account, it’s important to not abuse the relationship you’re trying to cultivate with your customers. If your posts aren’t reaching customers where they’re willing to listen, then they may start blocking you altogether, and you’ve lost that opportunity. Here are a few tips for how to keep your customers attention (and make the most of it) on facebook and twitter.

1. Be yourself. If you’re using a business name (e.g. @Finditlocal411), and speaking on behalf of your business, it can be easy to slide into marketing speak, and while you are indeed marketing and networking when you use social media, it’s important that you don’t speak in such a way as to alienate your audience by making them feel like they’re just viewing pop-up ads in their feed. Have fun. You don’t need to tell your audience what you’ve just eaten for lunch, but be sure to breathe some of your own personality into what you say. If people sense that the enthusiasm in your posts isn’t genuine, they’ll lose interest in you. Let your enthusiasm for your business and what you’re doing shine though.

2. Think like your readers. Ask yourself what someone who subscribes to your business’ feed might want to know from you. It can definitely be worth mentioning that you’ve just hired a new employee, or attended an exciting local event, but primarily people want to know about your products and services. If you’re in retail, it can be a nice way to gain customer loyalty to include a coupon code for your online subscribers periodically, that they can use when visiting your site or store.

3. Don’t be too personal. This may sound contradictory to #1, but it’s worth mentioning that you’re still using your feed to have a professional interaction with your customers and partners. Online interactions aren’t the place to discuss a personal tragedy, a surgery you’ve undergone, or anything which might make a perfect stranger uncomfortable to read.

4. Reach out. If you’re happy to be partnering with another firm, or if a supplier has really come through for you, or even if your staff just loves to patronize a local coffee shop, go ahead and use those as opportunities for outreach. Not only is it an important way to build relationships with your affiliates, showing your willingness to reach out like that is good for your business, because down the road, the businesses who benefit from your referrals are very likely to return the favor.

When you’re ready to dive into this important field of interaction with your customers, FindItLocal411 is there to help you, through our full suite of online marketing services. We’ll always take the time to find out who you are, and incorporate your personality and identity into everything we do, from newsletters to mobile marketing to visual customization of your Facebook and Twitter pages.

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Posted on October 13th, 2011 at 7:00 am
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Michiana Businesses, Neighborhood Businesses, Small Business, Social Media Networking

The Prime Table for Food, Family, and Community

In Michiana, to find a true family oriented, owned, and operated restaurant that has a history and appreciation for the region, you only have to look one place: Prime Table Restaurant. Nick, Mary, and Bill Giannakakis of Niles, Michigan own the family dining establishment that has been a part of the local community since 1993. The family story—like the flavor of their signature steaks—is rich, and begins across the Atlantic.

The Quest for a Dream

The Giannakakis family hails from a little mountain village in Greece, but as a young man, Nick Giannakakis had his eyes on another land several thousand miles away—America.

“At this time, it was the land of opportunity. It really was!” Nick exclaimes, while reminiscing about his decision to head to the States. It was the late 1960s, a time of change in the U.S., and Nick got work soon after arriving, first taking a position in the hospitality industry in 1966, and then a job in a coffee shop in 1967. He picked up the tricks of the trade quickly, and using what he learned, Nick opened his first restaurant in Liberty, Illinois only few years after his arrival in the U.S. Soon, the rest of the Giannakakis family joined Nick, opening more restaurants in Michiana, including the Niles Prime Tables Restaurant in 1993. “God has been good to our family,” Nick says, summing up the Giannakakis’ success.

Family First

Nick describes what he considers his family in Michiana: “My family at home and the family of my customers. They are my big family… they really are.” They have shared weddings, birthday parties and many other family-centered events with the customers of Prime Tables Restaurants, as well as the Millennium Steakhouse, which the family opened in 2001. According the Nick, even the name of Millennium Restaurant was a family effort (his children created the name).

Nick, his wife Mary, Bill, their children and grandchildren all had a hand in the success of the Niles Prime Table Restaurant. Nick also attributes the establishment’s 18 years of harmony with the community to the patrons.

The Return

“We appreciate them. [The customers] have been loyal…they come back…and we hear comments like, ‘we will come back next year.’” Nick says of the patrons that have become regulars. Nick calls them family. “They [are] here seven days. When the economy took [a] downturn, they still [came] here… three or four days a week.”

The Giannakakis family respects the hard-earned dollars that the diners spend faithfully at the restaurants. In return, Nick says they buy quality produce, and create quality dishes that the families of the community continue to enjoy year after year.

Join Nick and the rest of the family for a month-long celebration of the Prime Table Restaurant’s place in the Niles community. It’s a partnership that the Giannakakis family has cherished since their immigration to the Midwest decades ago.

“Over the years, we have really enjoyed living in the area. We find the Midwest is always the best of four seasons, best water views of the local lakes, and you can’t beat it.”

Spoken like a true Michiana resident.

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Posted on May 5th, 2011 at 12:00 pm
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Michiana Businesses, Restaurants, Small Business

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
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