Reducing Overhead in a Slow Economy

Keeping overhead low is key to the success of a business, especially in a down economy. There are several easy and efficient ways to ensure low overhead while not compromising performance or quality:

• Outsource: Consider what services need to be done in-house and what can be outsourced. Outsourcing can save your business time and money if it’s the right arrangement.

• Needs vs. wants: Every business purchase should be evaluated in terms of either a need or want. Keep tabs on your desires. What expenses are necessary for maintaining operations? Less money going out means more money available to keep your business afloat during those uncertain and predictable times.

• Collaborate: Can you share resources? Sharing space, supplies and equipment are ways to keep overhead down. Plenty of businesses are in the same boat and are possibly willing to consider a collaborative arrangement.

• Do your homework: Find out about free and low-costs marketing opportunities. Social media is one place to start. Get on Facebook, Twitter and You Tube. Often times, these are the first places consumers turn for information on businesses. Never underestimate the value of word-of-mouth publicity. Customers who refer their friends to your business are worth their weight in gold. Gain media attention by doing something exciting or innovative.

Low overhead can translate into peace of mind. If expenses are low, you can spend your time focusing on more important tasks, like business development and retention. There are several other ways to reduce costs. Start small and work your ways toward more drastic changes. A few simple adjustments can make a world of difference.

When genius makes you jealous

So…I’m driving home on the Interstate the other day, minding my own business, listening to NPR and watching the normally heavy, rush-hour traffic flow around me. Even though I know the route like the back of my hand, I still have to be attentive and alert with so many cars weaving in and out in all three lanes.

Suddenly, out of the corner of my eye, I catch a small, yellow VW that is COMPLETELY covered with advertising! He makes it past me and settles into traffic about three car lengths ahead. Now, being a marketing professional, I HAD to find out what was going on with this car! “Darn it, van, get out of my way! I’ve got important business to attend to!” I was doing everything I could to catch up to the mysterious German automobile…paying less-than-normal attention to safety, or the other cars on the road.

Finally, after about 10 miles, I caught it. MuralPop.com. Plastered all over the car, windshields and all! Quite a sight to see cruising down the interstate during rush hour traffic. “MuralPop.com.” Certainly I would look them up when I got home. And…I’m betting…so will YOU, now!

And that’s the point! This company did something that made it stand out from the ordinary. They covered a car and simply drove through traffic. And if it got this jaded marketer’s attention, you’ve got to believe that it REALLY caught the eye of other drivers and passengers. When you’re looking for ways to stand out from the crowd, be inventive. Take some risks. Don’t simply settle for the same, old “tried and true.” People become desensitized to advertising. They are bombarded with it to the point where they don’t even see it anymore. Which means your message—and your money—was just thrown down the drain. Be bold, innovative, unconventional. In the end, you might just become rich because of it.

Nice job, MuralPop.com. You made me look. Which makes me jealous!

Are you ready to live a healthier life?

By Kathy Harris, guest blogger and member of the Human Resources team at Gold Medal

Most of us give lip service to a healthier lifestyle. We spend our last dollars (sometimes many of them) on quick weight loss programs, gym memberships and magic potions. Motivation, however easy it is to acquire, is always difficult to sustain. Motivation requires regular reinforcement.

As HR professionals and employers we talk about reinforcing Wellness Programs. Too often, seemingly more important issues derail these programs. They are seen only as a “nice to have” and some “frou-frou HR thing.” However, a Wellness Program can be a great business strategy. They can mean fewer absences, more production and decreased healthcare spending. Improved health translates into clearer thinking, more energy and dare we hope—sharper ideas?

In this economy where the stress is high and the budget is low, many of us are looking for Wellness Programs on a shoestring budget. Just the thing is now available thanks to Anthem, Bob Harper and Facebook. This is a fun way to build a healthy culture at the office through the use of free social media!



Biggest Loser star, Anthem team up to help employers
(courtesy of Anthem)

Better health habits are not only good for your employees, they translate to greater productivity and lower health care costs for you as an employer. That is why we have engaged Bob Harper, renowned trainer from The Biggest Loser, to help us conduct an aggressive social media campaign to build healthy habit awareness.

Harper's new 5-Day Boost video series can be found at Facebook.com/HealthJoinIn. It teaches viewers a simple health habit to incorporate each day, and 5-Day Boost can help people set goals for the exciting contest called "Join In to Win."

Five winning team leaders will get a personal training experience from Harper himself. The four-week contest runs July 18 through August 15. Team leaders set a health improvement goal for "Join In to Win", then they recruit teammates through their Facebook community.

Anthem Health Coaches will help teams pursue their goals, and leaders of the top five teams will get video conference sessions with Harper.

Help yourself and your employees by posting this flier in break rooms and other common areas. For more details, go to Facebook.com/HealthJoinIn or contact your local sales representative.

Join trainer Bob Harper in the 5 Day Boost and take the first steps toward a healthier life. Starting July 11th, a new Boost video will premiere each day for 5 days. Watch each video, then click the “I’m Ready” button to unlock access to the next video in the program. It’s that simple. So have fun, get involved and get healthy.

Health. Join In. - Anthem
5 Day Boost, and it's a whole new day to give your health goals some extra juice with help from Bob Harper. Hope you're ready to get moving! And remember, you can start the 5 Day Boost at any time!

5 Day Boost ** In addition to the 5 Day Boost there are health calculators, information and encouragement for you and your employees on this Facebook Page. Check out your Health Footprint* today!

Your Health Footprint^SM score is a measure of your health, and the effect it may have on those around you. Sound intriguing? Calculate yours today.

Customer Loyalty

By Liz North, guest blogger and intern at Gold Medal

When you think about your local community and the businesses that are associated with it, what do you think of? Anyone from the Cincinnati area would instantly say Skyline or Graeters, but it’s different everywhere you go. A small town might reference the local drug store, whereas a larger city might refer to its most notable pizza place. Look at any virtually business’ history, and you’ll notice a sense of loyalty and community involvement. We all know that one place we always go to when we need to satisfy our sweet tooth. The intensity with which a community identifies itself with that particular business can be the difference between a town staple and just your average Hawaiian ice stand.

So how do you become that community staple?
1. Find a want in your community- the most successful products are items we don't need, but don’t even know we want!
2. Establish the competition.
3. Stand out from your competition! Take risks!
4. Keep them coming back for more.

If one day you find yourself in the position of entrepreneur, try to focus on building a business where you and your community have a co-dependent relationship. Find a niche, don’t play it safe and wow your audience into amazement. You may find yourself with the hottest place in town.

Where did Funnel Cakes come from?

What’s more American than fried foods and fairs? With summer here — and outdoor carnivals popping up around the nation — we’re taking a look at the history of a mandatory carnival must-have: hot and crispy funnel cakes.

Despite debate on the true origin of funnel cakes, it is popularly believed that these crispy-fried confections were created by the Pennsylvania Dutch, a group of German immigrants who landed in Pennsylvania before the 19th century. (The first ever recipe resembling a funnel cake showed up in a German cookbook in 1879.)

The name “funnel cake” was derived from the method of squeezing batter through a funnel in a circular pattern into hot oil to achieve a dizzying pattern of crispy-fried dough. The oldest recipe for a funnel cake in an English cookbook appeared in 1935, which instructed the cook to turn “the stream around in a gradual enlarging circle” and “serve hot with any tart jelly.”
Originally served for holidays and harvest festivals, funnel cakes became a natural addition to street fairs and outdoor carnivals because of their use of ingredients that were easily available and stored at these events. Concession stands employed special pitchers with funnel spouts attached to fry up the unleavened batter. The result was an automatic hit among fair-goers, who found the fun-to-eat food irresistible.

Surprisingly enough, funnel cakes are considered a lower-calorie treat compared to other fried dough (a 6-inch funnel cake contains less than 300 calories) because the steam produced by the high water content allows the batter to expand, resulting in a light and airy texture. But extra calories have piled on over the years, thanks to an increase in cake diameter and the addition of sweet toppings such as powdered sugar, nutella and jam.

Funnel cakes have become a truly global delight, with cultures around the world adapting their own variations of sweet fried dough, including strauben in Austria, tippaleipä in Finland and flancati in Slovenia. But one thing’s certain: You won’t step into a state fair this summer without spotting Americans biting into this crunchy, golden-brown treat.

10 Facebook Tips for Small Businesses

Want to Facebook, but don't know how to make it work for your small business? Glen Stansberry, Creativity Sparker, from Wise Bread has 10 tips to get you started. For the full text, go to 10 Superb Ways For A Small Business To Friend Facebook.


June 21, 2011 (Excerpt)
Love it or hate it, Facebook has proven to be a major source of traffic and income for small business websites. A recent study showed that Facebook shares are worth almost three times as much as a tweet. And these nuggets from this compelling infographic ought to give a good indication as to how important Facebook has become to e-commerce in general:

•90 percent of consumers trust recommendations from people they know
•67 percent spend more online after recommendations.
If your small business is selling products online, then Facebook can be a fantastic way to add social proof and find more leads. Here are a few ways to snag some of that Facebook traffic for your small business website.

How to Lose a Customer

Recently, I attempted to purchase a dress from a maternity store. Before I could give them my money, they required my due date, e-mail, mailing address, phone number and wanted to know if I had other children. I laughed out loud, but the woman’s puckered face quickly showed she wasn’t joking. I explained that I didn’t want to be put on a mailing list and thought it was beyond invasive. She “patiently” explained it was necessary in case of returns.

They lost me forever at that moment. Not only did I give them fake information, but I was extremely offended that the store I was paying would require all this information. I would never go back in there, nor will I ever purchase anything for any of my friends/family again. I also spread the word about this outrageous privacy invasion, which turned off other mothers to be (a.k.a. their customers).

Requiring information from customers only works if they see an overt benefit—something that will make them want to hand over those treasured nuggets of marketing gold. Not only did they ask about my children, but I was in essence paying to be harassed. The only benefits I got were a cute, but probably over-priced, dress and a red face from anger.

That’s the key lesson for marketers and businesses. People are willing to let you into their lives and buying habits, but you need to reward them and slowly dip your toes into that pool. Plus, the bigger the prize, the more you will get from them. No one will give you their life story for a throwaway trinket like a pen or key chain. And the more the customer feels forced to give information, the less likely it will be valid or worth the sales you just lost.

Will Facebook Fade?

There’s a rumor floating around that Facebook will go public in the first quarter of 2012. This has caused some to speculate whether it’s a wise move to invest, considering it could burn bright then fade fast like MySpace. But just like we now Google things and a Kleenex is commonly misused term instead of the word tissue, Facebook has ingrained itself deeply into the fabric of our culture.

Businesses are hopping on, teachers are sending out assignments through it, and proud parents and grandparents can share photos. The platform is continually evolving and users are continuing to evolve in the way they utilize it.

Recently, SmartPulse did a “non-scientific poll” that asked, “Who do you think has benefited from social media engagement the most?” Results were interesting to say the least and obviously didn’t just relate to FB.

• Business-to-consumer companies – 32.08%
• Celebrities – 31.13%
• Media – 10.38%
• Not-for-profit organizations – 9.91%
• All have equally benefited – 6.60%
• Politicians/governments – 5.19%
• Business-to-business companies – 2.83%
• Some other group – 1.89%

But it does speak to the fact that if you know how to use it correctly, FB and other social media outlets can be your friend and a powerful sales tool. Look at the Old Spice resurgence or Betty White’s thunderbolt back to fame on the back of a 'lil old Snickers commercial.

Just make sure you know what you are doing and consider your audience. Once something is out there, it’s out there and can go viral in a heartbeat. Just ask some of the recent blushing and scandalized public figures how they feel about social media’s reaches.

Rewards of Owning Your Own Business

Recessions are a time when many workers consider going into business for themselves. Some of the most successful businesses — Burger King, FedEx and Microsoft to name a few— were formed by individuals looking for the type of freedom provided by self-employment. Self-employment can translate into many financial and psychological rewards:

Flexibility: Setting your own hours and work space is one advantage. There is no time card to punch or tiny cubicle to report to everyday. Vacation or sick time is at your discretion. Gone are the days of a dress shirt and tie. If the business requires no “face time” with customers, casual dress or even pajamas are acceptable. Lastly, entrepreneurs have the ability to directly
determine the value of their work or products, by setting their own fees, rates and prices.

Creativity: As your own boss, you don’t have to answer to a supervisor or colleagues’ opinions on creative matters. Some of the most creative ideas were born when people no longer felt restricted or stifled by traditional corporate environments.

Tax benefits: You get to deduct half of your self-employment taxes from your net income. Essentially, the IRS treats the self-employment tax as a business expense and allows you to deduct it accordingly. Additionally, you only incur self-employment tax on your net business income, or what's left over after you subtract your business expenses.

The sky’s the limit: The self-employed essentially have an unlimited earning potential rather than a set salary. It's all dependent on the work they put in. In short, the businesses’ profit goes straight in your wallet.

Job security: Self-employment limits the fear of layoffs, downsizing or firing. Instead of worrying about the status of your job, you can focus more on getting the job done.

In short, self-employment has its perks. With that being said, it’s no surprise the number of self-employed, “free agents” in the U.S. is on the rise.

Watch Out for These 10 Common Small Business Mistakes

Opening a new business is an exhilarating and possibly daunting process. While there are countless rewards, financial and personal independence being at the top, there are common pitfalls that threaten every business owner. Below are 10 mistakes new business owners can make and how to avoid them.

1. Not knowing enough about the business you’re going into—It seems silly to say go in with your eyes open, but it does bear repeating. Don’t let your excitement be your downfall.

2. Not protecting your personal assets—You will be pouring your heart and soul into a new business, but don’t let it ruin your life or endanger your home. Consider setting up an LLC (limited liability corporation), get advice from other small business owners, and think about contacting a lawyer.

3. Not creating a unique, value-driven business—Start off on the right foot. If your business mirrors others too closely, there will be no overt reason for customers to choose you.

4. Not developing a business plan—Your business plan is the road map to where you want to go and how to get there. Do your research, get suggestions from your local small business association (SBA), or try the U.S. SBA (www.sba.gov). They’ll keep you from reinventing the wheel, and will often have information on loans/grants and one-on-one counseling.

5. Not setting the right price—Price drives the decision of whether customers contact you or not. Work with your suppliers for suggestions, look at other companies, and do your research.

6. Not changing or adapting as you go—Even though you have a road map, sometimes you need to ask for directions along the way or take a detour. Continually evaluate your business.

7. Not budgeting correctly or planning on making money right away—Don’t put all your eggs in one basket. Have another source of income or some cushion and be realistic in your expectations.

8. Not marketing consistently—Don’t lose the momentum after one good campaign. Develop a plan and stick to it.

9. Not investing in people—Don’t get caught up in the bells and whistles of the latest gadgets or schemes. Invest in quality employees. They'll always drive your business and be the face of your company.

10. Not focusing on the big picture—Don’t get overwhelmed by the day-to-day necessities. Take a step back and keep track of your priorities. Management by crisis only leads to more chaos.

Offbeat Ideas Create Sales

If you’re ever in a rut on how to promote your business or new items to attract customers, start brainstorming completely off-the-wall ideas. Sometimes it’s the most outlandish ideas that grab the most attention and become instant money-makers.

For example, the ice cream world is constantly reinventing itself with interesting and sometimes bizarre flavor combinations. Maggie Moo’s has Buttered Popcorn and Caramel Corn ice creams, and you can bite into Chicken Wing ice cream in Nagoya, Japan. Yet, it’s those unusual combinations that bring in the curious and can inspire repeat customers.

Translate this concept to products, marketing, and sales tactics. Start small with catchy, themed sales events or sales jingles. Test the waters with limited-time offers for unique products or deals. Limited-time offers are also a great way to save costs, and you can create customer buy-in for increased sales by letting them vote on concepts or suggest new topics/products.

Or, if it works for your market, try something very different that will be picked up by the press. You can even look at national campaigns and tailor them on a smaller scale to your business. Think about Nathan’s Famous and its hot dog eating competition. Who would have ever guessed America or the world would turn competitive eating into a recognized sport? Yet, in 2010 Nathan’s celebrated the 95th anniversary of the contest and 40,000 people attended the event—that’s not including the millions of impressions created by advertising leading up to it, the coverage after it, and the additional 1.677 million viewers who watched it live on ESPN.

Just remember the world is full of people who are bored with traditional outlets and like to be surprised. Today’s offbeat idea may be the peanut butter and jelly sandwich for future generations of paying customers.

Concessions Accommodate Snackers for Every Occasion

It’s a world of very diverse cultures. Depending on where we go, the social norms in that particular area may be completely unfamiliar to us; completely different than what we’re used to. But we can always find a few similarities between cultures, too. And one thing that most people around the world share is a penchant for snacking.

One would be hard pressed to find a gathering or event without some type of snack stand or series of concession carts nearby. Wherever people converge, whether it’s a festival, a sporting event or even a busy street, vendors will set up shop and have concession food and drinks available.

A concession stand may have a different “look” on a Calcutta street corner as opposed to one in Indianapolis, but the intent is the same: feed hungry people and quench their thirst! Especially during the summertime when festivals, carnivals and fairs are almost daily occurrences, the concession trailer business continues to prosper. On a hot day, refreshment seekers will flock to “snack shacks” for drinks to stay hydrated and may eventually give in to the tantalizing aroma drifting from a hot dog cooker.

Tailored to the Occasion

Concessionaires will do their best to customize the food and drink that they have available to fit the occasion. Hot dog machines and popcorn makers are customary for most concession stands. And you can add a nacho machine or hamburger grill at many youth sporting events or outdoor concerts. Candy bars, bag snacks and canned soft drinks will usually be available to support the “main courses.”

There are also “theme” foods that go hand-in-hand with certain occasions. What would an Oktoberfest celebration be without bratwurst, potato pancakes and Belgian waffles? Or carnivals without cotton candy?

Whatever the reason for a gathering and wherever it takes place, concessions will most likely be available to accommodate hungry and thirsty attendees.

Automatic and Traditional Concessions Both Have Their Place

Sometimes it appears as if every traditional function within our society is becoming mechanized and automated. Yes, this phenomenon has made our lives easier. But it also causes us to question how eliminating the "personal touch" and diminishing the importance of traditional face-to-face customer relations will affect our culture down the road.

There are, of course, plusses and minuses to the increased technology in our lives. For instance, we can now go through the line at the grocery store without the help of a clerk or cashier. We can deposit or withdraw money from the bank without the need to talk to a live teller. We can instantly get answers to our questions about anything from incoming weather to background information on a historical figure.

Concessions: Man vs. Machine

Even a segment of our culture that seems so "mom and pop," the concession trailer business, hasn't been spared. Food carts are a part of just about every event imaginable. Carnivals, festivals, sporting events and concerts all have vending areas where pleasant workers dish out fresh food and snacks to customers. Concession workers will reach into popcorn makers to scoop up a few bags for the kids then they'll pluck a few dogs out of the hot dog cooker for mom and dad. It's all part of the overall event experience.

Though the personal touch still exists in most areas of the country, automatic self-serve concession trailers and carts are becoming increasingly popular. They come complete with bottled drinks instead of iced soft drinks and microwaves to heat up refrigerated sandwiches. No aromatic cooking smells or charming concession workers. Just a few buttons to press on a series of machines and you're on your way.

It's all a matter of preference as to whether a customer opts for the traditional or the technical. A personal touch and food freshness over quickness and convenience, the choice is yours.

Making Caramel Popcorn Easier than You Think

Caramel popcorn or “caramel corn” used to be directly associated with Halloween. But it has gradually become a popular snack food for just about any occasion, and is sold in concession carts, food stands and stores year-round.


Trick or treaters used to find at least several popcorn balls in their bags after a night of begging. Popcorn balls were a “clustered” form of caramel corn, shaped into a ball slightly larger in size than a baseball. Although they can still be found here and there, the popularity of the popcorn ball has slowly faded.


However, people still longed for the sumptuous taste that the combination of caramel and popcorn had to offer. Therefore, caramel corn is more popular than ever. In fact, many have taken it upon themselves to learn the recipe and make their own caramel corn. It’s not complicated, and it’s fun to get the kids involved in the process.


OK, prospective caramel popcorn makers, if you’re wondering how exactly you make this delectable snack, you’ve come to the right place:


How to make Caramel Popcorn?


Ingredients:
5 quarts popped popcorn
1 cup butter
2 cups brown sugar
1/2 cup corn syrup
1 teaspoon salt
1/2 teaspoon baking soda
1 teaspoon vanilla extract



Preheat your oven to 250 degrees. Place popcorn in a large bowl. Melt the butter in a saucepan over medium heat. Add corn syrup, salt and brown sugar and stir as you bring it to a boil. Then boil without stirring for about four minutes then remove from heat. Stir in baking soda and vanilla, then pour a thin stream over the popcorn. Stir until popcorn is completely coated.


Then place the coated popcorn on a large shallow baking dish and place it in the preheated oven for one hour, stirring every 15 minutes. Remove the dish and let it cool. Then enjoy!

Concessions are Woven into the Fabric of History

Concession carts and food stands in one form or another have been part of the human mosaic since time can remember. Street vendors once pedaled meats and breads in their small wooden makeshift shacks along the sides of dirt roads. And now the concession trailer business is pervasive in our society. Anywhere that there is a gathering or even a decent amount of foot traffic we'll find at least one food cart waiting to satisfy our need for food and drink.

We can imagine the food carts of days gone by where fruits, vegetables, wine and fish were sold as opposed to today’s fare of hot dogs, hamburgers and nachos. Wicker baskets instead of iced-down metal bins held produce. Meat was cooked on a crude rotisserie instead of on a hot dog cooker or gas-powered grill. Berries and nuts took the place of bag snacks and candy bars. And instead of popcorn makers and pizza warmers, some type of apparatus for the drying of beef to make jerky could have been in use.

It's probably safe to assume that today we have foods that are much more convenient and require much less preparation than the concession foods of old. There's no need to skin or scale when you can simply place a few hot dogs on a roller or throw a few hamburger patties on a grill. No need to peel or wash when you can simply place pre-packaged foods on a counter. Therefore, it may also be safe to conclude that the early concessionaires worked a little harder than present day vendors! But we have had time to evolve and simplify just about every facet of our lives, vending included.

The events people attended, the games they watched and the available concession fare was quite different in the days of old. But the basic concept was the same: Have food and drink available for the hungry and thirsty, and everybody profits.

Concession Business a Good Way to Supplement Income

If you're thinking about starting a business in order to supplement your income or to eventually pursue full-time, do your due diligence first. Take a look at the different types of businesses that may be on the upswing and all that goes into running your own enterprise. The slow economy doesn’t make things easy these days, but that doesn’t mean that you can’t be successful if you happen upon the right opportunity.

The concession trailer business is something to consider. In the midst of the economic slowdown, people still need to eat and will always snack at events and gatherings. If you purchase a cart and familiarize yourself with the rules and regulations surrounding the operation of a food cart, the possibility exists that you can do pretty well in this business.

Some things to consider when starting a food concession business are what you are going to need for overhead, what type of food products you are going to sell and the number of personnel you will need to employ, not to mention viable locations for your cart or trailer.


Supplies

When you’ve decided on which concession trailer you are going to purchase you will know how much equipment you can fit inside of it. A hot dog cooker and popcorn makers are standard, and you can add other items later such as nacho warmers and possibly a fryer.


Events

There are endless possibilities; however, certifications are necessary in most areas in order to operate food carts, so be aware of this as you seek out venues. Public sporting events, carnivals and festivals are good places to start. City street corners can be lucrative, but are not always easy to get permits for.

There are never any guarantees, but as you gain experience, land some good venues and start to make contacts, you could make a good living and only have to answer to one boss ... you.

What do customers expect from you as a business owner?

The simple answer is everyone wants to be your number one client. Customers expect to receive quick, accurate attention no matter what else you may have going on. They also expect to get the best deals and inside scoop on specials.

So how do you make everyone feel like the number one client? That is a mystery I don’t think anyone can ever fully answer. The best you can do is take steps to ensure timely and personal responses.

First, prioritize your customers into A, B, C categories. While you should try to make everyone feel acknowledged, don’t let C customers suck up all your time. You can’t get blood from a stone, and there are some people who will never buy more than a certain level. Secondly, delegate as much as you can. Split up the categories amongst employees to ensure no one has all good or bad customers. Or, if you are the employee base, try to devote specific days to check in with clients.

Tier your communications. You can create a VIP e-mail or direct mail database that gives them advance notice of new products/services, sales, or blow-out specials. Keep others just in loop about new products. Also, use free resources that are available—like Gold Medal’s profit-making guides—as a thank you or an added bonus to customers who make large purchases.

Another way to make them feel special and want to come back to your business is to recommend something that will make them money and is geared specifically to their business. Plus, sometimes you just need to pick up the phone and see how they are doing. Don’t start out with a sales pitch. Just check in, then softly remind them that you look forward to talking with them soon and are there to help. Work in any facts you remember from a previous conversation like a child’s graduation, a promotion, or talk about their favorite sports team.

In the end, some customers will want more time than you can give. You may need to follow the 80/20 rule, but you should always strive to make them feel satisfied and get as much as possible from every interaction.

Is now a good time to start your own business?

Times may be tough but that shouldn't deter you from tackling your entrepreneurial dreams. In fact many businesses have been formed in hard economic times. Think Walt Disney Co., Microsoft Corp. and Apple. Yes, they were all born out of someone taking a risk in uncertain times.

Put simply, now is good as any time to form a business entity. You just need the right idea and the ability to implement it. Some experts contend it’s never a good time or bad time to start your own business. This is because the length of time required to start up a successful business is unpredictable. For example, if the economy is booming at the time of conception, it can take a turn for the worse by the time the ink dries on the business plan. The bottom line: unless you have a crystal ball there is no way to predict the future economic climate.

Downsized and bitter? For the laid off or fired, there’s no better revenge than starting your own business. Recessions are prime times to become entrepreneurs because companies tend to cut back. That means it’s a great time to find cheap real estate and talent in a less competitive environment. There is plenty of hard-working people collecting unemployment who would jump at the opportunity to have a meaningful job again. There also tends to be more community resources available designed to help start-ups get off the ground.


The importance of the consumer cannot be underestimated in times of economic downturn. In hard times they are re-thinking the value/price proposition of products and services. There is room for new business models and for start-ups to grow quickly. And when times are better they will remain loyal to your company as they purchase all the products and services they cut out of their budget during the recession.


In short, if you have a solid idea for a business venture, go for it!

It's what's inside the box that counts, or is it?

On my way home from work I stopped at the grocery store to pick up a few essential items. The plan, get in and get out. 20 minutes later I realized I was standing in the snack aisle. I didn't need any potato chips or cheez its, but somehow I was drawn to go down that aisle and pick up a box. So I asked myself why, was it because I felt I needed it, no, it was because I was attracted to the package - the design and color. A lot of effort and research is placed in a package design. And the battle at the shelf is fierce and can be won by how a product is perceived. I won't go into the all strategies and secrets of package design, but color is one of the main components.

Multiple colors can trigger hunger, the most influential colors being red, orange and yellow. Look at the fast-food chains, McDonalds, Burger King and Wendy's, all use these colors in their logo and advertising. Red makes people hungry and instantly attracts attention. It is no coincidence that package designers, major grocery store chains, and fast-food chains utilize red in their branding. Subconsciously it tells the customers they are hungry and attracts their attention. When it comes to food, food product branding and companies, red is dominant

So next time you are at the grocery store, gaze down the aisle and notice what colors there are and what items you are attracted to.

A Royal Bonanza

The wedding of William & Catherine. That’s basically ALL we’ve heard about for the past couple of weeks. As regal and, some might say, pompous as the whole thing is, why would any American care beyond it being a fairytale story?

Let’s look at the numbers. The wedding itself cost an estimated $40 MILLION dollars! In a time of economic hardship around the globe—and especially in the UK—how can any country justify spending that kind of money on a wedding involving family members who are largely ceremonial at best? I’ll tell you…

In America alone, they’ll have 10 hours of continuous coverage of the wedding. Multiple channels will carry it live, along with repeats, dissections, insights and magazine-type shows. All total, it’s an advertising bonanza that would cost (as some estimate put it) somewhere in the neighborhood of $1-2 BILLION if advertising were bought. And that’s just in America. Count up the other countries and that figure skyrockets. Now, add to that the fact that the Olympics are coming to England and William & Kate have just put together an unprecedented marketing campaign to the world, telling people to “Visit Britain,” and ensuring that tourism dollars, hotels, travel, souvenirs and businesses prosper in the wake.

A $40 million worldwide ad campaign that generates once-in-a-lifetime social media attention, and translates into billions of dollars in sales and revenue? Sounds like a successful and prosperous “wedding” to me!

A fence doesn’t make a comfortable chair!

We've all heard it a thousand times: "I like what you're proposing, but I need to think it over."

A week turns into a month. And an army of advisors come on the scene. Accountants, lawyers, spouses, employees -- suddenly the would-be decision-maker can't make a move until a town hall is convened, a vote is held and the count is certified.

And all the while, you know the deal is going south. Those prospects are engaged in a delaying tactic, sitting squarely on the fence. Your challenge is to push them off. And I do mean "push," because the conventional approaches of coaxing, begging, pleading and cajoling don't work. In fact, they have the inverse effect. As you look weaker and more desperate, prospects become that much more determined to nail themselves to the fence.

"OK," you ask, "how do I accomplish this push without being overly aggressive?"

Well, you need to start by understanding that the prospect is refusing to make a decision because of one primary reason: fear. Your goal is to identify the fear, and then dismantle it.

The following are the top five fear factors and how to remove them as obstacles to your sale:

1. I'm spending money that I think I'm better off saving.
   
   Response: You won't ever make money by saving it. I know you may be concerned about making a purchase at this time, but this isn't a purchase; it's an investment. If you believe it's a quality product or service, as you say you do, there's no reason not to invest now and reap the rewards going forward. Good investments start to pay dividends immediately. Why should you wait to start collecting returns?



2. There are far more attractive pricing options on the internet; I'd be overpaying if I accepted your terms.
   
   Response: It's true that you get what you pay for. The online vendor you're contemplating likely has no direct service support, no history with you and your brands, you've never heard of them or they are not as well regarded as we are. Saving pennies now to give back dollars later never makes sense. By thinking this over endlessly, you're failing to put the asset you need or want into place. That means you're denying yourself personally by failing to arm your business with a competitive weapon, and you're acting as your own worst enemy.



3. My whole team is not onboard with the purchase. The final decision is mine, of course, but I want it to be a consensus.
   
   Response: Consensus is just another word for a committee. You're right, you are the leader. The best way for leaders to lead is to take action while others are paralyzed. I assure you, given the superiority of this product, once it's in place your team will appreciate your wisdom and foresight. In fact, I'm going to ask a fellow manager who purchased this from me to contact you and share his experience to date. He too faced resistance internally -- some people always say "no" -- but he forged ahead and now the decision is widely viewed as a game-changer.



4. What if a new model comes out shortly that makes this version obsolete or second best?
   
   Response: I give you my word that we don't have any new models ready for market any time soon, nor do our competitors. What's more, when we do get ready to release a new version, you'll be among the first to know, and I will work with my company to offer you an attractive upgrade opportunity, if you so desire. You'll get the best of both worlds: our current state-of-the-art offering and a great trade-in deal as soon as a new version is available. There's no reason not to act now. You're protected.



5. This economy is so shaky; it doesn't seem to make sense to do anything until we have a clearer picture of the macroeconomics.
   
   Response: One of the worst things you can do is allow macroeconomics to dictate how you do business. The world, the economy, is not going to collapse. It may stay weak for longer than we'd both like, but when the pie shrinks, the winners move proactively to claim a bigger piece of it. Those who sit in bunkers waiting for the dust to settle always fall behind those who took immediate action.

Led by the rules of traditional selling, the tendency is to try to entice fence-sitters with sales, deals, special offers, etc., but I say no to that. Find the fear, and demonstrate through a firm rebuttal that the object of concern is really a paper tiger.

Great salespeople don't try to charm fence-sitters into action. They make it uncomfortable for them to keep stalling by forcing them to confront their fears.

Easy way to FAIL!

I opened my email the other day to find a message from BranchOut, asking me to "Like" its page and I'd immediately be entered for a chance to win a new iPad. Good enough, I thought—it's an easy click on the button, I already enjoy the service, and who wouldn’t want a new iPad. So...

"Click"

Immediately, a new window appears stating "503 Error—Request could not be completed."

Hmmm….okay, let’s try that again. "Click."

Same message: "503 Error—Request could not be completed."

At this point, I'm done. Out of here. If you can't do a simple thing like process the link from your OWN email, then I don't have time to wait, and won't remember to come back at a later date. It's not THAT important.

That's the message here. When you engage the customer—whether through email, social media, print advertising or face-to-face, make sure you can complete your offer and satisfy the customer’s need or want AT THAT MOMENT. If you take the mindset that they will return later, or there's another chance tomorrow, or you will "get around to it," you've shown the customer that he or she is less important in this exchange than whatever you are doing. Your customer has a variety of things to do during their day—things that are important to them—and if they've taken part of their valuable time to interact with you, they want to know that you're giving them you undivided attention.

Because if you don’t, there’s certainly no shortage of others who will.

To blog…or not to blog. That is the question.

Corporate websites are often little more than interactive brochures that display basic information and describe what the business offers. But if you’re looking to do more — establish yourself as thought leaders in the industry, develop relationships with customers or gather feedback from prospects and clients — then a company blog is a much better choice.

"A blog can also be the centerpiece for a social media effort, driving visitors from Twitter, Facebook, and LinkedIn back to the blog through calls-to-action and landing pages," explains Douglas Karr, the author of Corporate Blogging for Dummies. "A blog has the flexibility to produce content easily, syndicate that content through any medium using RSS, and convert that audience into customers."

Unfortunately, if approached incorrectly, a company blog has just as much potential to embarrass your company or alienate customers. Mashable recently asked Karr, internet marketing experts, and small business bloggers about the most common mistakes that companies make when starting a blog — and how to avoid them.

• Starting Without a Strategy

Don’t take starting a company blog lightly. Even if only a handful of people visit it at first, those few people will likely be clients or have the potential to become them.

"The biggest mistake that most small businesses make when it comes to blogging is to assume that it’s an easy task," explains Marjorie R. Asturias, the president of web marketing firm Blue Volcano Media. "That sets them up for a cascade of mistakes, starting with the fact that they generally jump in without a discernible strategy, much less something as essential as an editorial calendar."

When thinking through your blog strategy, consider:

• Is a blog right for my business? "Some companies aren’t social and never will be. If you can’t keep generating content, then don’t start," explains Karr. "If you can’t be transparent, don’t start. If you can’t respond to negativity, don’t start. You need to understand the ramifications of making mistakes or blogging poorly before you decide haphazardly to begin."
  


• What business objective do I want to accomplish? Your goals should drive your content. If your goal is to connect with industry thought leaders, for instance, your content will be much different than if your goal is to drive more sales. Christian Russell, who runs sales blog Dangerous Tactics, found this out the hard way. "Originally I was operating on the belief that having a blog and posting good content regularly was the recipe for sales," he says. "But I found a huge separation between people reading my blog and those who were buying from me. I’ve only just recently begun making changes to the site to make offers much more clear, and I’ve already noticed important changes. Instead of just getting subscribers, I’m getting more inquiries and leads for what I sell." Karr says that acquisition, retention, building authority and customer support are all strategies to consider.
  


• Am I willing to allocate the necessary resources? As the saying goes: No pain, no gain. If you set up a blog, expect to dedicate time and resources. Josh Chan, an online marketing specialist at Chromatix design admits that his company’s blog underestimated the commitment. "Trying to come up with valuable content even just once a day means someone in your small business has to spend at least 30 minutes to an hour preparing and posting it," he says.
  


• Making it All About You

It’s a fact: Companies tend to talk about how great they are. But a blog exclusively discussing this point is bound for not-so-greatness. Before posting a shamelessly promotional blog entry, please note:

• A blog is not a press section. There should be a section on your site that is dedicated to company news, if you’re willing to share it. But using your blog this way can be detrimental. "Blogs allow consumers to view the human side of a business, but repeated promotional posts take away the brand’s personality and position the blog as a one-way advertising medium rather than an engagement platform," explains Whitney Sewell, a social media manager at Social Media Solutions.
  


• Your audience’s needs. "Businesses want to write dry, information-based articles that highlight their own accomplishments," explains Angela Neal, an online marking consultant based in Scotland. "I see blogs full of statistics and product details that are full of jargon and technical terms that only somebody within the company would know or understand."

Take a step back and think about what your readers want to learn about. Is it advice? Analysis? Industry news? Figure out what you can provide that is valuable to your readers.

• Failure to Link

Links should be an integral component of anything that calls itself a blog. To embrace them to their fullest:

• Don’t be afraid to link out: "Many business blogs get so carried away with minimizing PageRank leakage that they end up stifling their blog’s narrative potential," says Rohin Guha, a community manager at online marketing firm Blue Phoenix Media. "As a company, you want to present the impression that you know what’s happening in the world around you, and unless your daily archives can fill that role, you’ll have to turn to other sources." Guha suggests setting a minimum number of links for each blog post to get in the habit of linking out.



• Don’t forget to link to yourself: Digital filing company OfficeDrop hosted a blog on its site for more than a year without linking back to the main page. "Some of our blog entries are the most visited pages on our site, and some of them are very high PageRank sites," says Head of Marketing Healy Jones. "Now, we take advantage of the SEO power and readership of the blog to have SEO links all over the blog that link back to different pages on our website. Since the blog has a lot of search engine juice (it has a lot of inbound links), we now use it aggressively to transfer rank to the most important pages on our main site."
  


• Not Being Yourself

Being yourself means a couple of things:

• Don’t make the intern write the blog: Have someone who can represent the company write about it. An intern impersonating the CEO does not cut it.
  


• Let some "human" show: No one wants to read stiff, corporate jumble. Plus, it’s easier and more engaging to write like a person and not a corporate entity.
  


• A personal tone doesn’t mean that you blog about personal matters: "This isn’t the opportunity to post your favorite ’80s video off of YouTube," Karr says. "This is the opportunity to wow your audience by being a subject matter expert in your field. Keep your personal stories on your personal blog or on Facebook — where your next prospect won’t be offended by them."



• Blog what you know: What works for everyone else might not work for your company. When Stella Fayman started a blog for FeeFighters.com, she looked at other small businesses’ blogs and saw they were all blogging about social media. Seeing how this topic worked for them, she started blogging about social media even though it was only tangentially related to the company.

"After a while, I realized that in order to establish our brand as a small business finance resource, we needed to blog about what no one else talking about and what was more related to our business: small business operations and finance," she says. "Our traffic increased significantly after we made this switch."

• Ignoring Social Media

Your posts are not going to promote themselves. Get the word out by leveraging your company’s social media accounts. When you write a new post, discuss it on Twitter and Facebook. Make sure all of your social profiles include a link to your blog. When someone comments on your blog or contacts you about something you wrote through another channel, respond.

"Remember, the biggest benefit of the social web is building relationships, so you must make an effort to engage your readers and respond to them in a timely manner that not only acknowledges them, but makes them feel like valued members of your online community," says Susan Gunelius, CEO of marketing communications company KeySplash Creative.

Don't Forget National Caramel Corn Day!

Caramel Corn day is rapidly approaching, so don’t miss out on a new business opportunity, or a chance to improve your current line. National Caramel Corn Day will take place on Thursday, April 28th.

Hear success stories and speak to people who know the secrets to success. Gold Medal is your one-stop-shop for all your caramel corn needs. Whether it's for a small or large store, we have it all! Register now at a location near you.

Click here to learn more about National Caramel Corn Day:
Register of National Caramel Corn Day.

Customer Service Is Important Now More Than Ever

In the current economy customer service is more important than ever. Customers simply will not do business with anything less than exceptional services do to the wide array of choices they have to pick from.

Bad customer service can lead to that person relating their individual story to their friends or even worse posting their bad experience on the Internet in a group forum that has frequent traffic. This can lead to a heavy decline in sales and maybe even eventually going out of business.

On the other hand, if you deliver quality, timely and superior service this will lead to sales growth and ensure consumer confidence. This type of service will make your current customers firmly entrenched with your company and new customers less likely to shop around for other avenues to purchase goods. It is always easier to keep and properly service and grow current customers than to search for new ones.

US News and World Report did a study and found that the average American business loses 15% of its customer base each year.

• 68% of customers who stop buying from one business and go to another do so because of poor or indifferent service.


• 14% leave because of an unsatisfactorily resolved dispute or complaint.


• 9% leave because of price.


• 5% go elsewhere based on a recommendation.


• 1% dies.


• 82% goes somewhere else because of a customer service issue!

The two most striking points are that only 9% leave due to price and 82% because of service! This is great news for dealers concerned about price, because you can increase your revenue by simply retaining and keeping your current customers happy and satisfied with your service.

Post written by: Jeremy Carle Zone Manager @ Gold Medal Products^® Co.

Interesting Facts About Popcorn

America loves popcorn. We eat 16 billion quarts per year. Every man, woman and child enjoy 65 quarts of popcorn each. Popcorn is a whole grain snack with only 55 calories per cup. If you use an air popper it has 31 calories.

Zea Mays Everta is popcorn's scientific name. Popcorn is a member of the grass family. It is a type of maize or corn. There are 5 types of corn. They are Flour, Dent or Field, Flint, Sweet and popcorn. The moisture in the kernels makes it pop. That level of moisture is between 13 to 15%.

Popcorn comes in two different types. One type is Mushroom and the other is Snowflake. Most concession poppers use the Snowflake. The Snowflake pops out fluffier and looks better. Most candy makers use the Mushroom variety. This type holds the candy coating better. Popcorn comes in 700 varieties.

Kettle corn was first introduced in the early 1700's. The Settlers would pop the popcorn in large cast iron kettles. They would use rendered lard and whatever sweetener they had on hand. Many times it was molasses, honey or sugar cane.

The kettle corn that you see popped at fairs and farmers markets is one of the hottest ways to make money with popcorn. It has a very high profit margin and a very low overhead. You can usually recoup your initial investment in a few shows. Microwave popcorn was first discovered in 1945. Perry Spencer discovered that popcorn would pop when placed near a microwave. Mr. Spencer led the way to development of the microwave oven. Some of the oldest known popcorn was found in Bat cave in west New Mexico in 1948. The ears of popcorn were as small as a penny to over 2 inches long. Popcorn became very popular during the great depression in the 1890's. Popcorn was sold in bags for 5 to 10 cents each. Some street vendors would push their gas and steam powered poppers around following the crowds selling popcorn. Very few people could afford this luxury. People would start their own popcorn business to help their families during the lean years.

Popcorn sales dropped off when the T.V. became popular in the 1950's. Movie theater attendance dropped off too. The consumption of popcorn dropped too when the public started making popcorn at home. Home poppers were introduced in 1925.

January 19 is National Popcorn Day! October is National Popcorn Popping Month! Native Americans would pop their popcorn right on the cob. They would insert a spear through the cob and roast it over an open fire. The kernels would pop and stick right on the cob.

The English colonists ate popcorn at the first Thanksgiving feast in Plymouth, Massachusetts. It was brought as a gift by the chief's brother. The colonists ate the popcorn with milk and sugar. This is the first known breakfast cereal.

Popcorn is listed as a sugar free snack by the American Dental Association. It is low in calories along with apples, cheese, pears, nuts and plain yogurt.

The American Diabetes Association uses popcorn as a bread exchange for weight control. Popcorn aids in digestion and provides the necessary roughage and fiber. This helps the overall health of the body. It is listed third on the 11 things that don't cause cancer. One cup of popcorn provides the 1.3 grams of dietary fiber needed.

The unpopped kernels are called "old maids" or "spinsters". Good popcorn should produce less than 2 percent of "old maids". Popcorn kernels will start popping at the temperature of 347 degrees. Popcorn can pop as high as 3 feet.

Popcorn has more phosphorus, protein, and iron than ice cream cone, pretzels, potato chips or soda crackers.

Popcorn is enjoyed in many different flavors in other parts of the world. Germany, Luxemburg, Switzerland and Belgium like their popcorn sweet. Americans love their popcorn with salt and butter and a host of sweet coatings. The Japanese eat their popcorn with seaweed or shrimp flavorings.

Don't Take Yourself Too Seriously

While owning a business is a serious manner, it’s easy to get caught up in the day-to-day and forget why you chose this path. Burnout comes at a high cost when you carry your livelihood, family, and employees on your back. You need to stay fresh and think creatively to maximize sales with the least amount of resistance.

In our industry, fun foods open up countless markets, interesting opportunities, and introduce us to extraordinary people. But just like others, there are budgets to meet and people to make happy. We are encouraged to find the fun in life and business.

That’s not to say that every day is a three-ring circus. To the contrary, we’re serious about making sure everyone else is having fun, too, and making money. And that is the crux of all business. People will only want to buy if they trust you believe in the products and want to make the sale.

So do what it takes. Blow off steam, play hooky for a day, or run with your dog in the park. Just learn to relax and find the fun in what you do. Your happiness will inspire confidence and catch on.

Need Help Finding Events to Work?

When you're a mobile concessionaire, it's important to get your schedule filled up with good, high traffic events. Do you know where to go and who to contact for events in your area? Over the past few years, the use of the Internet to find events has increased and the results available have improved dramatically too. Since the special events season is about to get started, we thought it would be helpful to post those links in one, central article this year so that our readers can reference them easily. Here's the list!

1. Soccer Tournament Directory - www.soccertournament.us Soccer tournaments are great events for all types of concessionaires!


2. SoftballTournaments.com - National Softball Tournament Directory. Again, softball tournaments draw large crowds of people who don't want to leave to get snacks (for fear of losing their parking space) so they will happily patronize your stand. Nothing beats shaved ice or a snow cone on a hot day at a tournament!


3. USCarnys.com - USCarny's does a great job of compiling events of all sorts by state. It's a great resource and will definitely become a favorite for you!

**The next 3 resources are very similar in nature. However, we like to list all 3 of them because at times, each of them will list an event unique just to that particular site.

1. FairsandFestivals.net


2. Festivals.com


3. FestivalNet.com - Festival Network Online offers you the ability to use their site for free, but limits some of the information you are able to view.

To get detailed information about particular events, you need to join their site using one of their membership packages. Our suggestion is to try the free approach at first and see if you think it is a viable website that will serve your needs. If so, go ahead and join. We have joined in the past and felt that it was worth it due to the events we found and participated in by using their website.

We hope you will find these links useful!

Theatres New Twist on Luxury

In The Hollywood Reporter's "The Crazy Ways Theaters are Luring Moviegoers," Pamela McClintock gives us a preview of how theatres are tantalizing taste buds and upping the ante on the luxury experience. Plus, Caesars Palace rolls out the royal Roman carpet for CinemaCon 2011. Industry experts will get a taste of what's to come. http://www.hollywoodreporter.com/news/crazy-ways-theaters-are-luring-171683

Avoid These 6 Common Email Marketing Mistakes Small Businesses Make

If email seems a little old school to you, you’re right. Email turns 40 this year, and it’s being outpaced by texting, instant messaging and Facebook messaging. As Facebook CEO Mark Zuckerberg pointed out last year, email is too much of a “cognitive load” for younger people.

Yet you probably haven’t given up your Gmail account yet, have you? That’s because, despite the stigma of being a middle-aged technology, email is still useful and universally accepted. In fact, those who make a living from email marketing say there’s never been a better time to do what they do.

“Email marketing is getting more exciting because of some of the things you’re able to do with it,” says Chip House, vice president of relationship marketing at ExactTarget, “because of the ability to bake in social sharing. You can follow me on Facebook or tweet about this.”

For small businesses, email still represents a cheap, effective way to establish or maintain a relationship with clients. But there’s the rub. While the medium is fairly neutral-to-positive, the content has the power to either attract or repel. So before you hit “send” on your next batch email newsletters, take heed of these six common email marketing mistakes.

Click to read the rest of the article

New Keys to Buyer Loyalty

Buyer loyalty is the mysterious dance of turning occasional customers into brand champions. While one of the solutions is to make every customer feel like a VIP, social media has created a new trend that focuses on the "spenders" and the "senders."

Carol Roth discusses where we are heading and some of the keys to unlocking this tricky new territory. Read more on SmartBlog on Social Media.

Open Houses Make Money

Today is the start of our two-day open house. Concessions are a fun business. That’s why we call ours Fun Food Festivals. It’s our chance to share the passion for all the tasty treats, and invite buyers to test the equipment and speak to industry experts.

Whether you are in the concession business or any other direct sales business, open houses are one of the best ways to get the word out and encourage new business. But don’t think they have to be boring or bland.

Excitement is contagious. Celebrate what you do and create a fun atmosphere. Your guests will pick up on the energy, feel more connected to the business, and are more likely to trust someone that opens their “home” to them.

It’s also important to have something for guests to take. Standards like business cards and any reference materials are essential, but people also love anything free like gifts, samples, food, balloons, etc.

Lastly, never underestimate the power of a smile. Make sure you have someone to welcome guests. Creating a welcome atmosphere from the go can turn Looky Lous into buyers that recommend you to their friends.

Optimize Your E-mail Marketing for Social Media Results

Marketers plan to increase spending on e-mail and social media marketing more than any other tactics in 2011, according to a recent survey.

As marketers find opportunities to build audiences, conversation and conversions with clever cross-promotion between the two mediums, e-mail and social media tactics are becoming increasingly popular and intertwined.

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Sometimes, a marketing opportunity just falls into your lap!

Sno-Kone syrup comes in a wide variety of flavors. From your typical like strawberry and grape to the more exotic Blue Hawaiian or Kiwi. And unless you’re under the age of 14, you probably pay very little attention to it. That can make it a somewhat difficult product to market. At Gold Medal, we’re no exception. We’ve been making the stuff for the better part of 50 years, adding and subtracting to get flavors that appeal to a wide variety of audiences. Course, it can be hard to relate the appeal of a mango or fuzzy navel concentrate to someone who has never tasted. But, we keep making them and looking for ways to stand out in the Sno-Kone crowd.

...and then, Charlie Sheen falls into our lap!

See, we’ve been producing a cherry/coconut syrup named…you guessed it…”Tiger’s Blood” for more than 40 years. And suddenly, thanks to people’s interest in one eccentric Hollywood celebrity, we’ve got a hot seller on our hands.

So, from everyone here at Gold Medal Products, we’d like to say “Thanks, Charlie.” You’ve done for our marketing what it would have taken two and a half men to concept and create!

The Mistake That Can Kill Your Business

Too many times, as entrepreneurs, we get consumed with trying to do it all. We cram in one more email, one more blog post, one more sneak peek at Facebook or Twitter. We stay up late into the night tweaking one more ad, putting one more image on our website, or adding one more item to our to-do list. Sound familiar?

And pretty quickly, we go into overwhelm mode, where we’re busy putting out fires instead of believing in ourselves. We begin to crumble under the weight of our growing business, and we lose ourselves in escapism. We focus on only what has to be done today instead of looking forward to tomorrow, and we’re just relieved when our inbox finally gets to zero.

But is that what really matters most? Our inbox getting to zero? All those piddly things getting done?

No.

What matters most is to keep moving forward with our business. To block out the tidal wave of new emails, new Tweets, and “one more thing” and to remember, instead, to create every day. To bring something new into the world.

The Sales of a Smile

The other day I was walking my dog when a somewhat poorly-dressed man approached us. Normally, I would have avoided him, or at least tried to hurry past any encounter we might have. But, because the dog is a friendly type, we stopped. He smiled, petting the dog and inquiring about his name, breed and disposition. After a short conversation, he hit me with the sales pitch: he was trying to drum up business in the area for any handyman work. I apologized and told him I didn’t need it, but I would certainly pass the information on to a few friends who do.

Why would I go out of my way for a complete stranger like that? Simply because he figured out the number one rule in marketing: sell yourself with kindness and a smile. He showed an active interest in something that was important in my life (the dog) and was…well, friendly. Had he approached and immediately launched into a sales pitch, I would have ignored it, or at least forgotten it as soon as we moved on. And, as a marketing professional, I’m the most jaded of people when it comes to “falling” for the pitch!

No amount of slick advertising, or database research or gimmicks will ever replace the true, heartfelt friendliness of one-on-one interaction. Remember that when approached by customers. They don’t congregate in groups, or fit stereotypes, or fall into demographics. They’re real people, who approach you on a one-on-one basis, and like nothing more that to be valued, heard, and appreciated.

So give them your attention. Your smile. Your ear. If you do that with sincerity, they’ll buy…and keep buying…and tell their friends to buy. And that’s more valuable than any direct mail or email campaign.

Now, I need to go tell my friends about this terrific handyman Rascal and I met…