Far and Wide – Unique Ways to Spread the Word

Spread the word! A true gift of COVID-19 has been that people are realizing how small the world really can be. People are working, learning, and performing remotely and realizing they can be anywhere when they engage, as long as they have a good internet connection. We have completely expanded our reach and can include people from all over to take part in what we have to offer. Professional conferences can bring in many more high-quality speakers when the host doesn’t have to fund travel and lodging. The arts, both fine art and performing arts, now can expand to an audience well beyond their usual geographic draw. The experiences are different and the time zones may vary, surely, but there is a benefit to expanding your audience.  Virtually, a sold-out stadium is a lot larger than it used to be. To capitalize on the virtual world, now you can spread the word far and wide. Social media ads are a surefire way to reach beyond your neighborhoods for special events, regular programming, and great sales. No traffic, no parking hassles, and it’s a breeze to not have to choose shoes—or any bottoms, really!  To go beyond a few ads, you can run a campaign to share a promotional symbol that people can share in real life with photos on social media. Be creative! Be imaginative! Have some fun! You might know exactly what I’m taking about and already have a great campaign under way. If not, here are some ideas that will help you think up something fun for your business or cause. Tune Into the Message Make life a little easier with Jack in the Box. Blast from the past, when every car had external radio antennas, the antenna toppers were great for promoting varying businesses like 76 gasoline, Disneyland, Der Wienerschnitzel (a wiener, of course), and a Jack in the Box clown, among many others. Most cars don’t have an antenna like that anymore so something that works for everyone would be better.  In terms of what can travel on cars, there are the ubiquitous bumper stickers or window clings, the warning style signs (Baby on Board), and flags that hook in windows that have locally been popular for the Lakers.  Wearables The pussy hat. Don’t squirm, it was named that because it rhymes with pussycat and also has ears like a cat. That pink, easy to...
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Shop, Don’t Shop … Why So Much Shame?

Shop or not to shop, that is the Thanksgiving Day question. ‘Tis the season for shopping and however frivolous that activity is, lately it has attracted advocates on all sides and has drawn a lot of energy. The big question on the Internet is: should we shop on Thanksgiving just because some stores will be open? It makes no difference to me. I actually think it could save a few families. Debates about potatoes and gravy styles can escalate pretty quickly to deeper issues. If someone can get out of the house and take their frustrations out at Walmart, I think that’s just dandy! Avoidance might not be a recommended therapy, however, Thanksgiving is not the day to deal with every old hurt you can muster. Black Friday Deals Prevail at Big Box Retailers The shopping festivities continue on Friday with the traditional Black Friday sales, which now last weeks and even the whole month. Even so, I have friends who live for door-buster deals and it is as much a part of their family traditions as marshmallows on their sweet potatoes. … but Shop Small This Shop Small movement is one more way the pendulum has swung. I remember the debates here in Long Beach in the 1990s when Downtown was being redeveloped. The outcry was for flagship merchants that would transform Pine Ave. into a destination shopping row. Specifically, they wanted a Nordstrom. Well, we got a Nordstrom Rack and a Walmart—demographics matter and a “build it and they will come” mentality did not win out. The developer did get a Z Gallerie and a Pottery Barn Outlet, but where are those now? It’s the Economy Stupid If today’s trend is boutique, that’s great, but don’t argue that big retailers contribute less to the community’s bottom line than small businesses. I’m certain you can come up with an argument with an example of a small business that you love. Let’s be clear, I’m not speaking of ALL SMALL BUSINESSES; I’m talking about RETAILERS. A job at Target is as valuable as a job at Bonnie’s Boutique—they both are going to pay minimum wage or close to it. The difference is that the employee of a large retailer likely receives a discount––a non-taxable benefit that can really aid an employee’s buying power.   There’s an array of articles online––many from business magazines––that say that small business is where...
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