Remaining Relevant

Matt Morgan
Sep 5, 2013
Before we delve into the topic du semaine, I wanted to share some resources with you all who are thinking about starting a business or who may already be in one and wish to improve it. Hey, we gotta stick together.
 
 
Social Media Marketing Made Simple
September 11, 2013 4:00 -5:00pm
This information-packed seminar offers a basic review of the essential strategies and best practices a business or organization should understand to successfully get started with social media marketing. The seminar will cover: what social media marketing really is and why it’s important, various social media networks and tools, how other businesses are using these low-cost tools to gain visibility, develop relationships, and drive sales and engagement, and how to incorporate social media marketing into your business life without losing productivity.
Presented by Diane Helbig
SBDC at LCCC -151 Innovation Dr, Elyria
 
 
 
How to Increase Sales with
Government Contracts
September 25, 2013 11:30am- 1:30pm
Topics covered: Registering with required government databases, small business certifications (HUBZone, 8(a), EDWOSB, WBE, MBE, etc), locating government contracting opportunities, GSA Schedules, how to submit bids and proposals, marketing to government agencies
Presented by Jane Stewart 
            SBDC at LCCC -151 Innovation Dr, Elyria
 
 
 
For more information and to register with our Center, please visit
or call 440-366-4370
 

 

 

 
Ok, ok so the above wasn't JUST about sharing those resources. It does however tie into the discussion, at least when it comes to the business side of things. Remaining relevant to your audience and community is tremendously important.
 
In 2012 McDonald's (you may have heard of them?) reported that they spent $787,500,000 in advertising. Seven-hundred fifty seven million five-hundred thousand dollars. It's on Page 33 of their 2012 annual report. if you'd like to check it out. That doesn't include what local franchisees may do in addition to the corporate side of things. That pushes the total to an estimated TWO BILLION! It's staggering and a bit curious. Why does an international brand like that have to spend so much?
 
What with their $1 Grilled Onion Cheddar or Value Meals around...hey, wait a minute! It makes sense. Not just in advertising but in getting the message out about who you are and what you do. Nobody is immune from obscurity and cultural amnesia. Nor going out of business for that matter. In a day and age when you go on to discuss the merits of your plans and why your product is-
 
OOH A SQUIRREL! HAHAHA! Look how funny it is!
 
What were we talking about now? Whatevs, I'm hungry. I could use a $1 Grilled Onion Cheddar, anyone else?
 
This article about YouTube use in the Register does a very good job at showing how you as an enthusiast in a recreation or profession can keep that relevance out there. To get your name, talent, or idea in front of others who will help spread your story or guide it to more direct recognition. Remember, you, like Ford or Coca-Cola, must be consistent but fresh in your content.
 
There are a few threats to your campaign to get the word out. For one, you can dilute yourself. This is seen often on Kitchen Nightmares. In the very first episode an Indian restaurant was featured that served just about everything except Indian food. Keep to what you are good at and what is easily impressed on others. A single, simple message.
 
You can also run the risk of "breaking the spell" if you don't post content in a while. Or, like above, the content you post isn't immediately relevant. Watching a six part YouTube series on how to repair a toilet is fascinating, but in the sixth part it can be jarring if you start getting investment advice - even if the plumber is a qualified adviser. There is such a thing as bad attention, too. A certain celebrity is getting a dose of that right now. Hat tip to a SR commenter for sharing that link in another story.
 
Unfortunately there aren't a lot of people who understand without prompt the need for life insurance. Or why your pizza is the best. Or why they should come to your family practice instead of another one. Prompt them. Give them a reason. Make yourself relevant in the long-run. Compelling action can take a great amount of time, and sometimes money, so make sure you make it worth it for yourself to get that exposure and explain why someone needs you...
 
...or a $5 Footlong.