Try the Side Door if the Front Door is Closed
Have you read about Wal-Mart’s attempt to open a bank in the U.S.? I heard about it a few years ago and recently learned the outcome in Fortune’s February 4th issue.
According to the update, the retail giant ended its bid to start a U.S.-based bank, but that didn’t stop them from opening banks elsewhere. They scored a win in Mexico.
“In November, Wal-Mart de Mexico opened its first consumer bank, Banco Wal-Mart, in Toloca; the company plans to launch 80 more by the end of the year.”
One of their plans is to make it more convenient for Mexicans working in the U.S. to send money to relatives living in Mexico. The article estimates this remittance market at $23 billion.
Wal-Mart was determined to provide banking services somewhere on the planet, and since U.S. banks blocked them, they took this service elsewhere. Would you do the same if denied access to a particular niche?
I’m facing a similar dilemma as I try to secure a speaking engagement in Texas. The situation isn’t exactly the same, but it does illustrate that the road isn’t always straight when moving forward to the goal line.
I’ve done everything possible to get a meeting planner’s attention, and there’s another wrinkle. The planner is newly hired, so she may not be the right person to contact. Simply put, I’ve hit a wall.
This week, I’ll try another approach. I’m working with two other planners who may know how best to get this group’s attention so that I can speak in their facility this summer. In most industries it’s too late to book an assignment, but not in this one, which is why I’m still pursuing it. I should know by week’s end if I’m successful or not.
Wal-Mart is a huge corporation, but their example of going outside of your first preference to get what you want is a wise lesson for us. You don’t end your mission if someone erects a wall. You:
There’s a way to overcome marketing challenges. Make sure you have plenty of alternative plans ready to successfully complete the project.
Follow Up: Visibility Magazine, mentioned in one of last week’s posts, is not a free magazine. My apology for not checking on this before including it with the other publications.
Technorati Tags: small business marketing, Wal-Mart, solo business marketing, marketing challenges, marketing solutions, solo entreprenuer
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A Look at Three Social Marketing Tools
It’s difficult to decide which social media tools and widgets to include in your marketing bag, especially when each option is bright and shiny, begging for more attention than the next.
I’ve been experimenting with Facebook. Rather than jump in to market my business, I’ve stood on the sidelines to watch how others market themselves.
In addition, I read the article Fracas over Facebook and Trepidation with Twitter by Alexandra Wharton, published in the January/February edition of Revenue. None of the firms interviewed have cracked the revenue code on Facebook, but with patience, there’s promise for future monetization.
I’ve done nothing with Twitter so far except to register before someone else claims my name. The thought of informing others about what I’m doing before I get down to business seems counterproductive. I’m just not ready.
Then I learned about Bitstrips from Scott Allen of The Virtual Handshake after he attended SXSW.
The opportunity to introduce ideas and content in comic strip format, in addition to video, audio, and text, seems worthwhile.
I climbed a semi-steep learning curve to learn the basics (or perhaps trying the process at night was my downfall). However, I completed two solo strips that parallel me in comic format and am pleased with the results, one you’ll see above.
Try Bitstrips this weekend. It may be a bright, shiny object that fits like a glove in your marketing toolbag.
Technorati Tags: small business marketing, Bitstrips, solo business marketing, Facebook, Twitter, solo entrepreneur
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Do You Subscribe to These Marketing Magazines?
Yesterday I attended the exhibit portion of the Search Engine Strategies conference in New York.
Exhibitors were positioned on three levels. I stopped to talk with many representatives, including two Google reps who provided me with full demonstrations of their Webmaster tools.
I’ve visited that area of their site in my office and glazed over the options because there’s so much to consider.
Now that I’ve been introduced to the area by knowledgeable staffers, I can navigate it with no apprehensions. I’ll share some of what I learned in a future post.
There were plenty of marketing magazines available at the event, and each offers a free subscription. Here’s the list.
eMarketing and Commerce Magazine
Target Marketing
Revenue: The Performance Marketing Standard
Visibility: The Magazine for Online Marketing Strategies
Technorati Tags: small business marketing, Search Engine Strategies, solo business marketing, Google Webmaster Central, solo entrepreneur, marketing magazines
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Direct Marketing - A One Year Update
In February 2007, I talked about a way to outsource your postcard delivery by using Netpost, a program available through the U.S. Postal Service. Have you tried the system?
As much as I’ve wanted to outsource postcard mailings, this project is still under my control, with help from my daughter. I still consider this an in-house project because my mailings are still small enough to be maintained in the office rather than by an outside facility.
I use ACT! as my database management program, adding new customers to the software on a monthly basis. When ready to send these customers a postcard, I access ACT! to determine how many people will receive my mailing.
This month, just under 400 people will be contacted, and for me, that’s not many to manage. There are thousands of names in my database; however, I’ve chosen customers who purchased in 2007 to receive my news.
Before receiving the postcards, which are created and ordered online, I print customer labels and put them in a folder for safe keeping. The postcards arrive, and my daughter places labels and stamps on them. She keeps track of her time, and when the job is done, I pay her a fee for completing the task.
So in a year’s time I’ve learned and am practicing outsourcing as well as contacting customers on a regular basis.
Whether you’re using Netpost or another system to deliver your marketing message, I hope this update has inspired you to:
Technorati Tags: small business marketing, postcard marketing, solo business marketing, how to outsource projects, solo entrepreneur
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Shirley George Frazier - Solo Business Expert, Author, College Mentor
When you hire me to speak at your conference, college or special event, attendees will thank you for a great program. Media interviews also welcomed. Call or Email me. 973-279-2799 or shirley@shirleyspeaks.com.
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