google proof your business

How To Google-Proof Your Business

Presented By:Michael Crooks

QUIZ

1) Google-Proof your business by:

a) Offering lots of products via the web.

b) Deleting web addressesc) Adding value to client experienced) Search Engine Optimization

QUIZ

1) Google-Proof your business by:

a) Offering lots of products via the web.

b) Deleting web addressesc) Adding value to client

experienced) Search Engine Optimization

QUIZ

2) Ideas are more important than product because:

a) Ideas elevate your value to your clients

b) “I” comes before “P” in the alphabet

c) People can’t Google your ideasd) a & c

QUIZ

2) Ideas are more important than product because:

a) Ideas elevate your value to your clients

b) “I” comes before “P” in the alphabet

c) People can’t Google your ideasd) a & c

QUIZ

3) Which of the following is a great idea generation strategy?

a) Finding businesses that relateb) Focus on new productsc) The first idea you created) Referencing the “Book of

Clichés”

QUIZ

3) Which of the following is a great idea generation strategy?

a) Finding businesses that relateb) Focus on new productsc) The first idea you created) Referencing the “Book of

Clichés”

QUIZ

4) The Secret Tactic:

a) Is secret. No one knows about it.b) Method to develop effective

messages.c) Is for emergency use only.d) A way to truthfully lie to clients.

QUIZ

4) The Secret Tactic:

a) Is secret. No one knows about it.b) Method to develop effective

messages.c) Is for emergency use only.d) A way to truthfully lie to clients.

QUIZ

5) Which is NOT a great niche market?

a) Geographicalb) Servicec) Priced) Product

QUIZ

5) Which is NOT a great niche market?

a) Geographicalb) Servicec) Priced) Product

OnLine Distributors >

Existing Price Niche Sellers

Marco Myron

Branders 4imprints

Crestline Amsterdam

PromoPeddler

Nucelar Meltdown >

Meltdown ComingPrice-based Selling Nukes Distributors

Internet >

The Internet: Major Game Changer

She Can Do It Herself — Without You.

Batman >

Batman

Attributes

Attributes of a Google-Proofer™

Attributes of a Google-Proofer™

• Respectfully “Stick-It” To The Status-Quo (Think & Question)

• Avoid Clichés (Cliché Blindness)

• Embrace Relevancy

• Know Your Clients’ Business – Secret Tactic

• Prevent Client Problems – Extreme Sampling

• Proactive With New Ideas and Opportunities

• Add Value To The Client Experience

Attributes of a Google-Proofer™

NICHÉACIZE

Find A Niché

Find a Nitch

The Google-Proofer™ Believes:

Knowledge & Effective, Creative Ideas are more important than price or product.

Why Ideas Are More Important Than Product & Price.

Corn >

Which Will You Pay More For?

A Pound of Corn? A Pound of Corn Chips?

Which Will You Pay More For?

Commodity Idea-Enhanced Commodity

Which Will Your Clients Pay More For?

Promo Product Promotion

More Examples >

Product Vs Promotion

PRODUCT/COMMODITY

Crude OilBananaLumberFabricMugEmbroidered ShirtPen

PROMOTION

GasolineBanana Cream PieHouseDress, Shirt, Blouse or SuitMessage Delivery VehicleCoveted IncentiveWebsite Traffic-Building Device

Product Vs Promotion

PRODUCT/COMMODITY

Crude OilBananaLumberFabricMugEmbroidered ShirtPen

PROMOTION

GasolineBanana Cream PieHouseDress, Shirt, Blouse or SuitMessage Delivery VehicleCoveted IncentiveWebsite Traffic-Building Device

People will pay more for a value-enhanced … idea-enhanced proposition.

Attributes of a Google-Proofer™

• They “Stick-It” To The Status-Quo

a.k.a: Think and Question

“Come On People!” >

“Come On People. Think Outside The Box”

Reasons People Don’t >

Clichés

Reasons People Don’t ThinkOutside The Box

1) No Time2) Fear Of Failure3) Uncomfortable Breaking Routine or

Habit4) Lost Ability To Question

Reasons People Don’t Think Outside The Box.

1) No Time

“What keeps people from thinking OUTSIDE

the box is a lack of thinking

INSIDE the box.”

Fear of Failure >

Reasons People Don’t Think Outside The Box.

2) Fear Of Failure

“Mitigate the “failure frequency” by

increasing the “thinking frequency.”

Break Habits/Routine >

Reasons People Don’t Think Outside The Box.

3) Uncomfortable Breaking Routine or Habit

“Start small.

Your goal is to overcome the fear that

keeps you from taking risk.”

Question >

Reasons People Don’t Think Outside The Box.

4) Lost Ability To Question

“Question systems and processes.

Why are you doing, what you are doing

the way you are doing it?”

Reasons People Don’t “Stick-It” To The Status Quo

1) No Time2) Fear Of Failure3) Uncomfortable Breaking Routine or Habit4) Lost Ability To Question

Attributes of a Google-Proofer™

• They “Stick-It” To The Status-Quo X• Embrace Relevancy

• Avoid Clichés (Cliché Blindness)

Effective Message Development & Product Selection

Relevancy 1) Relevant to the wants, needs and

desires of the target,

Effective Message Development & Product Selection

RelevancyRelevancy:

1) Relevant to the wants, needs and desires of the targets,

2) Relevant to the business, product or service,

Effective Message Development & Product Selection

RelevancyRelevancy:

1) Relevant to the wants, needs and desires of the prospects,

2) Relevant to the business, product or service,

3) Relevant to the wants, needs and desires of the target and to the business.

Test >

Vacation Rental Question

What is the best way to promote my new vacation rental business located in Show Low Arizona? Rent out cabins and condo's for weekend, weekly & monthly. Just started up and need to get it front of as many guest as possible in both the Phoenix & Tucson market?

Vacation Rental Answer>

Vacation Rental Answer

Well, we all know how hot it is especially inthe Summer months so why not give outmisting fans and moisturizing spray bottles,bottle sprayers and maybe even freeze driedice cream I bet they won't forget you!

Vacation Rental Question Revisit >

Vacation Rental Question

What is the best way to promote my new vacation rental business located in Show Low Arizona? Rent out cabins and condo's for weekend, weekly & monthly. Just started up and need to get it front of as many guest as possible in both the Phoenix & Tucson market?

Bandanna. USP. Bank>

Bank Question

We will present at our first tradeshow and need ideas on promotional giveaways. We’re a small bank - commercial and consumer focused. The tradeshow will be more commercially focused. So far we thought of a 2 part giveaway - something we could send them in the mail before the event that would make them want to stop by our booth to pick up the second part. Any ideas or suggestions?

Bank Answer >

Bank Answer

I would send out a postcard, no sooner then 2 weeks prior to the event, and introduce your bank. Encourage them to save for a 'rainy day fund' and reinforce the idea by giving away an umbrella. All they have to do is come by the booth with the mailer. You'll be amazed at how many folks will show up waving their card looking for that freebie. The Rainy Day Umbrella... sounds like a winner.

Bank Q Review >

Bank Question

We will present at our first tradeshow and need ideas on promotional giveaways. We’re a small bank - commercial and consumer focused. The tradeshow will be more commercially focused. So far we thought of a 2 part giveaway - something we could send them in the mail before the event that would make them want to stop by our booth to pick up the second part. Any ideas or suggestions?

Key. ADHD Q >

ADHD Question

I would like to provide something for children who participate in our ADHD research studies as well as for teachers and doctors who refer kids to us.

ADHD Answer>

ADHD Answer

Perhaps a goofy pen, or some lip balm would fit all your needs for kids and adults alike.

Relevancy? >

ADHD Answer

Perhaps a goofy pen, or some lip balm would fit all your needs for kids and adults alike.

WHERE’S THE RELAVENCY?

Good Idea?

• Question: I’m looking for a promotional item that I can give away to my customers that has to do with the oriental rug business.

• Answer:

Good Idea?• Question: I’m looking for a promotional item that I can give

away to my customers that has to do with the oriental rug business.

• Answer: What an interesting business to tie an item to. How about a lint remover, or maybe some incense in a nice custom package? Both are economical and have different applications.

Ken >

Relevancy

Relevancy

Relevancy

Relavency >

Effective Message Development

Roll Up Calc. Summary >

Relevant To The Wants Needs & Desires Of His Target And To His Business.

Attributes of a Google-Proofer™

• Respectfully “Stick-It” To The Status-Quo (Think & Question)

• Avoid Clichés (Cliché Blindness)

• Embrace Relevancy

• Know Your Clients’ Business – Secret Tactic

X

X

X

Effective Message Development

The Secret Tactic

The Secret Tactic

Stan’s Plumbing555-555-5555

The Secret Tactic

Stan’s Plumbing“Water Where You Want It,

When You Want It”555-555-5555

The Secret Tactic

Stan’s Plumbing“Water Where You Want It,

When You Want It”555-555-5555

StansPlumbing.com

The Secret Tactic

Point >

The Secret Tactic

Stan’s Website: In addition to 10 secrets• Stan offers a fee-based inspection service— Puts sticker on water heater

• Offers gift for stopping in/eform— Sends, drops off gift

Stan’s Benefits >

The Secret Tactic

Stan’s Benefits:• Generates Interest• Establish Credibility• Creates Opportunity for Personal Contact• Get’s His Sticker Inside The Home• Creates a Database for Ongoing Marketing

You Di It >

The Secret Tactic• Three _______ Secrets Every __________ should know.

• Ex: Three Plumbing Secrets Every Homeowner Should Know.

• Ex: Three Legal Secrets Every H.R. Manager Should Know.

• Ex: Three Hand Sanitizer Secrets Every Day Care Should Know.

• Ex: Three Used Car Dealer Secrets Every Car Buyer Should Know.

List The Secrets• Three _______ Secrets Every __________ Should Know.

• Ex: Three Plumbing Secrets Every Homeowner Should Know.

1. ________________

2. ________________

3. ________________

Can’t. Idea Generation >

Attributes of a Google-Proofer™

• Respectfully “Stick-It” To The Status-Quo (Think & Question)

• Avoid Clichés (Cliché Blindness)

• Embrace Relevancy

• Know Your Clients’ Business – Secret Tactic

X

X

X

X

• Prevent Client Problems – Extreme Sampling

Extreme Sampling

• Product Testing

Extreme Sampling

• Product Testing

• Instruction Scrutiny

Extreme Sampling

• Product Testing

• Instruction Scrutiny

• Process Testing

Product Testing

• Use It and Abuse It

Instruction Scrutiny

Instruction Scrutiny

Process Testing >Remove Batteries When Not In Use.

Process TestingDon’t Flush Your Underwear Down The Toilet

Robert

Process Testing

Carton Weight

Process Testing

Carton WeightEffects of Heat/ColdChocolate, Snow Globes, Deodorant, Binders

Process Testing

Carton WeightEffects of Heat/ColdChocolate, Snow Globes, DeodorantTime/TimingSolar-Powered Stuff Needs Time to Charge

Process Testing

Carton WeightEffects of Heat/ColdChocolate, Snow Globes, DeodorantTime/TimingSolar-Powered Stuff Needs Time to ChargeFulfillment

Process TestingCarton WeightEffects of Heat/ColdChocolate, Snow Globes, DeodorantTime/TimingSolar-Powered Stuff Needs Time to ChargeFulfillmentRules & RegulationsAirlines, postal regs, stadiums, fairs

Summary>

Extreme Sampling

• Product Testing

• Instruction Scrutiny

• Process Testing

Proactive >

Attributes of a Google-Proofer™

• Respectfully “Stick-It” To The Status-Quo (Think & Question)

• Avoid Clichés (Cliché Blindness)

• Embrace Relevancy

• Know Your Clients’ Business – Secret Tactic

X

X

X

X

• Prevent Client Problems – Extreme Sampling X

• Proactive With New Ideas and Opportunities

Idea Generation

• F.U.N.• Partnership Marketing

Idea Generation

The FUN Question:

What Do People Forget Use Need?

Idea Generation

Partnership Marketing

Who Has Access To ThoseYour Client Wants To Target?

Benefit >

Idea Generation

Partnership MarketingWho Has Access To Those

Your Client Wants To Target?Ability to take ideas to your clients

AND open doors to new client relationships.

Examples >

Idea Generation

Who Has Access To Those My Client Wants To Target?

Jewelry Store < > Insurance CompanyLadies Apparel < > Night Club/Bar

Apparel Store < > Dry Cleaner

B2B >

Idea Generation

Who Has Access To Those Your Client Wants To Target?

Nail Manufacturer < > Lumber Yard, Banks

Left-Hand >

Idea Generation

Who Has Access To Those My Client Want To Target?

Left-Handed Buyers of Blue, 4-Door Fords

Summary >

Idea Generation

Partnership MarketingWho Has Access To Those

Your Client Wants To Target?Ability to take ideas to your clients

AND open doors to new client relationships.

Attributes of a Google-Proofer™

• Respectfully “Stick-It” To The Status-Quo X (Think & Question)

• Avoid Clichés (Cliché Blindness) X

• Embrace RelevancyX

• Know Your Clients’ Business – Secret Tactic X

• Prevent Client Problems – Extreme Sampling X

• Proactive With New Ideas and Opportunities X

• Add Value To The Client Experience X

Attributes of a Google-Proofer™

NICHÉACIZE

Find A Niché

Find a Nitch

Developing An Effective Niche

The Butcher,

The Baker,

The Candlestick MakerTypes of Niche >

Developing An Effective Niche

• Service Niche• Product Line Niche• Product Specific Niche• Demographic Niche

BantaPromo.comService Niche - “Rush button …main motivator for revenue growth this year.”

BulletinBag.comProduct Line Niche - “Started ‘08. 90% biz is bags. Of that 100% online.”

WaterlessTattoos.comSingle Product Niche – “$6000/yr Profit”

To Google-Proof Your Business …

• Promotional Product Distributors Must Become Promotional Marketing Consultants.

To Google-Proof Your Business …

• Promotional Product Distributors Must Become Promotional Marketing Consultants.

• Focus On Ideas And Concepts To Google-Proof Your Business.

To Google-Proof Your Business …

• Promotional Product Distributors Must Become Promotional Marketing Consultants.

• Focus On Ideas And Concepts To Google-Proof Your Business.

• Find A Niche.

Final Thoughts• Internet Is Your Enemy: Fewer people need you to

get them the products they can get for themselves.

• Internet Is Your Friend = If you find a niche

• Pricing pressure will continue to mount. Prices are rising and will continue to rise.

Final Thoughts

The winners of tomorrow understand that this industry is changing drastically.

Final Thoughts

• Compete against price by adding value

• Deliver what can’t be Googled or own a domain name that can be.

Recommended Reading• A Whack On The Side of The Head, Roger von Oech• A Kick In The Seat of The Pants, Roger von Oech• Positioning: The Battle For Your Mind, Ries & Trout• Positively Outrageous Service, T. Scott Gross• Outrageous! Unforgettable Service, T. Scott Gross

For a copy of this presentation visitPromoReThink.com on Monday. Click “Google-Proof”.

Resources

• PromoPeddler Ideas Guru: http://blog.promopeddler.com/answers/index.php