Sunday, October 28, 2012

A Message to Our Supporters

Because we have made no progress is raising the funding needed to open our Arkansas Diamond Mine Adventure, I have cut back on our blog posts. I won't give up on my American dream, but apparently now is not the right time for it.

I am greatly disappointed, as you can imagine, but now I must press on to find another way to feed my family. We covet your prayers as we continue this journey.

In the meantime, we will periodically post tips for entrepreneurs and small business owners in the areas of marketing, public relations and communications.
 

 

Wednesday, October 3, 2012

Truett Cathy's First Publicity Stunt 'B.C.'

Truett Cathy's book Eat Mor Chikin Inspire More People offers many pearls of wisdom, including valuable tips for entrepreneurs.

Today we want to highlight one of the things Cathy mentions that is a good example of one of the 64 promotional tools we discussed here in August.

One of the tools we suggested you use to generate critically important word-of-mouth publicity was publicity stunts. As a reminder, we said that you must be very careful with stunts because they can easily backfire.

Stunts come in many forms and can feature amazing acts or using dramatic messages or visuals that present a paradox. Cathy's idea was somewhat a combination of both.

In 1961 after he invented his chicken sandwich, he invited the publishers of competing newspapers in Forest Park, Ga., to come to his restaurant and try his new sandwich. The businessmen "barely spoke to each other," and "their long-standing feud was widely known," Cathy writes.

He asked both publishers to bring a photographer. His goal was to produce a newspaper ad with a picture of the bitter rivals shaking hands after eating his new sandwich, agreeing that it was the best chicken sandwich they had ever eaten.

His idea easily could have backfired. When the men arrived, they had no idea the other man would be there. He told the newspaper men that he would buy a full-page ad in both newspapers if they would sit at the same booth and eat his sandwich and then pose for a picture shaking hands. Both men agreed, and the rest is history.

Cathy's ad called it the first thing the two rivals had agreed on. The ad was very successful, Cathy says, and he gained national exposure years later when famous TV-preacher Robert Schuller invited Cathy to share the story on his Sunday-morning Hour of Power broadcast. Schuller also included the story in his book The Be (Happy) Attitudes under "Blessed are the peacemakers."

It was Cathy's first publicity stunt B.C. (before cows). A few years later he heard that Lady Bird Johnson would be making a whistle-stop tour through Georgia. He arranged to serve his chicken sandwich to the First Lady and her entourage. KFC founder Harlan Sanders also visited and tried his sandwich. They continued to "take advantage of every public relations opportunity," he writes.

Don't forget the other tools we discussed for generating word-of-mouth publicity: volunteering to give speeches to civic and professional organizations, speaking to your local city council or school board, community relations, offering community seminars and training, and getting involved in civic, professional and non-profit organizations that interest you.

We recently read the latest Best of Little Rock list looking for the best hamburger and milkshake in town, and that prompts us to offer this tip for entrepreneurs. Promotional tool #65: Get your friends, family and customers to nominate your business for the Best of ... lists featured in your local newspapers, magazines and websites.

Tuesday, September 18, 2012

Truett Cathy vs. Barack Obama


Today I (David) am going to deviate from our normal topic--updates on our progress in establishing our business dream and tips for entrepreneurs--to offer a review of two books I've read recently. This seems like the right time with the presidential election just weeks away.

This past summer while we were in Bali, my father-in-law gave me Barack Obama's book Dreams from My Father to read. This past week I was invited to read Chick-fil-A founder Truett Cathy's book Eat Mor Chikin Inspire More People. Reading the books back to back provided a striking contrast in the two leaders.

I want to spotlight just a few of the many differences between President Obama's background and philosophy and Mr. Cathy's. The first difference that stands out comes from Obama's introduction (pg xiii), where he writes that he was elected the first black president of the Harvard Law Review, which led to several publishers calling him to see if he would write a book. He agreed to take off a year after graduating to write the book, and this is how he started.

"In that last year of law school, I began to organize in my mind, with a frightening confidence, just how the book would proceed." Two paragraphs later he continues, "I'm 33 now; I work as a lawyer active in the social and political life of Chicago. If I've been able to fight off cynicism, I nevertheless like to think of myself as wise to the world, careful not to expect too much."

It seems a little arrogant to me for a 33-year-old man to say that he had a frightening confidence in his abilities and thought of himself as wise to the world.

In contrast, Cathy, who was 80 and still steering his $1.25 billion company to greater heights when he wrote his book, never makes such boasts. Rather, he says he has a simple confidence in God's plan for his life. If he brags about anything, it's that he has worked hard and has three children, 12 grandchildren and more than 120 foster children.

Obama’s book is a tedious, dark journey that covers his search for himself, his racial identity and his place in the white man’s world. In high school, he played basketball and was part of the pot-smoking gang. In his book Obama freely admits:

"I had learned not to care. ... Pot had helped, and booze; maybe a little blow (cocaine) when you could afford it. ... Junkie. Pothead. That's where I'd been headed: the final, fatal role of the young would-be black man. Except the highs hadn't been about that, me trying to prove what a down brother I was. ... And if the high didn't solve whatever it was that was getting you down, it could at least help you laugh at the world's ongoing folly and see through all the hypocrisy and bull$&#% and cheap moralism" (pg 93).

In contrast, Cathy's bright and uplifting book is all about his quest to serve others. "The history of Chick-fil-A, in fact, is a series of unexpected opportunities. When we responded to them, we often found ourselves richly blessed," he writes. "I enjoy few things more than making people--especially children--smile."

One thing Obama and Cathy have in common is mothers who loved them and taught them values. Midway through his book, Obama writes that in Indonesia his mother woke him at 4 a.m. five days a week and taught him English lessons for three hours before he went to school and she went to work. She taught him the values of honesty, fairness and straight talk. His mother possessed "a faith that rational, thoughtful people could shape their own destiny. ... She was a lonely witness for secular humanism, a soldier for New Deal, Peace Corps, position paper liberalism" (pg 50).

By page nine of his book, Cathy has already discussed opportunities parents have to teach their children such values as hard work, fairness, honesty and respect. Because his mother had to prepare dinner for their boarders, she couldn't go to church, "but she saw that we children got dressed and off to Sunday school and church."

Obama goes on and on about his struggles as a child. In his defense, he did suffer because his father left him (at age 2) and his mom and returned to his native Kenya. He never mentions--that I recall--ever working to help his mom or his grandparents pay the bills, or doing anything responsible to help others.

Cathy also discusses his childhood and his family's financial struggles during the Great Depression. His mother ran a boarding house in their rented home and cooked breakfast and dinner for her seven children and for the seven or eight boarders seven days a week. Cathy, unlike Obama, spent many days alongside her shucking corn, shelling peas, setting the table and washing dirty dishes. His mother worked hard, he says, adding he never saw her eyes closed until she lay in her casket.

Cathy was eight years old when he decided it was time for him "to earn my own money," so he started selling Coca Colas door to door. A short time later he built a Coke stand in his front yard. In the winter of that year he started selling magazine subscriptions door to door and helped a friend with his newspaper route. When he turned 12 Cathy says he began to contribute to the family when he got his own paper route.

"Nearly every moment of every day we have the opportunity to give something to someone else--our time, our love, or our resources. I have always found more joy in giving when I did not expect anything in return," Cathy writes.

"That's why I'm so thankful that the Lord brought foster children into my life. ... Unexpected opportunities almost always carry with them the chance to be a faithful steward and to influence others positively. These were the lessons I began to learn in childhood from my mother, my siblings, and others around me who cared enough to teach me."

Readers cannot determine from Obama's book if he ever developed a faith in God that went beyond believing that "rational, thoughtful people could shape their own destiny" and that God and church were things to be used to rally people to get justice through social activism. He did eventually attend Rev. Jeremiah Wright's Trinity United Church of Christ with its "black liberation theology" (pg 282).

Cathy's faith in Jesus Christ is evident on almost every page of his book. He writes that when he prays, he tries to pray honestly "from the heart, not just with words but with thoughts seeking God's guidance and direction, committing myself to do what I should do and to change what I should change. We need to trust the Lord," he says. "We all need God in our lives" (pg 66).

The major difference between Obama and Cathy is their worldviews. Obama's book reminds me of a verse in the Bible that says people "are always learning and never able to arrive at a knowledge of the truth" (2 Timothy 3:7). I don't know if Cathy is as smart as Obama, but it's obvious from Eat Mor Chikin Inspire More People that at least he knows the truth.

Sunday, September 16, 2012

Strange Brew For Coffee Aficionados


Small business owners know how important it is to offer a good, unique product. While in Bali this summer, we learned about a popular, expensive and unique beverage that made us a little queasy.


Indonesia produces the world’s most expensive coffee. It’s called Kopi Luwak, and you would never guess where it comes from.


These coffee beans only grow in a few exotic places including the islands of Bali, Java and Sumatra. Hold on tight to your coffee mug because here’s the fun part. The coffee beans are eaten by wild cats called civets. The cats don’t chew the beans, they swallow them whole.


Something about the cats’ digestive juices impacts the beans in a richly positive way. Then, of course, the beans are … how shall we say … released for production. Farmers come along and collect this production and then remove the coffee beans from the poop.  


One presumes these digested beans are thoroughly cleaned and dried. Kopi Luwak fans pay big bucks for a pound of these beans, which they say produce the most delicious aromatic coffee that’s not as bitter as most coffee.


That’s not as bad as the chocolate pie in the movie The Help, but wouldn’t you like to know how someone ever came to discover that those beans made good coffee.


“Honey, look here at Tigger’s poop. Looks like berries in there. (long pause) I wonder how they’d taste?”


Our tip for entrepreneurs today is: find a coffee tree, climb it and eat a handful of beans. Who knows? You could make a cool million supplying a new flavor to Starbucks. All kidding aside, make sure you offer a product or service consumers need that they can’t get anywhere else.

Thursday, September 6, 2012

The Search For Land Begins

This summer in Bali, we learned quite a lot as we visited with Robyn's father, Charles, and his wife, Laurence. They have run a successful clothing manufacturing business for almost 20 years and a villa for almost five years, and Charles was a successful businessman in Northern California before that.

When they started making suggestions on steps we should take to get our business dream--the Arkansas Diamond Mine Adventure--off the ground, we paid close attention. One suggestion that Laurence made surprised us.

Our business plan calls for the purchase of eight to nine acres of land on which to build our ropes course, obstacle course and children's play area. We had thought all along that it would be getting the cart before the horse, so to speak, to search for property before we had any investors lined up.

Laurence made the point, quite emphatically, that investors would want to see that we have everything lined up and planned down to the minutest detail. That includes the land, she said. So when we returned to the U.S. three weeks ago, we began to keep our eyes open for vacant property as we drove around town.

You see quite a few "for sale" signs in west Little Rock for acreage, but most of those sites are zoned commercial and carry price tags in the millions of dollars. Our business plan calls for purchasing land in the thousands of dollars per acre. That's much more difficult to find.

David has made a few inquiries into land on the west side of Little Rock. Yesterday we got an e-mail from one enterprising commercial realtor about one tract for sale. Just looking at the map he sent us, we didn't think it would be a good location for our Arkansas Diamond Mine Adventure, but the price falls within our proposed budget.


After school today, David and Diamond in the Rough drove by the property and were surprisingly impressed. It's not the perfect location, and it's not the dimensions we had envisioned, but it appears to be workable. Which brings us to today's tip for entrepreneurs and small-business owners: when choosing a site, remember the three most important things in real estate--location, location, location.

We are very encouraged that this property--the first property a real estate agent has presented to us--is in our price range and could meet our needs. We will continue to look for other options, and if you know of nine tree-covered acres near west Little Rock that are available at a price of under $1 per square foot, please let us know.




Sunday, September 2, 2012

Check Out Our New Video

We are very excited to unveil our new "Join the Adventure!" video featuring our Diamond in the Rough.

Now nine years old, we think he is an excellent spokesboy for our business dream, the Arkansas Diamond Mine Adventure.




Our new video is now linked on our website. You also can search for it on YouTube under "Arkansas Diamond Mine Adventure."

A big thanks to our friends the Bennetts and their son Wild Man for letting us come back to their home and use their computer and his video editing talents to edit another video.

Thank you for your continued interest and support.

Sunday, August 26, 2012

Our T-shirts Arrived!

We've been waiting for months to be able to say that.

Our Arkansas Diamond Mine Adventure T-shirts finally arrived from the printer last week, just in time for David and Diamond in the Rough's birthdays. They were a great birthday gift for David.

Our T-shirt features the ADMA logo and the winning slogan: Join The Adventure, We'll Show You The Ropes.

"How can I get one of those beautiful T-shirts?" you ask. Until Oct. 5 you can go to our Indiegogo proposal site and purchase one there. Your purchase will help give our crowdfunding proposal more visibility on the Indiegogo website.

However, if we do not reach our overall goal by the Oct. 5 deadline, your T-shirt order will not go through. At that point, you will need to order ADMA T-shirts directly from our website. For now, we would appreciate it if you would order them through our proposal site on Indiegogo.

Thanks, and this week we will ship the first T-shirt to Scott Brooks in Atlanta for submitting the winning slogan.

Wednesday, August 22, 2012

Check Out Our Proposal on Indiegogo

Late last week we returned home from our trip to help take care of Robyn's dad. Our total travel time was 29 hours. That's hard on a body, but it's good to be home.

We learned a great deal on our first international trip. Perhaps we will share some of those lessons in future posts.

In our March 20 blog post we shared that our proposal was rejected by Kickstarter because they do not fund business startups. We researched other "crowdfunding" websites and read articles about them in the Wall Street Journal and other places and discovered Indiegogo.

We invite you to visit our business-funding proposal on Indiegogo to see our latest effort to raise money on the Internet for our American dream, the Arkansas Diamond Mine Adventure. It is similar to Kickstarter, but this website allows people to seek funding for business projects and just about anything else.

Would you go to our Indiegogo proposal page and consider making a $2 donation (we get about $1.48 of that)? We need our family and friends to "prime the pump," if you will, so that Indiegogo will give our proposal more visibility. The more people look at our proposal and make donations, the higher it goes on the Indiegogo website, eventually making it to their front page.

Keep in mind that even if you pledge $10,000, you will not be charged a penny unless we reach our total goal. Thank you for your continued support and encouragement, and thank you for considering making a donation.


Sunday, August 12, 2012

Promotional Tools for Your Tool Box Part Enam

Having spent the past five weeks in Bali helping Robyn's dad recover from his stroke, we have been fortunate to be exposed to the Balinese culture. The food is great; the sites are beautiful; and the experiences are amazing.

One thing I (David) have missed is the American broadcasts of the Summer Olympic Games. We had to watch the ESPN Hong Kong channel's coverage, and it was as dry as toast. I assumed that all Olympic broadcasts began with the famous Olympic fanfare music that NBC begins and ends every telecast with, but they don't.


All that to remind you that music is one of my passions. It is a big part of many people's lives, I'm told, and that brings us to our enam (sixth) and final post on promotional tools for your tool box, and our final post from Bali. We didn't include this in our list of 63 promotional tools for entrepreneurs and small business owners because it may be more costly than many small businesses can afford.

Our tip for entrepreneurs and small business owners today is: hire an ad agency and create a memorable jingle for your company. I mentioned music before in a previous blog asking our nephew Devon (and you) to come up with a zinger for our business dream, the Arkansas Diamond Mine Adventure. (I consider zingers to be a very short jingle such as: "We are Farmers, bum be dum bum bum bum bum," and the five-notes at the end of Intel commercials.)

I have no idea how much it costs to create a good jingle, but it is worth every penny when you come up with a catchy, memorable one. Mostly, large companies use jingles, but small businesses certainly can, too. When I lived in Atlanta I liked a local nursery's jingle about playing in the dirt again. That was 16 years ago. And I previously wrote that I remember the TV commercials from the Arkansas-Texas football game in 1971. That's 41 years ago. Music stays with you. That's why teachers use music to help children remember things.

Here are 14 (oops, I caught that after I published this) of our favorite jingles. Many of these bring back good memories, much like the Holiday Inn sign we previously discussed.

Number 14: "Wouldn't you like to be a pepper too?" for Dr. Pepper

Number 13: "Have it your way" for Burger King

Number 12: "Two scoops in a package of Kellogg's Raisin Bran"

Number 11: "Sometimes you feel like a nut, sometimes you don't" for Almond Joy and Mounds bars

Number 10: "Break me off a piece of that Kit Kat bar"

Number 9: "We're American Airlines, doing what we do best"

Number 8: "I am stuck on Band-Aids 'cause Band-Aids stuck on me"

Number 7: "My bologna has a first name, it's O-S-C-A-R" for Oscar Meyer

Number 6: "The best part of waking up is Folgers in your cup" (I sang this three days ago!)

Number 5: "When you say Bud" (specifically the Christmas version) for Budweiser

Number 4: "And like a good neighbor, State Farm is there"

Number 3: "Chevrolet, building a better way to see the USA"

Number 2: "I'd like to teach the world to sing" for Coca Cola

Number 1: "You deserve a break today" for McDonald's

If you stop and think, it is amazing how many old jingles you can remember. As I typed this list, my mind wandered back to Saturday evenings and Dad making us watch "The Lawrence Welk Show." I don't remember what I did three days ago, but I remember Lawrence Welk and those ads for Geritol, Aqua Velva and the guy splitting diamonds in the backseat of a car on a bumpy road.

When I worked for TCBY, NBC Executive Pier Mapes spoke at one of our franchisee meetings in 1988 and played snippets from a bunch of old commercials. The attendees guessed every jingle correctly while laughing and singing. It made the impression that jingles are a great way for businesses to communicate ... and get people to remember your product.

Please let us know what are your favorite jingles.

Wednesday, August 8, 2012

Promotional Tools for Your Tool Box Part Lima

Living on the island of Bali has been quite an experience for us this month. Talking to the natives of this beautiful corner of the globe reminds us of the importance of one aspect of life which encompasses all 63 of the promotional tools we’ve recently posted.

Any tool you use to improve your business or any relationship, for that matter, is built on—drum roll please—communication. Where would we be in this world without communication?

Robyn tries to communicate with our driver, a Bali native, who
drove us, a couple from Moscow and a couple from Singapore
to a day of white-water rafting near Ubud Aug. 6. He spoke
almost no English.
Attempting to talk to someone who speaks a foreign language makes you realize how critical and challenging communication is. We sometimes have to be creative in trying to get one of the Balinese we encounter to understand what we are saying. Speaking slowly and using hand gestures brings scenes from old funny movies to mind.


In part lima (five) of our posts on promotional tools, we are examining communication. If you want to have a successful small business, or if you want to have a good marriage or be a successful politician or just about anything else you can think of, you have to be a good communicator.

The word “communication” comes from a Latin word meaning “common” and means to transmit or exchange information, thought or feeling through common symbols, signs or behaviors so that it is satisfactorily received or understood.

Successful communication requires three things: someone to communicate or transmit, finding shared or common ground, and someone to receive, watch or listen. Our tip for entrepreneurs today is: determine what you want to communicate and what is your desired outcome, and then choose several of the 63 Promotional Tools we've shared to accomplish those outcomes.

Communication is vitally important because people are curious and need to understand. Uninformed customers, spouses, employees, members or volunteers are not happy, and a lack of communication leads to mistrust. And, of course, customers who don’t know why they could use your product will never buy it.

"Experts" say that 55 – 90 percent of all communication is non-verbal. So successful communication means you also must be mindful of your eyes, facial expressions, hands, body language, makeup and clothes you wear and a myriad of other things.

The bottom line is: successful communication is no accident.

Wednesday, August 1, 2012

Promotional Tools For Your Tool Box Part Empat

When people build houses, they use more than just hammers. When trying to build a business, business owners also must use lots of different tools to make customers aware of their products or services and help them see why they are needed.

In our past three blogs we’ve discussed 57 promotional tools available in your marketing tool box to survive in today’s competitive marketplace. Today in part empat (four) we offer six more tools for generating and encouraging the all-important word-of-mouth publicity.

1. Volunteer to Give Speeches to Local Civic and Professional Organizations
2. Speak to Your Local City Council, School Board or Legislature (Lobbying)
3. Invest in Non-Profit Sponsorships (Community Relations)
4. Offer Community Seminars and Training (at venues such as public libraries and community recreation centers)
5. Make Time to Attend and Get Involved in Local Civic, Professional and Non-Profit Organizations that interest you. Networking with others who do or sell similar things is a good way to get your name out and get referrals. And research has shown that people prefer to do business with companies that support charities.

Finally, we like publicity “stunts,” though you must be very careful with this tool because it can very easily backfire. Stunts come in many forms including amazing acts and using dramatic messages or visuals that present a paradox. A stunt can cost money if it includes buying ads, but with hundreds of cable TV channels today, it is not difficult to find someone who will broadcast your stunt for free. Just like using a chainsaw, use this tool cautiously and sparingly. Here are three examples.

We recently toured the Wal-Mart Museum in downtown Bentonville, just a half mile from the Crystal Bridges Museum of American Art. (We highly recommend visiting both) It includes photos and video of a reluctant Sam Walton doing a hula dance on Wall Street after the company met a challenge he had issued. 

Southwest Airlines Chairman Herb Kelleher arm-wrestled the chairman of another aviation company in March 1992 for the rights to an advertising slogan. Kelleher smoked a cigarette while they arm-wrestled. He lost, but his competitor allowed Southwest to keep using the “Just Plane Smart” slogan and their stunt generated lots of publicity.

One of the most famous stunts in recent years was the April Fools 1996 full-page ad Taco Bell ran in major newspapers claiming they had purchased the Liberty Bell to help pay for its upkeep.

The public outcry led to widespread exposure and a White House spokesman jokingly announcing another fundraising change: a new name for the Lincoln Memorial—the Ford-Lincoln-Mercury Memorial. Taco Bell won tons of publicity from this stunt.

These promotional tools lists are not exhaustive, but they give you a good list from which to start. Be creative, and don’t give up on your business without a fight.

We’d love to hear from you if you have other effective tools you would add to our lists.


Sunday, July 29, 2012

Promotional Tools for Your Tool Box Part Tiga

To survive in today’s competitive marketplace, organizations must work to make customers aware of their products or services. Some promotional tools cost money (known as marketing), and we examined those in our last blog post. Today in part tiga (three) we provide 25 low- and no-cost promotional tools (known as public relations).


Our tip for entrepreneurs today is: to compete in today’s competitive marketplace, you should employ many different Marketing and Public Relations Tools. If you can’t afford to employ a marketing staff or use an advertising agency, use the following list, which is in no particular order.

(We’ve included “Uploading Videos to YouTube” in this list because it will only require your time if you already own a decent video camera and a computer with video editing software.)

Public Relations Tools

1. E-mail Blasts
2. Internet Blog
3. Online Bulletin Board/Discussion Posts
4. Twitter Posts
5. LinkedIn Account
6. Uploading Videos to YouTube (product demonstrations, customer testimonials, humor)
7. Internet Podcasts
8. Pinterest Account
9. Instagram Account
10. Exhibit Booths (such as State Fairs, Job Fairs and College Campus Fairs)
11. Product Demonstrations
12. Develop cordial relationships with the business reporters at local media outlets

13. News Releases
14. Press Kits
15. News Conferences (only for major announcements or crisis situations)
16. Opinion-Editorials (taking a stance on issues and writing about it for your local newspaper)
17. Write Articles on Topics in which you are an expert for newspapers and magazines
18. Offer Your Expertise on those topics to Local TV News Departments
19. Publish Compelling Photographs
20. Magazines and Newsletters
21. Annual Reports
22. On-Hold and Answering Machine Messages
23. Create an association for your industry or offer a better organization than currently exists.
24. Host Ceremonies and Special Events (such as Ribbon Cuttings, Open Houses, Parties, Anniversary Celebrations, New Product Introductions, Contests and Chamber of Commerce Mixers)
25. Barter (one of the oldest tools in the world)

That's David and Diamond in the Rough at our nearby Chick-fil-a in North Little Rock last Christmas season. This may hurt our chances of raising money to build our business dream, the Arkansas Diamond Mine Adventure, but we thought it was important to voice our support for our favorite fast-food restaurant back home.

The recent flap over Chick-fil-a's president saying he supported the biblical definition of marriage is a reminder of the potential danger you may face when you use tool number 16--taking a stand on issues of the day and writing about it for your local newspaper--and one more tool we will offer in our next post.


You should seek to encourage as much word-of-mouth publicity as possible. Nothing is more persuasive than a satisfied customer telling other people about your product or service, so be sure to include testimonials in your promotions, and send a thank you note when you read a testimonial published in a magazine or online.

In part empat (that's four in Balinese) we will present six more tools for generating and encouraging word-of-mouth publicity. Please add your comments if you have other low- and no-cost tools you would share that you've found effective.

Wednesday, July 25, 2012

Promotional Tools For Your Tool Box Part Dua

Today’s tip for struggling small business owners is: you need to employ many marketing tools to reach potential customers. Today in part dua (two) we offer 32 marketing tools that range in cost from relatively inexpensive—such as creating a logo or slogan—to expensive—such as television ads.

Our Top 10 is listed in order of importance, the first eight being absolute musts for every organization; then pick and choose from 11-32. The list is evolving. For example, local phone book advertising may no longer be crucial next year because of smart phones.



Marketing Tools

1. Phone Numbers
2. Easily Identifiable Logo
3. Websites
4. Phone Book Ads
5. Easy-to-Remember Slogan
6. Facebook Pages (this is free, but it belongs in your Top 10)
7. Business Cards
8. Letterhead and Imprinted Note Cards (for the all-important handwritten note!)
9. Signage
10. Pair of Good Walking Shoes (for running to your old and new customers)

We placed signage at number 9 because some home-operated businesses may not need a sign. Good shoes are in our Top 10 because personal visits, otherwise known as sales calls, are important whether you are a pastor, a physician or a plumber. On the other hand, if customers come to your business, you should walk quickly to them or their table to ensure they are satisfied. Great visuals, polls and behind-the-scenes looks are considered good content for Facebook pages.

11. Television Ads
12. Radio Ads (and Sponsorships)
13. Newspaper Ads
14. Movie Theater Ads
15. Billboards
16. Direct-Mail Pieces
17. Internet Banner Ads
18. IPhone Apps
19. Neighborhood Mail Inserts
20. Stadium Ads and Sponsorships
21. Public Transportation Ads

Here is a picture of Diamond in the Rough just a few blocks down the street from
Grandfather's house in Bali. Notice the bottom of the McDonald's billboard in the
background. It and most of the billboards we've seen for McDonald's in Bali have
a phone number listed for 24/7 McDelivery.





















22. Partnership Promotions (with one of your vendors; for example: McDonald’s and Diet Coke)
23. Giveaways (such as notepads and T-shirts; make sure that you wear yours when you are out in public)
24. Distributing Samples of Your Product (TCBY was big on this when David worked there)
25. Brochures, Fliers and Posters
26. Vanity Phone Numbers (such as 1-800-ILUVMCD)
27. Vanity License Plates
28. Automobile Advertising on your car
29. Public Service Announcements (free to run but cost to produce)
30. Product Placements
31. Concert and Event Sponsorships
32. Celebrity/Performer Visits

Some of these tools will cost you nothing except your time. For instance, if you know how to create your own iPhone app, you’re in luck. It is a challenge to keep up with every new Internet fad, and you never know which ones will last and for how long. So, in addition to Facebook, you should also open a Google+ account.

In part tiga (three) we will give you a list of 25 free and low-cost promotional tools any organization can use. Meantime, please leave a comment below if you have any great marketing tools to add to the list.
 

Sunday, July 22, 2012

Promotional Tools For Your Tool Box Part Satu

Since we have been in Bali, my father-in-law’s wife has toured us around to see several businesses. As we visited the very rustic buildings that serve as their homes and offices, we’ve been impressed at the quality of their goods in spite of the third-world country conditions.




Here are David and Diamond in the Rough at the Mahagiri Resort restaurant July 20. The outdoor restaurant overlooks a beautiful terraced rice paddy.






Our thoughts then turned to our family and friends back in the U.S. who run their own businesses. Several of them are struggling to survive. We dedicate the next three blog posts to them.

Many good businesses have failed, in part, because they did not make potential customers aware of their products or services. Business owners must “make the sale,” of course, and unless you have a monopoly, you must market your goods or services to customers. During the next few blog posts we will discuss tools any organization can use to make customers aware of their organization.

Our tip for entrepreneurs today is: to compete in today’s competitive marketplace, you need to employ many different Promotional Tools. A famous psychologist named Abraham Maslow once said, “If you only have a hammer, you tend to see every problem as a nail.”

If you haven’t done so, you should develop a Strategic Plan. It may be part of your Business Plan, but your Strategic Plan should include a detailed look at the four P’s—your Product, Place, Price and Promotion—, your Competitors and the Marketplace.

The Promotional Tools you choose should flow out of your plan and from whatever thing(s) separates your product or service from your competitors. For instance, a McDonald’s restaurant may use expensive television advertising aimed at the masses, but a small business geared toward servicing computers may use more targeted and cheaper direct mail pieces to a few specific zip codes.

If you can’t afford to employ a marketing staff member or use an advertising agency, we are going to give you a list of 32 marketing tools you can use. Stay tuned for part dua.

Sunday, July 15, 2012

A Successful Business Model Part Dua

I (David) had never flown internationally before our recent trip to Bali. I have a new appreciation for the people we've known through the years who regularly made overseas business trips.

We had the privilege--for lack of a better word--of flying to Tokyo on a Singapore Airlines Airbus A380, the super-jumbo airliner introduced a few years ago. My father-in-law was several rows ahead of us on the upper deck of the plane, but he was cordoned off from the rest of us because he was in business class.


Robyn, Diamond in the Rough and I were back in economy, though it wasn't nearly like the Southwest Airlines flights we've become accustomed to through the years. That brings us to our tip for entrepreneurs this week: emulate the customer service of successful companies.

Exceptional customer service has pretty much gone the way of the VHS tape in America. You find examples every now and then, but they are the exception and not the rule. Our tip for small business owners is: fly with Singapore Airlines if you need to fly to the Far East, and go business class if at all possible.

First, think about your typical experience on any American airline. A flight attendant may or may not speak to you as you enter their airplane, and then you are charged for blankets and pillows, luggage and any food. Now consider our recent experience flying the friendly skies with Singapore Airlines.

As we walked onto the plane, several smartly dressed flight attendants warmly greeted us and pointed which aisle we should take. As we walked down the aisle, another smiling attendant greeted us and showed us to our seats. A pillow and blanket were waiting in every seat. Other attendants came by several times to see if we needed anything. Yes, it is their job, but it felt as though they really wanted to make us as comfortable as possible.

Before the huge airplane took off, the attendants handed out hot towels for us to cleanse our hands and headphones for us to listen to an assortment of movies, TV shows and radio programs. I'm embarrassed to say that I watched three movies during the first flight. My father-in-law used his time more wisely and read two books during our three flights.

Within four or five minutes of takeoff, the flight attendants passed out glasses of orange juice and water, and within half an hour they brought out the first of three meals. We had a choice of a Japanese chicken dish and an "international" beef dish that easily would have been at home on our kitchen table. Charles got filet mignon in business class. After the meal was served, attendants came around with little cartons of Ben and Jerry's ice cream (chocolate brownie and cookie dough).

My only disappointment was with the seats. I had pictured in my mind a seat like the one Charles enjoyed in business class that reclined enough to lay down for the long flight. Even with its individual video screens and other amenities, the economy class seats were pretty much the same as other airplanes. The seat backs move back about four inches to help you get a dreamy night's sleep as you follow the sun across the Pacific for 10 hours.

Leaning back four inches did nothing for me. I was uncomfortable much of the flight, ... but the customer service was wonderful. The flight attendants were always ready to visit, always smiled and were always ready to help.

If you want to open, or keep open, a successful business, make sure you treat your customers the same way. Go the extra mile to make them feel special, to show them that you are only in business because they came to or used your business. Don't, and you'll be out of business, even if you have a great sign, the best commercials and the most amazing logo in the world.

By the way, dua is "two" in Balinese.

Sunday, July 8, 2012

Swinging at Curve Balls

We are writing this blog far from our home in Arkansas, in fact far from the U.S.

We are not giving up on our dream of building a family recreation attraction we named the Arkansas Diamond Mine Adventure, but it is going to have to wait this month. We are following the instruction of Galatians 6:2, which says "bear one another's burdens" by traveling to Bali Indonesia to minister to our dad/father-in-law/grandfather.

Our tip for entrepreneurs today is: when life throws you curve balls, be patient, wait for your pitch and take your best swing. There's not much else we can do right now except trust that God will take care of us and our dream and our family while we are out of the country. Right now we need to be with Grandfather.

Robyn's dad had a stroke back in May just weeks after our second oldest daughter's high school graduation. He flew in from Bali to be there for the big occasion and looked fit as a fiddle. But one night two weeks later while at Robyn's brother's house in Los Angeles, he had a stroke that left the right side of his body paralyzed.

Robyn is a physical therapist and David is working on establishing this business dream, so it seemed like a good fit for us to help Grandfather with his recovery and with his business. We escorted him back to Bali this past week (through four airports and 19 hours of flying time) and are staying with him for about five weeks while he recovers.

Here we are on the beach in Bali Saturday night. (Interesting note: 7 p.m. Bali time is 6 a.m. Arkansas time.) That's Diamond in the Rough playing in the waves in the inset. Unlike the beautiful white beaches of Destin, Fla., the beach we walked last night pictured here is made of black sand. It is still beautiful and the waves are bigger than Destin's.

We will try to continue to blog from overseas, and we hope interest in our business dream will continue to grow. But our priority for the next few weeks is bearing Grandfather's burdens. We covet your prayers during this time.

For those struggling to start or keep open a business, our best tip for entrepreneurs today, put another way, is to trust God and roll with the punches.

Thursday, June 28, 2012

The Power of Logos

In our recent post "The power of signs," many of the points we made are also true of logos. A company sign--such as the big Holiday Inn signs we discussed--and a company logo--such as the Apple logo--are important symbols. Our tip for entrepreneurs today is about the importance of using such symbols.

Company signs are a very important part of your marketing effort, and word of mouth is the most vital form of publicity, but research shows that logos also are important to any organization's public persona.

For centuries churches have been immediately recognized by clearly identifiable symbols such as crosses. In recent decades successful firms also have been recognized by symbols such as a "swoosh" (Nike), a large black eye (CBS), a yellow "M" known as the golden arches (McDonald's) and even a simple apple with a bite taken out of it.


Just as a good sign adds value to your company’s image, a good logo does as well. Your logo is your organization's brand. It represents your name and the ideas, reputation and feelings associated with your organization.


What makes a good logo? They are simple, memorable and make a statement about your organization. A good logo gives everyone who works for your company a sense of identity and your customers a shared sense of your mission. Vivid colors and a unique graphic design element make your logo instantly recognizable.

Is a good logo really that important? Think about how many people will see your company sign. Maybe 10,000 cars a day pass by your sign. But if you have a great logo and you place it in every advertisement that you run and everywhere else that you should place it, potentially hundreds of thousands of people will see it.

It may be hard for you to believe that logos could impact behavior, but research has found that indeed they do. David has said for years that advertising doesn't work on him, but he cannot deny the power of those Holiday Inn signs. Even years later that symbol brings about an emotional response in him, and if given the option, he would choose to stay at a Holiday Inn based on the warm feelings and memories associated with that sign.

Our hope is that our Arkansas Diamond Mine Adventure logo captures the essence of our business dream and will one day make people of all ages want to return to our family recreation attraction to enjoy a unique experience hosted by friendly folks.


Today's tip for business owners: Ask yourself if your logo looks modern and colorful or old and dated? It may be difficult to let go of it, but help your business and replace an outdated logo.

Our tip for entrepreneurs: Don't skimp on logos and signs. A good logo should add value to your image. Hire a talented graphic designer to ensure that you use the right color, font and illustration to make it aesthetically pleasing. Then make sure you place it on everything you use from ads and business cards to product packaging and websites.

Wednesday, June 20, 2012

Dear John Williams...

Our tip for entrepreneurs today is about the power of music.

When David was in high school, his youth choir performed a musical on their annual summer choir tour/mission trip. When the choir returned home from these mission trips, it always performed the musical on the following Sunday evening at church.



This is a picture of David's youth choir performing at a church in Idaho the summer after his senior year in high school.







One year David suggested that they ask their pastor if they could perform during the Sunday morning service to reach a bigger audience. Their choir director, Jean Pilcher, called David a cockeyed optimist for thinking Brother John would give up preaching on a Sunday morning for the youth choir to perform. Ever since then David has considered himself a cockeyed optimist.

Through the years David has pursued numerous paths with this mindset. Most recently, as we have prepared the groundwork to raise funds for our Arkansas Diamond Mine Adventure, we have tried to think of anything we could do to generate interest and excitement and hopefully get people to invest or donate to our dream.

One thing we've thought of is commercials. To give our business more credibility, we think it would be good to come up with a musical tag or zinger, kind of like the four musical notes played at the end of Intel TV commercials. We also like the musical tag on the insurance company commercials: "We are Farmers. Bum be dum bum bum bum bum."

With that in mind, David decided to call one of the musical geniuses of our day, John Williams, composer of so many great movie soundtracks including the Raiders March from the Indiana Jones movies. (Congratulations on your latest Oscar nomination in February, Mr. Williams.) We were hoping he would let us use the first 7 notes of the trumpet solo in "Raiders" or better yet create a musical tag to go along with our logo. The only thing we know about John Williams is that he conducts the Boston Pops once a year, so David started with the Boston Symphony.

He called and was transferred to the woman on staff at the Tanglewood Music Center who assists Mr. Williams. David left a voice mail and was surprised when a day or so later a gentleman from her office called. He very nicely explained (or tried to. His cell phone cut out so much David could only hear about one-third of what he was saying. Do you miss the old phone attached to your kitchen wall that seldom cut out but you could sometimes listen to your neighbors' conversations?) that as the winner of many awards and such, Williams was under great demand and wouldn't have time to speak to me. Apparently he only takes calls from people named Spielberg and Lucas.

He said we could go to the BMI website and find out who owns the copyright to the Raiders of the Lost Ark March and request permission from them to use the music, but because it was so popular, he said our chances were "slim to none." He also made it very clear that we would violate copyright laws if we used any portion of the music (even 4 notes) that sounded anything like the Raiders soundtrack.

So we asked Devin, our musical nephew who performs regularly at Murry's Dinner Playhouse, if he would try to come up with something to match our logo. He hasn't yet, so to our musical friends, we issue the same challenge: come up with a music tag to play at the end of our commercials and feature on our website and Facebook page. Compose a winner and you will get an Arkansas Diamond Mine Adventure T-shirt and two free passes to our dream when it gets built.

If you own a small business or want to start one, keep in mind the value of a jingle. Small business owners should take cues from successful companies such as McDonald's, Coke and Chevrolet, and many of them have used great jingles in their commercials to separate them from their competition.

David vividly remembers the broadcast of the 1971 Arkansas-Texas football game. Perhaps it was because Arkansas won that game, but he also vividly remembers the songs from the TV commercials played during the game (Chevrolet "building a better way to see the USA" and "Like a good neighbor, State Farm is there"). Think of all the music jingles you can remember from TV commercials in your childhood. Do they bring back warm memories?

Sunday, June 10, 2012

The Power of Signs

Our tip for entrepreneurs today is about the value of a good sign. Your sign is one of the most important tools in your organization’s marketing efforts. In our recent post about how David almost became a guest on The Tonight Show with Johnny Carson, he mentioned the shoebox full of Kodachrome slides that has been in our attic for 30 years. We took a stroll down memory lane looking at all those slides.

One image surprised David at the warm feelings it brought back. David has fond memories of a particular sign from his childhood that warms his insides when he thinks about it. It is the old Holiday Inn sign that once dotted the highways of our great country. As a child he loved staying at Holiday Inn because it meant he and his brother got to swim and sleep in a cold room at night.

In a box labeled "senior trip to Florida," we found this image from the motel where David and his classmates stayed in Destin, Fla. (That's Kenny Singleton posing below the sign.)

We’ve been thinking about what would make a good sign for our business dream. Every day you see signs that do not make you want to visit a business. So what was it about those Holiday Inn signs that produced such a visceral reaction in David?

First, a good sign has good visibility from the street or highway. Is it big enough to be easily read from a distance? Can it clearly be seen at night? Are trees or other obstacles blocking the sign? City or local codes will impact the size, type and location of your sign, so work with those folks to maximize your sign’s potential. Does it have enough lights and are all light bulbs and/or neon tubes working? A sign with good visibility increases your company’s visibility.

Second, a good sign looks good from the street or highway. Does your sign look modern and colorful or old and dated? A good sign adds value to your company’s image. Hire a sign company with a talented graphic designer to ensure that you use the right colors, images, fonts and sizes to make it aesthetically pleasing. A good-looking sign makes a statement about your company and gives you a sense of identity.

When Kemmons Wilson, the founder, retired from Holiday Inn in 1982, the company started losing market share. The new leaders looked for ways to save money and decided that the "Great Sign," as they called it, looked outdated and was not worth the cost. We would argue that those old signs were much more inviting and effective than the newer signs, which the new owners would argue were more modern, much simpler and much cheaper to produce and maintain.

The reason Holiday Inn started losing market share wasn’t the signs; it was the old carpet, bedding and furnishings their motels featured. If the paint is peeling off the walls at the entrance of your business, or the parking lot is not well lit, it doesn’t matter how fantastic your sign is.

Finally, a good sign presents a good message. The challenge is to be informative yet simple. You can put only so much information on your sign. Potential customers driving by don’t have time to read a lot of text. Does your sign make it obvious what type of product or service you offer? People of any age know exactly what it means when they see those golden arches from a distance.

Never underestimate the power of a good sign.

Wednesday, June 6, 2012

Arkansas Democrat-Gazette Tour Part Two

One of the goals of this blog is to provide helpful information to other wannabe entrepreneurs. It occurred to me that in our blog about our visit to the Arkansas Democrat-Gazette last month, I failed to mention any helpful advice for you, so let me correct that.

We took Diamond in the Rough and two of our daughters to the Arkansas Democrat-Gazette newsroom yesterday. I took D.i.t.R. in early May in hopes of meeting Pulitzer Prize-winning Editorial Page Editor Paul Greenberg. Thanks to his friendly secretary, Paula, this time we were successful.

Mr. Greenberg came to the lobby to meet our family. Sporting a tan suit, baby blue tie and long, silvery hair, the southern gentleman shook my hand and then immediately offered a gift to Robyn. Even though he was on deadline, he graciously visited with us, asked our children questions and then gave us a tour of the newsroom. Pine Bluff has much to be proud of in this native son.

Mr. Greenberg's May 2 editorial on Chuck Colson prompted me to take the family down to meet him. His editorial in last Sunday's paper about the demise of daily newspapers in New Orleans and Mobile, Ala., shined a light on the sad state of newspapers in America. Greenberg called himself a dinosaur in the media world. He meant that in a self-deprecating way, I think, but dinosaurs stand tall and strong, so I'd say that's accurate.

The helpful information I forgot to point out to you small-business owners is to make the effort to go to your local newspaper and meet the managing editor and the editor or writer in charge of the business section. Editors and reporters are not your enemy; they won't bite. And until newspapers become extinct, you need to establish a relationship with them.

Sunday, June 3, 2012

How I Almost Got on 'The Tonight Show' with Johnny Carson

In honor of the Little Rock Film Festival, today I digress from writing about our dream of opening a family obstacle and ropes course for a point of personal pleasure. This is something I've waited 30 years to show and tell. It's the story of how I almost was a guest on The Tonight Show with Johnny Carson.

I read an article on TodayInArkansas.com asking readers to submit memorabilia from movies made in Arkansas to the Old State House Museum for an exhibit planned for next year. This reminded me of the bright orange, Nike Blazer Hi-Top shoe box full of Kodachrome slides that has been sitting in my attic for 30 years.

The event dates back to my freshman year at the University of Arkansas. Columbia Pictures rolled into town that fall to produce the television mini-series The Blue and the Gray. For a month they were on the university campus and in and around Fayetteville recreating the days of the Civil War. At the time I was entertaining the idea of trying to go into the movie-making business.

Several guys in my dorm were hired as extras for the movie, so I enthusiastically followed the production crews around Northwest Arkansas taking pictures with my Pentax camera. I decided to put together a slide show on the making of The Blue and the Gray starring myself as the director and the guys in our dorm (UBC Hall).

Back before the days of digital cameras, a poor college student could only take so many photos, so I only shot three or four rolls of film from the five or six on-location shoots that I visited. It's important to understand that I was trying to conserve my film, so each shot had to count.

One cool fall day the crew was on the lawn in front of Old Main shooting scenes of an interesting meeting between President Abraham Lincoln, played by one of my favorite actors--Gregory Peck--and Stacy Keach's Union general character and the young journalist whose life the mini-series chronicled. It was fascinating to watch the rehearsals as the new repeating rifle the Union general was demonstrating for the President kept jamming to the frustration of the movie cast and crew. Peck and Keach never lost their cool.

After they finally shot the scene a few times, they picked up the camera, lights and equipment and moved perhaps 150 feet down the mall to the side of Carnall Hall (now the Inn at Carnall Hall) for another scene. I found myself with the chance of a lifetime. Here I am, 18 years old, wearing a St. Louis Cardinals jacket and sporting a scruffy beard, and the majestic Gregory Peck is standing with his assistant about 10 feet from me. Everybody else had moved on.

I calmly walked up to him with a friend from my dorm and asked if he would mind posing for a picture. I explained that I was producing a slide show on the making of the movie, that I was the director and was hoping to get a shot of me going over the script with Peck. He never hesitated; he just smiled and said he would be glad to. I handed my camera to my friend--I think his last name was Hobson--and told him that I had only one frame left on the roll and to make it a good one.

My friend took our picture, but he did not advance the roll. Then the Oscar winner--looking so much like Honest Abe--got down on his knees, his hands clasped together, and looked up at me begging, "What do I do now, Mister Director? What do I do now?" It was hilarious, but I was afraid the campus police were going to come tackle me thinking I was hurting the esteemed actor, so I starting pulling him up by his arm.

Meanwhile, my friend put down my camera, pulled his camera up and clicked a picture of Peck on his knees looking up at me. Peck laughed as I pulled him up to his feet while I looked around for the officers I was sure were closing in on me. His amused assistant smiled slightly, and as far as I know, only the four of us ever realized what happened. I nervously thanked him and then we turned and walked away.

As we shook our heads at what we had just experienced, I asked my friend if he had gotten a picture of the moment. I don't recall his answer, but I was so excited because I remembered that every now and then Johnny Carson would have people on his show to tell about their brush with someone famous. For those too young to remember, Carson hosted the popular late-night NBC TV show before Jay Leno.

My friend handed my camera back to me, and out of sheer reflex I advanced the film and the lever stopped. I discovered that I had one more shot on the roll, but my friend couldn't have known that because the moment happened so fast. If only he would have advanced the roll ... or I'd had a digital camera from the future.

Anyway, I got the roll developed and, upon seeing the image, was thrilled that my friend got a good picture, except that he aimed too high. During my college years I looked at the slide and showed it to a few friends by holding it up to a light. I always intended to, but I never got a print made. As the years went by, I pretty much forgot about it.

After reading the blurb about the Old State House Museum exhibit, I remembered the slide and went up to our attic and found the box. I took my prized possession to our nearby Bedford Camera store to have it scanned to a CD. We picked it up a few days later, and I excitedly loaded it onto our computer. For the first time I saw this wonderful image, not on a one-inch slide, but enlarged on my computer screen, and now I share it with you.


This picture means a great deal to me, in part because it is a reminder of the photo--and the opportunity--I never got. When my dorm mate got his roll of film back, we saw that his telephoto zoom lens had captured a blurry image of a black coat with fumbling hands in front of it. It was impossible to tell who was in the shot or what was happening.

I was disappointed. There would be no invitation to share my story with the king of late night and his viewers. My story would never be told in the Arkansas Gazette or Arkansas Democrat, all because I had said I only had one shot left on the roll, and my friend didn't advance the film to make sure, and only three of us witnessed Gregory Peck on his knees looking up at me.

But now--as another legend used to so eloquently say--you know the rest of the story.