Chinese take-out is big business in South Florida. But “Chang’s” never had a chance.
They opened, added their name to the sign at the plaza entrance… and that was it. No ads in the local paper, no insert in the Penny Saver, not even a guy sticking flyers under windshield wipers in the parking lot.
Have you assumed this same “build it and they will come” attitude with your business? You may have built a website and created products. But have you taken steps to build up your e-mail marketing list or optimize your site for Google searches?
You need to “channelize” your business by marketing via as many different channels as possible. That means getting the word out about your products through search engine optimization, pay-per-click campaigns, forum posts, e-mail marketing, direct mail, print ads, TV ads … every marketing channel that’s appropriate for your market.
As Michael Masterson and MaryEllen Tribby write in Changing the Channel: 12 Easy Ways to Make Million for Your Business:
“Your best customers are those who are motivated, financially capable of buying from you, and prepared to buy. If you don’t locate and convert these customers through a multi-channel, direct-response advertising campaign, then you are leaving dollars – perhaps millions of dollars – on the table.”