So this isn't exactly a sales pitch. Well it is, but not in a blatant spammy way. I'm genuinely interested in how Black-owned companies advertise in Central Ohio. The reason why? Well, I can't seem to find them.
Let me explain. My company, Clarke Columbus Consulting, is publishing FirstBook Ohio Coupon Book - a coupon book featuring Black-owned businesses in Central Ohio. We charge a nominal fee to be included and with that fee you receive a double sided coupon or full page ad, free social media promotion for 6 months and are put in high traffic areas all over the city. Our book targets all Central Ohioans who want to buy local, find a deal or support minority businesses. Our book has a circulation of 5,000 and is free to the public. [End sales pitch!]
Promoting FirstBook Ohio has given my business partner and I an incredible opportunity to meet business owners all over the city and we are making fast friends and great business connections. One thing that has stuck out to our whole crew is the widely used "word of mouth only" advertising model.
Is this why finding black-owned businesses is so hard? Why the secret? This isn't the early 20th Century South where we were concerned that if our community appeared too prosperous we would suffer the wrath of Whites. Or you could say early 20th Century North, West, East - but I digress. Word of mouth is great, but why the reluctance to advertise in media?
Expense.
Advertising can be expensive and time consuming. Often when you bring up an advertsing budget you are met with eyes glazing over and sighs. The reality is advertising doesn't have to be expensive. There are great publications out there that don't charge an arm and a leg to get the word out about your business. All it takes is research and being open to new things, including social media. Side note: if I hear one more thing about "I don't know nothing about that computer" I'm going to scream. Literally. At that person. It's 2010 and it's time to get over the digital divide. It's not always economics, sometimes it's just plain stubbornness.
One shot.
There are times when companies have tried advertising, whether it's print media, TV commercials a website and didn't get much for their efforts. Unfortunately, advertising is not a one shot deal. One commercial on late night cable is not going to retire you from working. If that's all it took Walmart would only have to show you one commercial. Reality is, advertising takes persistently and consistently getting your message out to your customers. I was once told it takes 7 times to put a message in front of someone in order for them to remember it. If you have kids think about how many times you have to say something before it sticks!
Our family tries to buy local for everything. I love a great trip to Walmart, but I love spending money with Bob the baker around the corner better because Bob lives in my neighborhood, keeps his yard nice and buys lemonade from my kids' stand. If Bob's business fails he'll lose his house. Now I not only lose a great neighbor, I've got an empty boarded up house on my street - never a good sign. If Walmart's profits start shrinking, they up their advertising and raise milk prices.
Consider advertising and promoting your business. If word of mouth is your motto, ask yourself: "Do I have all the customers I need?" "Can I retire on what my business is making now?" "Am I making enough to meet all my needs?"
Again, consider advertising - preferably in FirstBook Ohio Coupon Book (www.FirstBookOhio.com) or (www.Facebook.com/ClarkeColumbus) (www.Facebook.com/FirstBookOhioCouponBook). If not with us, with someone! Customers are out there looking for you!
How does your business advertise? Tell us below!
Posted By: Terreece Clarke
Friday, September 3rd 2010 at 10:19AM
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