Marketing Mistakes Even McDonalds Can Make : Be Visible

I was pleasantly suprised when I got off my bus and across the street (out of the corner of my eye) I saw a McDonald's roach coach. What made this roach coach even more fantastic is the word "FREE" on the side. I love free. So I saunter on over, grab my breakfast burrito and hang out for a moment. A few observations:

1. The direction people were walking was such as no one could even see them. All they needed was a way to direct people's attention...even a sandwhich board would have done quite nicely.
   
2. The majority of the traffic in the area was either getting on or coming off the ferry. Had they moved their operation to the entrance of the ferry terminal, their reach would have been much greater.
3. A lady yelling (in a seemingly angry manner) "free food!" out of the side of a truck is not the best attention getting device.
   

So, the moral of the story? Free food = a tasty treat for a lucky few. Free food + recipients of said food = effective marketing.

The Tale of a New Business Owner: Rob Christianson, Designer & Illustrator

I'd like to introduce Rob Christianson, a talented designer and illustrator. He recently decided to make the leap to being one of the great self-employed. Rob and I worked together at Media Partners and we came to discover a mutual enjoyment of silly, geeky humor. I would also come to learn over the three years we collaborated that he's enthusiastic, disciplined and talented. That all adds up to a perfect recipe for success, if you ask me. Here's the advice he is giving to other n0obs:

1. What is your biggest challenge since you decided to "go it alone"?

The biggest challenge has been finding a balance between pursuing new job contacts and spending time working on the projects I already have lined up, particularly the large "seemingly-endless" ones. If I only concentrate on bringing in new work, the bills don't get paid. If I only focus on my current projects, I'm damming up the stream of new work coming in.

2. What's the most rewarding part of being an independent?

Definitely being able to set my own schedule. Some days are longer than others, but it definitely gives me the freedom to schedule time off accordingly, especially concerning time spent with my family. Choosing my preferred projects has also really been a blessing.

3. What do you do to market yourself and what would you say is most effective?

Redesigning a website and keeping it updated, establish a strong social-networking presence through tools such as Twitter, LinkedIn, Facebook, JacketFlap and other sites (where I can build an interested following both generally and specifically within the publishing industry) and making personal connections whenever possible. Most importantly, be nice and not fake. People smell a fake from miles away.

4. What sorts of business administration tools do you use to make your life easier as a small business owner?

I use FreshBooks for keeping track of time spent on projects, client records, estimates, invoicing and more. It's a great tool, inexpensive, and easily accessible because it's hosted online. We've also started using MailChimp a bit - it seems easier to use than our previous Email Marketing provider.

5. What advice would you give other people considering "making the leap"?

Definitely explore if it's the right time and place to do so. I was laid off from my day job when I made the choice to go it alone as a freelancer, but with my family's support (VERY important) and personal faith that I'm making the right decision (the MOST important), I took the leap during a downtime in the national economic climate. Also, realize that you'll be spending a lot more time than you used to at a day-job just establishing yourself, so get the word out and network, network, NETWORK! The sooner you establish a prospective client-base, the easier that transition will be. A lot of prayer never hurts either. ;)

Try Not to Bug Your Customers when Marketing

I know, I know, this seems like a no-brainer, but it's so easy to get out of hand.

Once you have your business all set up, your mass email marketing templates crafted, your Facebook business account started and your focused Twitter accounts ready to go, it's hard not to want to jump all over the people you know like an enthusiastic puppy.

Some important things to remember:

• You don't have any customers. Unless you've purchased a working business, the people you're pinging, harassing, and advertising to are your friends and family. If you're careful they'll support you and pass along the word. If you're not, they might love you, but they will eventually tune you out. Just like when you were a whiny teenager.


• Start Slowly. Taking time to do test cases when you first start is a smart way to build your business. Share with your friends and family first (sparingly), then branch out slowly to other methods of marketing. This will allow you to deliver the level of service that you had intended.


• Let Your Customers Boss You Around. You have no idea which products will take off. What you might think is awesome might not resonate with your customer. Be flexible and let your customer tell you what they want. They'll make sure you're successful, if you let them.


• Spread the Love Around. Be sure to fill out your inventory. Whether that is blog postings, business listings, physical product, or virtual product, you'll want to have something to offer people coming to your site. You don't want your first customers to be disappointed customers.