I'm telling you so you can hold me to this statement. "I Sherry Borzo of dsmBUZZ will not advertise again until I have been in business for maybe...forever." I tried the newspaper without success...and then I tried placing a flier in a statement stuffer. Neither of these activities caused anyone to contact me or buy a membership card. So I'm thinking advertising is not for dsmBUZZ for awhile.
It's weird that some entrepreneurs suggest you have to have a strategy to your advertising like appearing repeatedly over time, while others just scoff and say that they've never had success. Why the difference? Maybe it has a lot to do with timing. Kelly Moore of Kelly Moore Consulting says you have to be "known" first for other things like write-ups and interviews on the radio before you advertise. (check out her recent podcast with us) That's probably what Drew McLellan would say too.
So with the lesson finally learned about advertising I've sent out my first press release to all the major entities in the area of Des Moines and surrounding. At this point I've noticed one subscription to my newsletter (thank you) and Citiview has forwarded my information on to...their advertising department. I wonder if this means they won't be contacting me for a writeup about my efforts to support locally owned businesses? They are apparently running their "special" advertising campaign to let locally owned businesses advertise.I told the representative that emailed me that I hadn't had success and wouldn't be advertising but she just explained about their great circulation numbers. (I'm plugging my ears and yelling "la, la, la, la")
I've had some cool canvas bags printed by Smash that will be available in some of the retailers found in the dsmBUZZ network. Pure Paper made wonderful bag tags and Rachel McClung made an awesome graphic. They say "Consciously Consume, Buy locally" on one side with the design featured on the other side. For anyone who saw the special story on plastics on Sunday Morning this past Sunday and how those plastic bags really don't get recycled...could you perhaps replace your request for plastic or paper at the grocery store with a dsmBUZZ canvas bag?
Since I'm free of advertising for now I'm going to focus on hosting a party in January for all the merchants and consumers who are part of dsmBUZZ. I'll keep you posted on this goal as we get closer. Right now I've got to start thinking where to organize the bash. My ambition is to have this be a free event for the merchants and members with donations going to a local charity. If you have ideas or thoughts share them.
Also, since I'm free of the advertising expense (I have 4 more commitments with the Register though) I'm going to focus on printing a locally owned businesses in central Iowa directory for next year. Again, I'm saying it to you because that holds me accountable. My friend Mary Kay of KC local color has printed her first directory so I'm eager to hear how that works for her.
The summer issue of Small Business Buzz is going to be out in mid July. We're covering the businesses east of the state capitol this time. I'll keep you informed when this issue is ready. Right now I'm busy with interviews and taking a look at the different shops.
As I sit here writing this post, it's 5:30 a.m. and the sun is beginning to make it's appearance for the day. No matter how you keep busy with stuff today, take time to enjoy your life as it unfolds.
Thanks for stopping by. I appreciate that you do!