The Business of Halloween

This Third-Most Popular Holiday is Setting Record Sales of $8.4 Billion

Christmas and Thanksgiving are the big contenders when it comes to favorite holidays, but Halloween is undeniably growing in popularity. Take a walk around your neighborhood for some anecdotal evidence. Have you noticed a spike in spooky yard decorations popping up? The National Retail Federation reports that 48.6% of those planning to celebrate Halloween decorate their home and yards. Here’s a look into other Halloween plans:

The Business of Halloween

All this celebration means increased spending. This is America, after all. In 2016, consumers spent $8.4 billion on Halloween. Although spending for this holiday appears to fluctuate considerably, the overall trend is significant growth:

The Business of Halloween

My question to my small business readers is: How have you incorporated Halloween into your marketing plans? For inspiration, look at this chart detailing what Americans plan to buy for Halloween:

The Business of Halloween

Next year, get creative in planning for Halloween campaigns – it might just be a great way to scare up some business (Sorry, I couldn’t resist the pun).

Think Like a Minimalist to Get Your Marketing Message Across

I’m helping a client design a consumer rewards program, with the goal of increasing our competitive advantage and attracting new customers. Because the product mix has excellent margins, we can offer a program that provides high value to the customer. To give you an idea, joining the rewards program includes ALL THESE GREAT BENEFITS:

  • Minimalist Marketing StrategyFree product for signing up
  • Points on every purchase
  • Free product on your birthday
  • Referral rewards

Our marketing challenge is to motivate customers to sign up for the program through on-site signage and online advertising.

Because customers will only give your marketing messages a glance (if you’re lucky!), what they see needs to be arresting. Our marketing strategy for launching the consumer rewards program is to minimize what we tell customers– only try to communicate what the customer needs to know for the next step.

Marketing Communication Strategy

Step 1: Sign Up – Enjoy a free product today for signing up

Step 2: Repeat Purchases – Earn points on every purchase

Step 3: Feel Delighted by Our Brand – Surprise customers with a free product on their birthday

Step 4: Refer a Friend – Earn referral rewards

Although it’s tempting to tell customers all the great reasons they should sign up for this program and the many ways they will benefit, they may be too busy or distracted to notice a list of features. It’s the marketing communication corollary to Steve Yastrow’s sales tip, Don’t Load the Slingshot.

By sharing one compelling benefit at each stage of the customer lifecycle, we’re offering a reward for taking one specific action right away. Minimalist marketing goes against many companies’ instincts, but it matches customer behavior and attention spans perfectly.

 

Creative and Keepable Business Cards for Your Small Business

Take a look at your business card. If it looks like this, your card is failing at marketing your small business:

Boring Business Card

Custom printing technology has advanced to make many premium elements realistically affordable for small businesses, such as gold foil, rounded corners, double-sided printing and glorious full-color. Take advantage of these possibilities to turn your business card into a marketing asset that customers talk about and keep.

Photographer Laura Northrup of Reflected Spectrum Photography details how her business card design facilitates conversations with prospective clients:

“I use double-sided business cards as a mini-portfolio for my photography business. When I meet a new person who may be interested in my services, I can casually share my photographic style and philosophy through my business cards.  It makes a memorable first impression, yet keeps the conversation fun and friendly.”

Here are samples from three online printers to give you some ideas.

Personalized Pizazz from MOO

With all the design options MOO offers, any small business can craft a meaningful, custom design that speaks to customers. Some of my favorite choices are large-format cards and spot gloss. Find your favorite here.

MOO Business Card

Watercolors and Vintage Style from Zazzle

If MOO has you feeling a bit overwhelmed with choices, here are two interesting styles from Zazzle that draw inspiration from watercolors and vintage designs. View more of their catalog here.

Zazzle Business Card

Zazzle Business Card

Striking Typography and Patterns from Minted

The designs at Minted combine typography and patterns for a modern, artistic effect. Here are two examples (with a little gold foil thrown in). See other designs here.

Minted Business Card

Minted Business Card

Make Your Card Purposefully Creative

Your creative business card design needs to be part of your overall marketing strategy. There are many beautiful designs that won’t encourage customers to buy from you. Be purposefully creative to help customers connect your card with your brand.  Identify these goals before finalizing your business card design:

  • How your business card should be delivered. Do you personally hand it out? Do customers take it from a standalone holder?
  • What you want customers to think when they take your card. Should they think that you’re professional with deep expertise? Maybe a creative problem-solver?
  • What you want customers to do with the card. Hang it on the fridge? Share with a friend? Connect with you on LinkedIn?

Want to improve your business card design? I’d love to hear from you. Reach out to me at amanda@zooinajungle.com.

3 Examples of Videos for Small Business Marketing

Small businesses are particularly well suited to video marketing campaigns, as I wrote about in “How Videos Boost Your Small Business Marketing.” Usually, the founder or employees are personable characters, which result in compelling and memorable videos.

To give you inspiration, here are three marketing videos I produced for clients.

Small Business Marketing Video Example

Watch the video: What Happens if You Don’t Winterize Your Sprinkler System

In this video for TriState Water Works, the founder of the company provides a dramatic example of failing to winterize a sprinkler system.

Small Business Marketing Video Example

Watch the video: Make these 2 Easy and Amazing Treats for Your Dog

Marketing videos don’t always need to feature the founder. Often, customer-facing employees make excellent videos that customers really relate to. In Grady Veterinary Hospital’s video, a receptionist shares healthy recipes for dog treats.

Small Business Marketing Video Example

Watch the video: Don’t Let the Wealthy Widows Get Away!

Marti Barletta is a speaker, so she always looks for opportunities to have her keynotes filmed. In this way, we turn a one-time event into an ongoing marketing campaign. In this speech to financial advisors, she shares details about how to earn business from affluent widows.

These three video marketing examples are quite different, but they have something in common: they are each extremely relevant to the organization’s customer target. And because of that focus, they have been very successful elements of my clients’ small business marketing efforts.

How to Make a Commodity Product Interesting

Canned vegetables are certainly a commodity product. They’re cheaper than fresh, and often discredited as less nutritious than frozen vegetables. But if you drive through South Carolina, you’ll encounter a marketing campaign by Glory Foods that makes canned vegetables, well, glorious.

Glory Foods, founded in Columbus, OH, has woven Southern soul into its brand. Each can of blackeye peas, collard greens or green beans is “seasoned southern style.” Billboards drive home this message with cheeky Southern sayings that emphasize the convenience of the product. Here are a few I saw recently:

Commodity Marketing

Commodity marketing

Commodity marketing

Other marketing slogans include:

  • Give peas a chance
  • Flavor and spice and everything nice
  • Southern greatness: yes, you can
  • Open up a can of flavor
  • Soul of the South
  • Hail to the kale!

Glory Foods is successful in marketing a commodity because it gave the product a perspective and personality. The marketing team made canned vegetables memorable in a way that was meaningful to customers– and definitely encourages motorists to try the product.

‘Weird Al’ Takes on Marketing

A good parody makes the audience somewhat uncomfortable, even as they laugh. The humor has to hit close to home to be truly funny. As you watch “Weird Al” Yankovic’s music video for “Mission Statement,” which buzzwords are a little too familiar to you?

To avoid using jargon in your marketing messages, see my tips in “Sadly, Interesting is More Important than Accurate.”

A Small Business Marketing Campaign that Understands the Customer

James Free Jewelers is enjoying success with a clever marketing strategy tailored for engaged couples. With any bridal purchase over $5000, customers receive a free 4-day, 3-night honeymoon cruise.

Small business marketing campaign

This offer is much more attention-grabbing and interesting than a straight percentage discount, while still preserving margin for the retailer. A full-price, 4-day Bahamas cruise with Norwegian starts at $658/couple. That’s 13% of a $5000 purchase. Considering the bad PR that cruise lines like Norwegian have received in the recent past, James Free Jewelers probably doesn’t pay full-price for these complimentary cruises, allowing them to preserve even better margins.

Changing the conversation from a 13% discount to a free cruise shifts the purchasing decision away from raw price calculations into a more imaginative realm. You can picture a couple debating about which engagement ring to buy, and one of them says, “That other jeweler may be cheaper, but they don’t offer a cruise!”

Also, the promise of a cruise could push couples to spend more money with James Free Jewelers. They might opt for an engagement ring that’s a bit more expensive to qualify for the promotion. Also, the offer might motivate them to purchase the engagement ring and wedding bands from James Free, instead of shopping around and buying the pieces from various jewelers.

I encourage other small businesses to get creative with their promotions and use James Free’s campaign as inspiration. Think of experiences or benefits that would complement your products and services, like a honeymoon cruise for newlyweds. You’ll give more of a WOW factor and likely end up spending less marketing budget.

My Top 5 TV Shows for Entrepreneurs

Strangely, reality TV has fostered a golden era of business-focused television. Whether it’s Lori Greiner detailing why a product is “a hero or a zero,” Marcus Lemonis cutting through complicated shareholder agreements or Gordon Ramsay refocusing managers on the primacy of the guest experience, small business owners have opportunity for a free (and entertaining!) business education just by turning on the television.

1. Shark Tank

My Top 5 TV Shows for Entrepreneurs

This show is an obvious choice for my list, and I hope my entrepreneurial readers already watch it. ABC’s hit venture capital series offers useful advice to inventors, start-ups and small businesses.

2. Beyond the Tank

My Top 5 TV Shows for Entrepreneurs
Shark Tank shows the exciting deal-making element of business, but Beyond the Tank delves into the day-to-day operational and marketing struggles of companies that made a deal with a shark. Watch this show to become inspired to implement!

3. The Profit

My Top 5 TV Shows for Entrepreneurs
In this CNBC series, Marcus Lemonis takes over promising businesses that are failing due to operational issues, marketing failures or bickering owners. Not every business experiences success, which makes this show even more instructional.

4. Hotel Hell

My Top 5 TV Shows for Entrepreneurs
We all know Gordon Ramsay’s “exploding chef” persona, but he’s also a stellar businessman. His perfectionism comes from a desire to deliver the absolute best guest experience. In Fox’s Hotel Hell, he guides struggling hotels/restaurants to profitability. It’s similar to his previous show Kitchen Nightmares (but with more mold infestations).

5. Nathan for You

My Top 5 TV Shows for Entrepreneurs
Reality business programming has become so popular, the genre has earned a parody show. In this Comedy Central spoof, Nathan Fielder brings terrible advice to unsuspecting small businesses. The opening credits reveal his qualifications in booming tones, “I graduated from one of Canada’s top business schools with really good grades.” Perhaps this show isn’t truly educational, but you are going to love it.

Sadly, Interesting is More Important than Accurate

Precise language is one of my joys. It’s exhilarating to find exactly the right word that communicates in the best way possible.

Which is why it pains me to admit that accuracy isn’t all that important if it’s boring. For marketing communications, you must be interesting first and precise second. To catch a customer’s attention, it’s best to spark their curiosity with memorable content.

Words become boring through overuse. When a word is ubiquitous in the culture, customers start to overlook it, like static in the background. Sometimes, these words are useful descriptors of what your company does, but it doesn’t matter if customers have grown accustomed to ignoring them.

Instead, choose words that are easily understood but unique in the context of your business. Compare these two marketing campaign approaches from Mosquito Joe and JH Mosquito Control Services. Mosquito Joe takes a friendly approach that is much more interesting and memorable than JH’s technical description of its service special.

Mosquito Joe – Outside is fun again.

Sadly, Interesting is More Important than Accurate

JH Mosquito Control Services – Mosquito Control Special!

Sadly, Interesting is More Important than Accurate

Some Terms that Might be Accurate, but are Terribly Boring:

  • Solutions
  • Collaborative
  • Communication
  • Service
  • Special
  • Alignment
  • Outside the box
  • Cutting edge
  • Turnkey
  • Innovative
  • Expert

Perfection is Illusive, but Keep Working on It!

True marketing magic happens when you find precisely the right words that also perfectly describe what you do and why customers should buy from you. I advocate striving for that goal!

In the meantime, though, you have to keep marketing and selling. “Don’t let perfection become the enemy of good,” is a powerful business adage. As you move forward, infuse more interesting and unique language into your marketing. You’ll attract customers’ attention, and they will allow you more time to explain accurately what you do.

Teaching Children the Value of a Nickel and a Dime

It’s rare that I’m pleased to receive direct mail marketing, but I eagerly opened the nicely-designed piece sent from the Children’s Theatre of Cincinnati. They have some exciting shows this season, including adaptations of Alice in Wonderland and Tarzan.

But I found one aspect of their season ticket pricing off-putting. A “Season Infant Lap Pass” costs $1 per show.

Season Infant Lap Pass - $1

That’s right, if you need to bring an infant along to a performance, you have to pay one dollar for the privilege of holding a squirming baby in your lap.

As it Turns Out, Dollars are More Valuable than Nickels or Dimes. Lesson Learned!

There’s no reasonable business case for this strange charge. The Children’s Theatre might generate up to $20 in revenue per performance from the fee. That hardly seems to offset the risk of annoying customers by making them feel nickel and dimed. If even one family decides not to purchase a season ticket package because of this policy, the theatre loses money. (Also, if the theatre is trying to dissuade families from bringing infants to performances, this seems a heavy-handed approach).

From the theatre’s website FAQ’s, it appears the change is new to this season:

“Starting in the 2016-2017 season, every person, regardless of age, will need a ticket.  Children ages 0-1 year old who do not need a seat and will sit on your lap will be required to have an Infant Lap Pass for $1 for each show in every seating location throughout the theater.”

I suspect this policy will not be popular with customers, and it will be interesting to see how the Children’s Theatre reacts. In the meantime, small businesses should take a lesson from this example. Evaluate your pricing structure to see if customers might have similar reactions to your fees. And remember, a dollar is always more valuable than a dime!