"Lord I Need You" (Matt Maher Cover) - Sean Claes w/ Jenny Hollub Sandoval

 On September 27, 2020 I was asked to perform "Lord I Need You" at Kyle United Methodist Church in Kyle, Texas. I was accompanied by Jenny Hollub Sandoval.

It begins at the 10:44 mark.

Find out more about Kyle United Methodist Church at kyleumc.com

52 Weeks of Austin Music Interviews

 Another of Sean Claes' 52 Weeks Projects

52 Weeks of Austin Music Interviews

Week 1: Scott H. Biram (1/10/12) 
Week 2: Heather Bishop (1/17/12)
Week 3: Ransom Jack (1/24/12)
Week 4: HONEYCREEPER (1/31/12)
Week 5: Alpha Rev (2/7/12)
Week 6: TRES (2/14/12)
Week 7: Jeremy Steding (2/21/12)
Week 8: DSGNS (2/28/12)
Week 9: Art Versus Industry (3/6/12)
Week 10: Butcherwhite (3/21/12)
Week 11: Will Porter (3/28/12)
Week 12: The South Austin Moonlighters (4/3/12)
Week 13: Granger Smith (4/11/12)
Week 14: Oh Look Out (4/29/12)
Week 15: Dave Madden (5/7/12)
Week 16: Snake Skin Prison (5/9/12)
Week 17: Midgetmen (5/11/12)
Week 18: Righteous Brisket (5/16/12)

Week 19: Emily Wolfe (7/21/12)
Week 20: Mark Allan Atwood (7/31/12)
Week 21: Moonlight Social (8/8/12)
Week 22: Sheer Khan and the Space Case (9/26/12)
Week 23: Deserts of Mars (3/5/13)
Week 24: Say Hello To The Angels (3/15/13)
Week 25: Zane Williams (11/13/13)

Week 26: Stonekracker (7/5/17)

Week 27: Tee Double (7/11/17)
Week 28: Bobby Bookout (7/21/17)
Week 29: Space Cushion (7/25/17)
Week 30: The Boleys (8/1/17)
Week 31: Sunni Soper (8/8/17)
Week 32: Dongle (8/15/17)
Week 33: Snake Skin Prison (8/22/17)
Week 34: A Good Rogering (8/29/17)
Week 35: Slaterica (6/18/18)
Week 36: Jeff Plankenhorn (7/17/18)
Week 37: Armadillo Road (9/3/18)

So...

Are you a musician or member of an Austin, Texas Band?

Want to be interviewed?

 

What I Need:
1. You to reach out to me at seanclaesATseanclaes.com with a Subject Line that reads "52 Weeks Interview." We'll touch base with each other and schedule a date for publishing. 

What I'd LIKE to have happen is, the interview is published within a week of you playing a show. That was it's some promo for you. If you'd like to shoot me your poster for the show, I will try and promote it as well.

Timeline: On or before Monday of the week before your interview will publish, I will shoot you an e-mail with 10-15 questions, and I ask that you return it asap, or at least a few days. I publish every Tuesday by end of day. Example? Let's say I'm publishing an interview with Art vs. Industry on March 6, 2012. I'd have the questions to them by February 27.

Why?

You may be wondering why I'm doing this. Well, I'm a big fan of Austin music. I have been an entertainment writer for about 15 years and a magazine owner for about 5. It's never been about the money (although I wish it was a $100k a year job), but about advancing the music. In 2009-10 I did 52 Weeks of Austin CD Reviews. In 2010-11 I completed 52 Weeks of DIY Music Advice (Both of which are fully archived via those links).

The interviews will be published on INsite's Webpage .

Sean Claes is the owner of Austin's INsite Magazine and has been a freelance entertainment writer since 1996. If you like what you read... please share. To visit Claes' homepage, go here - http://www.seanclaes.com/.

Small Business Advice - Should You Join the Chamber of Commerce?

Chamber of Commerce – To Join or Not To Join

By Sean Claes

Working with small businesses on marketing, the question often arises, “Should I join the local Chamber of Commerce?”

My answer always depends on the business I am speaking with. While putting this article together I spoke with several business owners in the Kyle, Texas area as well as the CEO of the Kyle Chamber of Commerce. I’ve included quotes from them. Some asked to remain anonymous, so I honored their request.

There is no one good answer to the question posed, but there are a few questions to consider when making a recommendation. The questions deal with expectations and time.

What do YOU expect out of a Chamber of Commerce?

This first question to ask yourself is, why are you interested in joining a Chamber of Commerce? Do you expect a lot of personal promotion? Do you expect to gain business from the investment? Are you looking for a voice with the city you’re in and would like to join a group of others who have the ear of local, state and national government?

Kyle, Texas resident and owner of a Chick-Fil-A franchise summed up a Chamber membership this way, “Joining the local chamber of commerce shouldn't be evaluated as a revenue generating investment. Membership in the chamber is about showing support for the local business community. It's about service to a strong local economy and giving back.”

If your idea of a Chamber of Commerce membership is to use it as a personal business promotional tool… that your payment to join said chamber is akin to advertising dollars, you may be sorely disappointed. You will likely get a big “welcome to the Chamber” message that is shared with its members, maybe even on social media. If you have a storefront, you may even get a bunch of Chamber representatives into your business one time for a ribbon cutting (many chambers charge extra for this). After the ribbon is gone and the e-mail/newsletter is sent, it’s up to YOU to convert those one-off touches into customers.

One thing many don’t take into consideration is the advocacy side of Chamber membership, and if you’re a struggling small storefront business, this may not be on your radar. “The Chamber can quickly respond to legislative and administrative actions that would directly affect the interests of business in the region,” Kyle Chamber of Commerce CEO Julie Snyder said. 

What Are You Willing To Put Into It?

When your check clears and you become a member of a Chamber, your investment doesn’t end. It gains you entry into a network of businesspeople and a collective mindshare. If your business isn’t able to take advantage of this connection, a Chamber membership may not be for you. If you are willing and able to put in time, donate product or become otherwise involved in Chamber activities, your membership will usually be fruitful.

One local Kyle mom & pop storefront who doesn’t have the time or manpower to be active in the local Chamber’s events offered their opinion on membership. “We have figured out that the Chamber is not much more than a paid for networking group.  If you go to events and talk to people, you can get business one on one like that.  If you can afford it, you can sponsor events,” they said. “Other than that, it has not been of value to us.”  They preferred to remain anonymous.

This is a view that seems to be shared by many businesses that cannot take the time to be involved past their membership dues. “If you like to socialize and attend "networking" events at a cost beyond your regular membership fee, then this is for you,” another anonymous Kyle businessperson said. “If you're lucky the website will draw new business customers to you but you have to pay for any other kind of help.”

So, when thinking about joining a Chamber, think about how you can be involved as a member. “When considering membership, be looking for ways to give, whether it be time, talent or feedback, rather than looking for what you'll receive,” Baragas said.

Do you have to join a Chamber to be involved?

Events that the Chamber of Commerce hosts are almost always open to the public. There are free evening networking events at different businesses, breakfasts and lunches that are often hosted at a small cost (may be a little more for “non-members” but available) and of course there’s the big social to-dos. So, if you’re just looking for networking through the chamber, perhaps you should try going to a few of these events. Some business people find that attending these events are sufficient and they can network just fine without being an “official” member of the Chamber.

So, Should You Join a Chamber of Commerce?

That’s a big question, and it’s the question you might want to ask when you join ANY group. If you’re considering it, do yourself a favor and make an appointment with your local Chamber where you can gain a better understanding of what YOUR Chamber of Commerce does for your immediate area. Make sure your expectations line-up with the services they provide before signing on to be a member.

And remember, each business is different and each person will take their own experience from it.

The good:

“It has given us the opportunity to grow, not just as a business but on an individual level,” Greg Devonshire, owner of Kyle’s Milt’s Pit BBQ said. “It has provided us with resources to seek out professional advice as well as given us a way to give back to other members that may seek it.”

And bad:

“It may be different for others, but for us, who cannot go to events and cannot afford to be sponsors, it has not been worth it,” Anonymous.

It’s really up to you to make an informed decision.

 About The Author:

Sean Claes has worked with Mom and Pop shops, International Corporations and the Music Industry on their branding, marketing, events and communications for more than 15 years. This article is just a sample of the observations he's made over the course of that time. For more information or to see how he might be able to help grow your business, contact him at seanclaesATseanclaesDOTcom. For more small business marketing advice, please visit - http://seanclaesdotcom.blogspot.com/p/small-business-marketing.html

Small Business Advice - Market Day Observations

Lessons Learned From Third Graders

By Sean Claes

A few weeks ago I attended my daughter’s school’s Market Day. This is where the entire third grade class gets together and each student (or teams of students) decide on a product they will make (or buy), price and sell. The concept is to teach kiddos about money management and entrepreneurship.

So, I went to support my daughter in her endeavor. Every classroom in the 3rd grade hall was turned into a marketplace. They had posters up, items displayed and were there at their “booth” selling their wears. While walking around and interacting with the kids I observed some things that I thought were great and some things that I saw as mistakes that I have seen small business owners make.

I thought I’d share a few things I took away from the day by equating their Market Day to the larger business marketplace in the world.

My daughter & her friend... the young entrepreneurs.

1. DON’T TALK BAD ABOUT THE COMPETITION.
With the cost of entry (each child had to fund their own products) and the fact that it was a “sell from a desk” environment, there was bound to be overlap in product. There were several pickle vendors, cupcake vendors and stressball vendors. There were also a few other popcorn vendors…. Which is what my daughter decided to sell. I first bought from her, then walked around to the other classes to buy from kids whom I knew and a few that had some great and different ideas/products. I visited one child who was also selling popcorn. He looked at the popcorn in my hand and said, “That popcorn sucks, you shouldn’t have bought that, you should buy mine.” So, I told him that while I was going to buy popcorn from him as well, after he trash talked my daughter’s popcorn, he was getting no sale from me… and walked off.

Lessons:

• You never know with whom your talking to when you encounter someone at your store. It might just be a friend, or worse the father, of your competition.
• There is no reason to drag down someone else’s product. You’re not making yours look better, you’re making yourself look shallow.

2. HOW TO HANDLE HAGGLING.
Yeah, I know their 3rd graders, but I was having fun trying to talk them down on prices. Discounts are a real thing when it comes to business. What you have distinguished as your price may not be what I’m willing to pay for that product. I tried to spend my money on things that I thought were different and special. Things these kids took time to make and/or ideas that weren’t the norm. The ones that were innovative. One kid had taken popsicle sticks and rubber bands and made catapults out of them It was just cool. So, I tried to talk him into a 50% discount. He was really nice and said, “Let me go ask my teacher (whom is a friend of mine)” I ended up paying full price for the product just because of his approach. I also told quite a few people about his catapults. He handled it right. Other kids rolled their eyes when I tried it and some just gave me the discount.

Lesson Learned:

• Treating your customer well sometimes turns no profit into expected profit.
• Acting like you’re being put out or annoyed loses you a customer and any customers you may have gained by treating the situation with decorum.
• If you can easily give 50% off of your product you either have overpriced your item or don’t understand the cost of what you’re selling.

3. ACT LIKE YOU WANT TO BE THERE.
By and large, this was a fun event for the kids and they were enjoying themselves. But there were a few that either sat there without a thing to say, that kept leaving their station or looked annoyed when people came to their “store.” I didn’t buy from them.

One child in particular had a fantastic idea… and it was totally inexpensive and could have net a large profit. He was doing Magic 8-Ball readings. For $1 you could ask two questions. The problem is… he had no signage, no pricing (had to ask) and no motivation to sell his service. I REALLY wanted to do it, but he talked me out of it… and then ran off to talk to a friend of his. I was totally into it, but he convinced me otherwise.

Lesson Learned:

• When you’re selling a service or product, be excited about it.
• Customers who want to buy from you won’t if you aren’t interested in selling… even if it IS a great idea/product.
• If you can’t get behind your product, nobody else will either.

Over-all is was a really interesting experiment and one that my daughter was excited about taking part in ever since her 6th grade sister did it in 3rd grade. I hope there was a post-sale conversation that touched on the subjects I touched on above. That would make Market Day an even bigger learning experience than it already was.

If not, at least I got this article out of it and it is my hope that small business owners read this and if they see themselves in any of these situations, adjust accordingly.
Thanks for reading.

About The Author: Sean Claes has worked with Mom and Pop shops, International Corporations and the Music Industry on their branding, marketing, events and communications for more than 15 years. This article is just a sample of the observations he's made over the course of that time. For more information or to see how he might be able to help grow your business, contact him at seanclaesATseanclaesDOTcom.

 

Read more Small Business Advice via his Small Business Marketing page - link.

Small Business Advice - Wisdom From A Lemonade Stand

#8 in my Small Business Advice Series.
See the rest here: link

Wisdom From A Lemonade Stand

By Sean Claes

One Saturday in March I was driving through my neighborhood and I saw a bunch of kids hanging out on a corner near a park. One of them, a boy who looked about 7 or 8 years-old, was holding a sign and was running out on the street a little and flashing the sign at passing cars.

It wasn’t until I had already passed that I realized that there was a small table with drinks at the corner as well. It was a lemonade stand.

My wife and I have this thing that we agreed upon when we were dating that we would never pass a lemonade stand without buying something. It doesn’t matter that I don’t even like lemonade, but these are kids that are being little entrepreneurs and we want to support them.

Anyhow… I passed this one without buying anything. I felt a little bad, but since I didn’t even know it WAS a lemonade stand until I was well past it, I figured it was OK.

That got me to thinking about small businesses and how they attract customers. A storefront is like a big billboard for your business. If people can’t tell what your business is just by driving by… why would they shop there? So, here’s two quick things that I believe are important to have when operating a storefront… two main things at which these kids with the lemonade stand failed.

A Plan

Much like those kids on the corner who were all gathered together with no outward sense of purpose, many businesses seemingly have no plan. No pitch.  Meaning this… who are you as a business? What do you want someone to know about you without asking?

You shouldn’t have to explain what your business sells to someone who walks in your door or walks by your shop.  Plan the layout of your business around the items you sell. Showcase the things you have and build them into the fabric of your store.  Many store owners assume people know as much as THEY do about their business. Trust me. They don’t.

Signage

People should be able to tell where your business is and the name of it as they drive by. Choose bright and/or bold colors. Something that someone just can’t miss. Don’t get too fancy with your logo because the object is to actually be able to read it.  Just the name of your business and maybe a 2-3 word descriptor. Did you know the greatest number of words that a highway billboard should have is seven? And your sign is probably not THAT big.

Also, make sure your logo is readable at a quick glance. If your logo looks like a death metal band’s logo… nobody is going to know who you are and what you’re selling… so I wouldn’t suggest it.. well.. unless you’re catering to the underground death metal set…  but I bet you aren’t.

Conclusion

It may sound a little silly, but you can really learn a lot from these kiddos. Really. With a little work, your “lemonade stand” could become more than something people drive by without thinking twice.

About The Author: Sean Claes has worked with Mom and Pop shops, International Corporations and the Music Industry on their branding, marketing, events and communications for more than 15 years. This article is just a sample of the observations he's made over the course of that time. For more information or to see how he might be able to help grow your business, contact him at seanclaesATseanclaesDOTcom.

Read more Small Business Advice via his Small Business Marketing page - link.

Small Business Advice - Three P's of Differentiation

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Three P’s to Differentiating Yourself
From the Big Box or other Competitors

Are you American Apparel or Tiaras?

Are you Whole Foods or Cross Plants and Produce?

Are you TCBY or Lone Star Delights?

Chances are, if you’re a small business owner, you identify with the single-location, mom & pop shops (that all reside in Kyle, Texas where I live) that I mention second in all of these scenarios.

So, how do you play with the big boys that seem to have a set brand, identity, and deep pockets... who offer an item that is similar to yours? It’s all about differentiating yourself and playing the local card.

 

How do you do this? Weave your business into the thread of the community. Be a presence. Do things that your national chain competitor can’t, or won’t do. Give someone a reason to shop at your store… other than you are local.

In this article I will share what I call the Three P's of Differentiation – Personality, Price, and Participation.

The Owners of Cross Plants and Produce pose with Santa
surrounded by their annual Christmas Tree Forest.
They've got personality!

Personality

You need to have some… or at least your store does. You’ve got to give someone a reason to shop with you. Do you have something eye-catching as your storefront? Once someone walks in, are they greeted with an interesting looking place beyond the four walls that house your products? Do you rotate your inventory so someone has something new to see (even if it was already in your store before) when they walk in? Do you have a mascot? Are you, the owner, memorable? Is your storefront?

New customers tend to come back to a place that looks inviting… and current customers will most likely tell friends about a place that has character.

Price

Are you playing the price game with the big box stores and coming out even or winning? If so, it might be a good marketing approach to talk about it. “For about the same amount as you spend at a chain store for a shirt, you can come in here and find something you won’t see anywhere else.”

Maybe you can’t compete with the big box on price. That’s OK. Sometimes it’s even better. You have a better product, so it costs a little more… but it’s worth it. “Our shirts may cost a little more than the one you pick up at a big box store, but they come from small boutique companies who do shorter runs, meaning you can pick up a beautiful blouse that hardly anyone else has. Treat yourself or your loved one to the best.”

Now, don’t under-price yourself or you might just come off as cheap. You have to make enough to pay rent, employees, electricity and anything else that might come up at your storefront. Oh, and make sure YOU get paid as well. Why are you doing it if it’s something that you aren’t able to make a living at it?  The common rule is “keystone.” Whatever you buy a product from your supplier for… you should AT LEAST double that price for the consumer. That way you can pay for the roof & support you need to operate a business.  

If you sell something that is really expensive.. chances are you’ll have to settle for a lesser markup… and if you sell something really inexpensive, you might get away with a larger markup. Do your homework and see what similar things are going for… then you’ll have your answer.

Volunteering to hand out water at Mile Marker 1at a 5k.
The (former) owners of Tiaras (L), a Realtor and an owner of a
local computer solution business. Participating.

Participation

Participate in your community. There are many ways to do this. This is where I think about time & money. You have to spend one of them to participate.

You can make the time to meet new people by volunteering on boards, at events, and for community committees. Get to be known in the area as a small business that gives back on a personal one-to-one level. This is the “pound the pavement” way to get your business’ name out there.

You can spend the money (or product) to support things in town like school events, community happenings and non-profits that interest you and/or your customers.

My suggestion is to set a budget for participation, be it volunteering or monetary, because there is only so much you can do without compromising your life and/or your business’ profit.

I hope you see value in this piece and you have a chance to evaluate your own business to see what you’re doing to answer to the three p’s of differentiation. If you have any questions or feedback, please let me know. Thanks for reading.

 About The Author:

Sean Claes has worked with Mom and Pop shops, International Corporations and the Music Industry on their branding, marketing, events and communications for more than 15 years. This article is just a sample of the observations he's made over the course of that time. For more information or to see how he might be able to help grow your business, contact him at seanclaesATseanclaesDOTcom.

Read more Small Business Advice via his Small Business Marketing page - link.

Small Business Advice - Reach New Customers

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Three Ideas To Reach New Customers

Beware of the “Me and all my friends” mentality. In order to have a successful business, you must look outside your own circle of connections.  I have about 3,000 friends on Facebook… about 200 I know in town… but there is no way my circle of friends can sustain a business. Yours either.

Yes, I know… you have a network of friends and folks who frequent your business are considered friends as well… but that still isn’t enough to call your business a success. Unless you sell something that is needed frequently (food products for instance) you can’t count on the same people coming by week after week. And even if you do have a steady stream of regulars, you can’t count on them forever. If some of your regulars don’t make it in that month… you shouldn’t feel the sting on your bottom line. If you do… you’re not being smart about your business.

Jewelry booth at the Kyle Fair & Music Festival (2007)

As a small business, you should ALWAYS be looking for new customers. The best way to reach new customers is by being a good, solid business that people WANT to check out.  Make sure your house is in order. Do you make sure you provide a positive experience to each and every person who comes through your door? Do they WANT to come back? Would they tell others to swing by when asked if they know a place to get the product you sell?

The question remains, how do you reach people you don’t know? Where do you find new customers? Here’s three places you are likely to find new folks.

Word of Mouth

Cost: Free

This is the most powerful kind of promotion and it’s also sometimes the most dangerous. It’s powerful because people ask their trusted connections for advice on where to buy things. If your circle of friends tells their circle of friends about you… and then they tell their friends… you’ve got a good thing going.

How is this dangerous? Two reasons. First, People tend not to share good experiences and/or recommend things to others. Secondly, negative news travels faster than anything I’ve ever seen along the information highway. Want to test it? Post something positive about a local business on social media. You will likely get 4-5 replies and a handful of “likes.” Now, post about a negative experience on the same page…. And watch it BLOW UP.

As a journalist, I’ve written stories and features on a variety of subjects and also kept a personal blog. I have a rule that I guide myself by and that is to only talk positive. Personally, there is so much negativity in the world that I don’t believe I need to add to it. But, every now and then I have what I call “soapbox moments” or something I feel so strongly about that I feel I need to let the world know.  In 2009 I had an issue with a contact lens company that wouldn’t honor my coupon. I blogged about it. I have over 2,000 hits on it and 7 comments.  That was without posting it past my personal social media. It’s my 4^th most read post on my blog of 11 years (467 blog posts.. this will be 468).  

The point is…. Bad news travels MUCH faster than good news. So, make sure each customer walks out with good news to share. And there’s no fault in asking people to share about your business… and invite their friends to swing by.

Participate In Events

Cost: Moderate

Is there a 5k happening in your area? How about a Farmer’s Market? A festival or celebration? Community gathering? Events at schools or businesses that allow vendors? Be there. Especially if it’s free or has a low cost of entry to reach a great amount of people. Especially if you have a product that you can set up in a booth and sell.

But here’s the deal with events. They can be a great experience or a horrible waste of time. There’s a little “luck of the draw” when you participate. Make no mistake, though… they are what YOU make of it. If you sit in a chair and let people walk by you and when they stop you shrug and say “grab a flier if you want” you’re likely not going to have a positive experience… but it may not be the fault of the event… it may be because of your attitude.  On the other hand, if something is poorly attended and you are a shining light of positivity and have fun and make sure that everyone is aware of you and your product, you might gain a good amount of interest in your product and people may talk about you. 

Advertise

Cost: Medium - Heavy

Every facet of your business is advertising. Your storefront is advertising, your product labeling is advertising, the signs you post, the sticker you have on your car, the shirts you and/or your employees wear… all advertising.

But I’m more talking about the outward advertising here. I posted a recent blog with five ideas to promote your business for free – link – so I’ll stick to some that have a price tag to them.  Now… let’s note that you MUST have a strong message and action to go with your advertising or it doesn’t matter what you’re selling.

On a small scale, having fliers and cards to hand out is a good idea. ALWAYS have some handy. Make sure people you talk to about your business walk away with something in their hand that enables them to reach you and/or find your store when they’re ready to purchase something. Advertising collateral is key to marketing yourself.

Are you in a niche market? Is there a trade show for your product? If you sell pet products, there’s a Global Pet Expo coming up (link). If you sell decks, there are several woodworking trade shows coming up (link). If your product is perfect for a wedding party, check out the Bridal Shows coming up (link). There is likely a Trade Show on a scale you can afford to match your business and help you get introduced to new customers. Google “your business” and Trade Show to see if there’s something there for you. Oh, and make sure you have advertising collateral.

Do you have a commercial? You can either do it yourself or (I recommend) hire a professional to shoot a video about your product. Once you have a 15-second, 30-second, and 1-minute commercial shot, you can post it up to YouTube and share it via the Internet. Also, you have something you can take to Internet shows, websites, television stations and even radio (audio only of course) to help promote yourself. Dealing with buying media is a slippery slope though, so having someone who knows how to deal with salespeople in these positions is key to get the best deal possible for your money. 

This is a commercial for a small, local business in the town where I live. Lone Star Delights.

These three things are not the only way to get your word out and meet new customers, but they are all good starting points. This article is just an aide to hopefully get you to thinking outside your network of friends and into the world. Thanks for reading.

 About The Author:

Sean Claes has worked with Mom and Pop shops, International Corporations and the Music Industry on their branding, marketing, events and communications for more than 15 years. This article is just a sample of the observations he's made over the course of that time. For more information or to see how he might be able to help grow your business, contact him at seanclaesATseanclaesDOTcom.

Read more Small Business Advice via his Small Business Marketing page - link.

PROMOTE YOURSELF FOR FREE - Small Business Promo Ideas

Five Ideas To Promote Your Small Business for Free

By Sean Claes

I live in a County with no dedicated radio or television station. It has been a bedroom community that is situated in between two large markets, but itself has no major outlet for advertising. Yes, there's a weekly newspaper and the major cities within 30 minutes cover the county on their news when something tragic, ironic or newsworthy happens... but that's about it. People don't typically drive from the big town to the small town to shop, but folks who live in the small town regularly drive to the larger city.


Does this place sound familiar?

It's where many small mom & pop businesses set up shop. It's where they live, raise their families and want to make a living. It's the home of the American Dream for many.

If you own a small business in a setting like this, you've got your work cut out for you when it comes to promoting and advertising. How do you reach the people who live in your community in a way that is economically feasible and will reach the largest number of people?

How do you make a name for yourself and cause people to swing by your shop and spend money?

In this article I'm going to talk about a few outside the box ideas that might help you move your business forward. I'm going to talk about different vehicles you can use to get word out about your business. Now.. what I'm NOT talking about in this article is your message. Message is 80% of the equation. HOW you ask for business is the biggest key.. and I'll talk about that in a future article.

Today, I'll talk about a few creative promotional ideas that can help you reach customers without the aid of the big three (radio/television/print media).

1. Social Media
I could write a book on how to properly use Facebook for a small business... but while Facebook is a medium on social media, Facebook and not Social Media. Yelp, Twitter, Google Plus, Instagram and Linked-In are additional resources where you should likely have a presence. All are effective tools if you use them right.

To promote your business on social media takes time and dedication... but the good thing is.. it's vastly free. You can update folks on your newest products, let them know why they should care about your products, what you can do for them, have a little fun and create an online atmosphere that represents what your store is like.

Every post is a relationship deepener. Every Instagram picture invites them into your shop. Every tweet pushes the reader closer or further from gracing the front door of your establishment. And... just like every engagement shows a little about your business... lack of engagement is about as telling as a closed sign on your front door. So if you get on social media... you're signing on for a long and slow buildup... it can't become stagnant. You must post at least 3 times a week. Every week.

2. Fliers/Posters
I did a series of  blogs a few years back to help indie bands promote themselves (link). One of the things I still believe strongly in is fliers and posters. Small towns have several areas (and businesses) that allow you to hang up fliers and/or posters.

The non-profit I helped form has a monthly concert series. We decided to print fliers to promote our shows. We got together with a pizza place in town and they  agreed to stick our fliers on their pizza boxes. Every customer of theirs gets an invitation to the show. I've seen a local Dojo do the same.

If you're a member of a social group... make sure you bring a stack of fliers to meetings. If you go to an event in town, hand out fliers there. Every chance you get... try and introduce yourself to a new customer and have them walk away with knowledge and some incentive to come to your store.

Hanging up (and handing out) promotional fliers and/or posters in your own establishment with specials and/or events coming up is also highly recommended.

3. Small Business Sharing
This one, I think, is key. Small businesses in different areas should be working together to help each other out. In my town there is a gathering of small business owners that work together via a "secret" group on Facebook. This way they can, in their own time, be able to pitch ideas and work together to introduce their clients to other businesses. There are also numerous networking groups and small business support groups that get together to share best practices and ideas. If there isn't one in your area, start one. The key to success is to always work on promoting yourself and others who are your contemporaries.

4. Events
If you have a storefront, inviting the world to your door is important. One way to do this is to host events. Kids birthday parties, book clubs, bible studies, fundraising for a local non-profit, music, something to support a local sports team, a backyard BBQ, anything that brings a group of people together at your store where they invite their friends and supporters to visit as well. Heck, be a drop-off point for a local toy or food drive.

 Anything helps. Organizations are ALWAYS looking for a place to host their events. Be that place. If you don't feel comfortable organizing an event, just make your place of business available and let them come to you. 

5. Get On The Street
The city where I live has a train that comes through about twice an hour. Cars are stopped...and because of the laws (that everyone obeys, right?) there is no using of cell phones in the car. So... they are just waiting for the train.


I'm helping promote a dessert place that is located about 1/2 block off the main street where the train passes. I suggested when the train stops... to go out and hand out samples and coupons to the cars waiting. This accomplishes a few things. You get to tell folks about your business... give them a sample of one of your products... point them to exactly where your store is.. invite them to swing by.. and give them a flier/coupon so they'll remember you. 




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There are many more ways to promote your small business. These are just a few of the free options. In life and business it is said that between Time, Money and Quality you can pick two. This article is about spending the time to make sure you have quality without spending a lot of money. And most small businesses don't have stacks of cash to throw around.

About The Author:

Sean Claes has worked with Mom and Pop shops, International Corporations and the Music Industry on their branding, marketing, events and communications for more than 15 years. This article is just a sample of the observations he's made over the course of that time. For more information or to see how he might be able to help grow your business, contact him at seanclaesATseanclaesDOTcom.

More advice can be found in Claes' 52 Week of DIY Music Advice - a series he wrote between 2010-2012 - link

7 Steps To Running A Successful Small Business

7 Steps To Running A Successful Small Business

A collage of Kyle, Texas - home of many small businesses.

By: Sean Claes

  
If you have a small business, this article is for you. Heck... if you have a large company, this is still solid advice... but most folks who run large businesses have a team of people who are looking over details such as these. Owner-operator businesses, much of the time, have to learn these points as they go. Note: This is not "THE 7 Steps To Running A Successful Small Business" but below you will find seven helpful steps to move you in the right direction. Happy reading, my friend.

1. Don't Worry. Be Happy with Customers.

If you walked into a store and the person behind the counter didn't greet you, didn't smile and didn't make you feel welcome, would you tell all of your friends to go to that store? Likely not. I know that I have personally turned around and walked out of a business that didn't greet me.  

This is really Retail 101. Customer Service. Put on a happy face. The customer doesn't care that you've had a cruddy day and have your head filled with money, personnel or life problems. They came in to be served, have a positive experience and to purchase a product. Your job is to be there to happily answer questions, be a positive point in their day and make sure they walk out in a better mood than they had when they walked in. 

An example of a small business that has done this well is Austin, Texas' Amy's Ice Cream. At the core of it, it's just an expensive ice cream shop... but kids and adults alike seek this establishment out because of the culture. It's an experience each time you enter. 

Of course, there's always angry people who aren't going to be swayed by your kindness... be even kinder to them. These folks are looking for any reason not to come back... don't give them one.

2. The Power of Positive.
I can't tell you how many times I've talked with small business owners who complain about all of the things that are out of their control. What their competition is doing, who is talking ill of them on social media, all the ways the local small business support systems in their town are not serving them or can't offer what they want. And that is me as a customer. I know I don't want to walk out thinking "those poor folks are just trying to make it." I want to walk out thinking "That was nice. They have great products and are good people."

Does HEB complain about what Wal-Mart is doing? No. They talk about the great things that are happening within their walls. Their products. Their people. Their events... and how it makes like better for the customer. HEB's slogan is "Here, Everything's Better." How much more positive can you get there?

3. Accentuate Perceived Negatives.
Say the things that people are thinking. 
- Are you in a bad location? Well... you're a little hard to find, but well worth the effort. 
- Are your prices more expensive? Well... you may cost you a little bit more, but the quality of your product is vastly superior. 
- Are you a small shop with few offerings? Well... you focus on a few things, but do them amazingly well.

List out all of the things that you've heard or could be said about your business and find a way to tell it with a positive light.

4. Don't Guilt People.
I've heard the something similar to this when talking with small businesses: "Don't buy a CEO another vacation home, help us send our kids to dance lessons." That is a sure way NOT to get me to shop there. Why? Because I can say that shopping at a big box store not only helps the CEO, but it could help THOUSANDS of people send their children to dance lessons. Sure, I'll never meet them, but it's true. You employ under 10 people. They employ thousands.

5. Think ROI In All Things.
I am helping out at a small business. The customer base is small but building as people learn of the shop. Working there one Saturday, I almost had an equal number of people coming in to sell me advertisements* as I did coming in to shop. There are coupon pages, newspapers, radio, online ads, magazines, trade journals, billboards, television... you could go broke promoting yourself... and a lot of folks do. 

Think about the ROI or return on investment.. I'd suggest concentrating on one thing and doing it well instead of sprinkling your money here and there. If I throw birdseed in my front yard, a few birds will find the seed in several different places. If I set up a bird feeder, it'll all be gone at the end of the day because so many birds visit. Why? Because I provided an incentive (seed) and placed it in a place they would be sure to see it (bird feeder) instead of throwing it out and hoping something would stick.
* Side note: Nobody that wanted the business to buy an ad bought the product.. or seemed interested in it at all. If you sell advertising... try supporting the business that you're asking for money from. It works.

6. Budget For Charity.
Everybody has a cause. All of them are important. If you are a business you will be inundated with people asking for your support. Asking for money. Asking for you to sponsor their event. Do yourself a favor. Define what cause is important to you and get behind that cause. Define the amount of money you are willing to set aside this year to support that cause and don't feel bad when you can't support everything. People won't speak ill of you if you don't support something they're passionate about... and if they do... well, they probably weren't your customer to begin with. 

No rational person should find fault in "We have decided that this year we're putting our charitable contributions towards (cause). We plan our budget in January, so we'd love to see a proposal from you in December to see if it's something we can do next year."

Between you and me, out of 100 people who ask your for $$ I'm guessing less than 10 will get back to you in December.

7. Define Who You Are
This is the final point in this article, but it should be first on your list of to-dos. Do you have a solid definition of who you are as a company and what you stand for? Do you have a look and feel that is consistent? Can someone look at an ad for your business and know it's yours, no matter where they see it? 

If not, it doesn't matter how much $$ you throw at advertising, you're not creating a brand. Sit down, take some time, maybe even consult a professional, and define who you are. Who would you like to be? For what you would like to be known? 

Have you ever heard the term "Elevator Speech?" All businesses should have one. In 3-5 sentences, how would you describe your business and the services you provide? Having something like this is the blueprint to how you should market your business. 

Thanks for taking the time to read this. There is much, much more to consider than what I've pointed out above, but this is a good starting point. You started your own business with the idea to succeed, right? Well, it takes a great product that has some demand lot of work to make that happen. I want you to succeed. Hopefully you can read this and see a few things you might do differently.

About The Author:

Sean Claes has worked with Mom and Pop shops, International Corporations and the Music Industry on their branding, marketing, events and communications for more than 15 years. This article is just a sample of the observations he's made over the course of that time. For more information or to see how he might be able to help grow your business, contact him at seanclaesATseanclaesDOTcom.

More advice can be found in Claes' 52 Week of DIY Music Advice - a series he wrote between 2010-2012 - link