Friday 25 September 2009

New Business- Local Marketing Made Easy?

If you are starting like us a new business, try launching thru Social networking.
Local Store Marketing-made easy

Local Store Marketing re Social Networks

Small to medium businesses need to get onto the power and economic efficiency of Social Networking and the power and ease of using the internet for ‘viral’ marketing campaigns.

Collating e-mail addresses between using professional bloggers (type Professional Bloggers into Google see what you get) to hiring of students, teenagers or your unit managers the process is simple and effective and of course legal.

LSM (Local Store Marketing) through the web approach is very powerful and is a better / wiser spend than printing of flyers, vouchers, ads in local papers or the church magazine…certainly more effective than waiting for the New Beer launch with the same old Point of Sale if you’re a pub or adding yet another A Frame to a cluttered high street or road side campaign…

If £100 could get me 20 hours of Local Store Marketing per week, could I really not afford to do it?…

Finding blog sites is easy, some will work, getting recognised or mentioned here, encourages the hits on your web site (you need to have one!) Subtle mention is better than down right corporate spill, which will be spotted, so example “ whilst sitting enjoying a pint in the Dog N Duck at Evesham, I was thinking about my tired feet so was wondering what advice as a reflxologist you can give me”…

Some blogs have thousands of readers, a keen community and see the author as an expert. Getting your company on these blogs will result in a lot of traffic to your website.

Search for your subject in Google and add the word 'blog' to the request. Try searching with and without quotes to see the difference in the results. You can also try different variations on your search such as,
a. Reflexology blog
b. Foot massage blog
c. Foot rub blog

Be creative and you should end up with a good list of potential blogs. What you are looking for is bloggers who have been writing content for over a year posting articles at a steady rate such as once a week. Good blog should have a healthy list of comments from the readers and good debates going on about the posts. If you find a good blog go into the ‘about’ section of the blogs and look for the author’s contact details.

Blogsearch.google.com

Another good tool to find blogs about your topic is to use Google’s blog search tool.
You can sort the results by relevance or date. Above the blog search results it will give you a list of blogs it thinks are most relevant. If Google thinks that the blog is relevant then it usually is popular and will have a good amount of readers.
Technorati (www.technorati.com) is a good resource for finding high traffic blogs related to your topic. Technorati visits millions of blogs each day and checks for updates to add to its index.

E-Mail Database

Now the simplest and cheapest route is via e-mail addresses, these you can harvest by the thousand via the internet, here are the easy steps for FREE, other than your time…or hire a student or young Mum and they can do it in their own time, this is a 24/7 activity to suit any ones time table, work from home Mum’s are a great idea, late night students love to earn money or free food or drink this way!
At a mere £5.00 an hour, in that time a good person with average IT skills can harvest 100 to 150 e-mail addresses from local sources…

If you have a University or College near you, go to their web site, hunt around for faculty or staff details and up will pop personal e-mail addresses for each of the faculty, maybe specific departments , in Leeds University that would be over 3000 e-mail addresses alone! They will in the Education sector all look like this : John.smooth@leeds.ac.uk

Drop them a simple e-mail, keep it very simple, the “Subject” section embedded in the e-mail should not be complicated as it could get blocked or filtered if attachments are added, simply say Hello or Drop by…add in the content of the e-mail the offer, often attachments are never opened in fear of viruses or again blocked centrally (you will find this to in a great many company and local business e-mail addresses) SPAM is what they are attempting to stop remember..
So say:
“Glass of wine on us this Thursday when you buy our Hot Pot for a fiver…circulate this offer to friends and family just like confetti if you like, after all they have networks too, as do your employees and local suppliers, change the colour of the words and add Thanks from Frank or Sue or Ta from the Dog n Duck at Evesham…remember busy people have 3- 6 seconds to scan this offer.
Be aware that redemption is not necessary a pre requisite to printing off your e-mail offer, you could request this, but traffic flow will be reduced by up-to 70+%, as many University or Companies ban the copy or printing off of ‘junk’ mail…so offer the freebie with proof of Company Idea or a simple code word...mention the word Dog and get the free wine with meal ordered.

Using the internet can reap thousand of local addresses, go to YELL.COM, type in Solicitors in your area, many will have a web address or enquires@, info@, sales@ simply invite them in with a unique offer. You can harvest the actual address and send them a flyer or use an e-mail address for later offers or sales campaigns.
In a Search engine of your choice, type in Associations, Clubs, Sporting Clubs, Airplane Enthusiasts in your town or area, up will come loads and loads of different organisations, with that to quite often the entire committee members e-mail addresses will pop up too!
Try Churches, Industry, Manufacturers, Consultants, Advisors, Personal Trainers, Media, Printers, Cross Dressers, the list is endless. Astro- physicists to Zoologists!

Moral Issues- If the e-mailed recipient asks to be removed from your database, you must oblige then simply reply saying, “ will do immediate, please drop by for a Free glass of wine on me for the inconvenience caused, simply print off this e-mail and bring it by” (never miss a chance to gain a customer, disgruntled or otherwise) Besides they may circulate it to a few hundred friends to P you off, they think, but to your advantage surely, gets you those customers…


Disciplines

To be effective understand these rules:
1. Redemption levels on any e-mail or voucher campaign are always less than 1% (1 in every 100) just ask McDonalds. A Good e-mail campaign can get you above 4%, in the brand WRAPID, a small Fast Food operation with limited budgets, see www.wrapid.com, they get 6% with their viral marketing, but they have been at it a while.
2. Learn what works or does not…trial and error here.
3. Cleansing e-mail returns are very necessary
4. Discipline yourselves to get 40-50 e-mails out daily
5. Only hit the database once a month, maximum 15 offers per year
6. Business card collection at site is paramount, these contain mailing addresses and of course new e-mail addresses.
7. Retain a day time e-mailer and a night timer, they will find different sources of information.
8. If you are e-mailing Hikers or 60+ year old associations like Bowls Club, match the offer, i.e. Lunch/Weekend for Bowlers and Hikers, but Rugby Clubs or Car Enthusiasts could be early evening…experiment its almost free!
9. Suggest you collect Birthday info too if you can, day and month only please, create your own Birthday Club capture, simply add info re e-mail address and birth-date onto a calendar and mail offers off 2 weeks prior to the persons birthday, great way to build local customers…
10. Monitor what works, not always via redemptions, but if business slowly improves….worth the effort.


Simple Web site rules

o Your site maybe only one page, pictures are better than words.
o Make sure the pictures of your pub or restaurant, cafĂ©, bakery are with customers in them, people like to associate with ‘their tribe’- my kinda of place…
o When do the hits on your web site come? - after 9pm, this may show you who is interested, after 10pm normally indicates an under 30 year old clientele.
o 55+ age profile highest users of broadband and social comment sites.
o Get your self, your site onto YOUTUBE, MYSPACE and social chat lines, check out www.guttereats.co.uk as an example…
o 1 in 5 e-mails need not always be an offer, share a local antidote, offer the ‘meeting space’ for Free (to associations)share a recipe...

IDEAS:

o Perhaps cross promote with another business, “ if Shopping in Classic Shoes, bring your receipt in and get a £1.00 off your sandwich?
o Attack the big boys too- Bring in your Subway receipts and we will give you X, or bring in any fast food coupon/voucher and we will give you Y
o Show us your company or association access or membership card and we will give you X..…log how many you get, this will help to show what works….
o A Frames a problem re planning permission?- well if you are on the high street, simply get a good artist or good employee with hand writing skills ,go chalk in different colour on the pavement your daily offer (dry days only or water resistant chalk) Big chalk offer on the pavement pointing to your pub…gets attention and does not break planning rules!

Go for it, if you want to discuss or offer views contact

Friday 24 July 2009

Our High street Blues...

Not so Mellow Yellow…..Wrapid High Street sites


We are reading a great deal these days about the high street, lack of sales, night time binge drinking, security/safety issues, congestion charges; lack of parking and the list goes on….

Having attended recent local authority meetings, senior level discussions with Transport for London and meetings with various Property Search Companies in Leeds and Manchester a disappointing message comes through….there is no long term strategy and no joined up thinking in regards to the health of our high streets. Even more disappointing is the fact that no one has considered looking at the effect of all the policies against the consumers need to park and thus to shop or eat or visit the much needed chemist. All we read about is the down turn is due to the internet or the down turn in consumer spending and the economy. The community as a whole and their needs are not really understood.

Let us consider any high street in any district of our major cities or small towns in the UK, what we find is a high street that has double yellow lines on it’s main thorough fare and it’s side streets, we have a growth of no parking zones (permit holders only) due to local residence demands to park their second car on or in front of their home, we have a huge growth in parking meters being installed (sadly at £1 for 20 minutes) or pay by phone parking schemes. On top of this the quick free parking that used to exist at the local station is now controlled and prices have risen since 2005 by 500%, certainly this is the case from York to St Albans to Brighton and across the UK.

The local hotels have also put up barriers or controls the local residence parking…get the picture? So what we have is a ‘situation’ here. That situation has been created by local and government policies that do not act strategically, by alienating the car, the consumer has been driven (excuse the pun) away from the high street. This in turn creates a lack of high street traffic and therefore a lack of sales, causing the likes of the regional Boots, WH Smiths and necessary commodity brands (local butcher, chemist, banks, dry cleaners) to close down in our local high streets. This then is reflected in a drop in rateable values, collections of VAT, and sales taxed related income for town councils. This drives the councils to create new income streams, so they inflict car parking policies to drive income from parking permits, traffic related parking tickets via the double yellow line and the infamous parking meter charge. This is happening also at hospitals, Universities and of course in Supermarkets and on the motorways re parking at Welcome Break type operations….Considered an easy target and a easy income stream. This in turn shuts off consumers from the high street as it is no longer as convenient to shop, the type of shops become non core or secondary brands (down market) and a downward spiral begins. In effect we drive farther to shopping malls and mega stores so we can load up our wares!

So let us take a typical Mum, she arguably needs to park close to the shops to jump out of the car collect the dry cleaning or pick up the prescription from the local chemist, often directly outside as little Jonny ,the son, is in the car seat fast asleep. This she can no longer do.
Or lets look at the 40+ year old couple who decide to go out to dinner or lunch (by the way 40-60 year old market is the fastest growing), they still have the same issues, the cost or convenience to park is restrictive, meters often charge for 18 hours a day, besides the local Indian or Italian is now a take away to accommodate the Yates late night trade, so actually theirs no where decent on the high street left to eat anyway. The youth will train it in or car pool so the intimidation factor is high from 7pm-1am; just go to York on a Thursday night and find a pub, bar or restaurant that does not have a doorman (polite 2009 speak for bouncer) at their entrances, what does that tell you?
Students suffer too, local high streets do have the right shops to fit their needs either, due to the yellow mellow policies!

So we have this ‘situation’ the car is black listed, the taxable income for towns and cities is shrinking, the smaller towns get empty shops, the high street deteriorates and the consumers go to out of town for shopping, eat at home or shop via the internet. Interestingly the local village or small out of or off town gastro pubs are doing a roaring and rural trade…not due I would argue to the economy but due to ease of parking… but we have to drive there…
Lets not debate pollution issues, but really, where is the common sense…

Can you find a successful local cinema operating on a high street? Can you find a high street where the local paper is not discussing Boots/WHSmith or the local chemist closing?. Is this totally due to consumer demand or changing shopping habits…absolutely to a certain extent but the car and our love affair with the freedom it delivers or should deliver needs to be put into local town planning policies? Perhaps sacrificing rent or rates on a high street location in consideration of free 30 minute parking is worth considering. Perhaps having a planning policy that says we need a mix of local, branded retail outlets and tax breaks for cinemas and theatres. Perhaps even the local Italian is important to the community? A high street gym or health club is finding it hard to make ends meet due to restrictive parking policies. These businesses create footfall and support the high street infrastructure.
I will leave you with this one thought. ‘Is not the heart of a high street and it’s mix of businesses something to consider in planning a policy and thus the consideration of parking to create a healthy high street worth an overall policy change?

So as we grow older, we mellow but we face the dreaded yellow lines of authority…. If you have a view, contact me …Stephen@wrapid.com

Plastics , an issue or not?

Plastic- solution or not?
Wrapid views are ours…of course you choose yours…

When you say plastic is everywhere you mean everywhere, Plastic- solution or not?
Wrapid views are ours…of course you choose yours…

When you say plastic is everywhere you mean everywhere, in food containers; in bottles used to feed infants; in raincoats; in eye glasses and safety helmets; in phones; in clothing; in toys; in bandages; and in cosmetics and some medicines.

Many scientists say man made components in plastics- particularly in a group of compounds called phthalates and a chemical known as bisphenol A or BPA - can leach harmful chemicals, which are absorbed into the body. Some even blame plastics for increased rates of cancer, asthma, neurological disorders and infertility.

The Centre for Health Environment and Justice (CHEJ) speaking recently in Dubai said they were seeking a total ban on these consumer products. Needless to say our plastic and related vinyl industry refers to this as scare campaigns.

So for us in the Food Catering arena and at Wrapid, we discuss at length what we can do what does this mean for our brand :
Firstly BPA, its in bottle tops to dental sealant to food packaging, some 93% of us will have BPA in our urine (survey in 2008 on 3k people) this means it is in your body chemistry and body tissue and blood stream, arguably for decades….this could mean that our bodies know how to expel it or not? Before it hits our urine what is it doing to our tissue?
Clearly we know BPA’s leach out of containers when heated, so from bags of pasta sauce to soups to gastronorms of ingredients would be affected in Catering Services industry, but also in ready meal containers. How many products on pub to restaurant products come chilled or frozen that are micro-waved or reheated in their plastic containers in our domestic or catering ovens?
Phthaltes, the other component in plastic is even more controversial, of this compound two are under international scrutiny, DEHP, found mostly in medical products and DINP found in toys, plastic cutlery, some containers in the airline catering field. These affect the reproductive system and endocrine systems….not in Wrapid packaging or in our ingredients by the way…

The debate continues but here are the bullet points:

1. Do not place plastics into any hot environment
2. Remove food from plastic wrap/trays/containers before thawing or reheating in a microwave
3. Check recycling codes for clues, Code 3 indicates types of phthalates, known as DEHA, code 7 has BPA
4. Canned Foods contain in their lining BPA’s too
5. Avoid use of polycarbonates or polyvinyl chloride (PVC) both contain BPA’s, choose containers with codes 1, 2, 4 or 5
6. If you use Nalgene Bottles, sippy cups (used for coffee /soup vending) or water bottles, do not heat, warm or add or contain heated liquid in them…in storage above 28 degrees C results in contamination…
7. Even nail polish, girls contains phthalates!

∆ If the triangle has a 1 in it with PETE underneath - 2 in it with HDPE – relatively safe.

If you it has 5 or 4 inside the triangle and under 5 PP or under 4 LDPE also relatively safe.

Wrapid just cares, so we inform…

in food containers; in bottles used to feed infants; in raincoats; in eye glasses and safety helmets; in phones; in clothing; in toys; in bandages; and in cosmetics and some medicines.

Many scientists say man made components in plastics- particularly in a group of compounds called phthalates and a chemical known as bisphenol A or BPA - can leach harmful chemicals, which are absorbed into the body. Some even blame plastics for increased rates of cancer, asthma, neurological disorders and infertility.

The Centre for Health Environment and Justice (CHEJ) speaking recently in Dubai said they were seeking a total ban on these consumer products. Needless to say our plastic and related vinyl industry refers to this as scare campaigns.

So for us in the Food Catering arena and at Wrapid, we discuss at length what we can do what does this mean for our brand :
Firstly BPA, its in bottle tops to dental sealant to food packaging, some 93% of us will have BPA in our urine (survey in 2008 on 3k people) this means it is in your body chemistry and body tissue and blood stream, arguably for decades….this could mean that our bodies know how to expel it or not? Before it hits our urine what is it doing to our tissue?
Clearly we know BPA’s leach out of containers when heated, so from bags of pasta sauce to soups to gastronorms of ingredients would be affected in Catering Services industry, but also in ready meal containers. How many products on pub to restaurant products come chilled or frozen that are micro-waved or reheated in their plastic containers in our domestic or catering ovens?
Phthaltes, the other component in plastic is even more controversial, of this compound two are under international scrutiny, DEHP, found mostly in medical products and DINP found in toys, plastic cutlery, some containers in the airline catering field. These affect the reproductive system and endocrine systems….not in Wrapid packaging or in our ingredients by the way…

The debate continues but here are the bullet points:

8. Do not place plastics into any hot environment
9. Remove food from plastic wrap/trays/containers before thawing or reheating in a microwave
10. Check recycling codes for clues, Code 3 indicates types of phthalates, known as DEHA, code 7 has BPA
11. Canned Foods contain in their lining BPA’s too
12. Avoid use of polycarbonates or polyvinyl chloride (PVC) both contain BPA’s, choose containers with codes 1, 2, 4 or 5
13. If you use Nalgene Bottles, sippy cups (used for coffee /soup vending) or water bottles, do not heat, warm or add or contain heated liquid in them…in storage above 28 degrees C results in contamination…
14. Even nail polish, girls contains phthalates!

∆ If the triangle has a 1 in it with PETE underneath - 2 in it with HDPE – relatively safe.

If you it has 5 or 4 inside the triangle and under 5 PP or under 4 LDPE also relatively safe.

Wrapid just cares, so we inform… you decide?

Wrapid Blog- by The Maven (look that one up)

Well as we end 4 years at our Leeds Central site on Albion Place, we move onto to opening our new sites in Manchester Airport (opens in Terminal 1 on August 31st) Sheffield University, Newcastle, Poole and our 4th Site in Dubai….Tony our Manager at Leeds who also was our FLO-Wrap, Franchise Liaison Officer looks forward to his time in Dubai helping the Franchisee get maximum sales from those sites…back in mid August …

We are busy getting the 44 Whistlestop sites (in Rail Stations from London to York, Liverpool and beyond) to run an exciting campaign to reward our customers with a promotional competition running from August 20th thru September 24th 2009, go buy our cold range of wraps and win some cash…

Scott our Marketing man is busy building up the Facebook links, we have been poor doing this I am afraid, but it will get better –promise.

Our University locations like LSE/Imperial Colleges in London and Colchester with Essex University continue to operate over summer recess, looking forward to a big boost when “you lot” come back in September and October…did you know all these sites are open to the public, Imperial and LSE are right on the high street for easy access…

Our man who holds the secrets to our unique naan bread baked in a secret bakery in Southall hidden amongst the Indian Community, has some new ideas and we will be adding a few more lines once the creative ethnic chefs have finalised recipes. It takes us about 3 months to get the ingredients and breads right as our brick based ovens use infra red to crisp the outside and get the ingredients to the desired temperatures, this without compromising our high levels of taste sensation…we treat “street food” development very seriously at Wrapid you know…

Poole, Dorset ( yes we do, as old joke goes, -say Dorset fast like endorse-ah forget if we have to explain the joke!) will open soon , goes live week of 27th July, here in the Sports Bar known as Dundees on The Quays you can sample our top selling wraps while enjoying the Sports Bar scene or watching the boats go by…

We continue to support Plan UK with donations to help children from around the world and love learning about their local flatbreads and techniques in cooking…

We smile with pride and humour as the Fast Food boys promote their wraps, served very luke warm with a piece of fried chicken and some sweet spiced sauce and bang they call it Ethnic!- but it grows awareness for little old Wrapid..

So my days are spent looking for opportunities, working on the University sector to introduce Wrapid, if you want one write loads of mail to the Catering Departments at your College and/or University, saying if Leeds, Imperial, LSE, Colchester, Sheffield and Newcastle can have one- WHY CAN’T WE?

Let me know any recipe ideas and if the healthy side to our Wraps like the added benefit of vitamins, nutrition and Omega 3 and 6 means much to you, we think it adds a little something to our recipes, maybe we should make more of it?

My thought for this blog is “ If at first you don’t succeed, skydiving is not for you”…