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Tag Archives: promotion

What Goes Around . . .

It’s been nearly three years since I “retired” from Pratt & Whitney Rocketdyne. I’ve been through several iterations of “What do I want to be when I grow up” and I think my latest incarnation is actually working! I’ve given myself until the end of this year for it to prove out to be a viable trajectory, at least for a few more years while I still have to tend closely to my children. You can read my most recent self-assessment/self-promotion at LinkedIn.

Additionally, some of the seeds I planted a while back may be sprouting, which would be really satisfying and might steer me comfortably toward another line of work I can enjoy.

It seems understanding Social Media’s role, both inside and outside the corporate firewall, wasn’t a terribly interesting subject for most organizations and, despite my zeal, I couldn’t get the traction I needed to do what I thought made sense. Equally, at least here in Simi Valley, small businesses have had a very hard time – as a whole – seeing how social can be used to promote their business or organize their work a little more effectively. I need to say . . . there were lots of opportunity for being a charlatan and raking in some dough or for doing something I didn’t really enjoy just to make money. I’ve chosen not to follow those paths, so the challenge has been finding – again – who and what I want to be or, more accurately, continue becoming. Being frugal’s been kind of important as well. 😀

It’s important to note there are lots of large organizations who recognize the value of social for reaching out to, and communicating with, their current and potential customers. There are fewer, in my estimation (disclosure: I have not researched the numbers. I have, however, been observing for a long time) that appreciate the value of social to build community inside the firewall, let alone in the space they share with their suppliers/vendors.

At any rate, I haven’t given up entirely and I was gratified to be contacted by someone who interviewed me on the subject nearly 2 years ago. He asked if the audio could be used in a couple other blogs and sent me a link to it. Frankly, I had completely forgottenI did the interview. Also, inasmuch as I am now doing some editing/proofreading professionally, I was a tad dismayed to read the copy that accompanied it, and I’ve asked for the opportunity to proofread these new publications prior to publication. I don’t believe I  had that opportunity with the first publication, which can be found here. Below is the Vimeo audio file with my interview. I don’t think I made a fool of myself. I’m hoping I actually make more sense today than I did back then. I’m gratified Dustin felt it was worthy of being repeated.

PS – I may no longer be a Chief BooMillennial Officer, but I do think I’m still an Emergineer and definitely a Serendipity Wrangler.

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Important Stuff Happening Here!

Installation Marketing - Lowe's

Hey! Guess What I’m Doing Inside.

As I was leaving my house yesterday to go pick up my daughters from school, I noticed a sign reminiscent of the political signs that had been so ubiquitous in my town for the past month or so. This one was in my neighbor’s yard, stuck in the median grassy area between the sidewalk and the street. Although I wanted a picture of it for this blog, I was in a bit of a hurry to get my oldest and had to continue on. I was pleased to find, upon returning to drop her off, it was still there. I got out of my vehicle for a moment and snapped this picture before going after my younger one.

Right after I saw it, though, I found myself wondering if there was a way I could do something like this. My first thought was I should have a big sign I can raise on my roof that says things like “Rick writing here!”, “Rick editing text in progress”, “Rick proofreading a blog post right now”. Now that I think of it, I doubt that’s a very good idea. Actually, the city would likely frown on it and I’d soon find myself at odds with the very people I wish to work more closely with. There’s likely an ordinance prohibiting it. Scratch that.

So, how about this? In keeping with my theme of being a Senior Inspector of the U.S. Grammar Police, I’m thinking when I go to someone’s house or office I should put up some yellow plastic tape that reads “Possible Literary Crime Scene. Do Not Cross!” How’s that sound? Any better ideas?


Are You, or Should You be, Shopping Local?

Shop Simi Valley First Logo

My City's Logo for Encouraging Local Shopping

There are several commercial “movements” gaining steam nowadays expressing the desire of smaller communities to get residents spending more of their money at local, usually small, businesses. Small Business Saturday’s Facebook page has almost 3 Million “Likes”. My city of Simi Valley has spent a fair amount of money promoting the concept. Locally it’s called “Shop Simi Valley First“. Unfortunately, the money that was used to create the website and other marketing efforts to support it has now dried up, possibly never to return. On the bright side, some of our citizens created a Facebook page for them and it’s approaching 1K “Likes”. It might increase now that the “official” effort is unfunded. I think this is a good thing and here’s why.

For the last year or so I have been gently pushing the city, and local small businesses, to recognize the power available to them in the use of social media to market themselves, as well as to create connections that just haven’t been possible in the past. I think, when it comes to marketing – especially in terms of encouraging local residents to patronize small businesses in our city – the connectivity and mutual support provided by services like Facebook, Twitter, and Yelp may prove a decisive factor in reasonable, if not substantial, growth.

As I see it, local small businesses can use these services not merely to promote themselves individually but, as long as there’s no conflict of interest, they can also promote each other. Here’s what I imagine happening.

Let’s say you have a restaurant that serves a reasonably upscale clientele. You know there is a certain demographic that’s not terribly likely to frequent your business. Maybe they’ll patronize your place on special occasions, but not regularly. Would it be a bad thing to give props to other eating establishments more desirable or affordable to those people? Would it threaten your business or might it not actually result in your being recognized as more friendly and approachable? I’m betting the latter is more likely.

Perhaps you own a clothing store, a dry cleaners, or you’re a Dentist or other professional or service provider. I see no reason why you can’t agree with other businesses to post on each others’ Facebook pages once in a while, sharing what you have to offer or special deals you’re running at the time. Frankly, I haven’t worked out all the details in my head yet. I’ve tried to work with local businesses and the City to encourage this type of practice using social media but, much like my experience at Pratt & Whitney Rocketdyne, I’ve met a lot of inertia and resistance to change, even in the face of impending closure or bankruptcy. Part of it is a lack of understanding and part of it is a lack of resources, but the result is the same. Nothing much is happening.

What I envision happening is essentially two-fold. The first thing is that participating businesses benefit from the following of the other businesses on whose Facebook pages they promote themselves. This increases the likelihood of their being noticed by a larger group of residents. Secondly, it also increases the chances people in outlying areas will become aware of local businesses, thereby increasing the possibility people from neighboring cities may drive on over and patronize our local businesses a bit more frequently.

Does this make sense to you? What do you think about promoting local small business and how well do you think the use of social media platforms like Facebook, Twitter, and Yelp can increase awareness of certain types of businesses? I’d sure like to see a more coordinated, concerted effort at making it happen.


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