Monthly Archives: December 2011

Bowling for Business: How to Use Pinterest to Promote Your Business

(This column first appeared on RIMOFTHEWORLD.net on December 19, 2011.)

One of my family’s Christmas Eve traditions is a White Elephant Gift Exchange. For the uninitiated, the cruel process goes something like this:

  1. Purchase a gift worth $5.
  2. Wrap it up so it looks like a million bucks.
  3. Draw a number to determine the order you will be allowed to select one of the gifts.
  4. When your number is up, choose from the wrapped gifts or steal a previously opened gift from someone else. (Once the item has been swapped three times, it is “dead” and can no longer be stolen.)
  5. Drool over the “dead” gifts.

A game also referred to as Yankee Swap, Chinese Gift Exchange, Dirty Santa, Thieving Secret Santa, Parcel Pass, Christmas Swamp Thing, or Pollyanna, it never ceases to amaze me that, on a holiday honoring the birth of the One whose very life was an act of lavish generosity, we celebrate by joyously stealing trinkets from family and friends. I broach the subject because I believe the reason we covet the popular white elephant gifts is not because of their inherent value but because of something which is extremely precious in the field of marketing—buzz.

I’ve written about buzz in previous Bowling for Business columns. But, since my last post, several new social media channels have emerged…the most popular of which is an image-based site called Pinterest. Named by Time Magazine as one of the 50 Best Websites of 2011, Pinterest is a virtual online bulletin board (called a pinboard), which enables members to organize and share web-based images. People use pinboards to plan weddings, decorate homes and organize recipes. Often described as addictive, the site allows users to browse pinboards to discover images from people with similar interests. And, once invited, you can create pinboards of your own in subjects from soup to nuts (literally).

Although purists shudder at the thought of turning any mindless free-time activity into a marketing tool, as business owners, it is our job to figure out how to convert addictive free-time pursuits into tools for generating interest in our products and services. If this was not the case, there would be no such thing as product placement, television commercials, newspaper display ads or pay-per-click campaigns.

Of Pinterest, John Jantsch of Duct Tape Marketing, wrote: “Smart marketers are starting to wake up to the buzz and branding power of the growing Pinterest community.”

So how might you use Pinterest for your business? The good news is that you can use it to regardless of your marketing budget:

For Free–

Before you pursue any avenue for advertising, I suggest you get to know the platform inside and out. Otherwise, you will run the risk of intruding instead of investing, which would undermine your credibility in the online community. So spend some time browsing Pinterest. Once you find a subject of interest, you’ll be hooked. I love perusing categories like holiday cookies, home décor and humor. Unless you are somehow able to secure an invitation to Pinterest without being wait-listed, you will have little choice but to browse instead of create. And browsing is free.

On a Limited Budget–

Once you are invited to create a Pinterest account, figure out how to convert your offering to a compilation of beautiful images. The thing that sets Pinterest apart from Google Images is the quality of photography. So don’t create a board unless it features high-quality, low resolution, web-friendly pictures. It might be worthwhile to hire a professional photographer once you’ve developed a marketing game plan. The images you pin should hyperlink to your website or social networking hub. If you can’t tell the tale with images, go a different route.

The Sky’s the Limit–

Pinterest has become the number-one source of traffic to the online sales site, Etsy.

But a beautiful online bulletin board with hundreds of followers on Pinterest will only be effective if it is part of a comprehensive marketing strategy. So, hire someone who knows what they are doing to set up and maintain your Pinterest account. That way, you will be able to ask them to photograph and post pictures of the White Elephant Gift you steal this year from Grandma.

Until next time, I’ll be Bowling for Business.

Bowling for Business—KISS to Keep Biz on the Hill

To save the mountain, keep your busines on the hill.

(This column first appeared on RIMOFTHEWORLD.net on December 4, 2011.)

As soon as winter weather blew into Lake Arrowhead, I started experiencing insomnia. For weeks, I tossed and turned, double- and triple-checked the thermostat and added blankets to our bed, all to no avail. I’m embarrassed to share what proved to be the simple solution to my sleeplessness—socks. That’s right…all it took to warm me up so I could drift off to sleep was to slip into a toasty pair of socks.

In Lake Arrowhead and the surrounding area, we are experiencing a chronic problem of another kind—the impending death of our mountain community. Over the past three years, we’ve all watched in horror as businesses of every variety have shuttered at an alarming rate. Vino 100 in the Village, Betty’s General Store in Blue Jay and Tony’s Mexican Restaurant in Cedar Glen are a few of the most recent casualties. The good news is that the solution is just as simple as warm socks on a cold night.

Do you, like me, enjoy the convenience of not having to drive down the 330 or the 18 every time you need to:

  • Pick up groceries?
  • Grab a bite to eat?
  • Buy necessities like underwear, dog food and medication?
  • Find last-minute gifts?
  • Work out?

Although Bowling for Business is usually written to entrepreneurs, let me depart from my usual format to speak directly to consumers. We can blame local vendors for limited inventory, high prices and inferior customer service until the cows come home. But if we don’t make a concerted effort to keep businesses open on the hill, eventually, we will lose the luxury of living in an active, beautiful mountain community. Lake Arrowhead will become a ghost town.

And we’re hardly alone. Small businesses and towns across the country are dropping like flies. But statistics are hard to pin down for several reasons:

  1. Definitions vary about what constitutes a small town. For purposes of this column, we will defer to The Huffington Post, which defines a small town as anyplace with a population of fewer than 50,000.
  2. Community leaders gamely hide facts for fear reality will sound the death knell. So figures are often fudged. For instance, administrators insist that 80% of The Lake Arrowhead Village is currently occupied. But one need only survey the local landscape to more accurately assess the situation. Creative displays and signs promising “another exciting store coming soon” belie the sobering reality that far more space is available than leased…not just in the Village but across the mountain entire.
  3. No central database exists for reporting closure of a business or small town. So, while towns and small businesses open with pomp and circumstance, they tend to die with a whimper.

When all is said and done, like the rest of the country, those of us who make this area our home are suffering the harsh realities of a down economy. Job loss is up. Housing prices are down. Discretionary spending is low. So how can we affect the future of Lake Arrowhead?

Spend money on the hill!

Now, admittedly, doing this is not always possible. For instance, I recently tried in vain to locate a hot holiday toy called the  vtech InnoTAB by shopping locally at Mr. G’s for Toys, Little Folks Bookshoppe and Radio Shack. But I struck out. When I asked one of the proprietors why I couldn’t even order the product, he explained that large companies like vtech require minimum orders of 25,000 units, which is why the toy is only sold at big box stores.

But, whenever possible, we should exercise our local options because buying local matters. In fact, Mickki Langsten, Executive Director of the Mile High Business Alliance in Denver, which has an active “Buy Local” program says,

“Each dollar spent at a locally-owned business re-circulates in a community six times more than a dollar spent at a non-local business.”

So, if you want to join a gym, check out Curves Lake Arrowhead. The owner, Candy Fairchild Krelnikov, understands the importance of investing in the lives of her members. In addition to supporting client weight-loss efforts, she organizes field trips and shares beauty secrets like tips about makeup and hairstyling products.

Further demonstrating her commitment to the local community, Candy is organizing an informal group called Women in Action, made up of business owners who wants to meet to informally discuss business best practices. The first meeting will be held at Hot Shots in Blue Jay, at 1 p.m. the first Thursday of every month beginning in January.

If a similar group exists for men, I’m not aware of it. But the Chamber of Commerce encourages entrepreneurs of both genders to take advantage of mixers, meetings and business events held throughout the year, including the mountain-wide economic summit held annually in Big Bear.

So, the next time you shop or go out to eat, consider the cost of driving down the hill…not just in gas and time, but in terms of the potential long-term affect your decision might have on our local economy. Enjoy the fact that, for now, at least, you can still buy socks without having to leave the mountain.

Until next time, I’ll be Bowling for Business.