The Entrepreneur’s Corner

Ever heard someone say: “My business just needs more business, we just need more exposure.” 

Inevitably, they may get more exposure, but often, no more business. Exposure is necessary, but it does not translate into more business.

Often times “marketing” makes us think of corporate marketing plans, big budgets, and ads everywhere we turn. Small business owners have different needs, and need to scale their marketing efforts to strategies that can be effective without the big expenditures.

How can you use marketing to bring in more business? One of the first rules of marketing is that 80 percent of your business will come from people who already know you, or have done business with you before. So it makes perfect sense to tap into your database of clients first.

Step 1: Start by calling your 10 best clients to check and see how they’re doing. Ask how their summer went. The key here is not to sell them but for you to show that you care about them. Imagine if someone from a business you patronized called you because they genuinely took an interest in you. 

Step 2: Send a personalized letter (yes, on real stationary) saying: “Hello! I was just thinking about you, and hoping things are going well for you. I was reading this article and thought you might find it interesting, as I did. Remember; if you need anything don’t hesitate to give us a call. We appreciate your business.”  And be sure to include the article you mentioned.

Step 3: Send a newsletter that includes business articles, tips, valuable information or information about events that are going on locally. You could even invite your clients to write articles within their expertise for your newsletters. This offers them great exposure, and you will gain their gratitude for supporting them.

Step 4: Invite your clients and contacts to a fun event. Ideas are baseball games, concerts, a special client appreciation night or even a group dinner. Another idea is to invite them to a lunch seminar, where your best clients and their guests learn something of value to their business for only the cost of lunch.

Step 5: Invite a client or prospect to a group mixer or networking event, where you act like a host to your guest. You make an effort to introduce them to contacts that they might benefit from meeting.  People go to networking events to connect with people. Help them make connections, and in time, they will reward you with connections that will benefit you.

Step 6: Make sure that your marketing materials convey the message and professionalism you want. This includes business cards, brochures, your website, voicemail message, how your staff answers the phone, and even how welcoming you are to new clients. 

With a little planning you efforts will go a long way

Jim Roman is co-founder and president of Business Owners Institute, an educational institute dedicated to the development of business owners at all levels and all stages through an array of classes, courses and mentoring services. Contact him at (804) 938-TEAM, at http://www.boiva.com or at .(JavaScript must be enabled to view this email address).
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McEachin to host Henrico town hall meeting


U.S. Congressman Donald McEachin (VA-4th District) will host a town hall meeting Aug. 29 at the Eastern Government Center, 3820 Nine Mile Road in Henrico. The event will run from 6 p.m. to 7:30 p.m. and is open to the public. McEachin will address issues raised by attendees and provide details about services available through his office. > Read more.

Nonprofit awards $38k in book scholarships


The KLM Scholarship Foundation awarded more than $38,000 in book scholarships to 36 students during its 2017 Book Scholarship Awards Ceremony at Linwood Holton Elementary School in Richmond Aug. 5. The students will attend 14 Virginia colleges in the fall. Each has excelled academically, maintaining a 3.0 GPA or better, while demonstrating strong community leadership qualities.

WWBT/NBC12 Raycom Media Vice President and General Manager Kym Grinnage was the guest speaker. > Read more.

Dave Peppler, pastor


Dave Peppler, pastor of Chamberlayne Baptist Church, remembers the epiphany he had on a cold afternoon in northern Ohio when God gave him a sense of direction, after he had been wondering what life had in store for him. It was then that he knew that he wanted to become a pastor and serve God.

Peppler, a Delaware native who grew up in Ohio, was ordained in Brownsboro, Ky. in 1998, but his education didn't end there. > Read more.

International goals


A group of youth soccer players – most from Henrico – and local soccer coaches spent a week in Kazakhstan this month as part of a VCU Center for Sport Leadership program.

The group's trip to Astana, Kazakhstan was made possible by a $700,000 grant awarded to CSL Executive Director Carrie LeCrom by the U.S. Department of State's Bureau of Education and Cultural Affairs through its Sports Diplomacy Division. > Read more.

Henrico promotional company changes name


Henrico-based brand merchandising company NewClients, Inc. has changed its name to Boost Promotional Branding.

The company is one of the nation's largest in the branded merchandise industry. Founded in 1981, its serves more than 5,000 clients – including many Fortune 500 companies – nationwide. > Read more.

Henrico Business Bulletin Board

August 2017
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Rapper Bryson Tiller and his “Set It Off” tour will perform at 8 p.m. at The Classic Amphitheater at Richmond Raceway. With special guests Metro Boomin’ and H.E.R. Tickets are $35 to $65. Doors open at 7 p.m. For details and tickets, visit http://tinyurl.com/BrysonTillerTour. Full text

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