I caught up with Guy Kawasaki at the recent Convergence Conference held at the Microsoft Headquarters in CA. I asked him what small business owners should do to market themselves.
Guy Kawasaki at Convergence 2010 in CA gives advice to small business owners
Consistency is king for small business owners
I continue my interview with Bob Childress, owner-operator for Chick-Fil-A in Roanoke, VA, on the day of the spicy chicken sandwich launch. He tells me how the execute the idea of keeping things consistent for the consumer.
Market Where Your Customers Are
I was hiking yesterday to the Cascades which is located in the New River Valley in Virginia. I go there about 5-6 times per year with Allen and dragged my 17 year old daughter this weekend (kicking and screaming). It was Memorial Day weekend so the main path was crowded. When we arrived at the falls there wasn’t even a space for

Cascades, Pembrook, VA
us to sit down. Of course it kicked my marketing mind into gear to see all those people in one place.
Several of my friends own health related businesses and it occurred to me, from a guerilla marketing standpoint, that they could really take advantage of the hot spots for hikers in our region in two ways. First, why not take a few people with backpacks full of great protein bar samples and water to the falls and just sit there and hand them out to people when they arrive with coupons for their businesses. Talk about your target market and people that would appreciate them for making that effort!
Or even better to reach more people, why not use your blog, if you are in the health and wellness industry, to help coordinate hiking groups, or give the best hiking trails in our area, or tips for the best items to pack for each of the trails. Hiking burns more calories than just walking and it’s a whole lot more fun. If you don’t have time to create it, collaborate with someone that does. There is a great site on-line for some of these things, but they don’t have a company behind them with great products and services to keep you in shape after your hike.
People who are getting into shape or who are already there and are looking to stay that way, live active lifestyles and spend a lot of money on great health food and ways to stay fit. Go where your customers are. Serve them with information to stay that way. They’ll reward you with becoming loyal customers.
Google TV – should you care?
The next television evolution is about to arrive from Google. Check out the short video they produced to explained this new technology that is the next, logical step to bringing the internet to our television experience. There’s no doubt in my mind that this will lead to increased options for advertisers looking to stay ahead of the curve which is what all small business owners must do to stay competitive.
Here’s the link: http://www.google.com/tv/
The options for your advertising dollars are becoming endless. Synergy Sessions can help be the filter and gateway to up to date knowledge to run, market, and manage your small business. Go to www.synergysessions.org to find out more.
Noble. Really?
I like to think that my intentions are noble. It makes me feel good to believe that I am the kind of person that wakes up everyday with a desire to enrich people’s lives and help others. When I’m helping one or two people it seems natural and easy. I skip along with this joy and lightness to my step. It gets harder, though, as the people and projects multiply. I don’t smile as much, I become more serious, I tend to hyper focus and forget the “people” behind the helping. I become very caught up in the goals instead of the journey. I quickly find myself not liking me at those times.
I really love the people I get to work with right now… the people that are part of the “mission” that Synergy has become. The people at Wheeler Broadcasting, some of which have sacrificed a great deal to be part of the changes that are happening. They not only have had to give alot of themselves and their time, but also believe in the future of what groups of passionate small business owners can create. It’s not easy to support projects that have no clear definition or proven results. Many times you’re going in “blind” with only hope that your gut is directing you to a successful result.
Then there’s the business owners that I am privileged to serve. Their hearts are much taller and wider than they are. When I see each one I see this light that comes from them and fills the room. They work so hard and many of them for very little reward. They sacrifice a great deal to run their companies and take care of their employees. They care about their customers and disregard their need for sleep, or sick time, or vacation, or a decent retirement fund.
Then I see my husband and daughter who never, ever, get tired of wanting to have a relationship with me. This, of course, is the most surprising and startling thing of all because, honestly, I would get rid of me. I’m driven, focused, passionate, and about 80% of the time a total disaster. My daughter’s boyfriend commented that I was sort of moody. I actually thought that was very kind of him as I could have thought of many more words to describe the roller coaster ride he had witnessed that night. I’m surprised, when I get home sometimes, that their cars are still in the driveway. I owe them more. Much more.
It is when I think about and look at the people around me that I am filled with this incredible sense of gratitude and know, at that moment, that nothing I could ever do would be noble enough for them, so I must keep going, and trying, and never give up on growing and learning. And, hey, maybe that would be the most noble thing I could do.

