Ownership – собственность, владение
Location – местонахождение, местоположение
Promotion – поощрение, содействие
Regular – правильный, регулярный
Advertising – рекламирование
Result – результат, исход, следствие
Growth – рост, развитие
Business growth – развитие бизнеса
Mail campaign – почтовая кампания
Zip code – почтовый индекс
To update – обновлять, дополнять (сведения, информацию), дорабатывать
To incorporate – соединять(ся), объединять(ся)
To target – выбирать в качестве целевой аудитории, предназначать
To offer – выдвигать, предлагать вниманию
To articulate – ясно выражать, излагать, формулировать
To inform – сообщать, информировать, уведомлять
Effective – действительный, эффективный, полезный, действенный, имеющий силу, действующий
Innovative – новаторский, передовой, рационализаторский
Successful – успешный, удачный
1. Innovative – new, original, and advanced.
2. Advertising – the business of making advertisements.
3. Growth – an increase in the success of a business or a country’s economy, or in the amount of money invested in them.
4. Promotion – a move to a higher level in a company, institution, or sport.
5. Zip code – a group of numbers, or letters and numbers, that you write at the end of a person’s address to help the postman find the exact area where they live.
6. I found it difficult to articulate my feelings.
7. The paper targets young people.
8. The director complained that he had not been informed of the committee's decision.
9. They offered us many solutions to a problem.
10. The latest edition has been completely updated.
Promoting & Growing Your Business
>> The U.S. Small Business Administration and the United States Postal Service present Delivering Success. Growing and promoting your business is perhaps one of the most challenging aspects of small business ownership. These three entrepreneurs have found success through innovative ways to promote, market, and grow their businesses.
Brenda Reynold's passion for chocolate led to Sweet Success. Brenda started her business with assistance from SBA's resource partner Score. Counselors to America's small business. Her unique promotion efforts led to business growth.
>> We started about two-and-a-half years ago at our first location making chocolate confections. About a year ago we opened our second location where we also retail our chocolate confections. Initially, when we're going to start a promotion, I consult with my marketing consultant. And her and I usually discuss what the promotion is going to be and then design the layout.
>> Usually any time we're introduced to new chocolates we're actually working on a new line of flavored chocolates at this point. Once the line is completed, then we'll do a mailing, a direct mail campaign. We'll also – any time we're updating our brochure, when we opened the second store we did a direct mail campaign to let them know we're at a second location. And probably one of our biggest, most successful promotions that we do is our birthday celebration. Each year on our anniversary we send out a post card announcing that it's our first year, our second year, or third year – anniversary. And we have a birthday celebration with free cake and ice cream for all of our customers. We also incorporate a drawing for 12 pounds of chock hate. The drawing is held on that day from the post cards that we mail. We mail a post card to each of the customers.
>> When we initially opened downtown, for us we could acquire a zip code mailing list. Because we wanted to target the people that are in the area and let them know that we were here. And that's basically if we move into a new area – we do that. When we opened the second location we acquired mailing lists from the Blade, from our local newspaper . And it was by zip code. Those are the first people that you want to target – I think – are the people in the area. Because they're going to be your regulars.
>> We've tried different forms of advertising and marketing. We've tried radio. And really didn't see a whole lot of results. We've done a lot of print media and didn't feel like we were really getting back than we were putting into it. So we started doing actually more mailings.
>> You get something in the mail, a coupon or a promotion, normally you don't toss it. You stick it on your fridgerator, you stick it in your date book so you can remember – we have a drawing for 12 pounds of chocolate. It says in very big letters. Win 12 pounds of chocolate. It's important for them to see something simple and quick that they notice right away. That it's not buried in a text that we have the read the whole thing to find what you're offering or what you want them to know.
>> We have a flower shop that we do cross-promotions with that's Sweetest Day. For a one-pound box of chocolates and a dozen roses for a specific price. And we use their mailing list and our mailing list so we know we're reaching our customers, but we're also reaching their customers. And they are now reaching our customers. The guys loved it. Because it was one stop. You could stop at the flower shop and get your chocolate and your flowers, or you could stop at the chocolate shop and get your chocolate and your flowers.
>> It's really important to measure any time that you do any kind of direct mail or any other kind of promotion. You want to make sure that you have a way to measure your results. You want to make sure it's effective for you. One of the ways that we do that, especially with the post cards, usually there's a drawing or a promotion that's going on. So they have to bring the post card actually back into the store. And if we mail out 500 of them and we get 125 post cards back, then we know that it was a successful promotion. If you don't market to your customer and keep your name in front of them, they forget you. And if you want to keep them coming back I think you need to stay in front of them a lot.
>> And now a quick point from Kathleen Jennings. Owner of Blue Sky Spa Works and Gallery. SBA's 2006 Rhode Island Small Business Person of the Year. Who started her business with an SBA guaranteed loan.
>> I think our 20 to 25 percent growth each year was attributed to the fact that we were doing services that at that time no one else had done. And we were doing Vichy water massage. Which we were the first persons in the state of Rhode Island to do water massage. So that unto itself was quite different. Also offering other times of spa services. We quickly became noted for good skin care and massage services throughout the years. And the spa business really built up for us.
>> Aaron Wolfson, owner of the Savvy Gourmet in New Orleans has spent a lot of time writing a manual of operation to explain how his business works. Aaron, who's business was funded through an SBA guaranteed loan, believes the manual will help him plan for future growth.
>> In order to grow the business I have learned that it's important to provide a certain level of support and assistance to someone who wants to open a business, does the doesn't want all of the headaches of reinventing the wheel. So what we've been doing is we've been spending our time manualizing our processes. Spending time documenting how we do what we do. So that we can create a document, a manual, that we can give to somebody in Kalamazoo and say, here's how you run a Savvy. And then give them training, and give them support, and be there for them as they open their business. Because I feel as though we have suffered through our own mistakes. And I'd like to spare others from having to go through those same problems as they open their businesses. We've almost completed the task of coming up with a manual of how we run things. And that's a changing document. It's like a business plan. It's always changing. It's always being updated as we hire new staff that come up with good ideas, we incorporate that into the manual. A suspect that it will continue to change as we move forward. The most important thing, I think, is you can't expect to train someone else how to run a business if you can't articulate how you do it yourself.
>> For more information from SBA on promoting and growing your business, click on the provided links. And for business tips, log onto the United States Postal Service at usps.com/smallbiz.
Be creative: The best ad
Be motivated: The butterfly story
A man found a cocoon of a butterfly. One day a small opening appeared. He sat and watched the butterfly for several hours as it struggled to force its body through that little hole. Then it seemed to stop making any progress. It appeared as if it had gotten as far as it could, and it could go no further.
So the man decided to help the butterfly. He took a pair of scissors and snipped off the remaining bit of the cocoon.
The butterfly then emerged easily. But it had a swollen body and small, shriveled wings.
The man continued to watch the butterfly because he expected that, at any moment, the wings would enlarge and expand to be able to support the body, which would contract in time.
Neither happened! In fact, the butterfly spent the rest of its life crawling around with a swollen body and shriveled wings. It never was able to fly.
What the man, in his kindness and haste, did not understand was that the restricting cocoon and the struggle required for the butterfly to get through the tiny opening were Life's way of forcing fluid from the body of the butterfly into its wings so that it would be ready for flight once it achieved its freedom from the cocoon.
Sometimes struggles are exactly what we need in our lives. Remember nature needs no help, just no interference. There are processes of life, things we all go through. The struggles are a part of our journey and are preparing us for what awaits. They are preparing us to fly.
List of questions for discussion
1. What springs to mind when you hear the word "company"?
2. What are your favourite companies?
3. Which company would you love to work for and why?
4. Which companies do you dislike most?
5. Have you ever written a letter of complaint to a company?
6. Which companies do you think provide the best customer service and best products?
7. Do you prefer bricks-and-mortar companies or Internet companies?
8. Amazon.com founder and boss Jeff Bezos said: "A brand for a company is like a reputation for a person." What do you think of this?
9. Mary Kay Ash said: "People are definitely a company’s greatest asset." Do you think this is true all over the world?
10. Andrew Grove said: "In the future, all companies will be Internet companies." Do you agree? Would this be good?
11. Do you think companies really care about the environment?
12. Do you think multinational companies have become too big and have too much power?
13. Why do you think big companies pay their CEOs lots of money, even if they lose the company money or get involved in scandals?
14. Do you think oil companies are good for the world?
15. How could companies in your country be more successful?
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