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Local Marketing That Works: Appliance Direct

You’ve all got that local business that has its own celebrity. You know, the funny guy doing his own commercials? The one with the catchy jingle? For Orlando, it’s Appliance Direct.

What started when I first moved here with just one appliance warehouse now has grown to have 20 stores across Florida. What’s so great about an appliance store, you ask?

This guy:

Sam Pak is the CEO of the company, and is on commercials on tv and radio at least 500 times each day. He’s just comical. He and (who I assume is) his wife make you want to watch commercials about fridges and washers. (I once found myself watching a 15 minute infomercial out of pure enjoyment). He puts cakes in dishwashers to demonstrate their ability, and he always holds his hands out and says “New. In the box!” (It’s become a mantra in my family).

The commercials aren’t particularly well done. There’s no fancy music or lighting. It’s just a guy telling you if you didn’t buy from Appliance Direct, you paid too much.

Why it works is:

  1. He’s funny. He might not mean to be, but he is.
  2. Penetration. Everywhere you look, there is Appliance Direct. When your washer breaks, who are you going to think of?
  3. They don’t just say it: they really do have the cheapest appliances in town.

So before you start whining about how you don’t have a big budget for marketing, think about it. It’s not necessary to spend thousands on marketing, it’s just important to do it right.

Book Review: From Entrepreneur to Infopreneur

No matter what business you’re in, chances are you could stand to write an ebook or information product. Think about it. You’re an expert at what you do, and there are people you can help solve problems.

Stephanie Chandler, author of From Entrepreneur to Infopreneur, does a great job of helping you understand ways you can add new streams of revenue to what you’re currently doing by creating ebooks, books and information products. She simplifies the process of writing and promoting your product, and motivates you to get going on your next project.

As many of you know, I have several ebooks out (see end of post). I’d just hobbled along as best I could until I read this book. I cleaned up my websites, added instant download capability and saw a huge spike in sales.

Now, I know some of you are thinking, “She’s not talking to me. I have no business writing an ebook. What would I write about?”

I say to you skeptics: what are you an expert in? If you’re a dog groomer, you could write an ebook called “10 Tips on Keeping Your Dog Clean Between Groomings.” If you’re a real estate agent, you could write “Braving the Storm: What to Do When You Can’t Sell Your Home.” The list goes on and on. The point is, there are people who want what you know. It’s up to you to read this book and give them your knowledge (and make money doing it).

Video Blogging to Promote Your Brand

Looking for something a little different (but not for long) to promote yourself, your brand or your blog? Consider video blogging. Basically you cover what you would in a typed blog, but you record yourself speaking about the topic.

Take Wine Library TV. The host/video blogger Gary Vaynerchuk is INSANE. And highly amusing. He takes the hoity toity out of wine tasting and makes you want to go drink a bottle (er, I mean a glass). He has created a niche for himself with his highly energetic video blogs, and has expanded into touring, a book promotion and t-shirt sales. He’s been on Ellen, Mad Money, and Conan O’Brien, to name a few.

So if you’re looking for something different to set yourself apart (for the time being) consider video blogging.