This is a short clip of the huge Real Estate developments being erected in LIC (Long Island City), Queens.
What Anti-Marketing is:
Antimarketing works exceptionally well with millennials, achievers, experiencers, innovators, early adopters and early majority market segments. In the last 3 years we (@BinkNyc) have generated over $450,000 in combined income for less than ten Astoria, NY businesses.
We operate behind the scenes for our clients, as we should. We’re not the big ⭐️ 🌟 ⭐️s here. They are. The clients should always be front and center and ultimately the stars of the shows. We assure the show goes on.
DEFINITION – There is some confusion on websites as to what Anti-marketing actually means by definition. They’ve mistaken the prefix Anti- to also mean Un-Marketing. This is clearly an error. In short order, by definition, the prefix Anti- means: opposed to marketing. The prefix Un- means the reversal or absence of effective marketing. Between the two, there is a huge difference.
Most people don’t love marketing.
What they do love much more is buying.
No one needs to teach you how to shop
or buy. You already know what you want.
This idea is useful to the Antimarketer.
This “buyer” vs. “seller” approach is what is used in Antimarketing.
But there’s a catch. There’s always a catch.
The “buy me” button doesn’t understand language. It understands “feelings” and visual images. And 90% of business people (successful or not) have NO IDEA how to get into consumers skulls with the one word that is branded effectively.
Yep. This is exactly what we do.
Client work for Astoria, Queens:
Bus Shelter Advertisement
… and their New Logo…
New Interior and Exterior Design:
Noisette Patisserie (Interior Design):
BORO Magazine Media Kit:
Logo for a New Media Company (Astoria):
Steinway Street Butcher:
Most people distain marketing.
They are far better at buying.
We all are good at buying.
We know what we want.
This “buyer” vs. “seller” approach is what we use in Anti-Marketing.
Sweet Janes Ice Cream:
Small Cafe on Steinway:
Café Via Espresso (@ Instagram and Facebook post)
Logo for Workers Compensation attorney
Chop Chop Grub Shop on Ditmars:
Anti-marketing defies conventional marketing strategy of using positive only selling tactics. We successfully use AntiMarketing with headlines and phrasing that are blatantly sarcastic, surly, embraces an (on-brand) attitude, often utilizing reverse psychology. This, and other time-tested Neurochemical brain techniques. 86 techniques to be exact.
This is how and why we can promise to triple a client’s business (by 300%). There’s a way to attract customers to you rather than begging and pleading clients to “Please spend money in our place, please, please we need money and your business.” You don’t have to sell anything at all. They just come.
So, let’s make you some money.
C: (718) 578-6613
Many founders totally suck at being CEO of their own company.
Here’s how their fantasy and dream works:
Founders dream of the day they’ll grow to be a massive team and — from inception to a huge success — retain their throne as CEO. Then they suspect they may rule the world through their mental acuity, stealth and a little luck.
Unfortunately, that kind of thought isn’t what is best for the company, employees and customers. New research shows that, more often than not, companies run by founders are “less productive and more poorly managed” than those which bring in outside CEOs.
The Founder’s Dilemma
Research of data collected by the World Management Survey detailed a review of more than 13,000 mid-to large-sized companies in 32 countries. Firms led by the people who founded the company were 9.4% less productive, on average, and on average had consistently lower management scores—which typically rose once the founder-CEO was replaced.
Other research studies from business school professors at Duke, Vanderbilt, and Harvard Universities examined similar data with identical results.
Few founder/CEOs ever get close to seeing their companies grow to anything substantial or epic. When Noam Wasserman, a professor at the USC Marshall School of Business, looked at 212 US startups (paywall) launched in the late 1990s and early 2000s, he found that only 50% of founders still controlled their companies three years after founding it. Four years later that number was down to 40%, and only 25% of founders were in charge at the time of the company’s IPO.
It’s actually pretty rare for founders to remain on as CEO as their company grows. It turns out that investors don’t like going all in on companies that are too reliant on one person’s talents and dream. Being a good founder and a good CEO require two completely different skillsets and mindsets.
A lot of startup founders suffer from what’s called the “rich versus king” dilemma: they exhibit poor control between wanting control and wanting profit. And unfortunately, control from the King type often wins, so the company loses.
Well, that’s logical. Here is a small truth neurochemically: You’re not a King unless you have a kingdom, a castle, maybe a church and certainly an army with quite a few taxpayers paying you. Someone always has to foot the bill.
Can this be bypassed? Well, yes. There are always exceptions to the rules. You may want to know what those components are. We can give you a list to follow.
Focus: COFFEE • CAKE • ICE CREAM
There are several emotional and subconscious gaps (aka White Space) in a saturated market available for branded cakes, coffee and ice cream. This isn’t some sort of hunch or guess. This is math and science.
This is where we can add the most value in creating a destination not based on the ‘locals’ and ‘local foot traffic’ but rather on a brand which can go city-wide in brand sales with a smart, aggressive and targeted Social Media Campaign.
How about this:
Instead of you looking for customers, customers come looking for you.
Yep. That’s what every business wants but most don’t know how to do it. Some suspect it’s a spiritual thing. Some think it’s luck and others believe it’s magic that only a few possess and others don’t.
The entire population, what their needs, wants and desires are, eludes most folks which is why we have comprised a specialized system and team of seasoned pros on our advisory board which we call upon as the need arises. In essence, good business is a matter of educated decisions, bracketing out old and useless assumptions/hunches/guesswork and keeping alert to new opportunity and spaces that open in the market.
Our advice is simple:
BUILD A BRAND
Most small business owners have no idea how to build a brand or how it works or what it really is—none whatsoever. If you find any of this insulting, then stop reading this now. It’s about to get a whole lot worse for you. Ready?
It’s completely understandable that most people wouldn’t know the first thing about building a brand. Why would they? Most people fall subject to brands and branding. Does anyone know how the Marlboro Man ended up getting Marlboro cigarettes in every corner of the globe? It wasn’t luck or guesswork. It’s advertising and branding. Most people fall under the brands influence—even when they say they haven’t, they have. There’s no way to escape it’s influence. That’s just the way it is even if you don’t watch the ads, your market choices are calculated and factored into an equation of market saturation—even at the 99¢ store.
Others open a business and think in terms of local foot traffic and catering to the neighbors. This worked back in the olden days… before our lives became progressively digital. They figure: we sell this and that because … and you should buy this and that because, um, we sell it.
Naw, it doesn’t work like that and that’s not enough to convince me. It’s not likely to convince anyone else either. It’s fucking boring. No one cares how good your food or your product and services are. They shoo with you because they believe what you believe.
This is NYC and there are 1000s of amazing restaurants, products, services and places to buy things. In Astoria, Queens the area is known for having amazing restaurants. Your food had better be excellent. That’s just the baseline. It will get you only so far. Brand go much, much further.
Here is the question you may never have thought to ask yourself about your business: IF I WERE TO CLOSE MY BUSINESS TODAY, WHAT WOULD PEOPLE REMEMBER ABOUT MY BUSINESS?
If you are stalling or struggling to answer this simple and direct question, you have NOT built a brand. That’s just the plain and simple fact.
Do you Agree or disagree?
Okay. Let me ask you this: If Harley Davidson, Apple, or Coca-Cola closed all their manufacturing plants today, would they still have a brand? Indeed, they would.
A brand gives meaning and definition to people’s lives. This symbol 💲 is a brand. This symbol 📞 is another brand. This ☠️ is yet another type of brand. It has meaning whereas there should be no meaning at all. These symbols have definition, a type of personality and meaning. People align or disassociate with those beliefs.
1. Ask questions about your business.
- Who’s your target persona?
- Who are you trying to reach?
- How do people typically discover or become aware of your product or service?
- Who do you see as your competitors?
- What is your differentiator?
- What can you do that the competition can’t?
- Where do you see your business in 3 years?
2. Insight and observation (what’s working, what is NOT working)
- This is a mix of both positive and negative feedback. We focus on what we all think is working, or areas of the experience we think are confusing to customers and need improvement.
- Insights usually range from tactical observations about best-practice experience by design (an unclear line item or confusing instruction through text, etc), versus deeper, more impactful insights that effect the overall impression and effectiveness of the product or service.
- Prioritize any trouble spots (areas that need immediate attention)
- Identify missed opportunity(s)
- New audiences or applications for a new product or service
- Identify new partnerships or alliances
- Strategies to generate awareness and increase adoption.
How many of the above questions can you answer? You had better have an answer for all of them. Not just any old answer but the right one.
See my fuckin’ case studies: click it.
See my fuckin’ portfolio: click this.
If you care and love your business and investment, call to get answers to questions. We have 25 years of experience answering each and every one of these questions for business owners. Many of them wouldn’t have survived and eventually have thrived right to today.
We think we can help. A consultation is going to cost you a cup of coffee, unless you are an asshole, then it’s only $500.
There are easy-to-follow techniques in the Neurochemical for doubling or tripling a business. We make it seem magical, like where we wave a wand or stick and “> B•O•O•M<” business doubles!
Naw. It’s not like that. That’s a SILVER BULLET. No one makes bullets out of silver unless you’re hunting werewolfs. WEREWOLVES don’t exist either. Both silver bullets and werewolves are fantasy.
It’s taken a decade to figure out the combination to opening excellent potential for businesses. My team and I go through 86 [ Neurochemical ] checkpoints to assure that what we suggest doubles or triples a business (income).
Here, on this blog, we’ll set you up with a few things to do and let us know how it has worked (or hasn’t worked) in your business [ BinkNyc@gmail.com ]. The knowledge we are giving you here is of no use if you don’t apply it. So, try to apply it.
Some say: “It is easier said than done.”
We say: “Don’t be a lazy ass and try applying the techniques. In fact, don’t try it, just do it.” 🤣 Trying something is almost setting yourself up for failure. No TRY, just DO.
^ That might sound a little harsh but this blog is for big boys and girls. If it offends you, we say: “Grow the eff up“. We’re here to generate business and can give a rat’s ass about your vanity, ego or feelings. U Ready?
Seriously, it’s utterly fascinating to us how some overlooked and minor touches to a business works wonders in increasing the bottom line. Often this results in doubling or tripling the business for our clients. We’ve made over $450,000 for less than 10 clients in Astoria. One of many techniques we use is by prescribing the NINE QUESTIONS listed below.
When all is said and done, business owners seldom give us the credit we deserve. They think: “That was easy. I could have done it myself.”
That’s okay. You didn’t think to do it yourself. We did. This is all fine by us. We’re all grown up and don’t require acknowledgement or credit to know what we did to fix the broken issues of a business. That is what they paid us to do for them after all. For us, that’s what matters most.
There are nine questions we ask clients to see if we can double or triple their current business. It also tells us how well they understand business and how well they understand their brand.
If they answer all nine questions correctly and with fluidity, we may NOT be able to help them. They can probably help themselves. More often than not, 4 or 5 of the Nine Questions hadn’t ever crossed their mind.
At that point what we do DO is suggest they hire us to FILL or FIX the gaps in a logical business format. No werewolves, full moons, silver bullets or overnight sensations. It’s just work.
All too often these knowledge gaps have created stumbling road blocks in their business growth. They don’t teach the techniques we perscribe, even at ivy business schools.
BEFORE we hand over the nine questions of things you SHOULD ASK about your business, here’s some things you should NOT do to your business: It’s called un-advertising or un-marketing your business.
If you are going to advertise your own business, please remember that you are an AMATEUR and advertising is a profession like any other. See if you want to admit to yourself that you have no real idea what you are doing. It’s okay.
So many business owners follow what your neighbor does AND THINK that they are successful because of the way they advertise their business. There are often dozens of other factors that have went into their business to bring them where they are. We’ll go into those reasons below.
Here are two bad examples of businesses trying to advertise and woo customers into their business with some real amateur techniques.
Who is the customer that reads the ad below and says to themself: “Oh yeah, look at those freakin’ prices! Look how much money I will save getting shitfaced this evening! I must go here!”
As you may have guessed, this place was empty except for the bartender and her two friends. It’s a shame because it is a very good looking place. I sure hope they figure it out before the FOR RENT sign goes up in a season or so.
Here’s another clueless business owner who at least got a small piece of the advertising game going on. Care to take a crack at what they did right?
First, again, who is the customer?
Why, that’s easy. It’s someone who is ready to drop a few hundred dollars on their next catering order, just walking down the street, moseying along, looking for places that cater fish 🐟 and advertise this on the sidewalk. Nope, not, never.
Not too bright. This percieved in the subconscious as looking desperate and needy which is never attractive to anyone: male or female. These business people are subsequently saying is: “WE need money NOW! Place a big order with US now so we can make the money WE need to make NOW!” 😟 The explaination point at the end of the sentence almost assumes, ME, the passerby, had completely forgot that I had to cater an event coming up.
What they did do right tho is place a COMMAND in the language. Some asswipe will likely respond and go in and ask about a catering order. THE BUSINESS OWNER will then say to themselves: “Ahhh, the sidewalk ad worked.”
The customer is an asswipe tho and will unlikely cater any party, any where although it was fun to ask and see the excitement on the shop owners face. Futhermore, it’s not much of a story to tell your neighbora and family members.
We do love to tell stories.
Okay. One place got it right. The one liner they had on the board released a little shot of dopamine in my brain and got a chuckle out of me. The place was packed so we didn’t actually go in this time, but another time, we shall entre. They created a curious customer off a blackboard on the sidewalk.
This original line: “Alcohol goes in [and] happiness comes out.”
I thought piss comes out when you drink. So, we are calling urine “happiness” now? Now THAT, is some funny shit. 🤣
———————- / @ \ ———————
Here’s one we placed outside of a small cafe that hired us to redesign the interior and remodel the entire business:
We used a brilliant quote from the late, great Irish Decadent: Oscar Wilde. It reflects both sides of the political belief isle in an almost independent and distanced way. Some passerbys were deeply offended. The stopped to read the whole thing, huffed 😤 and stormed off. Others posed next to it with their thumbs rasied, shit-eating grim, etc. Yes sir, we win some, lose some.
If we BRANDERS learned ONE THING from the Donald Trump presidency campaign, it is that you can’t go too far with your beliefs. The only problem with beliefs is to be SILENCE and fearful in never speaking up at all. This is considered weak by any standards. In advertising, NEVER BE TOO AFRAID TO OFFEND. People like it much more then they will openly admit.
People love to complain. If you don’t give them something to complain about, they’ll find something anyway.
So, if you are a smart cookie, and we suspect you might, you are probably wondering “WHAT DOES THIS QUOTE HAVE TO DO with GENERATING new BUSINESS?”
Our answer: “EVERYTHING!”
In fact, this was placed outside the second week of reopening the little cafe business. That week we doubled the income of the business from the week before. The people who agreed with the quote came in because they believe what we believe. This income doubled again the third week. The sign had a considerable part in generating the income of this business.
People like to patronize businesses that share the same beliefs and values. This is What a Brand is… We were selling cupcakes, coffee and ice cream but what we are also selling is a conversation and a chance to engage is a like-minded value and belief. And we were doing it with confidence. And a little bit of crass attitude with the last line: “Have a cupcake, cupcake.”
Ice cream and cupcakes are hedonistic indulgences while coffee drinks are a daily American staple. DECADENCE was writ in all caps and the largest word to be read at a distance besides the name of the place: Qdyssey.
The QUOTE is a strong statement which aligned the newly branded persona of the business with a position and belief. We happened to know that the Greeks in the area would definitely get a kick out of it. They love looking down on America and the lack of culture exhibited here. Indeed, they did.
If you do plan on doing an advertisement all by yourself I have a great suggestion. Get a hold of an old advertising award book (hard cover) and read every single ad in that book. Some suggested AWARD books to get: The Art Directors’ Club, D&AD, The One Show, HOW (Magazine), CLIO Awards, OBIE Awards, EFFIE Awards, Communication Arts (Advertising).
It will take you an hour or two to poir through on book. There are 100s of great ads and it’s as enjoyable to read as dropping and bratty, know-it-all teenager covered in blood into a swimming pool filled with hungry piranha. 🤡
You’ll at least understand what it takes to make a good advertisement. F*ck it, steal a few ads right out of the book. No one will know and no one will really care. Especially, if you get the old ad AWARD books from the 60s, 70s and 80s, the copywriter and art directors are probably already dead. You win. You haven’t bored PASSERBYS to death with listing your prices or writing whatever shit you are selling on SALE or because you think people care about what you wrote. They don’t.
Any questions? mailto: BinkNyc@gmail.com
(to double your business)
1. Who is your customer?
Hands Down! This is the first question any business owner needs to ask themselves. If you want to make money, WHO is going to pay you, is the thing you what you want to know first.
2. What is the value of the service or product you are offering?
You know what you are selling. Is the message clear? Are you unadvertising or unmarketing your product or service by mistake?
3. How are you planning to reach and communicate to your customer?
Some options are: Print ads, Radio or TV or cable, Word-of-Mouth, reputation-based, e-mail, direct mail, posters, flyers business cards, networking, guerilla, native advertising, point-of-sale, etc…
4. What type of relationship do you plan on having with your customer?
Such as: personal, professional, online, community, telephone, text, social media.
5. How will you make revenue for the service or product you are providing?
Cash, check, credit, paypal, affiliate programs, credit cards, etc…
6. What are the resources you will need to be able to deliver the product or service?
These are the main things you need to give your customer in terms of value, delivery, pick up, drop off, suppliers, stock, shipping and handling, etc…
7. What type of activities do you need to do to fulfill the customer with the value you provide?
This is how the whole operation gets done. What must you do to fulfill the obligations and orders.
8. What type of partnership can you form or align to differentiate your fulfillment to the customer?
This are those others who can help you or who(m) you can help with your business. Think of this as a form of expasion that you haven’t considered yet. One of your suppliers can be one of your greatest assets.
9. What will all of this cost?
These are ALL THE COSTS you will need to drive your business. List them so you are clear where the money is going out.
DOUBLING THE BUSINESS
So the questions to cosider are, Where can I expand? What is my competition doing in Extras that We are not doing? What other services or products can I provide which will drive more revenue to my business?
Go through the nine questions again for another business you know and understand. You’ll want to ask or analyize a successful business within your scale and revenue range (solopreneur, entrepreneur, small, medium, large). You WILL find gaps that can and should be filled. FILL THEM!
This is how we help clients double their business. The good ones who are willing to listen and put in the work will do triple their business. Some in as few as a coulle of weeks or months. Some take years and most will never get anywhere or close their doors.
Yes. These are the nine questions anyone opening a business should be able to answer. Not only that, it would serve the business even better to have each of the answers be flexible meaning, don’t assume your plan is the only plan that will work. The marketplace is NEVER GOING BEND TO YOUR WILL. You should bend to their will. This way you can address the customer’s needs, wants and desires in a better fashion.
We use these nine questions as a starting point. In an actual meeting, with myself or an associate, we go into much greater detail. There are many other considerations to consider in order to double or triple a business but in answering these nine questions gets you that much closer to seeing what is actually going on. It doesn’t matter if you just seek growth or are in financial trouble and the business is suffering. Double is double.
Let us know how we can help. We would be honored at the prospect. We can help. All you have to do is call.
Breuk Iversen (718) 578-6613
There’s really no way to put this politely. I’m just going to say it:
The Industrial Revolution
is coming to an end.
Not just the mass production but the mindset that goes with the territory. You probably have already noticed.
If not, you may want to put on a fresh pot of coffee for this one.
Naw, make that a triple Americano espresso. 😁
It’s amazing that this topic isn’t widely broadcast in the mainstream media but, then again, their employers (big league corporate advertisers) are trying to figure this problem out and keep their IPO’s climbing.
Amazon is decimating the US retail market.
Airbnb is ousting US hotel chains.
Amazon is cheaper and delivers right to your door. (see below).
Uber usurps the Taxi and Limousine Commission (TLC).
Netflix and Hulu are the new TV cable.
3rd Wave cafés, coffee shops and restaurants are dismantling the fast food industry piece by piece. You’ll start to see the shift as Americans become more aware of food ingredients and flavors.
Millennials are spending as much time shopping as they are requesting “charge backs” on purchases. It’s Fraud but that’s okay because it is happening so rampantly the credit cards are finding it impossible to keep up with the slowly impending disaster. The retailers are truly starving for business so they’re just cutting their losses with credit cards.
The Palisades Mall in Nyack, NY is suffering so hard that they had to scrounge a few bucks from Coca-Cola by allowing them to install an actual soda machine into their directory.
The map is printed on the front of the machine. It’s getting crazy out there.
Here’s a list of recent retail closings.
These are the US’s mass production
(fashion) ready-to-wear retailers.
• JC Penny
– 2016 only 7 (+ 2014 33 and in 2015 40) stores closed
– 2017 138 closed
• Abercrombie & Fitch – 60 closed (2017)
• Guess – 60 closed (2017)
• Crocs – 160 closed (2017)
• The Limited – 250 closed (2017)
• American Apparel – 120 closed (2016) then, 110 in 2017. They’re Done.
• BCBG – 120 closed
• Bebe – 180 closed (2017)
• Payless Shoe – 400 – 500 stores closing (2017)
• RadioShack – 552 closed (2016) – 360 (2017)
• Staples – 70 closed (2017)
• CVS – 70 closed (2017)
– 2015 closed 700
– 2016 closed 500
– 2017 closed 300 in SoCal
• Abercrombie & Fitch – 54 (2016)
+ 60 more (in 2017)
There are many other CULTURAL shifts happening. This isn’t just a little trend happening or a bump in the road. It’s no mid-market fluctuation either. It’s a splitting of the earth swallowing up outdated businesses and replacing them with new businesses and new business models.
You can’t blame C-level executives for making bad marketing decisions. It’s not their fault and even the best will fail unless they get a grasp of the Information Revolution and a radical new shift happening culturally. There will also be a shift in the perception of wealth and what wealth means. Perhaps this is why Bitcoin has become a real player on the Stock Exchanges.
There will be no coming back for these industrial companies. They are done.
If you can pay $11.99 for Hulu, you are ad-free.
If you can pay $8 for Netflix, you are ad-free.
If you can pay $10 for YouTube, you are ad-free.
If you can pay $15 for HBO, you are ad-free.
If you can pay $4.99 for Spotify, you are ad-free.
If you can pay $8.99 for Twitch, you are ad-free.
If you have an iPhone, AppleTV, or iPad, you can be ad-free.
This is why we do Anti-Marketing.
We treat those as we ourselves
would want to be treated.
People don’t hate relevant ads, they hate bad experience(s). We need to create ads that create better experiences; Ads that are aren’t ads but rather express a human experience, achievement, thought process, and lifestyle. These things are the living embodiment of AntiMarketing.
Disruptive ads piss people off, they piss me off. It’s time to add value to ads and stop treating people like they’re just another dollar in your pocket. We are more than that…
This is an Information Revolution!
Everything and every things’s
mother is now available on
your mobile phones. This has
never happened before in the
entire human history and if
you could imagine the impact
the INDUSTRIAL REVOLUTION
(2nd Wave) had on the old
(1st Wave) then you are miles
ahead of others in this new
It’s here and it’s time for
The Information Revolution
In case you haven’t heard.
Have a very nice day.
Clients want a measurable system for seeing the results of a campaign be it advertising or a branding effort we do for them. We don’t blame them. Clients and employers pay damn good money for work and services.
All us marketers or Anti-marketers have ways to measure the results of an ad or brand campaign. The art of business requires this. It’s in business. It’s not Monopoly money!
If your marketer doesn’t have a system to do this, you should be a little suspicious and reconsider using them. You may like them as a person but that doesn’t mean that they are the absolute best candidate for the task. They should definitely have a way for you to measure their effort and results. Friend’s are friends but the numbers don’t lie.
I’ve actually had people say to me “Advertising and branding can’t be measured and since they can’t be measured, how will we ever know if it works?”
This seems to me like an odd question. Of course marketing, advertising, and branding can be measured. Companies on the corporate level do it all the time. They have to. How else would they know if their ads and branding are working or not?
Below is a simple formula For measuring. Please keep in mind that I’m an adman, brander, writer, and designer. Economics isn’t my forté but this little method makes perfect sense. Our clients like it and use it.
Here it goes:
All you have to do is compare the numbers of the two previous years with a month after you launch a new ad or brand campaign. Next is an example I used for a little entrepreneur ‘brick and mortar’ in Astoria.
Her business opened in May 2014. I started working with her in 2015. I promised her that I would be able to triple her gross income. She was skeptical until I hit the numbers as promised.
As you can see, I tripled her income from the first year to the second. Then in the second year, I was only able to (do little more than) double her gross income. The reason for me being able to only DOUBLE her gross income was because she wanted to keep a pair of previous employees to return from the previous year. She felt a sense out of loyalty to them.
Her decision to keep the employees would cost her roughly $7,000-9,000 per month. It’s not the smartest business move but people like their pain, their power, and/or their comfort zones.
Why would this seemingly inconsequential decision cost her $7,000-9,000 per month? It seems a little excessive, doesn’t it?
HERE IS WHY:
1) The employees, rightly so, were used to do things on their terms, in their own way. ACCORDING TO THEM, everything was fine last year and the income was tripled. When these employees started they learned just 20 techniques to do in each customer interaction. I taught them, they learned and executed the assignment. In order to triple the income for the 2016 summer, they would have to learn 30 new techniques in customer interaction.
2) ONE young woman she would want to MANAGE the store was her neice. Family employees in business are never a good recipe for success.
3) The owner wasn’t about to pay them twice the hourly rate to learn 30 more techniques.
4) These part-time high school students would have seniority over the new employees (college students and graduates) and a power struggle would likely result. Sure enough, it did.
5) All the new employees learned 50 techniques before starting work. These 50 techniques were advanced communication strategies to be used in each customer interaction. This worked perfectly but, the previous years’ employees struggled and resisted the new changes and protocol. If it were up to me, their disobedience would have resulted in them being fired on the spot.
Despite this, in June 2016, I nearly tripled her income to $45,000 but, she also decided to suddenly change the serving size of the scoops and cups to smaller portions, mid-season, without warning anyone. This was a disaster.
Once she realized that the weekly income was decreasing and she was losing customer confidence and goodwill, she went back to the old portion size. The problem was that it was already too late. In just two weeks, she derailed the flow of the customer’s expectation— a tragic error.
She lost some very excellent, consistent, and loyal customers with this single act of greed. The old adage applies: “Penny wise, pound foolish.”
We parted ways left mid-July over my financial compensation. The contract we had in place was a performance-based arrangement that she misunderstood as time (hours worked) based agreement. My contracted assignment was complete when 3 consecutive months in (April, May June 2016) doubled the previous year (2015) as promised. It was July, my assignment and numbers were met and I did this with a strategy.
Today, she is out of business and it is unlikely she’ll re-surface this year or any other. Her business acumen is that of the novice.
I have a new potential client who wants to increase business. He has a successful wholesale and retail business. He also said: “It’s easy to measure our wholesale business because 100 new restaurants are 100 new restaurants.”
So I asked him: “Do you have a cash register?”
“Is it electric?” I said, has every right to ask this question. He’s an old fashioned butcher in Queens with three full lamb carcasses strung up by their hind legs in the window.
“Yes, of course.” He answered.
“Do you keep the data and have accounting records?”
“Is the business growing every year?”
“Yes, especially over the last four years.”
I said: “Excellent, then we’ll 1) take a look at the numbers for March, April, & May for 2015/2016 and compare them to 2017. Then 2) we’ll project your income adding in the percentage of growth already anticipated. 3) Any INCREASE above the 2015/2016 gross income plus the projected growth expected is what WE DID TO GROW THE BUSINESS. 4) This usually happens a month AFTER we launch a campaign. So anything above the normal income growth would be attributed to the craft and work of the campaign.”
His eyes lit up. HE SMILED. He got it. Apparently, no marketer, ad person, or sales agent he had worked with proposed a way to measure a marketing (ad or brand) effort in this way.
Personally, I find NOT KNOWING this is baffling. This is how you measure marketing efforts in any company, large or small.
What’s even more baffling is realizing that even when we grown the business by 300% some clients don’t rehire us. It’s as though they are hardwired to regress back into their comfort zones. The psychology suggests that they see their business as an amalgamated extension of themselves.
Often we only offer 300% because 500% or 800% is just too unbelievable. It could be done but in all likelihood the business owner will have a meltdown. We’ve all heard the stories of lottery winners spending everything in a year or two. The same applies to indy business owners and for those unprepared for this type of growth, the notion can be psychologically overwhelming for them.
So, 300% it is. And again, sometimes the clients don’t want to rehire us. I’m convinced that some are crisis-orientated, others have a strange affinity with their old struggle and pain, and others just want to be comfortable. Either way, it’s an interesting Neurochemical reaction to observe. It is also something to measure.
• Measure the client’s mind first.
• Measure their previous performance
• Measure your performance.
I hope this excerpt gave you a surefire way to measure performance. Have a great day.
Now I’m supposed to say: Call Breuk for more info @ (718) 578-6613 but, I’m not going to say that. Instead I’ll say: “You probably think you can figure out the 300% growth all on your own and only need to find that little silver bullet.”
Go ahead. You’ll save a ton of money this way.
We’re still looking for that silver bullet too. We don’t think it exists.
🤒 : Breuk Iversen
🤖 : (718) 578-6613
👹 : BinkNyc.com
😍 : BinkNyc@gmail.com
QNS achieved more than
5.4 million pageviews in
2016 and set an all-time
monthly pageview record
in March of this year, with
more than 700,000 pageviews.
Business owners usually want to know how many “Unique Visitors” a publication or website has. This is usually measured in a CPM (cost per thousand).
(perfectly poised now News media hub)
- Increase traffic
- Assure articles are properly tagged.
[ *Focus Groups gathered for marketing once had been considered a valuable marketing tool for a time. The fact is that it has never worked very well. This has repeatedly been proven psychologically-scientifically and we can pull hard data from annual reports and ad agencies today. We need only to reference the focus groups hired by Coca-Cola about the millions they lost on New Coke, a fiasco which resulted in losing serious market share and which took years to repair. ] :
- What is your company’s mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company?
It’s the little things you do. It’s when you tell the truth in a lying, thieving, cheating world.
AntiMarketing is Truth:
People don’t love marketing. They love buying.
They don’t love marketing for a living either.
What they really love is buying.
No one needs to teach you how to buy.
We already know what we want.
Our job is to Think like a buyer. Then we teach this to our partners.
We give buyers more of what they want, not less. We call this approach AntiMarketing. It’s not “Un-marketing.” Unmarketing is when you try to advertise something and fail. It’s AntiMarketing as in “We dislike being sold shit and prefer to buy things on our own time, on our own terms, when we’re damn good and ready.” 🤨
How about that? 😁 You like it?
This psychological approach to the story of the “buyer” vs. “seller” is a pivotal tweak used in developing an Anti-Marketing campaign. It gets our clients a very healthy 300+% return on their ad spend should they follow the path we suggest. Sometimes they do and sometimes they don’t.
This makes our clients happy. And it makes us happy too.
I’ve actually had business owners tell me: “If I spend any kind of money on marketing, I expect 1000% return.” Ha hehehe <cough> eh! Good luck with that. 99% of the marketers I know can’t even get clients a 300% return on the money they’ve spent. They might get you 10-15%. You’d still be happy with that. It is money well spent.
My response was “So, how come you aren’t doing that already?”
Whoops. I can see their blood begin to boil and a vein popping out of their neck. Just before they yell or go off on a rant, I extend my index finger skyward asking them to wait on their response and continue: “So, you haven’t found someone that can offer a 1000% return. They can’t even give you any guarantee whatsoever. If you had found someone that gets you 1000% on your dollar, you’d be using them. No?” I pause briefly, the continued “And if your business was THAT busy, you wouldn’t have had time to meet or call me.” Yes or yes?
The above is an AntiMarketing approach. It’s hard-hitting, honest, blunt and truthful. It is also harsh. Don’t be a baby. 😁
AntiMarketing is the buyers side of the business where Branding is different and requires that we restructure much of the company’s way of speaking to customers and they way they speak about their business. Branding is an operational function. It is NOT about marketing anything directly. Branding is indirect and an intangible company asset.
If you hired us just to Advertise your company’s products or services, then we can usually only hit a 15-40% increase. The price we charge is $x,xxx.xx and we can usually guarantee 300% whatever that “xxx” amount was paid to us. is.
If that’s good by your standards, give us a call. Let’s do business.
It’s better than what most other firms, would or could ever offer. No one in marketing ever offers you a guarantee. We do. There are a lot of marketers that just take your money and do hardly anything else. We’re the AntiMarketing folks, remember?
If you you want to bet double or nothing, we’ll do that too. This means NO MONEY DOWN, when we hit the mark, you pay us double. If we miss the mark, you pay is nothing.
Are any of these the brands you shop?
Yes. There are a few that are familiar. The point is you may have a good marketing question: “How did these companies get to become so big?”
Well, back in the good old days, these companies had armies of marketers to get them where they are today. Some used ADVERTISING AGENCIES. They did huge media campaigns costing millions or billions of dollars. They used various marketing techniques like: scarcity, branding, under-cutting the competition’s price point, reciprocity, commitment, consistency, social proof, authority, good tasting, and liking. Usually it’s any number and a combination of these techniques.
Back to the original question: “Why do I have this product in my house?”
It’s because these products are popular and familiar. Americans love brands.
A Typical Marketing Message from us might sound like this: We identify the amazing things worth talking about in your business. Things that people will love and want to share. There’s almost always something special and unique to every business, business owner and their journey. AntiMarketing is doing the same thing BUT, the opposite. We sit on the side of the buyer who wants to buy something anyway. We do the sale because they already want to buy.
A Better Anti-Marketing Message: The problem is that when business owners do try to advertise their business, they forget one critical thing. They think the advertisement should be about them and their business and completely forget about the customer. They’re all a bunch of selfish bastards. Sometimes they just forget. 😁
[ This piece is about people who still use outdated marketing techniques. These old techniques are failing is the face of what we can do today with big data and new media. ]
This is useful for marketers and business people who want to be marketers. Perhaps, you just like marketing and want to get better at it and give it a shot. The longer you keep doing what you do, the easier it for us to make more money for our clients. We want to thank you from the bottom of our heart.
This is important:
The rest of this piece is about the definitions of Anti-Marketing vs. Un-Marketing. Never shall we mingle the two. Ready? Ready or not…
- Wizard of Oz: They have one thing you haven’t got: a diploma. Therefore, by virtue of the authority vested in me by the Universitartus Committiartum E Pluribus Unum, I hereby confer upon you the honorary degree of ThD.
- Scarecrow: ThD?
- Wizard of Oz: That’s… Doctor of Thinkology.
- Scarecrow: Yeah, that’s Doctor of Thinkology.
The sum of the square roots of any two sides of an isosceles triangle is equal to the square root of the remaining side. Joy! Rapture! I’ve got a brain! How can I ever thank you enough?
- Wizard of Oz: Well, you can’t.
ENTER REAL WORLD: Anti-marketing
Here’s a sparkling example from an professor:
A few great Anti-marketing examples:
2) To Buy something is to acquire something you already want. Which of the two seems more satisfying?
Promoting Williamsburg | Brooklyn
from November, 2000 of 11211 Magazine.
BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples lives.
We sell air.
As in… She had an air of confidence.
Want to buy some air?
What if I told you it doesn’t cost a million dollars. If you think you don’t need air, try living ten minutes without it. 😀
Go on with no air. We’ll wait.
That’s not the air we are talking about. We bespeak of Branding. Branding as applied to a company. Branding is a sense or an “air.”
How is this applied to business?
Much like we all need air to live and breathe, we need to see this in the brands we believe in and buy. When BinkNyc Culture talks about branding, this is what we mean = your air(s). The Airs you carry as a belief, a promise, whether your business has the confidence or not, your guarantee, your values and giving your customer the quality you want customer or clients to most believe in.
It sounds easy to create but it isn’t. That’s the first thing. The second thing is rather than move along the lines of what the business owner wants to portray as their airs, more important is to align these airs along the lines of an available pocket or white space in the market you are “in” or “entering”.
This means you align the values and beliefs with the audience that is most accessible and available and sometimes this doesn’t align with you and who you are and want to be seen.
It’s amazing how many marketing companies are still using techniques from the 1940-1970s to market their clients products or services. These old companies are under a delusion that you can convince people to buy things. Fools!
Then, these marketers have the nerve to wonder why they’re struggling having to work 12+ hours a day. Then, their project fails epically in the marketplace. They’ve hardly made a couple of bucks after X number of years. By now, it should be getting easier for them, and it’s not. There’s a disconnect. The entire culture has changed and what was once considered important to different markets has changed considerably. It’s also getting more difficult for the inept.
THE GOOD NEWS
It’s NOT you or your business. It’s the cultural ecology. And it’s technology. The technology and cultural ecology are inseperable.
It’s changing and not being addressed in the media. Don’t look for answers in The NYTimes or Forbes. Only select neuroscientists, think tanks and very advanced marketers are talking about the big shift and correctly addressing its huge impact on people—usually in hushed tones—usually only in the boardroom.
This revolution is huge from BinkNyc‘s perspective as branders. We as a culture are moving from a focus on the Industrial Revolution to the Information Revolution. And this whole new revolution is going on right before our eyes and under our noses. Once you read what is below, there will be no going back to what was once FACT.
In Queens there are a few folks who have hundreds of yellow medallion cabs. Life was very smooth sailing for a few decades. Medallions cost close to $1,000,000 – 1,500,000. These “few” business owners were making a great living until the newest trend in technology came (Uber) and moving the old yellow cab drivers to much greener pastures in black cars.
Uber’s cars are brand new, they’re black, they’re clean, and it’s taken on an intangible brand experience of a far more personable experience, their “air.” Passengers are posting 100s of videos, sharing stories and doing great peer-to-peer reviews about the interesting driver(s) they have met while riding in Uber. It’s more than a trend. It’s real. It’s real and it’s air.
Are you ready for the most painful part? Uber is now a way cheaper ride. This merges and marries the intangible (air) with the tangible (wallet).
Yellow Medallion cabs will never be able to compete unless a publicist or brander were able to alter the attitude of 80% of the cab drivers.
The likeihood of that happening is nil.
The new Cultural Ecology is here. Here are three examples:
• Facebook destroys traditional media.
They are the largest content provider in the world without generating any actual content. The users generate almost all of the content.
• Amazon destroys 100 to 1,000 of US department stores.
Amazon doesn’t have or manufacture any products. Products go from the click of a web button to your door.
• AirBnb is worth 5Xs more than the largest US hotel chain.
AirBnb doesn’t even own or build any buildings or hotels.
Old school business owners I’ve met are in complete denial of the facts. The feel that this digital Information Revolution is a trend, that it won’t last and that business the way it was 10-20 years ago will return to the way it was. We then say to them “Let sleeping dogs lie.”
Okay… are you ready for the real pain of this new reality? Here is it: None of the traditional industrial companies and attitude are going to make a last minute come back like we saw in the last Superbowl. They are all going ‘bye-bye’.
These industrial Product and Service-based industries are already playing a tougher game than ever before. If they plan on surviving they are going to need to unlearn and relearn the rules of an entirely new game. It’s not only that it is getting tougher, it’s getting impossible to hold onto to old AIRS.
How do we fix this… AIR?
ReBrand your business now before it is too late.
Here’s the question I’ll ask:
“If Harley Davidson CLOSED down all their production factories today, would they still have a brand?”
“If Coca-Cola CLOSED all it’s manufacturing plants, would they still have a brand?”
“If Kate Spade NEVER PRODUCED another bag, would she still have a brand?”
Yes, yes and yes.
You can’t put your finger on the brand but, there is still something there. There is a belief, a value, a promise, people you know and have these things or are fans of one of these brands.
It’s intangible like air. A brand’s true value proposition is its — AIRs. The great part is that brands are air that is predictable and the market audiences that stick to them are predicatble as well.
Again, the air is just a belief. It’s the belief the customer feels when they see, hear or come in touch with a brand. The Air is the intangible and the pull of a brand is magnetic.
“If YOUR Business closed its doors today, what would people remember about your brand?”
That, is the overall question. Maybe you don’t know the answer. That is possible. Most businesses don’t have the answer to this either and they’re dropping out of the picture like flies.
If the answer to your brand is luxury, fine. THE PRICE will tell everyone if it is a luxury item or not. It’s right there right on the price tag. It’s in its Airs. You and I know may know it’s a luxe brand but, do your customers have this Luxury Brand already noted in their heads? They will need to have you AIR in there.
We have a team that knows how to get the brand air in the customer’s heads for you. We consistently get great amazing results for clients that listen and follow the recommendations. The techniques we use draw people to you and your business. You can now begin to soft sell instead of the hard sell. They are draw to you because of your Airs.
You don’t have to go out and find customers. They will want to come and find you.
Before you call.
You are going to ask what we give you. It’s a 25-35 page instruction manual for you and your company. In it you will find all kinds of goodies:
- Research (what you didn’t know that you didn’t know.)
- Competition (sometimes it is not even the industry you think.)
- The Strategy (Thinking five to seven steps ahead instead of two or three.)
- The Market (Where are they spending their money now?)
- “Blank Spaces” in the market (Gaps in the market you can fill.)
- What to say (Differentiation is always in fashion.)
- What to do (5 (small to medium) action steps to start today to rebuild and expand.)
- How to interact (You behavior is your brand. How are you being perceived?)
- The Color Scheme (You will know which colors work better for which audience(s).)
- A Brand Lexicon: (The language you use has a predictable IMPACT on your audience.)
and 8 more critical elements to run your business 300% more profitable than it is running now.
Which kind of pie you would like better:
Let’s start this with a simple conversation. You know our number: (718) 578-6613. Call when you want.
OUR PRICES: The prices are already 100% more than you would have paid this time last year. It will be 500% more in a year from now. Even at a 600% increase the Brand-Air is still worth it.
Additional properties operating under Williamsburg Concierge, LLC:
Advertising and Branding on Steroids and Crack.