branding

AntiMarketing: $1,100 for GEO

Client: GEO.coop
Location: Internet website
Assignment: Fundraising Goal: ($20K)
Budget: $100.

A Designed Process

Research: Checked website: WHO would be interested in the content they provide?
Planning: Identified a clear point of fundraising engagement.
Creation: Wrote a single e-mail to their 1,800 subscribers.
Application: Keep Creative to the lowest cost possible ($100.). Plus two more subsequent e-mails for $150.
Measure: Return to the client to see how the campaign did. ROI: $1,100.

The numbers don’t lie.

Great organization for reorganizing US to a new economy. They asked for help with writing a fundraising e-mail. I obliged. The first e-mail of the campaign worked. It generated $1,100 the first week.

While that number isn’t impressive
to me nor my team but, the GEO.coop
was very surprised:

“We’ve been getting a lot better
response than I expected and some of the
donations have been rather large.”

One person took our
$1/week
to the next level: $365.

Then, they sent this and asked what I thought:

They (the Wikipedia) are using GUILT in their appeal.

One of the 86 Tenets from the
BinkNyc Culture’s: Neurochemical System
for branding and advertising is from the work
of the author: Sir David R. Hawkins M.D. PH.D.
In Hawkins, 680-page book (POWER VS. FORCE),
he gives GUILT a scale number of 30
(a very low frequency).

Here is the chart from the book:

This type of GUILT message won’t convey Love, Joy, Willingness, etc…
and is unlikely to produce an influx of currency, generate excitement,

generosity, etc… as they sound desperate, angry and/or perturbed in

their appeal. This is no bueno.

Please review the first e-mail I copywrote for GEO.coop

and see which LEVEL • SCALE • EMOTION • PROCESS

I used for the GEO appeal.

The Process is simple: the higher the frequency, the better the return.

The numbers never lie.

This entry is to be continued…

..

Research:

A very brief research study showed that GEO.coop are “Thinkers” according to a lifestyle market system. People in this lifestyle are drawn by and to things that are logical, practical and orderly. This e-mail campaign appealed to their deeper, human being sensibilities using a keen and smart sense of humor.

to be continued….

Application:

Here is how the e-mail read.

November 23, 2018

HELLO GEO Subscribers,

How $12 helps
change the course
of Democracy.

We believe it can. This seems like it’s a short order to fulfill a tall claim.

HOW?

GEO is staffed by volunteers in this day and age. We are the THOSE who care about the development of our culture and the world. Despite all the good intentions in our hearts and minds GEO takes money to produce, not much, but something.

We have developed a plan. It’s a simple way to cover our expenses.

We thought to ask or members for:

• $1 per month
• $2 per month
• $3 per month

JUST CLICK THE DONATE LINK AND GIVE $12, 24 and $36 for the entire YEAR.

Even with as little as $12 per year from you—would help everything flow.

Cooperative and solidarity economic movements are now burgeoning. Social media has given us access to people like never before in history. We can expand our reach.

GEO can be a dynamic presence in this day and age. We can support other cause and extend our reach.

A $24 donation in solidarity will make that extended reach happen in the world.

This donation pays for

• Our webmaster who volunteers half-time, but wants to work more.
• New software
– that allows us to connect remotely
– record and transcribe special interviews
• Website domain and maintenance
• Outreach for marketing and broader public relations
• Do in-person meet-ups & special events.

JUST CLICK & DONATE SOMETHING $12, $24 or $36. for the Entire Year.

If you could mail a contribution, please make check payable to EDINA/GEO

EDINA/GEO,
P. O. 115,
Riverside, MD 20738-0115.

And, OF COURSE, if you want to donate more, no problem, we could use it. It will help.

THANK YOU, BIG TIME!

The GEO Collective,
GEO.coop

P.S. You can also go to our Get Involved page and sign up to do other things to support GEO like contribute: write an article, help edit articles, take photos or make graphics or art, or you can just join the GEO Collective and become something more than our individual selves.

HOW AntiMarketing works

ANTIMARKETING is DISRUPTION. Disruption is how businesses stand out in a noisy world and among their competition. The methods we use are considered a radical approach that shows measurable increases to any business when the right techniques are applied.

Usually, the client’s spirit, aesthetic and persona can and should be used to their advantage. This should happen without changing too much of the day to day business operations.

Small business owners are fiercely independent so we handle this the best we can within their comfort zone.

phoneringing

Thank you. Have a nice day.

Branding Vs. Commodity comp. PDF

BRAND vs. COMMODITY

🤒 : Call
🤖 : (718) 578-6613
👹 : E-MAil
😍 : BinkNyc@gmail.com

AntiMarketing: $90K in 90 Days

SUMMARY

Client: Every Thing Goes
Business Type: Three Thrift Stores (furniture, clothing, book café)
Location: St. George/Tompkinsville, Staten Island, NY
Assignment: Increase Retail Business
Budget: $2,000. per month

The Process

Arrived March 19, 2018, on Staten Island, and me from the (BinkNyc Team) was asked to consult for the three Thrift Store businesses. Assignment, accepted.

I took the remaining days of the month in March to do deep research on STATEN ISLAND, the stores, the local area (micro-market), NYC, New York State, the US (macro-economic) regarding the retail industry, locally and nationally.

How are thrift stores
perceived and why
do people shop them?

The focus was on the three Thrift Stores, which we started immediately because hemorrhaging $65K the first three months of the year, in the 1st Quarter (1Q) is definitely considered —an emergency situation.

We set up two Phases:
Phase 1: we nicknamed: “STOP THE HEMORRHAGING”
Phase 2: was called: “SUPERCHARGE THE BUSINESSES.”

During April (2018) I began feeding incoming market data to the managers who work(ed) at the stores. They listened and made immediate adjustments necessary. These adjustments worked in turning the businesses from, Stop The Hemorrhaging, to profiting again in a month. Yet it was too early for Phase 2.

This Phase 1 effort was measured in the stores’ profit and loss (see 2nd Quarter in their spreadsheet below):

Here are the numbers directly from their quarterly report.

Reading the charts above and MEASURING
the BinkNyc campaign’s performance.
The conclusion is inescapable:

1Q minus -$65K

2Q plus +$31K

[ 3Q will be addressed below ]

The three businesses were on a steep losing streak before. Apparently, the 3rd and 4th Quarter of 2017 (not indicated in the spreadsheet above) was just as bad. We only received the 1Q 2018 loss. We fixed this $$$ leak ASAP. For this case study, we are only including the 2018 figures.

NOTE: Any pluses, gains or increases in income are attributed to our marketing effort and how the new campaign impacted the stores. Our technology and thorough market research and insight restored the 3 stores in just 90 days.

1Q : minus -$65K

(so, we add in the $65K which we saved them by Stopping The Hemorrhaging reflected in the 2Q numbers)

2Q : ADD the +$31K to NOT LOSING -$65K as was the case in the 1Q

$31K + 65K = $96K.
Let’s also subtract the $6,000 cost for our fees (@$2,000 per month for 3 months).
We arrive at +$90,000 for the stores in one quarter.

That’s the $90,000 Increase in 90 Days.

🤖 : RESEARCH : : MARKET STRATEGY : : MARKETING PLAN

HOW WE DID IT:

Social Media and Instagram, mostly.

We follow a process called: The Process.
The Research guided insight (ETG Research, Market Strategy and Marketing Plan).
During April 2018, I strongly recommended the managers shift their perception regarding their customers: “Treat them like humans and NOT like numbers.”
Aesthetics: The stores needed to be cleaned up. The merchandise needed to be dusted kept clean and displayed better for retail. The outdoors signs items in the stores and the smell was off-putting and unappealing.
And then, I ran their Instagram accounts as a sole method of public engagement and advertising to test the market.
We added monthly sales (with the exception of May 2018). May 2018 was the only month they declined doing a 50% off sale and the impact shows.

Above are the numbers according to their quarterly report.

Instagram Charts and insights will be added here: (coming soon).

Bad advertising, good advertising.

Here are some of the ads we did for the stores:

This slideshow requires JavaScript.

I stayed around not having the assurance nor the confidence that the ETG Stores will consistently keep up with the new campaign, factual data, the new design standards, new ads, the professional recommendations through consultation, and follow the facts and figures found in the research. The research, when followed verbatim, guides a clear path to a solid and sound thought process for marketing.

This 3Q problem:
1. The managers are NOT marketers,
2. The managers are still good people.

As suspected, the managers did resort back to their old approach—their comfort zone. This meant marketing the stores with logical, informational ad campaigns. Using older marketing tactics, tips, and tricks, and producing flyers and posters rather than using Instagram more frequently and effectively. The resorted to the same tactics that hadn’t worked before we arrived.

The -$26K loss in the 3Q certainly strongly suggests this fact.

3Q losses.

The Process

Research: Study revealed: Amazon is killing retail. The St. George area is changing.
Planning: Lower the prices on the used and donated items. They were WAY TOO HIGH.
Creation: Create Word-of-Mouth and partnering with other Staten Island businesses through an IG campaign for the Spring of 2018.
Application: Keep Creative to the lowest cost possible. Thrift stores are cheap so cheap looking ads are advantageous. Used Instagram for advertising instead of traditional ads.
Measure: Return to the client at the end of the 3rd Quarter to see how everything is developing.

The numbers never lie.

.

Research:

Our research study showed that while Amazon has made epic leaps in 2018, the retail industry in NY is either dead or dying…

HOW AntiMarketing works

ANTIMARKETING is DISRUPTION. Disruption is how businesses stand out among the competition. The methods we use are a radical approach that shows measurable increases to any business when the right techniques are applied.

Usually, the client’s spirit, aesthetic and persona can and should be used to their advantage without changing too much of the day to day business operations. Small business owners are fiercely independent so we handle this, with all due respect.

Thank you. Have a nice day.

Branding Vs. Commodity comp. PDF

BRAND vs. COMMODITY

🤒 : Call
🤖 : (718) 578-6613
👹 : E-MAil
😍 : BinkNyc@gmail.com

ETG Stores

It was my absolute pleasure to conduct thorough research for the Every Thing Goes stores for the second quarter in 2018. The reports and information (links) below is what guided the intelligence to recommend certain approaches and paths to marketing the stores.

Navigating a path or journey is easier when you have a map. Having a map assures a safer, smarter and more enjoyable trip. It makes the unknown, known.