AntiMarketing: $1,100 for GEO

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

https://binknyc.com/the-rest-is-history/

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. 

GEO coop
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:
Wikipedia Appeal.jpg
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:
Screen Shot 2018-12-02 at 11.51.33 AM.png
This type of GUILT message won’t convey LoveJoyWillingness, 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. 
GEO coopGEO coop reversed

 

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.

Projected Advertising Growth by the Hustle.jpg

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.

 

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

BRAND vs. COMMODITY

 

BinkNyc Culture, Breuk Iversen

🤒 : 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

 

 

https://binknyc.com/the-rest-is-history/

The Process (by design)

 

 

Arrived March 19, 2018, on Staten Island, and we (BinkNyc Team) were asked to consult for the three Thrift Store businesses. We accepted the assignment.

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

 

Everything Goes 2018

Here are the numbers according to 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:

Call Binknyc, Breuk Iversen

  1. We follow a process called: The Process.
  2. The Research guided insight (ETG Research, Market Strategy and Marketing Plan).
  3. During April 2018, I strongly recommended the managers shift their perception regarding their customers: “Treat them like humans and NOT like numbers.
  4. 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.
  5. And then, I ran their Instagram accounts as a sole method of public engagement and advertising to test the market.
  6. 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.
Everything Goes 2018

Here are the numbers according to their quarterly report.

 

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

Bad ads, good ads, BinkNyc, Breuk Iversen

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.
Everything Goes 2018

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. 

This entry is to be continued…

.

.

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.

phoneringing

Thank you. Have a nice day.

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

 

BinkNyc Culture, Breuk Iversen

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

AntiMarketing: 200-300% Increase

SUMMARY

Client: Sweet Janes
Business Type: Ice Cream (+ frozen desserts)
Location: 27-17 24th Avenue, Astoria, NY 11105
Assignment: Increase Retail Business
Budget: $8,000-12,000. per year

https://binknyc.com/the-rest-is-history/

The Process (by design)

The first year we increased the AVERAGE MONTHLY INCOME for the business by over 300% (2015). The second year’s AVERAGE MONTHLY INCOME, (2016) was an increase upwards of 225%.

Sweet Janes, BinkNyc, Breuk Iversen, Astoria

Sweet Janes average monthly gross income over three summer seasons.

HOW

Sweet Janes logo (final)

 

This is The Process we used:  

https://binknyc.com/the-rest-is-history/

Research: A study revealed: NO competing local ice cream manufacturers.
Planning: Increase PRICING: Ice Cream, Dairy-free, Non-GMO and vegan options.
Creation: Create Word-of-Mouth campaign for Summer 2015-16 seasons.
Application: Keep Creative to the lowest cost possible.
Measure: Return to the client to see how the campaign did.

The numbers don’t lie. 

 

.

.

BinkNyc on LOHAS

Research:

Our research study showed that while Dairy-free, Non-GMO and Sugar-free frozen desserts enjoy a healthy 10% market growth each year, this is a relatively low number from our market perspective.

To people who have dietary restrictions, this means a great deal to those who are lactose intolerant, diabetic, etc. So for the Sweet Janes customers who sought this dietary feature, it was a winner. And they brought in 2 to 4 of their friends.

NYTimes Fudge Bars

Dietary restrictions are also important to Generation X and Baby Boomers as they age so we leveraged this ice cream feature to cater to their Demographics and Lifestyle:

DemoGraphic Lifestyles

Prism Lifestyles

The research took a month and
these charts are just a tiny sample
of the data we gathered for branding.

Planning:

The plan was simple:  increase the business 300% each year. This increase in business growth is not normally possible for many professional marketers. They often fail to gather hard factual data and customer insight before the projects starts.

We suggested that the per scoop prices be increased by 50-75%. There was a gap in the Premium Market we could then fill with Sweet Janes Ice Cream. The prices of the frozen desserts at the Sweet Janes store were positioned much higher than competing ice creams you could purchase at a grocer or supermarket. We knew that a fresh, Homemade on the premises, would be the market edge we wanted and needed for growth.

We knew the client’s budget was low so we leaned into creating an economically smart solution for advertising and cross-promotions. Once we knew our market and executed the advertising, all we needed to do was to get more customers into the store.

Solution Driven

The logo was problematic, chubby-looking and confusing to customers. There was too much going on.

.

SWEET JANE LOGO.

________________________________

 

BinkNyc Culture, Breuk Iversen

Creation: 

Before redesigning the logo, we tested a small campaign first by taking two of the employees and bringing them to a local park with a cost-effective communications advertising strategy we called:
I Scream.”

It worked. It brought people right into the store. Just as expected, the campaign generated a 20% increase in business over the next week.

Sweet Jane's

 

While that growth was happening we suggested redesigning the logo to be slimmer and sexier:

BinkNyc Culture, Breuk Iversen

Specialisms

Full services we provide.

Application: 

We then would apply AntiMarketing techniques to a Word-of-Mouth campaign for the summers of 2015 and 2016. The following was what we suggested for the new website text.

1.

Website:

Sweet Janes Brand-ID message

This is BRANDING

It was a powerful and effective BRANDING application. It got the attention of a lot of people, the media and fans who are aligned with this belief system. Even more customers came into the store. They brought even more friends too.

We additionally created 1. menus and ads, 2. brought in a couple of local chefs to manufacture to ice cream product, 3. cleaned and organized the interior/exteriors of the store, 4. trained the employees in optimal Communications Strategies, 5. designed the blackboard outside and inside of the store, and 6. ran Sweet Janes social media.

The whole application of the campaign was very inexpensive considering how much revenue we generated through a rapidly growing Word-of-Mouth campaign. There were lines outside of her store each and every night.

2.

Interior & Exterior:

(blackboard messages hipster-style)

Sweet Janes Board.jpg

Sweet Janes Blackboard

The WARNING we give to our clients is that the campaigns often call for brash and bold creative solutions in both the execution and its application. We wanted the products and the store to both be remarkable. This was accomplished.

3.

Advertising and Collateral:

Sweet Janes ad.jpg

BinkNyc, Sweet Janes, Breuk Iversen


Sweet Janes: Partnering with local businesses… 

.

4.

Instagram: Sweet_Janes

Sweet Janes on Instagram

Measure

The fee we charged comparatively speaking was tiny compared to the growth.  We had a lot of delicious ice cream as compensation and proof of a new [ AntiMarketing ] concept.

The first year we increased the AVERAGE MONTHLY INCOME for the business to over 300%. The second year’s AVERAGE MONTHLY INCOME, was upwards of 225%.

So, you may be asking: “Why did the income DECREASE in 2016?” It’s a great question.

This decrease was ONLY due to a decision the proprietor made with keeping some family and friends onboard: a disaster in many businesses. They weren’t bad people, per se, nor bad employees but they certainly weren’t up for the challenges we were facing regarding business growth. This lackluster on behalf of the owner was costly decision. It costed the proprietor $7,000-10,000 each month during the 2016 season in addition to their salaries.

Sweet Janes, BinkNyc, Breuk Iversen, Astoria

Sweet Janes average monthly gross income over three summer seasons.

In business we call this type of decision: The Founders Dilemma. It happens much more frequently than many suspect.

.

Sweet Janes sign Instagram Summa 2016

HOW we did it?

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 business operations. Small business owners are fiercely independent so we handle this with all due respect.

phoneringing

Thank you. Have a nice day.

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

BinkNyc Culture, Breuk Iversen

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

AntiMarketing: $87,800+ in 6 weeks

Client: Queens Meat
Location: 23-62 Steinway Street, Astoria, NY 11105
Assignment: Increase Retail Business (wholesale business is fine)
Budget: $1,500.

https://binknyc.com/the-rest-is-history/

Our designed process

Research: Checked prices and business offerings @ 8 other butchers in Astoria.
Planning: Identified clear (but challenging) differentiating factor to Queens Meat.
Creation: Create Word-of-Mouth campaign for Father’s Day & 4th of July.
Application: Keep Creative to the lowest cost possible ($149.).
Measure: Return to the client to see how the campaign did. We created a 13% increase ($87,800), over their normal 15% annual growth, for the short time we worked with them.

The numbers don’t lie.

 

Queens Meat Numbers

The conversation we had:

QM: “It’s easy to measure our wholesale business
because 100 new restaurants are 100 new restaurants.

Me: So I asked: “Do you have a cash register?

QM: “Yes.

Me: “Is it electric?” I asked, having 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.

QM: “Yes, of course.” He answered.

Me: “Do you keep the data and have accounting records?

QM: “Yes.

Me: “Is the business growing every year?

QM: “Yes, especially over the last four years.

Me: “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.

How We Did It

.

 

Research:

Our research showed that Queens Meat is perceived as one of the most unappealing butchers in Queens. While they are clean, overtly functional, and offer a great product and an inexpensive price, their store is like a mini-industrial factory (not inviting to the public). They are also located on a very industrial/commercial block, at a bus stop, just off Astoria Blvd. (287 highway), Steinway Street with little opportunity for customer parking without getting a parking ticket. They are also located right next door to a bread manufacturer.

In other words, this strip is not inviting to walk-in traffic and the newer (hipster) residents moving in.

BinkNyc, Queens Meat, Steinway Street

BinkNyc, Queens Meat, Steinway Street

 

The research took a week. We walked into 8 competing local butchers, checked all the competition’s online reviews and what people are saying about the other butchers on their Social Media. We did a brief competitive analysis of their Top 4 competitors in a review:

QM Competitive Analysis

.

.

Planning:

The plan was very simple: “make more money in retail and don’t hurt the wholesale business we already have.” 

Their prices are a little bit lower than the competitive butchers in and around Astoria. We’re only talking nickels and dimes but when you add that up to larger, bulk orders, this starts adding up to dollars. We identified a disturbing differentiating feature to Queens Meat—their place: It’s UGLY.

In fact, it is the Ugliest Butcher. 

And I told them this honestly and directly.

They knew.

 

The owners are a pair of businessmen, one Greek and the other Albanian. They could handle the truth: that their store looks more like a factory than a nice retail shop. Fancy is completely out of the question.

The staff can be rude at times depending on how busy they are. They’ve been there for 30 years. Everyone gets a little tired of any job after 30 years.

 

BinkNyc Culture, Breuk Iversen

.

.

Creation: 

They wanted more business and heard about us from a neighbor. We were hired to create a Word-of-Mouth campaign for Father’s Day & the 4th of July.

This would have to be a very creative execution requiring radical moves and something far outside of the norm. We took THE UGLY industrial look the store had and used it as an asset to benefit our client.

We arose to the challenge. 😁

Specialisms

Full services we provide.

 

They listened to the opinions, honestly and openly, without being too offended. We preferred to tell them the HONEST and BRUTAL truth rather than lie and sugarcoat the problems we found with their business’s aesthetic.

Aesthetics are a problem that CAN BE fixed. One of my mentors used to say:
Ugly you can fix, stupid is forever.

Full-On renovations would have costed them upwards of $40,000 but they weren’t interested in that. Too much money out, not enough of a guarantee of what would come back. Fair enough.

The other solution was to have them open on a more business-friendly street. That too might have been a $40,000 price tag or even more…

_______________________________________________________

This was their previous sandwich board

Queens Meats (old board)

This is how they displayed the meat’s condiments on the counter is brash and has a no-nonsense, take it or leave it, approach:

 

.

.

Application: 

To apply AntiMarketing techniques to a Word-of-Mouth campaign for Father’s Day & 4th of July. The application of the creative called for a brash, bold move. We took THE UGLY and used it as the main differentiating factor from the other butchers.

The campaign was divided into three parts:

  1. 1,000 Business Cards
  2. A new sandwich board outside
  3. Three new all-American flags.

1.

Business Cards (front):

Queens Meat front

Queens Meat: It’s Not Pretty. 

On the back, we used these humorous headlines, A different one on each card.

Here are all of them:

 

 

 

This slideshow requires JavaScript.

Queens Meat for Pirates

We printed 1,000 business cards on an 11″ x 17″ (Tabloid) sheet adding these different headlines on the back. We then printed and cut them and placed them in doorways and left them on the windshields of local cars—1,000 of them.

.

Apparently and expectedly we got the attention and walk-ins we wanted on Father’s Day. The place filled up with people. In just six weeks, we generated an $87,800 increase in business.

The 4th of July was an even
a better business day for them
and it was the first time in
30 years of business that
they were sold out of 25lb.
boxes of bacon, chopped
meat, and souvlaki.

^ These are normally their best sellers.

 

 

2.

The NEW sandwich board outside reading:

 

.

3.

The all-American flags were hung on the awning and looked like this:

 

Queens Meat:

Queens Meat (flags)Queens Meat Flags

This campaign launched mid-June a week before Father’s Day. For the 4th of July, there was a line outside the store and some of the normal offerings were sold out by the early afternoon (as mentioned above).

By mid-July, we went back for a follow-up meeting. The campaign had generated 13% over their normal 15% annual growth, equaling $87,880. to be precise. This total percentage increase for the month of June was 28% when we compared their performance for the previous three years. This was according to their handwritten accounting ledger which they brought up from their office in the basement.

Queens Meat Numbers

They were happy and amazed that it actually worked and perplexed at the same time.

Measure

The fee we charged was only $1,500. It was a little test and not meant to be a big money-making endeavor for us. The material expenses we needed was for a sandwich board, purchased second-hand from another client of ours for $20. We also bought a white magic marker for the lettering on the board: $8. The three flags were under $10 each, ordered from Amazon. and the most expensive material cost was for 1,000 business cards which were $90.

Total Expenses: $149.

 

See our next entry where we increase business growth 200-300%
BinkNyc, antimarketing, breuk < Click Here 

Sweet Janes logo (final)
🤖 : (718) 578-6613
😍 : BinkNyc@gmail.com

 

.

.

HOW we do it:

ANTIMARKETING is DISRUPTION. Disruption is how businesses stand out, proudly and boldly among the competition. The methods we use are this radical approach showing measurable increases to any business when the right techniques are applied to the right business. 

There are no fooling customers. They know the truth. In fact, we all do.

Usually, the client’s spirit, aesthetic and persona can and should be used to their advantage without changing the internal business operations. In this case, it worked out really well.

phoneringing

We congratulated the men of Queens Meat 🥩 for having the audacity to run with the campaign we proposed. It was an approach that is outside the norm and certainly outside of many people’s comfort zones.

It’s not all that often we get smart, daring clients but when we do, they win. Then, we win by default.

But, the biggest winners of all are always the customer. The customers are the people that deliver the money into the business. They come first in our book. The campaign was designed for them. A little smile goes a long way.

Describing all the techniques we used to create this humorous and powerful AntiMarketing campaign here would require too much writing. The subtlety in the 3 applications applied here would also mean writing an entire book. We may include this case study in a book someday.

The campaign didn’t come out of thin air. We didn’t just guess it would work. We knew it would work. There are only a few companies that do branding, design, communications, and advertising as we do.

Allow us to help your business excel, if you want to make more money. Yes, we are going to suggest something you wouldn’t expect but, that’s one of the reasons clients hire us.

Maybe you can call us. You may be happy you did.

 

Thank you. Have a nice day.

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

 

BinkNyc Culture, Breuk Iversen

🤒 : Breuk IVersen
🤖 : (718) 578-6613
👹 : BinkNyc.com
😍 : BinkNyc@gmail.com

What are the best opportunities

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.

 

 

Bad ads, good ads, BinkNyc, Breuk Iversen

 

ETG (Marketing Plan) v1.8 <

  1. Introduction
  2. Ganas Community
  3. BRAND vs. COMMODITY
  4. Every Thing Goes (week 1 report)
  5. First Nine Days
  6. Every Thing Goes (Research) v2.6

• St. George and Stapleton (Demographics)


• How Customers Think (G. Zaltman – Harvard University)
• Human_Behavior: The_Complete_Pocket_Guide (ETG)
• Social Neuroscience (ETG)
• Cornell Food Psychology Consumption Study (BookCafe)
• 11211 Antimarketing Williamsburg Brooklyn (ETG)
• Whole Earth Catalog 1969 (BookCafe)
• EMO-CONTAGION (ETG)
•John Maeda: Laws of Simplicity (MIT)

  1. ETG (Market Strategy) v1.0
  2. ETG (Marketing Plan) v1.8

 

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

 

BinkNyc Culture, Breuk Iversen

🤒 : Breuk IVersen
🤖 : (718) 578-6613
👹 : BINKNYC.COM
😍 : BinkNyc@gmail.com

 

 

 

 

Every Thing Goes Sale Sign v2.1

Every Thing Goes Sale SignEvery Thing Goes Strategy

Every Thing Goes Presentation

 

Every Thing Goes - ETG

WANTED: A Cool Outfit (EtgStores.com) #etgthroftandvintage

Every Thing Goes - ETG

WANTED: Incense Buddha (EtgStores.com) #etgfurniture

Every Thing Goes - ETG

WANTED: Jester Hat (EtgStores.com) #etgthroftandvintage

Every Thing Goes - ETG

WANTED: Embroidered Sneakers (EtgStores.com) #etgthroftandvintage

Every Thing Goes - ETG

WANTED: Smart Book (EtgStores.com) #etgbookcafe

Bad ads, good ads, BinkNyc, Breuk Iversen

Bad advertising, good advertising.

__________________________________________

 

BinkNyc Culture, Breuk Iversen

🤒 : Breuk IVersen
🤖 : (718) 578-6613
👹 : BinkNyc.com
😍 : BinkNyc@gmail.com

 

 

AntiMarketing: WARNING!

AntiMarketing WARNS business owners that marketers, designers and AdMen who ignore the importance of the unconscious/subconscious level of human thought unwittingly subject themselves to making critical mistakes in a competitive marketplace.

 

 

 

 

 

 

AntiMarketing is a new paradigm
and scope for reaching new or old
markets with far greater ease.

.


 

Call the number below for more…

BinkNyc Culture, Breuk Iversen

🤒 : Breuk IVersen
🤖 : (718) 578-6613
👹 : BinkNyc.com
😍 : BinkNyc@gmail.com

 

 

Below is a short list of 7
AntiMarketing Rules to
follow when composing
any campaign.

 

• 1. Thoughts are created in images, not words.

IMG_6634
Imagery applied to words or visual images make up thought, not discrete words.

 

• 2. Most communication is nonverbal.

IMG_6637
80% of human interaction involves the non-lexical component of communication by speech:  intonation, pitch and speed of speech, hesitation noises, gesture, and facial expression.

 

• 3. Metaphors and stories are central to thought.

IMG_6638
Visual images are so prevalent that we are often unaware of them. They visually stimulate the mind, help add perspective to the world, and allow us to surface unconscious and subconscious feelings.

 

• 4. Emotion loves with reason.

IMG_6633
Most marketers have a reasoncentered bias in their research and applied to their creative application. We can clearly show why this fails in the market. Emotion should be included, captured and brought to the forefront.

 

• 5. Most thought, emotion and learning occurs with awareness.

IMG_6630
Often people do not know they have knowledge until they materialize it with other data to derive information.

 

• 5. Socially shared mental models are important.

IMG_6639
Mental models help to filter information and make it manageable. When groups of people share important features of mental models, they are called consensus maps (or shared stories, memories, rituals, opinions and feelings) and they are possibly the single most important set of insights a manager can have about consumers and purchasing. This is where engagement happens.

 

• 7. Memory is fragile.

Shelly Lynn

AntiMarketing: 3rd Wave master system.

Memory is actually a creative product of our encounters, beliefs, and plans developed on a subconscious level. Fragments of data are unconsciously/subconsciously utilized and only later synthesized.

 

BinkNyc Culture, Breuk Iversen

🤒 : Breuk IVersen
🤖 : (718) 578-6613
👹 : BinkNyc.com
😍 : BinkNyc@gmail.com

AntiMarketing: Astoria, Queens

What Anti-Marketing is:

AntiMarketing is something entirely different and unbelievably effective. This effectiveness happens despite many preconceived beliefs, tips and tricks used by business owners. The main premise we work from is that decisions made by consumers are primarily: 90% emotional and 95% subconscious. Scary right? 
Bad ads, good ads, BinkNyc, Breuk Iversen

Bad advertising, good advertising.

     As as difficult as this is for most people to fully absorb, as a concept, it’s even harder for them to instill this into and execution vis-á-vis a business or marketing plan.
      They often resort to a familiar, safe and sorry approach and do what is most comfortable for them. They hope it will work rather than consider what FEELINGS they are leaving inside their customers’ hearts and minds.
Idealight

     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. The clients we have are always front and center and ultimately the stars of the shows we preform.

 

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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.

.So, we are, by all means, opposedmarketing—big time.
.
So, we (@binknyc) are, by all means, opposed to traditional marketing—big time. AntiMarketing works faster and far better than the old ways of branding, designing, communicating or advertising  things. It’s a new day and in this digital age some of the executions that used to work no longer work today.
.
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.

 

.Logo Design (Breuk Iversen)
Antimarketing trumps traditional marketing in so many ways. Call us and we’ll give you a list and rundown. One way it trumps is when we lean toward developing a Luxury Brand. Traditional marketing would tell you to find a comparable price point you think people will pay and just advertise bigger, better and more than the next guy. This old school marketing approach hardly ever works in today’s business ecology. If faced with a company that has a brand, they’ll lose, each and every time against a Luxury Brand., especially a luxe brand that has built AntiMarketing into its core identity.
       We know that Luxe Brands fair far better in today’s market than ever before. Besides the (Luxe Brand) having a higher price point the product or service does need to be backed up with REAL technological and functional advantages. With these two components, some great packaging (unboxing) and subconscious design, Luxe Brands are far easier to develop a marketing campaign for in addressing these behaviors. The trick is that their is an EMOTIONAL component that commodity-based opponents lack.
Why?
Using a strategic approach as we do at BinkNyc, we cut through the bullshit—get to the real deal—where the real value lives and breathes. And we are very particular as to which businesses we will work with today. No one has the time and money for any shenanigans.
.
.
AntiMarketing hits the emotional component (buy me button) that pulls an audience (market segment) towards the brand. In other words, if you’re an asshole, be the biggest asshole out there. There’s a market that loves an asshole (maybe Trump supporters). They’ll come out and vote.
         If you’re the lovely and benevolent, be the best embodiment of these qualities you can be. Once you own these words in a consumer’s mind, the values and ideas draw people in. In many marketing segments, your ownship of these words become a brand. And… the best part is that they are already looking for you and want what you are selling! Yes, and they’ll pay extra for it.
     Being a living embodiment of common words makes for an amazing Anti-Marketing brand campaign. It’s NOT only highly effective on the audience but it presses that automatic “buy me” button in the human skull. People are loyal to brands, even new ones. Ideas, values, attitudes and lifestyles are sticky.
.

But there’s a catch. There’s always a catch

.

The “buy me” button doesn’t understand languageIt 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.

.

11211, AntiMarketing, Williamsburg | Brooklyn, BinkNyc

11211, AntiMarketing.Life, Williamsburg | Brooklyn, BinkNyc.com

 

Client work for Astoria, Queens:

Bus Shelter Advertisement 

 

Triboro PT Astoria, Queens
Queens Physical Therapy

… and their New Logo…

Triboro Physical Therapy

.

.

New Interior and Exterior Design:

Qdyssey outside

“Q” outside

This slideshow requires JavaScript.

 

.

.

Noisette Patisserie (Interior Design):

Before                                    After

binkNyc, Astoria, Steinway Street, Queens

Noisette [ Interior Design ]

 

 

BORO Magazine Media Kit: 

Breuk Iversen, binknyc, qns

Qns.com Media Kit (designed by B. Iversen)

 

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.

Logo for a New Media Company (Astoria): 

Fishbeef Final Logo

.

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Steinway Street Butcher: 

Queens Meat front

Business card for Queens Meat

 

.

.

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: 

 

 

BinkNyc Culture

Sweet Janes Brand Architecture

 

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.

 

Small Cafe on Steinway: 

cafe23-front

Cafe 23

cafe23-back

Cafe 23 Business Card

 

 

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Café Via Espresso (@ Instagram and Facebook post) 

IMG_6585

Ad for Cafe Via Espresso

BinkNyc, Instagram Results, Breuk

 

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Logo for Workers Compensation attorney 

Benisready.com

 

__________________________________________

Chop Chop Grub Shop on Ditmars:

 

 

Shameless Self-Promotion:

Breuk Iversen, BinkNyc, Fishbeef.com

11211 Magazine founder and publisher, Breuk Iversen is listed among one of the most prolific designers of all time.

 

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. 

BinkNyc Culture, Breuk Iversen

 

 

Ball-02-juneBreuk Iversen
E: BinkNyc@gmail.com
C: (718) 578-6613

 

 

 

 

BinkNyc.com Business Card, BinkNyc, Brooklyn New York, Breuk Iversen

BinkNyc, Services, Williamsburg | Brooklyn

BinkNyc.com (Astoria, Queens) full services, utilities and offerings.

Wizard of Oz, BinkNyc

Neurochemical: Doubling Business

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?

Benisready.com

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!

IMG_9078.JPG

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?

Astoria Queens

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.

Q New Aesthetic

New Q Aesthetic

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.”

Astoria Queens

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:

Astoria Queens coffee (aka Failure Cafe)

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.

 

bam crazy butt

 

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.

How?

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.

 

ADVERTISEMENTS

 

 

 

 

 

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.

fini…

Any questions? mailto: BinkNyc@gmail.com

 

Manhattan, nyc, 57 street

NINE QUESTIONS

(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

 

Neurochemical: Business as Unusual

BinkNyc, Neurochemical

“Heroes are born every day
but, a fool
is born every minute.”

— B. Iversen

 

We’ve identified  5 steps to any successful brand or business. Most successful businesses stumble upon these steps almost accidentally. The ones that struggle or fail are usually missing one, two or three of these 5 critical steps. Here’s the little list of the Big 5:

The 5 Steps: 

  1. Research
  2. Branding (why you exist)
  3. Design (intention) 
  4. Communications (a strategy)
  5. Advertising (includes PR)

 

Most businesses do a copacetic job with no research, no real brand message or persona, they usually have a decent or good design (logo or logotype), virtually no real communications strategy, and rely on advertising, public relations or networking to meet their income needs. These missing or half-baked steps are sub-optimal. They’ll lead to difficulty in time.

For instance, a well-thought out, planned strategy is always optimal to mere tactical responses. Tactics are single step moves whereas a strategy has several advanced moves and is ultimately comprised of a series of tactics.

The purpose of BinkNyc Culture is to backtrack and get all the 5 steps dancing in line. The tighter a business is before pushing forward with a PR or advertising campaign, the better. This refined approach produces predictable and measurable results in the hands of a seasoned marketer, ad man or publicist. Yep, that’s us.

When I’ve tried and tested this with businesses over the 25 years, it works predictably. This happens with little effort if planned correctly and with a little practice. Oh, and discipline.

If these 5 steps are executed, even with moderate precision, the Brand supports itself and actually brings customers to you without you reaching out to them at all. It’s amazing.

Any great Brand knows their customer better than their customers know themselves. I’ll use a metaphor to explain this because the intelligent people I’ve met get a firm picture and visualization in their minds eye.

 

———————-

Building a business is just like building a house or building.

 

BinkNyc Culture

The first step before deciding on a property to purchase is to know that you are building on solid land. This requires surveying the land and doing Research. It’s astounding how many people leave put this step. 95% of them will be out of business or hit a low glass ceiling in 5 short years.

This Research will tell us what the available client base might be and what that client wants and their lifestyle. Research also tells you what steps to take and what clients or customers search for in the market. Backing up into our building metaphor, it is just like getting a survey of the land. It’s Research which is based in factual information.  That’s always the first step. Get the facts.

The second step is Branding. This word is grossly misused in the vernacular but it is just like the basement of a house. It is the foundation that holds a house in place, like a rock. It tells us how high, wide and deep a building can be made and if we are able to do a two story house or an income producing skyscraper. This naturally depends on how wide, deep we go and how tall you want your business to be. We hardly ever consider the foundation of a house or building we enter into but, this foundation (Brand) makes it all possible. This foundation is built so when the heavy rains fall it doesn’t wash the house down a river. Again, the Research will tell you what brand personas and metaphors are available among your competition.

The third step is Design. The design you use, as the face of your company, should be based directly from the findings we have discovered from the Research and the Brand (the first two steps). Back to the building metaphor: the survey of the land tells us what steps to take and how deep, far and wide we can build the foundation. The Design is where you intend to place the windows, doors, ceiling height, and room sizes.

The fourth step is Communications. This is how your clients and customers want to be treated. What you say and how you follow up with them keeps the business flow incoming and steady. It is also a plan as to what to say to clients and do to get to engage or re-engage and convert them for an up sell. Our building metaphor utilizes plumbing, a/c and heat, water, gas lines, electricity and telephone/wifi as metaphors on how the building (or business) communicates with the external world (clients and customers).

The fifth step is Advertising. You already know what this is because you see it all the time. If you have used a publicist in the past, they’ve probably went over briefly as to what your research might be, what your brand might feel like, what a design might look like and ways to advertise your business to the people and out > through the media. In our building metaphor, these are the most fun tasks in putting the final touches on our house or income bearing property. They are the furnishings, paint colors, door handles, carpets, curtains and window treatments, desks, chairs, couches or beds and all the pretty things we like to shop for.

Now….

Here’s the challenge.

Before surveying the land of a building or home, you would dig a hole to put in a foundation. Would you start by buying all the beams, iron framing, studs and sheetrock, windows, doors and door knobs, electrical conduit, plumbing, vents, a/c units, the stove, sinks and toilets, plates, knives, forks and spoons, and window treatments first?

Or

Would you dig the hole first and pour the concrete and give it time to dry before testing it for stability?

You know the answer to this one. 😀

 

 

There is a Process and order to businesses and building a business so you don’t have to advertise or use PR schemes to convince clients to come to you. This approach hardly ever works and usually leads to a pricing war. These tactics rarely work today in America. We are in the digital age. Advertising and PR are cheaper to get than ever before.

 

If you survey (research) the client ecology and brand (place brain tattoos) directly into their skulls of why you do what you do, they come to you through recommendations and a fantastic use of skilled word-of-mouth campaign.

Back to a real-time business application of this metaphor and technique. I’ve spent the better part of 12 years refining and mastering it.

 

It is without fail that you can set up a tent on a lawn and sell products and procedures and line your pockets with the money. This happens all the time with upstarts and works well for business owners at carnivals, festivals and on the street, but when COMPETITION comes around with a building (business) that is more permanent and stable; one who did their research; knows their customers better than their customers know themselves (branding); design something that reflect the brand and fits the customers deeper needs, wants and desires; communicate with clients and customers in a way where they feel cared for, special and respected, and having each client that walks in the door become a business’s ambassador and biggest fan… pr and advertising become bold, highly profitable and very promising endeavors.

Today’s media ecology, particularly in social media, has driven a $72,000 full page insertion in Playboy into something tangible that can be done for pennies on the dollar on Facebook, Twitter and Instagram.

The question that arises in my mind is how many PR firms and Ad agencies can and do show repeated instances of measurable and tangible results. More importantly is how many of these firms can guarantee their methodology and execute plans in generating those results?

I hope this adds some clarity to your current or future endeavor(s). Good luck!

 

 

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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples lives.