Forums: Discussions for entrepreneurs and small business.

In Step 9 of our 10 Steps to Grow Your Business process, we talk about different kinds of people who may hold the key to your marketing success.

We classify those people into several categories:

"Know-It-Alls"
"Known-By-Alls"
"Know-No-Fears"
"Know-Everyones"

You can check out the more detailed descriptions on this page, but i was wondering if you might want to share some perspective on how these kinds of people can be important to your success.

For example, what happens when the "Know-It-Alls" (also known as "mavens" in Malcolm Gladwell`s "The Tipping Point") start blabbing about  how great your product or service is? Well, the answer is... it`s HUGE!!! This kind of word of mouth from people who are in the know can make a profound impact on your customer volume...

Anyone got anything on...

"Know-It-Alls"
"Known-By-Alls"
"Know-No-Fears"
"Know-Everyones"

???



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Rich Sloan , Co-Founder, Chief Startupologist, StartupNation

Well, I wish I knew some of them ... 

We have a lot of Know-Everyones in my alumni networking group. They`re nice because when a person starts a new business venture, they have a list in the back of their head who to call for all the help you`ll need. It`s been a help not only to me, but to people getting referred to me. It`s a real time-saver because you don`t have to go searching ... one person just has a huge rolodex for everything you need!


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That PHP Girl
Small Business Essentials
Latest Post on SUN: New Facebook Pages - First Impressions

yes, Know-Everyones are great that way! very strategic. you know what they say... "it`s who you know." (especially if who you know are Know-Everyones!).




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Rich Sloan , Co-Founder, Chief Startupologist, StartupNation

Rich, All I can say right now is "uh-oh" I am trying hard not to embarrass myself . . .I have not seen that word (MAVEN)  in over a year!  

When I met with my outplacement counselor last January 2006 - she looked at me and called me a MAVEN.  In fairness - I never heard of the word before - I wondered if it was a REAL word.  Or, did she make it up?  She had me read the books (blink) and (tipping point) you mentioned in your post - HOWEVER, I still did not understand what a MAVEN was - I looked at nearly 10 dictionaries - before I located the definition ONLINE.   It read this way, "A person who has special knowledge or experience; an expert.”  Personally, I do not consider myself a MAVEN - then again maybe I am missing something.  I think of myself as a CONNECTOR.   I may have special knowledge, a little experience, but I am no expert. 

I have been accused of being a KNOW-IT-ALL, by former co-workers, friends, relatives, and parents.  I have also been accused of being a "The "Know-Everyones" - although not true - INFP`s do not know everybody!  (I am an INFP with a side order of SCE), yes, I have been told I have rolodex in my brain. 

Let me tell you story.  The same story I shared with my outplacement counselor.   Up front – I admit that I am a Craft show junkie.  Several years ago while returning from an event - I was sitting at a traffic light and I noticed a banquet hall was having a craft fair.  The sign said $1 admission.   That is all the money I had on me that day.  Last second decision was to drive in to the craft event.  While there, there was a lady there selling unique VERY EXPENSIVE usual shaped-shell jewelry.  She was selling a necklace set of shells entitled, "ONE OF A KIND".  The shells were oddly-shaped and DYED.  I interviewed her and found out she does not make duplicate jewelry.  I loved that necklace, (it came with matching earrings, and I do not have pierced ears.  Bare eared and love it).  Anyway, No money on hand, -no purchase.  

Many months later, I go to a different show - THE NECKLACE IS THERE!   This time, I at least had a checkbook.   I am now the proud owner of a beautiful dyed-pearl jewelry set called "ONE OF A KIND" - I have the whole set. (No, ears are still not pierced).   

Fast forward, many, many months. I am in a Cleveland area shopping mall with friends.  I was wearing the NECKLACE.  I had this lady tailing me and my friends.  It made us nervous.  As my friends and I were leaving the food court, the lady approached me, "where did you get your necklace?"    I know this lady was hoping I would say the Dillards or JCP jewelry counter, but instead, I said rather smugly said, "at a craft show".  I then heard the word, "oh".  My friends and I kept walking.  My friend told me later, "You enjoyed saying that didn`t you?"   . . . "Yes, I did.  The necklace is just like its owner, ONE OF A KIND".

We continued to run into this lady, as we headed to the parking lot I was cornered by the lady again.  She asked me the same question-again.  I answered almost the same way, "I purchased the necklace at a CRAFT show by a lady who makes jewelry out shells.  She does not make duplicate jewelry.  The necklace you see is called ONE OF A KIND".   Her answer, "hmm".  She then asked me if I had a business card to contact the woman who made the necklace.  I looked at the lady and said, "not on me.  I can tell you are a business professional; I know you have a business card for yourself.  You give me your business card, I will send it to her - and the two of you can communicate". 

Fast forward again - several months.  I receive a postcard in the mail from the "one of kind" necklace maker.  The post card thanked me for "acting as a connector" - the card gave me a listing of the shows where the artist would be for the next several months - the bottom of the post card had a coupon, 10% off my next purchase wherever she happened to be.    Do I wear this necklace often?  No . . . only on special occasions.   Limited viewing.   

Now, this MAVEN / CONNECTOR, has had an idea in her head ever since the above story occurred - over five years ago- it`s one my services - it is directed to CRAFTERS in my area. Who are CRAFTERS?  Home-based small business entrepreneurs who are struggling - some like me who were corporate restructures.  One of my document delivery services is INFORMATION related - Research & Information Retrieval (I jokingly refer to myself as an Information Referral Specialist)  for the consumer to purchase from those small businesses.  

As stated before, I am a craft show junkie; I feed off these home-based business owners.  These are people whose unique products and services impress me.  Some I would call them Artists, not crafters.   I want to see them succeed.  I look at some of their products and think, "How come I didn`t come up with that idea?"    I know what is "hot", who is selling what (and for how much - some make their products better than others), which events / shows the crafters will be showing their wares, the types of shows where they prefer to show-off their wares, and a good show vs. a bad show.  I consider the crafters my friends.  I collect a lot of business cards - now, how do I make this work?   Rich, you`re the expert - any ideas?  

Thanks - Krista

 

 

krista,

this is an AWESOME overview of the situation.

ask for advice in one clear sentence - maybe i can figure out some good advice.

from the above, i`m not sure how to help...


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Rich Sloan , Co-Founder, Chief Startupologist, StartupNation

Krista, you`ve sparked my interest. Being that my whole business is based on the craft show circuit, what would your goal be? To promote shows, to have a mall of some sort showcasing handmade crafters items? Interested in what you would like to accomplish. We run on average about 250 craft shows a year, I`d be interested in hearing more. . .

Pam

Hi Pam.  

You have me thinking now - in a way I already "promote shows".  Indirectly - to the crafters.  There are some shows I like better than others.  Some shows are way too expensive and others are just right.  I know my friends (the crafters) tell me what they do not like about certain shows - they are always looking for something better.  If the crafters are not treated well (worse than the daytime  boss) they have the mindset they will take their business elsewhere. They know what they like, and what they don`t.   So when I am out and about and I see a new show advertised, I try to get more INFORMATION regarding the show, and notice traffic pattern, where it is located, near a major highway, is there food on the premises?  I look to see if there is variety at show - vs too much of the same type of product.  

In general, if you are a crafter, my goal would be to bring the consumer to you. Not all consumers go to crafts shows, though  they should -quailty workmanship.   There are a lot of unique things that you just cannot locate in a department store.  The client can contact me to trying to locate a crafter that they liked their work, but lost the business card.  It would be up to me to locate the crafter.  In my area their are several that do not have websites.   They do not know where to look to find the crafters.  I may have the information on hand; on the other hand, maybe I will have a Research & Information Retrieval  project on my hands. 

 does this make sense?  

Krista

Yes, it does make sense. Are you looking to make a profit though? I am just not sure how you would make money doing this or how long it would take to get established, other than if you set up an online mall of sorts for crafters that the general public can browse thru. There are several of these sites in existance. There is one that sends out a newsletter to crafters and have sent me info several times. Their name escapes me now. I will try to remember it or look thru my emails and see if I can find it (I can`t access my old emails right now, I am remote!). The crafter pays a yearly fee to be listed, usually gets to put a few photos of their product on the site and a link to their site. You can also sell advertising to promoters on their shows and to individuals offering goods/services that crafters need (ie. supplies, insurance, credit card processing, etc.).

If you could build a good site, or publish a yearly book of shows (that is accurate, this is my biggest pet peeve) that includes your "take" on the show, that might go over really well. There are several of these already, but, I don`t find much access on line for Ohio shows. A good resource for shows in Ohio would be great! There is a book available but sometimes info is limited. It is hard for me to pick Ohio shows as I don`t know that much about them, I wish I had a resource like yourself to talk with. Take a look at some of the sites that are available to crafters. most have areas for promotors, crafters and the general public looking for a show. Many require membership. I will give you two for example, one is www.craftlister.com. They cover the whole US, but, have had a lot of problems this past year. Another is www.netstreetfair.com. This has a great list of shows for Michigan, but, in order to get the contact info and an application, you have to purchase the Michigan Crafter book that they are somehow tied to. The site only lists minimal information.

If you would really like to go out on a limb, become a promoter and start a new show. Talk to your local school and see what they would charge to rent the school. You usually have to pay for the use of the facility for the day or two depending on the length of the show and a cost for the janitor for cleaning and to be on site. Depending on whether you are going to have food, their can be a cost for the kitchen, but, sometimes, you can work with a sport group or PTA and let them run this portion for the profits and the school will reduce the cost to you. I personally, think this is were the  money is and we have been looking into crossing over to the promoter side. Think about this. . .

I have been calculating what I think most of the promoters are pulling in. We have a promoter in Michigan that runs about 8 shows a year. All at High Schools or Parks. They average 200 booths per show. The cost of their booths range from about $100 to $185 for a booth depending on the area and attendance. So, let`s say the school costs $1500 for the day (From what I hear this is on the high side.) If you have 200 booths at say $150 each that is $30,000. Drop a few thousand into advertising, charge $1 at the door (this gets you a good head count!). If you can pull say at least 3000 thru the door (some pull less, some pull as much as 12,000 - 13,000 thru depending on area and location) you just covered your advertising (or maybe made another 8-9 thousand). You will need to do up applications and if you are visiting a lot of craft shows and are in contact with the crafters, you shouldn`t have much trouble getting the booths filled, not a lot of expense there, just your time, and if you love it anyway, time well spent! So, $30,000 minus the $1500 and lets throw in another $2500 in costs, just for grins. You pocket $25,000. Not bad for one show, eh? I think this is where the money is. Of course it takes a lot of hard work, organizing, getting out and filling the spots, setup/taping off the booths, cleaning up and basically getting 200 crafters in and out, but, sounds like fun to me, I`d be willing to give it a shot!

Pam - you have given me food for further thought regarding my on-the-side endeavor - Thanks!  

I am a part of a local WBON group, let`s just say I am learning for them.  One of them asked me, if there was something I do that I would be willing to do for FREE.  I`ve been thinking about this - she continues to ask me the same question- so your comment about "am I looking to make a profit?" . . . is similar to hers.   

In general Ohio shows, are kinda word of mouth.  Except the one that is in Cleveland at the IX center.  It is way too expensive!  As a consumer, it is too expensive because you pay to park, pay to get in, pay to eat, too much  of the same thing.   The crafters in my area tell me, they try it no more than 3 times, if they don`t do well - they don`t do it again.   One woman I spoke to stated that the booth cost is so high for the amount of money she did not bring in.  Another words, it was a LOSS.   

Now, regarding the listing of Ohio Shows.  I met the gal who publishes a LIST of all the shows in Ohio.  She was a wonderful person to interview.  Her book is not a free; but I am told very thorough.  It states inside that if there is not a show listed - let the publisher know.  She publishes every year.  I do not want to step on her toes.  That was her idea and she ran with it - matter-of-fact she does this listing as full-time job.  She like me had been corporately downsized over 10 years ago.  She was a crafter herself (she made jewelry) and believe it or not she met her future spouse at a show, (he too had lost his job). 

I will have to think further about your comment" . .  Ohio shows. A good resource for shows in Ohio would be great! . . . . It is hard for me to pick Ohio shows as I don`t know that much about them, I wish I had a resource like yourself to talk with. . ."  I do not attend all the shows in Ohio.  That would cost a small fortune!

My local school system does not think like you do.  They think in terms of students selling things door-to-door, selling citrus, spaghetti benefits, 50/50 raffles, bake sales, rummage sales, and BINGO.  We`re in a pay to play mode.   There are several school systems in Northeastern Ohio that do what you`ve stated in your message.  One of the things I would do if they had a "show", was assist in the event.  A little networking volunteer activity never hurts anybody, personally or professionally.  I would think of it as a LIVE interview.

Your last paragraph has me SHAKING-I do not think that is me.  I`m a one-on-one person.   

Right now, my state (the ones who are providing me unemployment funds) have me concentrating on looking for a real occpation and education  (as I build my on the side endeavor of many services).  My long-range goal is that NEPS becomes a full-time, self-employment deal in 5 years, or the next time the employment bottom drops out. 

 

Hey, if you want to talk about this further, feel free to give send me a email with a phone and I`ll give you a call. Many of the schools here just "lease" the facility and you don`t even have to be tied to them in any way, shape or form.

I`d be happy to help you with questions and things, not a problem.