I have 1 question! How am i suppose to let people know what i have to offer, if nobody wants advertising anymore? OK, that does not sound right but i think you get it. I blogged some time ago about my purchase of Tivo because i too, like so many others, have opted not to watch the ads anymore. But we have to get our information somewhere in order to make informed decisions... don't we?

We in retail have found that our higher percentages of buying decisions are made at the shelf. So there has been new movement toward better shelf advertising through digital media. But, how does this concept apply to the rest of business? Where is the 'shelf' for the rest of us? The technology vendors, consultants, real estate people and anyone else who does not have a store that folks wander into?

I am sure you are ahead of me on this one and have already concluded that the correct answer is the Internet. Yes, that is true but.....and there is always a BUT. The internet is getting blasted these days also for too much advertising. People want the ads off their space, they want to get information on their own. So we, the vendors tried to hide our ads in case studies, white papers, webinars etc and that has worked to a point. But "the times they are a changin" and even these techniques are not tricking our 'street' savvy buyers anymore. They demand that we be authentic, transparent, honest etc and they can see right through our bull. So what now!

I promised I would help you understand the new world of social media and here is yet another of it's many ways...

Imagine for a moment that you are looking to buy consulting services related to loyalty programs. First you would bone up on the topic, google up who is writing about it, what webinars exist, sign up for a few, download some papers, and quite simply get yourself up to speed. That part is easy! Next comes the hard part..finding out which of the players are best for your situation. You can always call your old buddy, John and see what he has to say. It's beginning to look like a long process. 

What if you could sign-in to a social network and ask a large group of people what they know? What if you could narrow that group to those interested in the same topic you are interested in, Loyalty? What if you could see what other conversations or exchanges have taken place about that topic? What if you could get candid information about some of the vendors in that space? and vendors.....What if you could be there? That is the ultimate opt-in advertising you can get! Or pretty doggone close!!!

Well, you can do this today and it is called Social Networking made available through social media, Web 2.0 platforms.  It's not just for children anymore. It's for doing business.

Perhaps there is a network already in existence that focuses on your subject area. Or you may want to create your own group in places like LinkedIn, FaceBook or TheRetailTradeCenter. They all offer free services.  It's time to jump in with both feet!!!

Thanks for stopping by;

The Shopper Next Door