Build It & They Still Won’t Come…

Good Morning All and I pray your Wednesday is going well!

I am a huge baseball fan and now that September has arrived, it means pennant races and the Hunt for October. Currently my NY Yankees are in second place in the AL East but leading the Wild Card race so that feels good. Especially considering that they were not picked to get this far or have this record with the aging roster and questionable pitching staff. Just goes to show you that pundits, so-called experts and polls do not always have the answers…you still have to play the games.

Which brings us to the topic of the day. A marginal baseball reference from “Field of Dreams.” If you have not seen the movie, it stars Kevin Costner as Ray Kinsella who is a huge baseball fan living in Iowa. One night while strolling through the cornfields, Ray hears a voice that says “If you build it, he will come…” Kind of spooky but hey, it’s leading you somewhere. The build that Ray is encumbered to take on is a baseball field in hopes of patching up the relationship with his father. You have to see the movie in order to get the full perspective.

However, many of you are having similar voices, dreams or visions that are prompting you to start a nonprofit or small business with the hopes that if you build it, they will come. The golden premise is that we have something great to offer, people need it and they will magically appear spending money, time and resources which will grant our success. But, I am sorry [actually not that sorry because it is the truth] to say that you can BUILD IT & THEY STILL WON’T COME. The problem is not in the creation or ideation of your idea but the lack of promotion, press, attention and marketing of this grand idea!

If no one knows about your business or nonprofit idea, how will they know when and where to support it? You cannot simply rely on word of mouth or a 2 month ad campaign. You must market and promote your idea thoroughly and for more than a year! The monetary investment you make must match the perceived return you wish to gain. Just building it is not enough. You have to let people know you exist. And you have to do that on a consistent basis.

A lot of times, owners do not know when to get out of their own way. They want to do everything themselves and skimp on costs. Now, if you do not have the financial resources I can understand but you should not want to start anything without doing a proper cost analysis.  Marketing and PR should be at the top of your list when it pertains to budgeted items for a start-up. Again, if no one knows you exist or are open for business, you can BUILD IT & THEY STILL WON’T COME.

So take a look at your budget and marketing materials. Decide if hiring a marketing firm is right for you. Reevaluate your promotional material and check to see if your social media pages are producing the results you desire.  Word to the wise, while social media is great and has opened up many new doors to advertising, it does not totally replace a good marketing campaign.

Have an awesome day and if you need help with business needs, make sure you contact JSW Media Group and Jameka Whitten @ http://www.jswmediagroup.com/.

Cheers.

Keith Cradle [@mrcradle on IG/Twitter]

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One thought on “Build It & They Still Won’t Come…

  1. I like this article and agree with the request that business owners should most definitely include a budget for a marketing campaign to sell their great idea. Although my business has been around for several years, I am often thinking of new innovative ways to continue marketing for continued growth. Cost can be a factor if not prepared.

    Liked by 1 person

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