Let's Start with Reining in the Banks - A Localization Fix

I originally released this article a couple years ago - some bank mistake, magnified by it being a national bank had occurred.  Bank deregulation amplified these mistakes making these national mega banks not insurable by the FDIC (even though they do - and tell us they do - it makes us feel better (?)).  Through deregulation, bank mistakes are magnified and local money becomes a foreign investment.  There is a very simple financial principle that makes this very understandable - portfolio theory; if one local bank goes out of business, the FDIC can cover it; when a mega bank goes out of business, not only do we the people lose, but we the people feel it.  Mistakes happen (i was a proponent of the deregulation of banks); it about time this one gets fixed.  Like Politics, all money is local.

Now the original article (with a few small modifications).

Until the 1970s, banking was governed primarily by state laws, and banks could do business only in their home states. From the mid-70s through 1999, a series of laws deregulated banking eliminating state lines until banking became completely deregulated; those laws and acts included:

• Marquette Decision (1978)
• The Depository Institutions Deregulation and Monetary Control Act of 1980 (DIDMCA)
• Alternative Mortgage Transactions Parity Act of 1982 (AMTPA)
• The Riegle-Neal Interstate Banking and Branching Efficiency Act of 1994 (IBBEA)
• The Gramm-Leach-Bliley Act (GLBA), also referred to as the Financial Services Modernization Act of 1999 

In my opinion, deregulating the banks was one of the biggest mistakes that our government made (allowed) over the last 30 years, but I can only say that in hindsight.  I believed in deregulation of all commerce; only wisdom has taught me differently.

So why did deregulation occur?  Technology, competitive opportunity and expansion, a spreading of the capital to where it was needed, and finally, an economy of scale - a more efficient system.  All of these reasons make sense - most occurred and some did not ("...banks peak in efficiency when they reach the size of a small regional institution". says Stacy Mitchell of The Institute of Self Reliance - watch her TED presentation).

So why was deregulation bad? Very simply, money no longer had to stay close to home.  Banks could invest your money in projects and products anywhere.  Since the idea of business is "to profit", money went to where the most profits could be obtained (the money business is much different than services or manufacturing where location in significant).  Sometimes the money went to bad mortgage instruments - the rules allowed this.  Sure there were problems like the ones the media made big, but things like big bonuses were earned by creative smart people working within the rules - oh yeah... Having banks working within state boundaries would have greatly limited the size of those bonuses as well - simply, the market would not have been as large.

So what is the solution here?  Keep money local - local mortgages, local business, local commerce, local people.  In my opinion, moving banks back to being state regulated would solve the problem.  This is a monumental task that some people would scream out to be impossible to accomplish. It's not.  It was done with ATT (modern history)  and Standard Oil (early in the 20th century); in both cases, the sum of the parts were greater then the whole as competition and creativity boomed.  So, how?  It will be a process much like, but much easier (IMHO) than the aforementioned examples.  Regretfully, only the people would share this interests - the banks, their lobbyists, and most importantly, the money would have no interest in this.  I would be perceived by the money (and thus the media) as a flaming liberal - whatever.

Bob Leonard
561-371-4113 (Call My Cell) 
512-593-8830 (in Austin)

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Real Estate Agents - Best Marketing Practices - Best Business Increasing Practices

Local and Localization is about sustainability and no group defines Local better than Real Estate Agents and Brokers.  This creates unique opportunities for agents and brokers to market themselves and marker their brand.  Remember, even though the product is the home, it's the agent that we hire.

Because Your Customers
are your Neighbors

In Real Estate, the Cost of Customer Acquisition is high whether it is for a listing or for a buyer - much higher when you consider the time invested to both obtain the client and maintain / service the client (time is a real cost).  Agents and brokers market themselves in many ways - each serving a different purpose.

Internet and Social Media - A necessary evil.  MLS, Zillow, brokerage website and your own website are all things you need to get going.  There is plenty of help available as these are the easy ones to begin your business venture.  People may also "check you out" on Yelp or Facebook.  High labor cost - low direct / measurable return is the norm from Internet marketing.  I don't want to underplay this; your Internet presence is required in supporting your brand - ask me why (for another article).

EDDM with a Call to Action

Direct Mail - EDDM (USPS Every Door Direct Mail) has the highest return for real estate agents, but is the most overlooked.  Let's analyze a few scenarios. EDDM, if you are unaware, is a USPS service that give you the capability to target, not only Local, but a neighborhood - making YOU a neighbor.  NO mail list, or cost of a mail list, required.!  What better return can you have; Retail EDDM is inexpensive in that it is less than HALF first class postage rates, and your message touches all the homes around the one you just listed or sold.  It's targeted by the mail carrier route that your listing is within.  It contains a very custom message about THAT LISTING.  It contains a "call to action" on that house ("Open House on Sunday, June 3rd from 1-3 PM).  It contains a message about YOU.  YOUR SELLER WILL LOVE THIS.  Neighbors will visit your open house (because it's in the neighborhood (Curiosity)) and you will meet a lot of people - isn't that what the real estate business is about?  Does this generate some ideas?

EDDM is also a very cost effective way to introduce yourself to the neighborhoods you want to specialize  - the neighborhoods where you are an expert.

Return on EDDM marketing is huge.

Referral Marketing - This one is not a new concept in the real estate business and is definitely the big winner.  Your good relationships (goodwill) with local mortgage companies, banks, the Chamber of Commerce and local businesses will put you on their referral list

So how can you add to your referral marketing opportunities and returns?  Do some proactive referral marketing.

1. Everyone you know (have touched) at mortgage companies, banks and The Chamber of Commerce should have a referral card - one custom to themselves.  Why?  First, because it is also about them, thus they are more likely to use it.  Second, you can measure the return.  Provide some sort of motivation to each side - a home evaluation, free local packet of info /coupons (from friends) to prospective clients and maybe a referral  reward to your referrers / friends.  I purposely use the word "Friends" here - "we all like to do business with people we like" first.
   

2. 

   Referral Cards

   On the sale / buy of a home, print a set of thank you / referral cards / announcement cards that are specific to that client - One with their big smile and the words "The Williams New Home"; these will go everywhere.  Your referral card will go from your customer, to their friends and colleagues.  Remember, include a call to action  - several - about both you and the new homeowners:
   "Directions to The Williams New Home".  Cool approach, huh.
3. Possibly the most important task you have to improve your referral selection: Be Part of the Community - Be a Recognized Face = Be a Recognized Smile.

Call Me for advice - We Consult and We Build your referral program.  We Print and we will measure (count your money) if you like..

Bob Leonard
561-371-4113 (Call My Cell) 
512-593-8830 (in Austin)

EDDM and Referral Marketing Programs
are Services Provided by all LightsOn / Time4 offices.

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Tax Preparer / CPAs - More Sales Forever - Know your "Cost of Customer Acquisition" - Case Three

For independent tax preparers, bookkeepers and CPAs, this is how you can make your business boom.  The public would rather find you (You Are LOCAL) than use the major brand temp office preparer or one of those scary seasonal offices with the curtains in Walmart.

But let's start with knowing your "Cost of Customer Acquisition" - it is important to know.

"Cost of Customer Acquisition" is probably one of the most important pieces of knowledge to have in business.  This tidbit of information makes your small business act very big.  This tidbit of information is what makes businesses grow.  This Tidbit of information is what makes you more money and builds you a business that has asset value (sellable (ahh retirement)).

So let's figure this out.  How do I figure out what my Cost of Customer Acquisition is?  Probably the best way is use some industry averages.  They are available in your profession - attend a marketing seminar (they are at every major business show).  Note, if someone who is selling you marketing, claiming expertise in your business, and can not tell you what your profession's Cost of Customer Acquisition is, they ARE NOT an Expert.

The Tax and Tax Preparation business is heavily seasonal and you want to leverage, not only your own marketing and sales effort, but your competitions as well..

Tax Preparation and Accounting
Your Customers Marry You

Tax Preparation, CPAs and Bookkeepers

Local tax preparers typically have a low Cost of Customer Acquisition.  Most of their business comes from traditional hand-to-hand daytime marketing and referral.  We are assuming you want to grow, so we are going to throw out some ideas.   One real nice thing to remember, when you get a customer, they are typically FOREVER CUSTOMERS returning year after year.  So where should you be?

Internet and Social Media - The Internet and doing SEO are the easy parts for your business; there are a dozen computer geeks in every town that can make this happen for you - just don't over due it.  You are LOCAL, thus Google does most of the work for you (or them).  Social Media doesn't play a big roll either - You maybe should have a closed group for customers and / or an open page for general tips.  A blog is always good to have as well because Local people will find it on their searches ("CPAs in Albany" or even just "CPAs" because Google favors local).

 Note: People will "check you out" on Yelp and Facebook

EDDM

Direct Mail - YES - EDDM (USPS Every Door Direct Mail) probably has the highest return for Tax Preparers; your clients come back over and over and over - for their lifetime in many cases - retention rates are high.  We have Tax Preparers that spend a large percentage when compared to their first years client fees (seems like a loser, but...) - they know, once the client is in - they are in for life.  Retention rates on someone who walks in the office are 80% to 90%.  The returns on such are almost unbelievable - huge - to big to quote because they are so unbelievable - think about it.  Remember, this is a "Local" Bang-for-the-Buck; there are diminishing returns, but doing once a year makes this a non-issue.  Do EDDM in surrounding neighborhoods, LOCAL to you .  Another nice thing is that this is a once-a-year event - December / January.

Referral Card

Referral Marketing - This is a no-brainer.  Your good relationships (goodwill) with local people and businesses gets you referrals.

So what can you do to help this referral marketing along?  Do some proactive referral marketing.

1. Each client, on each visit, should walk away with a hand full of referral cards.  Those cards should reward the referred with some monetary incentive to come see you first;  "$$$ toward your Consult (remember, they come back year after year)".  In addition, the referrer needs to be rewarded with some credit as well (make it worthwhile) such as $10 for new clients (remember, they don't spend it till Next Year).  Clients will grab extra cards and give them out to all their friends for the sake of saving a few dollars (repeat - Next Year).  If you are  a bookkeeper or a CPA, you are likely to get a few business clients out of this as well.
2. Possibly the most important task you have to improve your referral selection: Be Part of the Community - Be a Recognized Face = Be a Recognized Smile.

We will set up the complete program for increasing your business.

Call Me for advice - We Consult, we Print, and we will measure (count your money) if you like..

Bob Leonard
561-371-4113 (Call My Cell) 
512-593-8830 (in Austin)

We do business all over the Northeast, Austin, South Florida and in the SF Bay Area. 

Referral Marketing services provided by all LightsOn / Time4 offices.

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What is your "Cost of Customer Acquisition" - The Orthodontist

"Cost of Customer Acquisition" is probably one of the most important pieces of knowledge to have in business.  This tidbit of information makes your small business act very big.  This Tidbit of information is what makes businesses grow.  This Tidbit of information is what makes you more money and builds you a business that has asset value (sellable (ahh retirement)).

So let's figure this out.  How do I figure out what my Cost of Customer Acquisition is?  Probably the best way (aside from hiring an expensive consultant - which I DO NOT Recommend) is use some industry averages.  They are available in your profession - attend a marketing seminar (they are at every Dental Trade Show).  Note, if someone who is selling you marketing, claiming expertise in your business, and can not tell you what your profession's Cost of Customer Acquisition is, they ARE NOT an Expert.

In the dental business there are at least two cases: The Dentist - your patients are forever; The Orthodontists - your patients are mostly single purpose.

Orthodontists Live or Die
on Referrals and Reputation

This Article Addresses Orthodontist        

have a high Cost of Customer Acquisition. The service they provide is expensive (per customer) and has a high gross margin all within a time compressed dental service.  Orthodontists  need to market themselves in many different ways - each serving a purpose.

Internet and Social Media - A NECESSITY.  The Internet and doing SEO are the easy parts; there are a dozen computer geeks in every town that can make this happen for you - just don't over due it.  You are LOCAL, thus Google does most of the work for you.  Social Media, is a different animal though.

Let's use our customers and brag, in pictures, about our product.  You want to get permission to post (or not post) pictures of your finished work; the kids will love it and as far as seeing before and afters, once you get the ball rolling, the patients (kids) will post them as well (and for you).  Make sure they TAG your practice's Facebook page (your staff will need to ask them to do that).

 People will "check you out" on Yelp, Facebook, Instagram and Pinterest.

This is a high labor cost - high indirect / difficult to measurable return; the nice thing here is that you probably have an expert in the office already playing on Social Media during their work day - embrace it.  Done right, social media will make your local brand.

EDDM, not so for Orthodontists

Direct Mail - Unlike dentists, EDDM (USPS Every Door Direct Mail) does not provide the "Lifetime" return to the Orthodontist.  Your patients hopefully never come back and, as far as their siblings, their parents will never forget you. That said, we have Orthodontists that do EDDM, but not with the frequency or return that Dentists enjoy.  When Orthodontist's do EDDMs, the mailing still needs a hook - that free evaluation or a consult.

Referral Card

Referral Marketing - This one is not a new concept to Orthodontists and is definitely the big winner.  Your good relationships (goodwill) with other local Dentists gets you on their referral short list.  Your objective now is to be the one picked from that referral short list.

So what can you do to be the one picked (from that short list of 3 or 4)?  Do some proactive referral marketing.

1. Each patient, on each visit, should walk away with a hand full of referral cards.  Those cards should reward the referred with some monetary incentive to come see you first;  "$50 toward your Consult and analysis".  In addition, the referrer needs to be rewarded with some credit as well (make it worthwhile) such as $10 for new consults and $50 for new patients.  Parents will grab extra cards and force their kids to pass them out.
2. After the patients braces are removed, print a set of referral cards that are specific to that patient - One with their big smile and the words "Erin's New Smile - By Dr. Thomas, DDS"; these will go everywhere.  This may seem self-serving (to me here), but this is far less expensive than any promotional toy you give out.  Your referral card will go from your patient, to their friend to their parents.  Cool approach, huh.
3. Possibly the most important task you have to improve your referral selection: Be Part of the Community - Be a Recognized Face = Be a Recognized Smile.

We will set up the complete program for increasing your business.

Call Me for advice - We Consult, we Print, and we will measure (count your money) if you like..

Bob Leonard
561-371-4113 (Call My Cell)
512-593-8830 (in Austin)

Referral Marketing services provided by all LightsOn / Time4 offices.

 Connect to me on LinkedIn

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Why EDDM Marketing Works and can / is be Measured by the Sales it Generates.

Since the U.S. Postal Service (USPS) introduced the EDDM program in 2011, it’s proving to be a big hit among small businesses across the country. EDDM enables retail and service companies to penetrate specific ZIP codes and neighborhoods and in an efficient, affordable manner without having to purchase or rent a list with names and addresses.

Cost is an obvious benefit, but it goes way beyond that. We like that there is less mail in the mailbox, thus less competition. We like that people have to go to their mailbox every day - guaranteed traffic. We like that EDDM is about over-sized mail pieces - yes, bigger is better (in this case).

Small Businesses
Designed with small businesses in mind, EDDM is ideal for just about any type of local business or organization that relies on local customers from nearby neighborhoods to generate sales. They are using EDDM to drive foot traffic, promote special offers and boost their customer base.

Large Companies
While smaller companies are key users of the service, large national companies are also discovering that EDDM can be beneficial to their marketing efforts. A number of chain stores have been using EDDM to test advertising campaigns in specific areas before deciding whether to roll these campaigns out nationally.

Franchises
Franchises are also finding that EDDM is extremely useful. One of the key challenges of a franchisor is helping franchisees market their business. By offering turnkey pricing and customizable templates, print companies like LightsOn and Time4 are making it easier than ever for franchisees to get their local marketing programs off to a successful start.

EDDM is best for any business that focuses on B2C sales of local services;  Dentists, Landscapers, Tax Preparers, Pizza / Chinese Delivery, Restaurants, Movie Theaters, etc, etc, etc.!!

Call Me

Bob Leonard
561-371-4113 (Call My Cell)
512-593-8830 (in Austin)

EDDM is a services provided by all LightsOn / Time4 offices.

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EDDM is a registered trademark of the U. S. Postal Service (USPS).

The One Thing We Can Count On – Change – A Changing Market

The Internet and social media, have changed so much about our businesses and the market(s) we sell to, no matter which one(s) they are.  Adapting to the changes is the key to being able to survive in the future.  I have seen four business environment changes (ice age type changes) in my adult life (the 4^th being the current one).  Some companies survived because they were adaptive through entrepreneurship (dictatorship) control; some companies survived by refining their business model, sometimes through brute force and several mistakes until they get it right; sometimes the survivor was just a new entrepreneurial opportunists.

The natural tendency of change is towards chaos. It is imperative to focus efforts towards the vision. It is almost impossible that any complex change can be managed with any rigid structure and then deliver successful results - for change to succeed, frequent adjustments must be made – a fluid plan (of course, there are several MBAs and consultants, who have never done, who will tell me differently).

The art of success and management is to create harmony, order and direction from chaos.

Bob Leonard
561-371-4113 (Call My Cell)
512-593-8830 (in Austin)

EDDM is a services provided by all LightsOn / Time4 offices.

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The 1st Step in Re-Urbanization - Ahead of the Sharp Curve - Buy Local

Part of the re-urbanization of this country is going to be driven by the Buy Local initiatives happening everywhere.  Buy Local initiatives will eventually emphasize a "Net Better" - Price competitive, better service and better products.

Buy Local will take much more than just saying "buy local"; it is much more than a lip service trying to get locals to stay in town rather than going to the malls or online. It is going to take collaborative efforts by local commerce and local politicians working together as well as educating their community.  Buy Local must become a destination. Buy Local must be price and service competitive.  Buy Local will require an online presence of products and services like many grocery stores are trying today.  As a matter of fact, a good Buy Local model will require all the exact products and services that a shopping mall provides to ensure success - plus more - educating the community on why Buy Local is good for them.  This is not an option, this is a must and will happen - it is just going to be a matter of who recognizes this first and takes advantage of the opportunity most.

SOURCE: Civic Economics - "Local Works!".
Commissioned by Local First.
According to an independent study commissioned
by Local First and conducted by Civic Economics,
approximately 73% more money stays in West Michigan
when consumers choose locally owned and
independent businesses.
By supporting locally owned businesses over their
national competitors, we are supporting our community:

Buy Local initiatives will require:

• Collaborative Advertising
• Collaborative customer sharing (being close together or easily cross accessible).
• Being price competitive with the Internet retailers.
• Collaboratively educating the community on "Local".
• reduced energy
• local jobs
• higher and broader tax base
• better schools
• better roads
• a safer community
• face-to-face service
• less travel time - more leisure time

Even the United States Postal Service (USPS) is getting into the Buy Local game; it's EDDM program and service, possibly its final encore, favors local business and does such at both a price and service level that its competitors cannot match.  EDDM targets local; as finite as an individual mail route (imagine real estate agents, the 500 homes around the one you are selling). - I have wondered if the USPS knew this upfront or was it just an unexpected by-product of their initiatives..

It takes collaborative efforts in development, entertainment and advertising. This makes "Local" a destination; it makes "Local" the mall.  Some places were created with this in mind (though upscale) like West Palm Beach, Florida's CityPlace.  Some places were converted such as Boulder, Colorado's Pearl Street Mall.

What we will end up with is "self sustaining communities" - a topic in vogue in both political and academia worlds.

Localizing a User's Web Experience - Utopia or Just the Future.

It seems every major brand is learning the value of localization, but in my opinion, it is not happening fast enough.  Large brands need to push local relationships because it makes their product and service, as well as the local product and services better (not to mention the revenue opportunity).  As of today very few see any of the opportunities beyond "where our local store is" or "who sells our product in your home town".  Can you see beyond the obvious; can you see what Amazon sees; can you see it?

The Big Box Home Improvements and The Hardware Franchise Collaborators:

Home Depot, Lowe's, ACE Hardware, True Value.

The opportunities seem endless here,  Each store, each department in the store and each product represent opportunities to introduce local business to these massive company's websites.  In plumbing, a different plumber in Dayton, Buffalo and Biloxi (everywhere).  Each location providing its own feedback articles with local flavor and differences.  This makes for relevance to everyone.  Hey guys, you already do this at your contractor's desk and on your professional referral boards. Can you see it?

Sports Equipment

Let's use golf clubs in this example.  Not only should I see where I can buy that Callaway Big Bertha, but it should include local Pro's, local golf course information and local leagues (info and results).  Can you see the key word here?  Pick your favorite sport - There is a major brand product there.  Do they see the opportunity?  Can you see it?

  Accounting Software

Which one of the local CPAs and/or bookkeepers would want to appear on the Intuit website?  I'll bet you didn't have to think hard.  Can you see it?

Other Products and Ideas

Lawn Products, like Scotts.  Yes, this is a DIY product, but ask a landscaper if they would want to be there.  Can you see it?

Think about the opportunities - they are limitless.  But, can you see it?  Can you see that each of these limitless opportunities are also limitless in scope.  Can you see it?

Think about the relevant content opportunities.  Don't let Amazon have it all.  Can you see it?

Think about the immediate revenue opportunities.  It does not have to cost a lot to be big as there are lots of locals in this country.  Can you see it?

Better Business - Net Better

See The First Two Articles in This Series

Localizing a User's Web Experience - Scenario One & Benefits

Localizing a User's Web Experience - Scenario Two & Benefits

Consulting Online Localization
Bob Leonard @LightsOn Ventures
561-371-4113

 Connect to me on LinkedIn

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Re-Urbanization - Imagine No Personal Vehicle. Imagine Great Public Transportation

Brill Bullets were beautiful Interurban Trolleys
that were built by the J.G. Brill Company.
Lafayette Street in Schenectady (Circe 1931).
(Photo: Efner Research Center).

.

I imagine my hometown of Schenectady and Scotia, New York like it may have looked 85 years ago - with a population concentrated around the city - around where people worked, shopped and socially interacted.  A trolley running down the State Street with bus routes to and from the trolly stops.  People lived in an urbanized environment - simply "close".  We visited the country on our Sunday car rides or when we went on vacation.  Then came the 40s, 50s and 60s; cheap gas, a prospering economy, and a DOD project that became our Interstate Highway System (for moving troops quickly).  We went from a 15 minute commute to work to a 60 minute commute to work from the country / suburbs.  I question the differences in quality of life, as a people, between the times of the early part of the 20th century and what we evolved into today.  Would this have happened if energy had not been cheap, the Interstate Highway System had not been built and the times been less prosperous?  Maybe we would have been riding Brill's Baby Bullets to work and around town.

Now reset the clock to the current day.  Expensive energy, an aging interstate system in need of repair and a changing mindset where time is more valuable spent with family and friends than commuting on I95 (add to that the potential of shrinking service / professional wages).

I like San Francisco as my model city.  An arterial commuter train system (BART) that interconnects several major cities in the Bay Area.  A bus/subway system (MUNI) that connects from BART around and within the major cities and then free "around town" bus/trolleys that provide in town transportation between commerce and shopping locations. Oh, and just in case you need a car for a couple hours - walk up to the corner and get in a Zip Car - No more need for a personal vehicle - rent it by the hour (Zip, now owned by Avis).


People will say "that they don't live near a city"... then for the sake of sleeping in the county, they will pay more for energy, pay more for vehicles, pay more for insurance and drive on roads that will remain in disrepair as the population will not pass the tax bonds to pay for the repair and replacement of roads they don't drive. An interesting article > Why This CEO Doesn’t Own A Car: The Rise Of Dis-Ownership.

 Now imagine inner city (big city) high speed walkways (like in airports),  Imagine convenient mass transportation, like in Portland, Oregon and high speed railways between large regional cities.

Which cities are ahead of the curve?  List of U.S. cities with high transit ridership from Wikipedia.





Will our cities and communities of the future look more like a Jetson's cartoon?

"Local" will become much more important in out future.

Quality of life will be redefined - In our lifetime.

Bob

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Localizing a User's Web Experience - Scenario Two & Benefits

Localizing your website simply adds to the users experience.  This is now recognized by many of the largest consumer product companies and retailers.  There are still many companies that don't recognize the opportunity of localization.  This is the second in series of Localization Scenarios (click here to read 'Scenario One').

Let's expand on the biggest benefit of Localization, in my opinion - the ability to partner with community businesses.

We will again use Hardware / Home Improvement chains in our example as their opportunities are easiest to for everyone to understand IMO.

As mentioned in "Scenario One", partnering with local contractors / professionals is already done through these stores at the "Contractor's Desk".  Let's take that same concept and transfer it to the website.  Use Lowe's as an example; on the lumber pages 'partner' (feature) companies that build decks, local carpenters and/or handymen; on the plumbing page, feature plumbers; or on the electrical components page feature electricians.  This adds to the localization of the Lowe's and demonstrates greater partnership with the community.  Best of all, it's a chargeable service (advertising) to the partners (give it away if you want).  The incremental revenue opportunity is huge (think of ALL THE LOCALS - EVERYWHERE). 

• Gardening Pages: Landscapers, Gardening Architects and Lawn Maintenance
• Insect Control: Pest Control Companies
• Plumbing: Plumbers
• Kitchen Renovation: Renovation Contractors
• Shingles and gutters: Roofers, Guttering Companies.

Use your imagination here - opportunities are limitless. and collaboration creates winners. If you do not get it, call me; if you do, feel free to steal it and make the local Internet world a better place - Net Better.

And Remember:

Clicks Cost Customers

See The Following Articles in this Series
Pre

Localizing a User's Web Experience - Scenario One & Benefits

Post

Localizing a User's Web Experience - Utopia or Just the Future

Consulting Online Localization

Bob Leonard561-371-4113 (Call My Cell)
512-593-8830 (in Austin)

EDDM is a services provided by all LightsOn / Time4 offices.

 Connect to me on LinkedIn

www.linkedin.com/in/robertleonard5699

Follow me on Twitter

@T4Leonard 

Add me to Your Google+ Circles

https://plus.google.com/+RobertLeonard5699/about 

Localizing a User's Web Experience - Scenario One & Benefits

Localizing your website simply adds to the users experience.  This is now recognized by many of the largest consumer product companies and retailers.  There are still many companies that don't recognize the opportunity of localization.  This is the first in series of Localization Scenarios.

Localization Champion

Scenario One:

I like to use ACE Hardware in my examples as they are the epitome of "Saving Local" in the hardware business (in my opinion).  This scenario works with all the major players in hardware (Lowe's, Home Depot and True Value) as they have all Localized built into there website - but they could all do better - they all bought localization, but no one told them what they could do with it.


The most obvious benefit of Localization is identifying where the local store is located.  This feature should be located on every page of the website for every product.  Google does this for you if you search "ACE Hardware" before you even get to AceHardware.com, but what if they were searching "Lawn Mower"?  I have now found the lawn mower I was looking for, but now, where is the store?  Location information and the phone numbers should be there - without clicking away or back - because Clicks Cost Customers.

Product placement is a huge benefit of Localization.  There is no reason to sell snow blowers in Florida or lawn mowers in Minnesota in in January.  There is a bit of opportunity to get creative here.  Don't waste the users time clicking - Clicks Cost Customers.

The biggest benefit of Localization, in my opinion, comes from the ability to partner with community businesses.  Carpenters, landscapers, plumbers and more; it is already done behind the service desk - move this to the website -  it is a chargeable service!  Imagine the opportunity of listing landscapers on the gardening pages for each of the local franchisees - image the benefit to the website user - imagine the benefits through local business partnerships - Imagine the revenue potential - I want to be there!

See The Following Add-on Articles

Localizing a User's Web Experience - Scenario Two & Benefits

Localizing a User's Web Experience - Utopia or Just the Future

Consulting Online Localization
Bob Leonard @LightsOn Ventures
561-371-4113

Collaboration: Localization: Is Buy Local a Collaborative Effort?

Collaboration is an "in vogue" topic these days.  "Buy Local" is equally, if not more so, in vogue.  But we really need to understand that these efforts did not begin yesterday.

A newspaper is a collaborative effort being managed by the newspaper company local to the area the newspaper is delivered with each of the advertisers sharing in the cost to produce the newspaper leaving some extra money as profit for the newspaper.


A strip mall (or any mall for that matter) is a collaborator in that the businesses, through a management company / owner / landlord, share costs. From the parking lot, to the signage, to the walkways (common areas) - a cost sharing collaborative is taking place.  The businesses share more than that, they share customers; the customer may come for one specific purchase, but see all the other "opportunities" (other stores).  It is why businesses like to rent where there is a popular "anchor" store (like a large grocer); because they can ride the coat tails of the anchor and collaborate as a larger force.

Collaborating is much more than good business, it is business.

~B

Re-Urbanization - Let's Start with Reining in the Banks

Until the 1970s, banking was governed primarily by state laws, and banks could do business only in their home states. From the mid-70s through 1999, a series of laws deregulated banking eliminating state lines until banking became completely deregulated; those laws and acts included:

• Marquette Decision (1978)
• The Depository Institutions Deregulation and Monetary Control Act of 1980 (DIDMCA)
• Alternative Mortgage Transactions Parity Act of 1982 (AMTPA)
• The Riegle-Neal Interstate Banking and Branching Efficiency Act of 1994 (IBBEA)
• The Gramm-Leach-Bliley Act (GLBA), also referred to as the Financial Services Modernization Act of 1999 

In my opinion, deregulating the banks was one of the biggest mistakes that our government made (allowed) over the last 30 years, but I can only say that in hindsight.  I believed in deregulation of all commerce; only wisdom has taught me differently.

So why did deregulation occur?  Technology, competitive opportunity and expansion, a spreading of the capital to where it was needed, and finally, an economy of scale - a more efficient system.  All of these reasons make sense - most occurred and some did not ("...banks peak in efficiency when they reach the size of a small regional institution". says Stacy Mitchell of The Institute of Self Reliance - watch her TED presentation).

So why was deregulation bad? Very simply, money no longer had to stay close to home.  Banks could invest your money in projects and products anywhere.  Since the idea of business is "to profit", money went to where the most profits could be obtained (the money business is much different than services or manufacturing where location in significant).  Sometimes the money went to bad mortgage instruments - the rules allowed this.  Sure there were problems like the ones the media made big, but things like big bonuses were earned by creative smart people working within the rules - oh yeah... Having banks working within state boundaries would have greatly limited the size of those bonuses as well - simply, the market would not have been as large.

So what is the solution here?  Keep money local - local mortgages, local business, local commerce, local people.  In my opinion, moving banks back to being state regulated would solve the problem.  This is a monumental task that some people would scream out to be impossible to accomplish. It's not.  It was done with ATT (modern history)  and Standard Oil (early in the 20th century); in both cases, the sum of the parts were greater then the whole as competition and creativity boomed.  So, how?  It will be a process much like, but much easier (IMHO) than the aforementioned examples.  Regretfully, only the people would share this interests - the banks, their lobbyists, and most importantly, the money would have no interest in this.  I would be perceived by the money (and thus the media) as a flaming liberal (whatever that means).

Bob

hmmmm...  no commercial opportunity here - just more foundation to the Local idea.

.

Re-Urbanization - The Re-Urbanization of America - Reinventing Local

As much as I would like to take credit for this/these prediction(s), I can't as there are already so many government and business studies that talk about this trend, the whys and the outcomes.  What I will point out, in a series of blog entries, are the business opportunities that I believe will be created during, and as an outcome of, this evolution.

The biggest causes of the coming re-urbanization are somewhat obvious:

• Energy Costs
• Water Availability
• Services Availability
• Quality of Life

The whys and the outcomes are a bit less obvious.  Then there are the "Wheres"; where should you be in 2020 or 2030 and beyond.

I will relate this evolution to business and economic changes - changes that represent opportunities for some and a demise for others.

The Buy Local campaigns we see and hear about are just the beginning - some think they are just lip service put on by the local chambers - I believe they are beginnings of a change to self sustaining and complete socioeconomic microcosms - wow, that sounds way to technical; let's just call it our Hometown.

And yes, my thoughts and predictions are an opportunity I am betting on. - Buy. Eat. Live. Local. TM

I wish I were in my 20s again.