Sales, Marketing

Beacons are tools, not substitutes for customer service.

Having beacons in a store may satisfy the gadget geek, but the beacons alone will not improve a small business or its customer relations.

Nicole Chan, Director of Public Relations and Brand Marketing at Bindotalks about the value of beacons. In their most used forms beacons are apps downloaded by the establishment.

While two-thirds of Yelp reviews are positive but the algorithm used to populate the site often allows negative postings to dominate a company’s listing.

Of Yelp’s estimated 77 million reviews, positive four and five star reviews made up 66.8%, with one star reviews making up only 12.8%.

This is particularly hard on restaurants and other food-related businesses. Because food judgement is such a personal and non-standard process, the Yelp program is particularly difficult to police and maintain.

Most start-ups begin with an idea or product.

Often the owners focus on getting the product/service perfected without devoting attention to reaching potential users.

According to Alex Cotraviwat, CEO of the Marendo Group the most effective marketing tips he thinks are important include:

There is an old marketing adage: Fill a need, make money. Fill a desire, make a fortune.

But often there is more needed.

One man who found a need and filled it has rocked the motorcycle world.

And he credits his success to how he works with his staff.

Adam Xavier, Co-founder and Current CEO, developed a unique motorcycle locking system that soon formed his company known as RoadLok.

Xavier described, “I had many jobs, doing just about anything, during college which inadvertently taught me how to run a business.”

Finding a need based on his own experience, one entrepreneur did research before launching his new venture. The effort paid off in a successful business.

For years after Chris Riccobono graduated college, he recalls a struggle with finding a shirt with the perfect fit. He and his peers could never find a button-up shirt that was not too long. Riccobono accounts, “I tried on 150 shirts and not one of them was the perfect fit."

At least 95 percent of men he surveyed had thesame issue of finding a button-up shirt that fit right and did not fall too long.

An entrepreneur who changed how salons are marketed, managed admits he is motivated by growth and a fear of failure.

This combination moved Michael Randazzo to follow his father’s footstep but with a plan to change how he managed his businesses.

The results are a chain of highly successful salons anchored on his employees’ well-being and their contributions.

Coming from a family of entrepreneurs, Randazzo saw the stability in the salon industry through the observation of his father’s barber shop in New York.

Someone has a great idea for a business. They just know it’s going to succeed. They’ve turned their den into an office and updated their social media. Now they sit back and wait until the business becomes the talk of the town.

Of course, that’s not how it works.