The Steamrolled Store Owner
Location: Late night, the city.
The solution: Leaping into action, the Spotlight once again dons his Spotlight of Truth, which gives him the power of good PR and comes to the aide of the steamrolled store owner. Using his powers of persuasion he convinces the store owner that there is always time for PR, as long as you take the time to find the right method and team. By breaking the situation down into easy-to-handle segments, this store owner can manage a PR plan that will spread the word about his company without overwhelming him or taking away from his day-to-day duties as a manager.
The Spotlight uses his Spotlight of Truth to show that a simple social marketing plan involving a Facebook page filled with photos of the local merchant’s products, coupled with special discounts exclusively for Facebook fans generates tremendous word-of-mouth buzz. The social media plan also includes a blog where the store owner writes about his business, special deals and links to stories about his products around the web. To help out, the store owner provides an internship for his nephew during the summer to manage the online efforts. The online effort draws the attention of a local newspaper and, as sales increase, a direct mail campaign is started. Before long, the local store owner has more customers than he has space, and an expansion is considered.