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Tuesday, December 12, 2006

I Was on Sirius Satellite Radio Tonight!

Crazy. I was on Sirius Satellite Radio tonight. One of my clients, Amy's Plantrex Flower Shop, called me up today and asked me to fill in for them. They had received this email from Sirius Satellite Radio (slightly edited to protect privacy):
Hi ___ and ____,
I produce a radio show on Sirius Satellite and just found out that today is officially _________ ___________ day! Is there any chance that you would be willing to do a brief interview via phone this evening? The show is called The Busted Halo Show with Father Dave Dwyer and airs from 7-9 pm. It would be great if you could talk to us between 8:20 and 8:40 just to give us a brief history of the plant and and other info that you might have. You can plug your website and any other gift products that you might be selling for the holiday season. I chose your site off of a google search after reading about Amy and liking the feel of the site and its personal nature. Please let me know what you think as soon as you can so that I may look elsewhere if you are not available.
Thanks for your time,

_____ _____


Sirius Satellite Radio
1221 Avenue of the Americas
New York, NY 10020
The owner of the company couldn't be on the phone at that time because his daughter had a concert. Gotta love these mom-and-pop businesses - they have their priorities straight. Anyway, since I've been working with them for awhile (since 2002) and am quite familiar with their products, he asked me to answer questions about on the air. I haven't been on the radio before, but have been on plenty of conference calls. Seemed just like one of those so I think it went pretty well. Will see if I can get a hold of some audio from the 10 minutes or so I was on the air. Was able to plug their monthly gift service and seasonal items like poinsettias. Hopefully, I helped them out.

Looking at the email from Sirius Satellite Radio, I can identify a couple of small business marketing lessons from this sentence: "I chose your site off of a google search after reading about Amy and liking the feel of the site and its personal nature." First, the small business web site needs to be designed well but not over-designed. If the site had been too corporate, it would not have differentiated itself from other online florists. Hmm, design to differentiate. That sounds pretty catchy. It seems like most businesses look at what competing sites are doing and try to mimic those that are successful. That's not necessarily the best strategy. Incidentally, this can completely backfire. The recent Google-Yahoo copying fiasco is a case in point.

Amy's Plantrex Flower ShopSecond, Amy's Plantrex Flower Shop would not have been asked to participate on the radio show if they hadn't been visible on the search engines. Tracing the original visit via the web server logs, the Sirius Satellite Radio employee found via a PPC ad on Google. It's worth investing in search engine advertising to promote a small business. Sales are not the only outcome of such a campaign.

Did you get the sense that I was plugging in this post as well as on the radio? ;-)

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