Planting Seeds

I enjoy planting seeds. It is fun to watch something grow from just a tiny seed. It is hard to imagine that a tomato plant, or colorful flower is just inside a tiny seed. Where does this flower come from? Where do the tomatoes come from?

Where do customers come from? How do they hear about my business? Is marketing like planting seeds in your community?

The seed can't grow by itself, but I can plant it and hope it grows. I can also plant it and spend the time, taking care of the soil, watering it, putting it in the sun light, following the directions and tending to it as it grows. Guiding it, and clipping the flowering, enjoying the tomato and sharing it with others. This is more beneficial. It works better when I have a plan, and just don't sprinkle my seeds all over the back yard. Sure, I may get one to grow, but it works better if I pay attention to it, and follow it all the way through to the end.


I can plant seeds in my business as well. Marketing is creating awareness of my product or service. I can plant "marketing seeds" around town, or in my local networking group, or in neighborhood meeting, or on the phone with a potential client. I can't force anyone to buy from me or use my product, but I can plant seeds during our conversations and interactions.

I can give them a feature and benefit, and point them towards the sunlight, water their ideas and guide them. I can help them grow. I can plant the seed of an idea, that they may need self-storage. I can plant seeds with the local college dorm students. Let them know I have boxes for sale.
It is beneficial for them to store their belongings with me, instead of bringing them home to Mom and Dad's house over break .
I can motivate them to use my product or service. I can plant seeds with my business cards, promotional items, targeted email advertisements and cold calls.

I like to think of it as planting seeds when I go on a marketing call, and not be too aggressive when I approach someone. This is beneficial for the 1st time marketing manager. The one who has trouble breaking out of the office.

It happened again yesterday. A gentleman named Jack came in the office. I met him about 18 months ago, while walking my dog. He came in yesterday, and rented a storage unit at $99.00 a month.

He said, "John, you remember me?" I did remember his face. He reminded me of his name.

"You're from Pennsylvania, and you walked by my house with your dog over a year ago." He remembered we had the same breed of dog, and I struck up friendly conversation about the weather and our jobs.
"I manage the self-storage facility down the street, if you ever need anything. " I said to him.

He told me he often thought about me when he drove by our facility, and I had planted a seed with him about storage.

I rest my case.

simple marketing story

Simple marketing story
I remember stopping to get a ham sandwich with honey mustard at Honey Baked Ham about 18 months ago. When I walked up to the store front, there was a sign posted on their door:"OPEN until 2:00am TONIGHT"I inquired at the counter when I purchased my lunch items, about the sign and their intentions. They responded their business neighbors sold video games, and anticipated a crowd of over hundred teenagers with family members.
This age group was lining up to purchase an early release of a certain video game.Immediately, I thought about the line of people standing in front of these two stores, and how I could get this crowd at my self-storage facility. Biting into my ham sandwich, I did not even sit down to eat. I walked next door and introduced myself to the Video Game Manager. A conscious self-storage manager always keeps their marketing shoes on.

I pictured a line of eager consumers outside of a concert venue waiting to get inside, to hear their favorite musician. How could I market my self storage services to targeted audience? I would have their complete attention. What did they need?Sugar, food, water and caffeine. They were going to be standing in line for hours. Greeting Robert with a handshake and smile, I asked him about his business. He gave me a tour of the store, and I shot him my idea about donating candy, and a cooler of drinks for his customers. We exchanged business cards, and I told him I would be back after 7pm.
Mr. Yon at Honey Baked ham agreed as well, and both said I could create promotional bags with pens, business cards and a fl yer.

“Wesupports GAMERS and offers half price for 1st month of storage with copy of this flyer through October.”I created about 100 bags with pens, business cards and a brochure and our logo key chain. I spent about $60.00 on candy, soda and water.

My district manager and home office were supportive of the idea.When I was preparing the items at my store, my landscaper stopped in, who rents two units with me. When I told him the idea, he got so excited he split the coast of candy with me, and I put his business cards in the bags as well.

Returning to the Video Store at 7pm, Robert allowed me to neatly display my bags with our logo, with the cooler on a table. I positioned the items so the teenagers in line, would read our "" sign, and grab a promotional bag and soda.Returning the next day to connect with the manager, and clean up my items.
He had an excellent turnout, and all my promotional bags were gone. I did not receive any direct business I can track, but the clincher is….
I wrote Robert an email, and a thank you letter. I did "pop" in on him once or twice 6 months afterwards, when I would stop in to get a sandwich.One day Robert pulled into my self-storage facility, and asked about personal storage. He was changing jobs, and joining the fire department. He was also getting married. This was an exciting, but stressful time for Robert.He needed two storage units, and didn't even ask about price. We had already established a relationship.
Robert the manager did rent two storage units in the future. Both Climate Control and both over $200.00 a month.Robert stayed with us for months and this sale resulted in a new friend, business contact, and about $2,500.I hope this story inspires others. I believe we can create our own opportunities.Marketing is an action verb.I now look for furniture sales, and partner with the mangers of the store, using a similar approach. I look forward to partnering with small businesses in the future. Marketing is fun.

John R. Wharton is a free lance writer, Newport News, Va. He was awarded the Entrepreneurial Success Award 2008 from The Virginia Peninsula Chamber of Commerce.

marketing is an action verb

Marketing means moving, walking, talking, thinking and planning. Writing down your expectations and results, as well as tracking them. I would suggest analyzing them, and changing your action plan if you do not results.


Putting your plan to paper, and doing research before you hit the streets. Marketing means walking to the business park next door, and introducing yourself to the front desk. Perhaps leaving a small promotional item, and following up with an email or thank you note.

Creating relationships and maintaining these relationships, while not being afraid to give the 1st referral.

Marketing is moving "without the ball", and being vulnerable, so the public can see you. Similar to moving without the ball on the basketball court, by putting yourself in the position to be "open", and available to score a basket. Let the public see you, so they know where you are located and what you have to offer. Sometimes you have to come right out and state the obvious about your business. "We have the lowest price of moving boxes in town." "We are open 7 days a week. Yes that does include Sunday." :)


Marketing is hitting the pavement. Going door to door. Making 10 sales calls. Writing 10 letters to strategical alliances. Partnering with local businesses, shopping your competition, making your customer base aware of your website, moving your merchandise outside, giving away free coffee each Friday morning, getting creative and taking care of current and new clients.

Marketing is fun.

Marketing is not putting $1,000 into a yellow pages advertisement, and never tracking it, or referring your potential customers to it.

I believe from my experience that marketing is an action verb.

I will not be a "wait at the gate" manager.

relationship marketing

I believe it is all about building relationships. I have a relationship with everything. I strive to create, maintain and build relationships on a daily basis. I do this on e-mail, phone calls, in person and through letter writing. Communication is key.


I have a relationship with...

1. Myself

I must eat, rest, be good to myself, take care of me, exercise and feed myself with healthy thoughts, and friendships.

2. I have a relationship with "Mother Earth." We live on this planet with billions of others, doing the best we can. I either contribute to the pollution, or I am are part of the solution.

3. I have a relationship with my family. We are born into our families, and they love and accept us. I continue to increase the depth my relationships with my family members.

4. I also create relationships in my working environment. I create relationships in business, and sales, and in marketing.

I'm now working on relationship marketing. Creating strategic relationships and partner with others to help me succeed.


We are only as healthy as our relationships. I believe healthy relationships define success. I believe a healthy business, or a growing business is working on creating new relationships and partnering with others. I also believe when I partner with healthy businesses, and make strategic alliances I enlarge my circle of influence. The more people I know, the better chance I have to be successful at selling my product.

When I give first, and worry about receiving later, I thrive.

It is all about the relationships you create around you and your business. You can create your own atmosphere, or culture at your place of work. You can attract like minded business folks to your location. You must set boundaries and have some structure. But when I remember to take a deep breath and live in "THE NOW," and focus on the relationship in front of me things take care of themselves.

I believe I'm in the people business, no matter what product or service I'm selling.

I will be mindful of this today as I encounter others.

marketing product or customer experience

Can a business or product survive on "Word of Mouth" alone? Is it possible for a vacation destination, coffee shop, landscaping service, soft drink, self-storage facility, local college, or website to survive on W.O.M.?



I believe it is a balance between delivering a timely service, with an "experience." By experience, I mean extreme attention to detail, with exceptional customer service.

1. A phone call after the customer moved in to see if everything went all right.
2. A phone call after the customer returned the truck with a full tank of gas
3. Remembering a customer's first name.

Consistency is important, customers expect the same thing each time. I believe creating an exceptional experience with your current customer base, or a new client, creates word of mouth.

It is a never ending cycle of maintaining your current customers, and then getting new business.

I guess you can have bad or good word of mouth. If a coffee shop has cold coffee everyone is talking about it, but if they remember your first name and how you like your coffee brewed, well that is worth the drive.











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