Marketing

in a weak economy

Lost my Job

Anything Helps

God Bless

Hungry

Disabled Vet

Why Lie, I need a Beer

You know what I'm talking about. 

How does this relate to branding? Let's think about what these statement actually do,
how they work and how they can be improved.

The homeless are looking for nothing less than any business out there, some money. Using these simple statements disseminated with dirt cheap advertising, and location, location, location. Some of these statements actually work - and for doing nothing more than getting out there and asking.

But could they do better? What about a retainer? or a ongoing client? or even a group of clients?

As I begin to write about this topic I first start to apply marketing and branding principles to the homeless but, instead, I will examine them as the model of success and efficiency. What if we could spend so little on marketing and branding and achieve so much? Their advertising budget can't be much more than minimum wage at the most. 

Standing on the corner for 5 hours per day @ minimum wage ($7.25) = $36.25

1 Sharpie Marker (if purchased) = $2.10

Cardboard Sign = Priceless

-------------------------------

$38.35

Let's look back at the statements above. Who do they serve and how do they approach their clients.

What do we feel as we read these? How do they serve the client?

Honest and Personal

Down on my luck

Lost my job

Hard Times

These messages are actually, more than likely, true. They work on an empathetic level.

We feel better about ourselves when we hand someone a dollar bill, our change from the McDonald's drive through, or even our leftovers. "Gosh, that felt good!"

Someone has actually provided us with a service. We feel better about ourselves. It might be short lived and somewhat powerful and it may feel like it was worth about a buck.

But was it worth $5? or $10? Would we do it again? and if so, how often?

Service for a service

Disabled Vet

Now here is one that works on multiple levels. Not only do I feel bad for this person who is clearly down on their luck, but I owe them something. They gave to their country and it did not give back. "Man, the government is rotten" may come to mind. By giving to this person, I am fighting for my country too! However, this can also elicit feelings of deception. We know there are hospitals vets can go to… at least we think…

Humor has at least a hint of honesty.

Why Lie, I need a Beer.

"Well, at least he is honest" and "that's kinda funny too"

"Yea, I bet he does, poor guy"

Comedy and entertainment have a purpose.

Need Parts for Space Ship

Now this is someone with ambition, and ya know what, it made me laugh a little. Hum, now I feel good about giving this guy a buck, maybe even two. Not only am I helping someone out, but he made me laugh. "Ya gotta give it to him" 

Now we are on to something.

What's next?

How could the homeless improve their situation by improving their business or services?

Could they do more?

Provide a better service?

Could they acquire an ongoing client base?
The same people drive past on most days…

Could they grow more clients by word of mouth?

Could a simple message provide a service?

Solve a problem?

Provide entertainment?

Seriously - what do you think these signs would do for business?

What if the needy were thinking about us and provided a service for us?

Would it benefit them?

If one person, standing on one corner, for one week had these sings:

Coin Collector

Remember to change your oil

Tell your wife you love her

Would this help make the world a better place?

What do we want on the Internet?

To connect with other people (facebook, twitter)

To solve our problems (tutorials, articles)

To escape from our problems (entertainment)