Bring Massive Exposure to Your Business For Free

Cash Mobs, which were “invented” last year, were actually inspired by “Flash Mobs” which have been done since the early two-thousands. They were actually one of the more significant ways to “crowd-source”, i.e., bring many people together using unconventional—and free ways—usually social media platforms. A random (or so it seemed) crowd broke into song and/ or dance, finished their businesses and disappeared into the wind.

Here’s the Best of The Best per Mashable videos if you’d like to check them out:mashable.com/2010/06/20/flash-mob-videos. Or just Google it, along with the word “video” and you’ll have a day’s worth of viewing.

I recall seeing the first one about four years ago set at a European train station. Everyone was just milling around, distracted, speaking on their phones, doing normal time-killing things, and suddenly one, then two, then a line, then hundreds break into a dance to some hidden musical source. Oprah Winfrey exposed it on her show for her 25^th anniversary when the streets of Chicago erupted into 25,000 people dancing and singing to the Black Eyed Peas singing on an enormous stage. Oprah was shocked, as were those in the crowd that were not in the know and from it spawned many duplicates. They are actually American Made since the first one took place in Manhattan at a Macy’s store.

The Ca$h Mob idea was developed by a blogger in Buffalo, NY as a way to bring massive numbers of people to one store location, in this case a wine shop. Over 100 people showed up, more than typical during one period, and none of them had to sing or dance; just buy a minimum number of dollars of product. It has been (appropriately) described as a reverse-Groupon, since the business owner keeps the money rather than giving 50% plus to Groupon. Again, crowd-sourcing at it’s finest since it is not generally advertised with owner’s dollars, but is very media worthy and gets its share. The goal is to bring in a new set of eyes and wallets to a business that is struggling, and there is no shortage of warranted businesses.

Our company and I have participated in three, so the following is based on experience and knowledge and there are some ground rules to hosting one as well as the reasons for doing it, along with your reasonable expectations for your expected outcomes.

• Ca$h mobs are usually for “locally-owned” businesses, and not for chains or large stores. It is a grassroots movement to help the “little guy” so if that fits you, keep reading. Locally owned franchises are A-OK, but if you have a business or industry that is obsolete or DOA, it is an abuse of power. Close your video rental store already, that ship has passed.

•  Be prepared. Nothing is worse than bringing in new bodies to your location and not being able to handle them. Have adequate staff since you may—and hope to—get swamped. The ones that come are many times Twittering or FaceBooking whilst there and if they are disappointed they will inform the world. Be sure everyone has their game face on and in addition to being prepared with people…

• Be sure you have enough inventory. If you sell wine or books or toys, have the most popular products displayed and easy to get to. NOTE: you are not expected to offer any discounts or incentives, but I believe it is a good idea to do so. You want people to leave with a great experience, one that invites them back and to share with others. Think of this as “Show Time” and you have but once chance to make a good first impression. And be prepared for credit card or even PHONE orders since you can tap into that, too.

So before you do this, please ask yourself the following question without bias or prejudice: “WHY am I doing this?” Is this a “last ditch” effort to save your business? Do you believe this new adrenaline push will save you? It can and it may, but your strategies must be followed by actionable steps.

Also please note that a Ca$h Mob is NOT an excuse to offer a “sale.” If you are trying to just generate business by calling a sale a Mob, that is an abuse of the intention of a Mob. Charity is part of the equation, as is a Mob-like mentality, community engagement and intentionality.

In Part II, I’ll share what steps to take and how to do it properly. In addition I will share my conversations with KFI, 640am radio to package this for appropriate businesses—and how you can increase your chances of making that cut.

Would you like to do a Ca$h Mob? Let us know.