BLOG: How to Bring Massive Exposure to Your Business for Free (part II of II)

We’re talking about Ca$h Mobs, one of the least known, misunderstood, misused—and abused—form of crowd-sourcing with a cause. So let’s learn why & how & when—and IF you should do one.

In my I shared a bit about the history of the Mobs, along with some tips on how to host a successful one.

So review the list of things to do BEFORE the event, and now we’ll cover the “next stage.” This could be your last stage if you do not prepare in advance and more important, know how to handle your (hopeful) success. The example I use is that you should not underestimate the value of a well-done mob. It could be the “line in the sand” between your struggles and your success path.

Be sure you understand that the intention is to create a “Community Event,” not just an excuse for a sale. Require that all that attend purchase a minimum amount and be sure a certain percentage is designated for your charity of choice.

Marketing in advance is key; we have done three so far, so take this advice to heart.

What happens “next?,” i.e., after your event?

• If you are behind on your rent, negotiate some type of projected modification before your event. If you hit a windfall do not throw it all at arrearages, but instead use it for…

• Marketing and/ or inventory. Use this influx of capital to solidify or prepare a solid business and marketing plan and we recommend you structure a three to four month strategy in advance of your event.

• Marketing, part II. Social media is here to stay and the Ca$h Mob is just one tool in your arsenal. Capture information on everyone that comes in, get their e-mails, phone numbers and ask them to “like” you on Facebook or show whatever visible support they can after the fact. The public is fickle and has a short attention span. You HAVE THEM there for, how long? Minutes? Maybe more? So engage them while you can, share your story, and make them part of your family. It’s all about relationships these days, so practice it.

The question comes up about where charities fit into this model. I believe they do and they should. The Mob was developed as a Community Involvement, a way to engage a specific business, but to help others, too. We advocate that a percentage of all sales during your event go towards a charity you support, typically 25%. They will in turn help you and can be a big part of your marketing and outreach efforts. What goes around does come around. Most Mobs recommend all attendees spend a minimum amount, usually $20, which is reasonable.

We are working with one of the largest radio stations in Los Angeles as part of their Ca$h Mob outreach program and can share you with them. They are actively looking for qualified candidates.

Their first in Corona del Mar at Toy Boat 3 was a success and may have saved that business. It was a learning experience for both the station and the owner and we are looking to help them create a sustainable, business changing platform.

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