A Brand New Recipe For Branding

In a recent article, I told the story of when I was a young whippersnapper, attaining classes at what was then and still is called "one of the more famous hotel schools in North America", the marketing professor gave us an interesting, but quite challenging assignment.

We were to find a hospitality business that marketed itself by using the participation of the owner as part of the "distinctiveness" of the business. At the time, this seemed like a most difficult assignment, because in those days, it seemed that not too many people really stood out in this field. At least that what it seemed like to me in my youth. Or maybe it was just that they did not want to either make a fool of themselves. There seemed little need to drive the world to their door. I chose a very different restaurant enclosed within an old 19th century Mansion in this very cosmopolitan city. It was called Julie's Mansion and was owned and operated by a very eccentric, but wonderful showman who knew that he had to differentiate his restaurant from all the rest. He knew that the best way to do that – after the assumption of great food, entertainment and service – was to turn himself into the "brand."

My job, as a young hospitality student, was to watch him carefully and learn as much as I could. One Saturday night I showed up and Julie was trying to 'insert' himself into the home team's pro hockey uniform. It was immediately obvious that Julie had never played hockey. To see a middle-aged man struggling to get into and then have to have me extricate him from the jersey, equipment, elbow pads et al, was hilarious for a young guy like me, who had been on skates and playing the game since age four. He certainly was not afraid to make a fool of himself. When I showed up that night, he had less than no idea what piece of equipment went where, and was struggling with the shin guards. He had got himself all tangled up with what he thought were hip guards, when in fact they were shoulder pads, worn over the shoulders. It was indeed the first time I had ever seen a 'player' wearing shoulder pads, stretched around his butt.

I helped him get 'dressed'. Next came the taping of the hockey stick. This was really hilarious, watching this fellow trying to figure out the right way to tape a hockey stick without making a mess of it and looking foolish to his customers. He had a special plan for that stick.

I taped his stick and now he was ready. He had on his uniform, equipment and helmet, borrowed from one of the local NHL players who were a frequent guest at the mansion. Now, he actually looked like a real NHL hockey player … in black and white running shoes, sans skates!

Then Julie 'flew through' the different alcoves and floors of the restaurant with a big ball of foodservice aluminum foil as his 'puck'. He stick-handled in and out and between tables, took shots with the aluminum ball off the walls, cross-checked his own waiters trying to serve tables, all the while yelling cheers and the phrase made famous' round the world, by Foster Hewitt : "he shoots …. he scores!" All this, at the top of his lungs. Then he had planned for a horn to sound loudly indicating that the 'period of play' in his imaginary 'game' was over. It was now time to go to the dressing room. In a flash, just like an on-stage magician, he quickly disappeared into thin air, hidden in his office.

My face was covered in tears. I could not stop laughing! The restaurant was in an uproar. Guests were laughing so hard … one guy literally fell off his chair. The waiters were laughing, the guests were laughing, I was laughing and all the while Julie was having a ball too. Here was a restaurateur who made his work fun.

I had not met one of these types before. I really liked and respected this fellow. But I figured then, and still today, that anyone who had that much fun … and made that much money … must know something the others did not. And he did. He became his own brand. 'Distinctive. 'Differentiated. 'There is attractive to people who are sick of seeing the same old, same old every day. People are attracted to differences not similarities. Take a look at what you can do with yours. It's right under your own nose.

© Copyright, Roy W. MacNaughton, 2006

Cabo San Lucas Real Estate – Your Questions Answered – Part 3

East Cape Mexico Real Estate: Living In The Corridor

It's a compromise. A big one. It's miles of gated communities, golf courses, luxury resorts and wonderful beaches. People who buy homes or condos in the corridor participate the peace and relative security of living in gated enclaves. Same as some places back home in the States. Homeowners association rules keep out the local door-to-door peddlers, sound trucks advertising the circus, neighbors raising fighting cocks and other ambience destroyers.

I've lived in and out of these places. Personally, I kinda liked the hombre that would rattle our gate at our home in the barrio every so often to offer us fresh camarones or fish. Or on one day – a sack of live lobsters for four bucks a pound. "You come back every week," I told him, "the gate is always open for you amigo." If you like to VISIT Cabo a lot, but do not want to live in Cabo, then the corridor is a good compromise. Just remember, major grocery stores, and other necessities will be three to ten miles away in Cabo or San Jose. It's like living in the burbs without the halls – without much of anything. Just you and your neighbors, behind those big guarded gates, next to the ocean. Oh, yes – Costco and Home Depot are across the highway on the Cabo end.

Corridor Developments

Over the past several years and ongoing, developers have been putting in scores of townhouses on the land side of the corridor at prices starting in the low 200's and going up from there. They usually have a community pool and other amenities, and a view of Cabo Bay if you're lucky. Appreciation has been good – some doubling in value in two years. Some are safe investments, some are dicey – depending on the strength of the builder in general. One has to be circumspect when buying anything here. More so than say in California where more real estate disclosure is required. Title insurance is critical, so is working with knowledgeable professionals who will look out for your interests first – not the developers interests.

Established developments on the ocean side of the highway like Cabo Bello, Cabo del Sol and so on until you get all the way to San Jose are like gold. Some have private (by default behind gates) and semi-private beaches, beach clubs, and full resort amenities such as those found in Cabo de Sol or Palmilla.

Homes in these areas will range from around $ 500,000 USD up to ten or more million dollars. Prices are catching up to Southern California fast. How fast? Well, the new Puerto Los Cabos development on the East side of the San Jose estuary was selling ocean front building lots two years ago for 1.5 million dollars. They are now going for almost four million.

The limited number of ocean front lots in the El Dorado Country club (which went private last year) are going for twelve million dollars. But across the highway, and still with an ocean view (a half mile away) you can buy a town home with a community pool for under $ 200,000. This year …?

NEXT: Living in San Jose del Cabo

Internet – Is Online Tutoring A Good Internet Business For Me?

The internet houses an amazing array of home biz opportunities, but the difficulty has always been finding the right one to fit your time and talent. You can’t always see the wood for the trees in the options available. One of the least advertised is online tutoring. If you are a teacher in a particular subject, or someone with specialist knowledge and looking for a home business, I would like to explore ‘is online tutoring a good internet business for me’?

Traditionally, home tutoring has been a laborious and demanding profession. Without the buzz and interaction of the classroom, working one-on-one can lack the spark and stimulation of group activity. The result has been the tutor’s challenge of keeping his pupil constantly engaged, as well as moving his grades onwards and upwards.

Fortunately, technology has spawned a new classroom – the internet! No longer tied to traditional methods of teaching, home tutors can contact many students at the same time, and with a much less punishing schedule. Once your lesson is up – it can be dispatched to multiple destinations. Teaching over, you can turn your attention to other tasks and simply wait for the homework. So, is online tutoring a good internet business for you?

1) who can do it? People suited to online tutoring include anyone with expert knowledge in specific subjects or specialist skills. You should enjoy helping students learn and have regular time slots to be available to your students. This is especially important to consider if you have another job or need to learn new skills to set up your own internet business.

2) What do I need? If you want to be an online tutor, you will require a degree or college certification. Online tutoring companies ask for degree certificates, and if you are starting your own internet business, students need supporting evidence of your accomplishments. A basic understanding of the internet is needed to be able to teach via webinar and send and receive lesson material to students. You will also have to undertake a criminal background check.

3) How do I Set Up? If you want your internet business to be freelance, join an agency for part-time online teaching options. Basic training of interactive methods is given and students will either be given or you will need to find your own. Check out Universal class, Home Tutors.org or Tutor.com.

To start your own internet online tutoring business, you need to know how to set up your own website, organise webinars or Skype sessions, publish and upload your lesson material and know how to advertise your service. These skills can be learnt from any of the internet centres that offer a coaching programme.

I hope I have given you a good idea of the internet, and whether online tutoring is a good internet business for you. To see some of the actual training provided by one of the top internet mentoring centres, make yourself a coffee and check us out. Not only will you have access to training theatres with 800 hrs of teaching, you will also be given your own free business to start today.

Education Based Marketing

We are a society of information junkies. We thirst for information every single day. When we consider our own buying habits, where do we go? If it is a big item we might go to Consumer Reports or search for information online. We will certainly go to Google or Yahoo and search for whatever it is we want.

One of the very best examples of "Education Based Marketing" is seen at http://www.askthebuilder.com . That web site is packed full of information on the how to's of home improvement. People gravitate to vendors who supply the greatest amount of information.

A Simple Example:

If we were going to buy a pizza and we were standing right in front of two identical pizzerias, side by side, and one of them had a big sign in the window that read: "FREE Pizza Recipe Book," which one we would walk into first? We would probably all be interested in what ingredients are in the pizza and how the pizza is made.

What comes into play here? First of all we probably would never see two pizzerias side by side and we will more than likely NEVER see a pizzeria owner "divulge any secrets." The fact is, not very many people are going to ever try and make a pizza at home and it will certainly never taste the same as it does when you buy if from your favorite pizza vendor. The pizza vendor could have a business card with his web site address taped to the box with instructions on how to claim your free "Pizza Recipe Ebook." Of course there are "More Coupons" inside the ebook.

Many restaurant owners do not have much time to spend online. If the owner just had a printed recipe every week, (with his next week's coupon on the other side) he would create a customer loyalty and a following. All of his customers would look forward to the next recipe and would have to come into the restaurant to get it.

Most of us that have an e-mail address have bought something online or subscribed to an e-mail invitation for "specials" that the vendor offers. When we get their e-mail, all it includes is the items that they are selling and often times it is quickly deleted. If we were to buy something from the local craft store and they asked for our e-mail address and said: "We will be happy to send you the free" how to project of the month, "along with some coupons. up? Most likely we would if we had an interest in crafts. Of course that e-mail is going to include the "Special of the Month!" We might just head right back to the craft store to grab the new set of paint brushes that are on sale.

Yes, we are playing in the digital age. That brings up the power of educational ebook marketing. Ebooks are being made all the time and distributed freely all over the Internet. Along with the free information is an opportunity to purchase the vendor's products or services. Ebooks are easy to make or easy to have made for you. A simple example of ebook marketing is seen at: http://www.investigate.net The vendor gives away a free ebook that is useful for locating unclaimed funds held by the states. In it, there is an opportunity to buy unlimited access to public databases. Someone who uses the ebook can access it over and over without ever buying a thing. However, if that customer ever needs to find someone or find some secret public record, where are they going to go?

The salesman or woman who sells to business owners can be a welcome sight if he or she always shows up armed with some written information or "little known secret" about that particular owner's business or industry. That information is always given freely without any expectation of a sale resulting from it. In addition, if the salesman or woman took the time to send a one page piece of mail to all of his customers every month with the "Idea of ​​the Month" on how to increase sales, (along with a business card) who do you think the business owner would want to buy from?

The mission is simple. Educate your customer every chance you get. Provide the most valuable information you can to your customers. Continue to educate your customer the best way you know how and you will develop a customer loyalty that is worth its weight in gold.