All lawyers are trolls but not all trolls are lawyers. 

Update on our appeal in the 9th Circuit Volkswagen Diesel Fraud Case

The Appellate Panel consolidated our Bosch appeal with the Volkswagen appeal and a decision should be announced soon.  If successful the appeal would set aside the largest consumer fraud settlement in history while leaving Volkswagen on the hook.  The settlement allowed Volkswagen to "hide and conceal" claims from the Court and Settlement Master Robert Mueller. 
We filed an action in Butte County yesterday with the intent of having a jury decide punitive damages. We would be the first party to bring the defeat device case to jury trial.  Peer reviewed studies proved thousands of people with lung diseases died from the fraud.  

 

Marketing your Small Business

Posted by Fred Fletcher on Tuesday, September 27, 2016 Under: Marketing
Marketing decisions for small businesses determine success or failure. Depending on the industry a marketing budget for a small business ranges between 15-30% of the entire budget. Start ups often dedicate a much larger percentage to marketing. 

Many clients have a difficult time connecting with skilled marketers. One test to determine if you have found a skilled marketer is how the marketer treats you as a customer. If a marketer fails to make you feel appreciated as a customer it is likely that marketer will not be able to attract customers for you. Sadly, the customer conversion rate is dismal for most publications in Humboldt. These publications are not strategically targeted to the end user. Given local logistics, every dollar spent on advertising should reap at least $4-8 in return for most small businesses.  

Here are some signs you have hired an unskilled source to publish your ads:  

1) They attempt to up-sell you instead of understanding your needs. Trying to up-sell you before understanding your goals and target audience is short sighted and bad business. This often means the advertiser is not interested in providing you long term value only extracting short term value from you.



2) They are not concerned about maintaining a lasting relationship with sponsors who fall outside the underwriter's economic and political agenda. Follow the money trail to determine if the media outlet is customer centered or conglomerate centered. Media outlets who are owned by conglomerates usually have an agenda which puts the sponsors and customers' needs second. These publications should be avoided because a large portion of your costumer base may instinctively distrust the media outlet. This is especially true for small businesses. To avoid the appearance of conglomerate control some publications in Humboldt falsely claim to be started by individuals. Deceiving customers is risky business. We will be providing a list of these publications soon to clients. These media outlets are underwritten by big business who compete directly against your small business. In these scenarios they will accept your advertising dollars but sabotage your ability to effectively reach the same customers they also want to reach. 




3) They pull off a bait and switch without apology. Some publications will offer you a small gratuity for advertising with them then not deliver, knowing it's not worth your time to pursue. This is poor customer relations. A customer should never feel scammed because this creates mistrust.



Test the market before entering into a long term agreement with an advertiser. Advertising money spent wisely will reap benefits several fold. But if you form the wrong marketing relationships the result could be disastrous for your small business. 

Remember you are the customer when choosing a marketer, advertiser, or publication. If they do not respect you as a customer then fire them.  

Stay tuned! In Spring of 2017 we plan to launch the Humboldt Small Business Marketing Guide a free community resource guide. Over the past four years we have investigated local media outlets to determine who offers real value to small businesses. We also uncovered scams and will announce which media outlets to avoid. Stay informed and spend your advertising dollars wisely. 

In : Marketing 


Tags: small business  advertising  ads  humboldt  customer  media  customer  sponsor  advertising  customer relations 

Humboldt Behind the Fog


This blog is a public service. Nothing in this blog should be construed as legal advice or a solicitation for legal services. "Civil solutions for a sustainable community" and the logo at the top of this web-page is an advertisement for Fletcher Law Offices.