"The way to make money is to buy when blood is running on the streets."
~John D. Rockefeller
You don't find any solace in it; but I am not the only homeless person in Las Vegas, not by a long stretch. If you look at the few blocks I roam - I did a poor man's census on this a few days ago and counted twenty plus just like me- Now if you fan out a little from my usual stretch the number turns colossal. My mother used to tell me that it takes all sorts and she was right, especially when it comes to the streets. I have encountered everything from the 'way gone' to the 'Average Joe. Homelessness has no creed, class or color. Now I have to tell everyone who reads this blog a certain truth I share with a number of fellow derelicts. It's not that all of us are crazy or lazy, of course some are. Its just a lot of us are trying to find are way and a stretch on the street, no matter how gloomy it may be, is serving as the guiding light. With that said, it's blatantly obvious to most that I need employment; but I'm not looking for a job per se. It's purpose that I truly long for. The remainder of the post is going to be dedicated to just that; purpose for Rob Astle. I ask one thing from people reading this post: Think.
It's been a while, but I used to dedicate a lot of my time analyzine a website called Groupon. By now, the majority are familiar with how they operate. So let's back up and tell everyone how Groupon was created. Before its conversion it was a website called ThePoint.com. The Point was a call to action website based in a section of Chicago, the sole purpose of the site was to draw attention to civic matters in the Greater Chicago area; Example: If there was a pot hole in the road or graffiti on a wall in the Point's call to action zone, they would notify their database and encourage them to call or email the correct authority to alleviate the problem. The effectiveness of their database proved so overwhelming; that it wasn't uncommon for thousands to reply to a single call for action. Well, after a year or so of the same results they decided it was time to monetize their database. Thus Groupon was born.
When Groupon rolled out in November of 2008, they had a hefty investment; which is important, but that's not what made them successful in the beginning. The underlying factor was an organic database of 150,000 that was built during the Point's existence. An organic database is best defined as a database that is built from the ground up. It is most effective when the initial message of a website/blog is based on ideological or hot button issues (civic issues, homelessness) people have proven to pay more attention to it versus a commerce site. The notion of monetizing is secondary in the beginning; but once an effective response is garnered, monetizing becomes the underlying factor.
What's the most effective (cost & strategy) way to build an organic database for my blog in the town of Las Vegas.?
Guerrilla Marketing is a strategy in which low cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large networks of individual cells; to convey or promote a product or idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive or unforgiving environment.
I just gave you the Wikipedia definition of Guerrilla Marketing, mine is simpler: Be aggressive but tactful. Get your point/pitch across in the simplest of terms while keeping your target disarmed. Below is just one example of how I would Guerrilla Market my blog in Las Vegas.
The setting- a youth bible fellowship. The one in my neighborhood has two hundred and fifty members according to their brochure.
The approach- "Hello Ma'am/Sir, my name is Rob Astle and I am writing a blog about homelessness in Las Vegas. I've had some good response and I just want to share with other people what I'm experiencing. If you get some time, check it out. Thanks and have a nice day." I would then hand them a card with the blog address on it. If they didn't have any questions or concerns I would approach the next person and the next person and the next person.
The intended outcome- A certain percentage of the people in Las Vegas who are made aware of my blog are going to be inclined to view it. Especially if the content remains relevant. Homelessness is a big issue in Las Vegas. You can call it confidence, arrogance, call it what you want. I am under the belief that my storytelling in a reality sense is strong enough to attract and hold a crowd. The immediate goal is to build an organic database of five thousand within a three-six month of start of campaign.
I like to end every post of mine with a thought I'm having...Call it the vagabond thought of the day. "The unconventional is the new conventional, so to speak. I understand my current situation points to despair; At this point it may be too hard for people to look past it. But the key to any successful web based business in the beginning is building an organic database! At this juncture, I couldn't be in a better situation to pull a feat like this off. My ex wife told me a few weeks ago that if life gives you lemons make lemonade. That's my intentions. This idea is going to require some financial assistance, but not much. If a few people are gracious enough to string together a couple hundred dollars a piece and then pool it together: That would be sufficient: Once that happens - I will concentrate on improving the features of the blog, creating adequate marketing materials and hiring a number of other people to assist in the Guerrilla Marketing process."
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