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What started as a millennial teaching his dad about social media marketing has turned into a business using detailed analysis and big-city techniques to help York County entrepreneurs succeed. Paul Schiffbauer, a 2016 York College of Pennsylvania Business Administration graduate, works with small businesses to develop marketing strategies or audit those already in place. “I always liked to ‘get the word out’ and found it interesting how businesses positioned themselves with their customers,” he says.

Paul got his start by helping his dad in the bar and grill he owned. “I started with Facebook, and helped Dad adapt to this,” he says. “His restaurant was known for burgers. I added a visual element by putting photos on the site and found a way to communicate to customers, potential customers, and the community.”

GETTING SUPPORT

This was the first time Paul broke new ground in helping a small business market to its customers, but it’s a trend he continued while still a college student. “At York College, I had a start-up helping a professional photographer,” he says. “I was well supported by the professors at the Graham School of Business. Because of the small classes, you build relationships with the faculty, and they knew I could balance the workload of school and business.”

In particular, he cites professors David Greisler and Gerald Patnode, both of whom have significant experience in the areas they teach, which Paul believes is a real plus. “They have business operations and run marketing firms. This makes what they’re teaching more than a theory to students,” he says. He notes Greisler helped shape WellSpan and York Hospital as an operational force, and Paul applies much of what he learned in Greisler’s Total Quality Management class to his current business.

MORE THAN THEORY

Paul has heard some entrepreneurs say they don’t need college, but he thinks what York College offers is worth it for people going into the business world. “York College doesn’t just educate on theory,” he says. “As you go through the Business program or other majors, they require practical experience and externships.”

Paul believes this, combined with the personal relationships forged with professors who are still active in the business world, launched him on his career to use new marketing techniques to “disrupt” the business community in York County.

“With my startup, we analyzed how to differentiate this photographer from others with similar skill sets,” he says. “We appealed to individuals from an emotional standpoint, which is important in photography.”

As he works with York County small businesses, Paul not only looks at local competitors, but “at what competitors in New York, LA, and Philly are doing.” He applies this bigger-city strategy to this market and says, “I want to make this business owner ‘disruptive’ in this marketplace, so competitors are chasing this business.”

Originally featured in York College of Pennsylvania Spotlight

Over 300 business shout-outs?

Yeah you read that correctly.

Our first Small Business Saturday Spotlight showcases the very best of York County in our local market and then some!

Check them out below!

Woo! We couldn’t add any more backlinks to this post, but here’s the rest of the list!

• Marburk Contracting LLC
• American Daydream Antiques & Miscellanea
• Bonkey’s Ice Cream and Snow Balls
• Cleaning From The Heart
• Crossfit Batcave
• DR Renovations and Restorations Llc
• Leon Ness Jewelry Barn
• Lewis Burns Tree Service
• Lion Country Graphics, Inc.
• Mark Watkins Marketing
• Midtown Hair Company
• Midtown Pet Studio
• Second Chances Auto Detailing
• Acorn Tree Studio
• DJ Main J + Apparel
• Ellis Pest Control
• Just 4 Jack’s LLC
• STERN Moving
• Superior Auto Spa
• Witmore Automatic LLC
• Black Phoenix Record
• Bulldog Accounting LLC
• Crystal Casbah
• Faith In Photography By Dena
• Gwinn’s Sealcoating LLC
• Haus Sanders
• Hazel & Harriet
• HoneyWood Restorations
• Trinkets and Treasures Boutique
• Seaside Cottage OBX
• Maggie Moyer Acupuncture
• Be Sweet Cakery
• From the Ground Up
• No B.S. Cleaning
• Pawsitive Serenity Grooming LLC
• Scott’s Heating and Air
• Shear Balance Barber Shop & Salon
• The Village Coffee & Cream
• Wertz Performance Heating and Air Conditioning
• Wholesome Bites Cafe
• A to Z Endless Creations
• April Henry Photography LLC
• April Seaks Photography
• Barefoot & Free Photography
• Bennett’s Tree Service
• Bookhultz Bridal Hair
• Clinton Clean
• Cloud 9 Custom Creations
• Clover Tattoo
• Custom Made Artwork
• Custom Woodworking LLC.
• D.H. Storm Photography
• Diva Day Co.
• DJ Ecliptic
• Doug Ward Painting
• DUST 2 DAWN Cleaning Services
• Elfish ART
• Elizabeth A. Photography
• Frances BlueBird Designs
• From A Forgotten Farm
• Glizty Tumblers
• Handmade By Me
• Hanover’s HomeMaid Cleaning Service, LLC
• Helium Inc.
• Hilbert Upholstery
• J.Z. Construction Services
• Jackie’s Pet Services
• Jmk Construction
• Lighty Remodeling LLC
• Long Family Creations
• Magical Vacation Planner by Nate Aiello
• Mama Bird Photography
• Memories Redesigned
• MRD Maintenance Solutions
• Painting By Ashley LLC
• Penny’s Produce Plants and More
• Bob-enny Beef
• Pitbull Landscaping & Lawn Services
• Right Foot Ranch, Inc.
• Ross Media Strategies
• Scarves and Such
• Shelby’s Creative Designs
• Shelly Sue Photography
• Sincerely Samantha Photography
• Sold by Design LLC.
• Sophie’s Friends’ Petsitting
• Southern Bell Crafts
• Southern Serendipity Photography
• Suds From the Bucket
• Tabitha Rogers- Nutrition & Weight Loss Coaching
• Taryn Lee Photography
• The Service Station
• Timothy Storey – Magician
• It’s Raining Gnomes
• Shrewsbury Antique Center Open House
• A Better Build, LLC
• A&D Landscaping
• AB Handyman Service
• Alexander’s Jewelers
• All American Signs & Graphics
• Cake Pops by Tisha
• CF Remodeling
• Charlotte’s Home Cooking
• Country Strong 
• Davison’s H&C
• Dylan’s Den
• Essential Oils for your Health
• Fish Stalker Fishing Charters
• Foxhill farm Antiques & Collectibles
• Gover Home Improvement
• Hoss’s Saw Haus
• Laura Coy Scentsy
• Lisa’s Doll Clothes
• Lutz’s Lawn Care
• MACK Unlimited Services
• Magical Memory Planners
• Mitzel’s Lawn Care Service
• Momma J’s Home Cooked Meals
• My 4 Sons Construction
• Myers ENTERPRISE
• New Era Property Services
• On All Floors LLC Custom Tile & Remodeling
• Pattykakes, Care Giving Service
• Peaceful 360 LLC
• Pig Hollow Farms
• Pro Level Solutions
• Risky Business Tree Service
• Samantha’s Cleaning Services
• Saucy Girls at Central Market
• Shelley’s Pet Sitting
• Blu Feather Beauty
• Chalk & Company
• Ditch the Drip Boutique
• Hello Pink
• Jenn’s VIP Nail Den
• LuLaRoe Janelle Jones VIP Boutique
• Moss Makes It All
• Paparazziaccessories
• I Da Sky Jewelry
• Joy’s Jewelry Line
• Pink Zebra
• Pure Romance by Katie Denisuk
• Sass ‘n Frass
• Tastefully Simple
• Thirty-One Gifts
• Burst Brand Ambassador
• Traveling Vineyard
• Usborne Books & More
• Kelci Alphin–Pampered Chef Consultant
• Kelly Fagin–Pampered Chef Consultant
• Little House of Hair
• LOVEWINX
• MyDailyChoice
• Perfectly Posh
• Touchstone Crystal
• WAVECRAVE RADIO
• Eric Scott Beaverson Primerica Rep
• Haley Travel
• Ketones Explained
• Line-X of South Central PA
• Young Living – Blue Tansy
• Travel with Samantha
• Sassy Nail Obsession
• DaisytheBlankeLady
• HatsBySonjaJoy
• IrresistbleWorks
• Luxe boheme
• Bear Paw Design
• Fair-Thee-Well
• FNYHNY Sewing
• Kristas Kreations & More
• Little Snugga Muggas
• Moon Family Studios
• Our Three Cubs
• Warfel Design Co.
• CraftyFrogDesigns
• UglieAcres
• Peach Bottom Slate Company
• Little Bits Homemade
• State Line Concrete Lifting
• Sweet D’s Spreads
• The Beef Jerky Outlet York
• The Hub and Corner Cafe
• The Perler Parlor
• TLM Flooring
• Walkways N’ More Concrete
• Xtreme Property Services
• York Indoor Golf & Training Center
• Z & C Home Remodeling
• Travis’s Outdoor Services
• AJ’s Brushstrokes Painting
• Glen Rock Library Book Sale
• Greybeards Antiques Open House
• Horan’s Traditional Barbershop
• JMB Gaming
• Lindsey Home Improvement, LLC.
• Simply Local of Glen Rock
• Animal Sports Therapy LLC
• Tico’s Family Bakery
• MW&Roofing
• MCS Dog Training
• New Creations Residential Construction
• Bean’s VIP Beauties
• Spring House Farm

Thanks to all those that participated! If your business does not have a link, feel free to drop one in the comments.

Reds. Cowboy Killers. Marlboro has been synonymous with smoking for decades.

But did you know Marlboro ranks as a Top 10 Brand in terms of monetary value domestically in 2018?

In fact, its brand value increased 5% from last year, and it has higher value than both Coke and Nike respectively.

I bet you’re wondering, how does a company that has been banned from all forms of advertising for the past 20 years, and TV advertising for over 40, remain relevant?

Iconic lifestyle branding.

Come to where the flavor is… Brilliant.

There is no place where branding is more relevant than the cigarette industry. Brand loyalty is extremely high as every person who gets another to smoke is essentially an affiliate marketer of that particular brand, so it’s important to a cigarette company that they’re the first ones that get you to smoke. It’s also important to distract the customer from the obvious fact that their product will eventually kill you. Necessity has made these companies masters at marketing. Up until 1970 when forms of cigarette advertisements were beginning to be banned, nobody was better at this advertising than Marlboro. No cigarette or packaging is more recognizable, more American, more smoked than Marlboro. But Marlboro did more than just win an advertising war with their rivals; they changed advertising and branding globally forever.

But how did they do it? Well, when Philip Morris started the company in 1847, their products aimed to target women. Industry leading success wouldn’t occur until the 1950s when new studies came out that stated that smoking caused cancer. As a response to these studies, many tobacco companies started to panic and change tactics, it was at this point that Marlboro made a key move. They pivoted their advertising tactics to primarily focus on men and became the first-ever lifestyle brand in the process.

What’s a lifestyle brand?

You’re already super familiar with lifestyle advertising even if you don’t know it. It is when an advertisement tries to tie its product to something else in your life, a feeling, an attribute, etcetera.

• Like when an energy drink ties itself to extreme athleticism

• Or when a camera ties itself to adventure

• A Coke to happiness

• A car to the thrill of the open road

• Or a phone to more than just a phone

When this sort of advertising is effective, you have a lifestyle brand. Lifestyle advertising and branding for that matter as we know, wasn’t always this way.

Let’s go back in time, advertising companies had a much different idea of how to advertise products then they do today. Primarily relying on “facts” and research to validate their marketing claims until Marlboro disrupted things.

The truth is, we don’t really care about research, we care about feeling, and this is where Marlboro’s iconic branding comes into play.

When Marlboro changed its advertising strategy to focus on men rather than women in the 1950s, they also changed their brand strategy by selling their product as a symbol rather than just on the merits of product alone. They did this by creating a smoking cowboy known as the “Marlboro Man”. The Marlboro Man was designed to be the archetype of manliness. He was hard working and living free, literally a portrayal of self-actualization and the American dream. Within one year of this campaign Marlboro went from owning less than 1% of the market to being the fourth largest cigarette company in the world, and within four more years it became the number one selling cigarette in the world and it remains that way to this day.

The Marlboro Man is the GOAT of branding. I think no matter what your stances on cigarettes are, we can all learn from Marlboro’s lesson to help us communicate with others. People don’t want to be sold a product, people want to be sold of feeling, a connection; something that’s worth more than the paper that is printed on.

Got a branding question? Feel free to shoot me a message!

Marketing by definition is the action or business of promoting and selling products or services. In terms of developing effective bar marketing, you have to create a unique atmosphere and offer promotions that are going to attract loyal patrons long-term.

I have complied a list of the top 4 things you have to consider when marketing your bar.

Check. It. Out.

1. Hone In On Your Target Market

This one is arguably the most important thing to consider when marketing your bar, because it is the groundwork that determines whose even going to walk in your door. Your bar’s target market is the ideal group of customers that are most likely to buy into your bar concept. To identify your prospective customer, consider the characteristics of the local population, foot traffic in the vicinity of your location, and your preferred clientele. I want to note preferred as what you want in a customer, isn’t always what you get, and it might not be the most optimal profile to drive real business.

You then have to go deeper when looking at these factors, with considering demographics and psychographics to ultimately shape your bar’s marketing strategy around the preferences of your ideal prospective customer.

2. Creating Your Culture

Your bar culture is the type of experience you create at your bar and should be based on the customers you’re targeting. Bar promotions are often methods used to attract those customers, like events and specials. It is important to keep in mind that the promotions you offer gotta jive with your bar’s atmosphere and entice new customers to come in for a beer… Or three.

3. Establishing an Online Presence

Your bar’s online presence is the primary way people will discover and review your bar in 2018. You can’t simply reply on just word-of-mouth anymore. Creating profiles on Facebook, Instagram, and Yelp are a must. These will be avenues for you to announce bar events and promotions and encourage the right kind of prospective patron to visit and review your bar.

4. Encourage Word-of-Mouth Marketing

I briefly mentioned it in the last section, but word-of-mouth marketing involves encouraging people to recommend your bar to their friends and various acquaintances. It really is still the gold standard of bar marketing. Word-of-mouth can be your number one source of customers, but its only as effective as your bar and service is appealing. Harness your bar’s culture and promotions to establish your identity as the cigar bar, the go-to sports bar in town, or the best karaoke bar in your area, and word-of-mouth will spread quickly and crazily.

Studies have shown that 9 in 10 customers place the highest level of trust in recommendations from their friends, and it only makes sense.

Bottom line…

Bar marketing begins with identifying your target market and developing a strong bar culture to match. Create promotions that appeal to your regulars and a strong online presence and marketing strategy will grow your clientele.

This was only a little appetizer, to obtain the full write-up on my top topics that go into further detail, shoot me a message below with your contact info and what particular areas I covered in this blog post interest you the most. I would love to help out your marketing efforts and get seats filled at your bar!