Roys Shoes & Repair

Jim Belshaw – Roy’s Shoes & Repair

Overview

In the spring of 2009 Floodlight was introduced to Jim Belshaw at a business luncheon put together by one of our clients.  At that luncheon Floodlight did a presentation on the state of marketing today and how the internet can really affect the day to day operation of any business.

Jim enjoyed the meeting and Floodlight met with Jim again to discuss his specific business challenges.  We soon realized that Jim was a relentless self promoter and was very involved with the Downtown Kelowna Association and a contributing member of Sunrise Rotary Kelowna.

The Challenge

Jim Belshaw is the owner of a shoe repair business.  It has become a fixture on Ellis Street in Kelowna for 39 years.  The name Roy’s Shoes, is a recognizable name in the community.  Jim wanted to attract new clients to his establishment and raise his profile throughout the Okanagan Valley.  The challenge was a limited advertising budget and no web presence.

The Solution

After a few meetings, Floodlight was able to establish a new budget through a realignment of expenses.  White pages and Yellow pages expenditures were reduced as were other traditional marketing avenues.  The savings were funnelled into raising his celebrity status using the world of the internet.  The marketing thrust was reworked to focus on quarterly events.  Jim’s boundless energy was therefore channelled in one direction for three to four months at a time.

The Floodlight Plan

1. Floodlight initially created a web presence using blogs to target key areas of his business. Within one year we were able to transition to a fully functional modern website.
2. A yearly marketing plan was established and four key events were planned to raise his profile.
3. We engaged the community through the use of press releases, newsletters and regular updates to the blog.
4. Social media was established to keep in touch with his regular clientele.
   1.  Last summer twitter was used to drive traffic to his store. In one example we tweeted that we had a sale starting on summer shoes at 1:00 pm.  In just two hours, eight clients had visited his store and 10 pairs of shoes were sold.
   2. We also implemented a YouTube video strategy, aligned to specific events and products.
      1. Videographer Jerry Mason was utilized to document quarterly promotional events like “The Okanagan Bigfoot Contest” and “Soles4Souls  Canada”.
      2. Both events garnered national attention on CBC and Global and newspapers across Canada.
      3. Jim created close relationships with key Rotary members and with the media such as local newspaper and radio personalities and writers.
      4. Jim established himself as a go to voice for commentary on business in Kelowna and became a frequent guess on the local morning talk radio program.

Jim Belshaw’s self promoting ways have been harnessed by the internet and e his yearly campaigns have achieved legendary status in the community.

Build Your Business with a Yearly Marketing Plan by contacting Floodlight today.

Floodlight – Build Your Business
Kelowna – Ottawa – Kingston – Toronto
1-888-768-9415