<p>Today it seems as though all what one must do to grow his or her business is to get online, find as many Facebook friends and tweet every other minute.&nbsp; While social media and Web 2.0 have dramatically transformed the way we do and grow business, it is important never to forget why they have done so: They have moved the marketing from primarily a one-way street (such was the case with broadcast advertising and older web-based marketing) to a moderately unregulated and decentralized relationship, or conversation, coming and going in all directions.<br /><br />This brings the business back to the spirit of a more traditional age, when most shopkeepers and salespeople grew their wealth out of conversations, relationship, words-of-mouths and their reputations in the wider society.<br /><br />It does not take an expensive campaign or a rocket science to cultivate such a beneficial relationship. Here are five easy and inexpensive ways to move your business from purely a pursuit of sales figures to a solid foundation for a long-term prosperity.<br /><br />1. Tea and sweets.<br />In the 18th-century paintings depicting some of Japan's oldest department stores, such as the Mitsui Yechigo-ya (today's Mitsukoshi Department Stores, Ltd.), a large shop full of expensive fabrics was staffed by a few salespeople, and they were offering a cup of tea and a small plate of sweet delicacy to their customers. Some, such as the Yechigo-ya, also had cases of "loaner" umbrellas during the rainy seasons -- with the store's emblem imprinted on the umbrella for additional advertising effects. People genuinely took note of how they welcomed their customers -- some travelled from faraway rural villages on foot or horse -- in a traditional spirit of hospitality. Whenever the townspeople saw umbrellas with the store logo, they would not have thought, "Gee, what a clever opportunistic people they are at the Yechigo-ya"; they thought, "Wow, they really care about their customers, so they wouldn't get rained on. How nice of them!"<br /><br />It doesn't take a lot to do this at your business. Get an inexpensive (but elegant) teapot and teacups, and buy some tea; or make some coffee and serve in pretty ceramic cups you found at a yard sale or at a thrift shop. Small treats can be bought at discount food stores or at a dollar store. Serve them in style. Visuals are important.<br /><br />2. Little favors, especially for kids.<br />Speaking of Japan during the Tokugawa shogunate (the Yedo period), there were travelling medicine dealers who walked all over Japan with "medicine boxes." Those boxes were filled with medicines for common ailments, much like today's first aid kit, and were placed free of charge at households. Customers would pay only for what they used, when the salesman would visit the next time. Historical museums in Japan today have collections of little favors they brought along for children, sometimes small toys like paper balloons and origami, sometimes a little illustrated story book. Most customers love their children, and the kids will remember businesses that are nice to them and will tell their parents about these businesses over and over, like a little live-in salespeople working on your behalf.<br /><br />Once again, dollar stores can be a great resource for small toys and such. Even better, if you have an artistic streak, make your own in your spare time -- some origami, strings and beads (as well as many scraps of used office supplies!) can be turned into many fun things.<br /><br />3. Life is art, business is art.<br />People can be easily tired of repeated advertisements. When was the last time you paid any attention to website banner ads? When was the last time you actually opened and read a spam email? Why do businesses spend millions of dollars every year for a 15-second Superbowl ad, hiring some of the best television producers and cinematographers? Little artistic touch will go a long way. Hang paintings or place small sculptures to overcome the sterile boredom of your office. Get a mural or a sculpture near your front door and turn your shop into a landmark. You can recruit local artists and art students to place their artwork (and rotate every month); they get exposure, publicity and sales, and you get a sense of community warmfuzzies and good relationship with your neighborhood and customers alike.<br /><br />4. Life is art, business is art, promotion and events are also art.<br />Don't just put up a banner with big letters screaming "SALE". People will not really notice it. Instead, spruce up your office or storefront with thematic artwork. Window painting decorations are very economical and packs visual impact. You can also decorate your walls and front windows with something that match the overall theme of the sale or event. A business that was celebrating its 50th anniversary turned its store into an impromptu museum of what the town looked like back then, with a show of historic photographs and newspaper clippings, complete with the company's advertisements from that time period. Employees showed up in the 1950s outfit to celebrate the anniversary!<br /><br />Temporary window painting decorations should use water-soluble paints, such as poster paints. Semi-permanent or permanent paints, such as house paints and acrylic paints, are difficult to remove and require you to hire professional cleaners. Often they will need to use toxic solvents to dissolve the paints, then use a metal scraper to scratch the paints off -- often resulting in damages to the windows and surrounding walls. Good window painters should also be flexible and adaptable to your specific needs and your space. A great design can come out of a window painter who can engage you in a dialogue and listen to your needs, not just by his or her ears, but through the painter's observation and perception of your place of business. Window paintings draw positive community feelings wherever you are located, and contributes to a festive spirit and cheerful atmosphere; ultimately they appeal to the more emotional, human side of your potential customers, unlike "rational" advertisements that outline features and benefits. Since many purchasing decisions and business relationship are formed from that human and emotional side it is a great way for you to attract more business and set yourself apart from other businesses in your area.<br /><br />5. Please and thank-you are still magic words.<br />Ever since the 1960s, it seems to have become all acceptable for us to dispense of civility in pursuit of profits. If there is anything that the success of social media and Web 2.0 can teach us, it is our deep needs for connection, respect, and recognition in the context of human relations. Historian Francis Fukuyama, in his book "End of History", asserts that the common theme throughout the history of human civilization was our needs for being recognized. "Thank you" is a form of appreciating your customers, colleagues, employees and shareholders; and appreciation is also called acknowledgement, or recognition. The modern technology, for many decades, isolated and atomized individuals from communities and families; today, a new form of community is emerging through the Internet. Yet, our needs for connection and relationship are the same as centuries ago, if not stronger. An authentic relationship calls for traditional values, such as loyalty, compassion, humility and chivalry. Think of yourself as a lord or a lady, not just a money-making machine.<br /><br />In the end, technology is only but a medium through which humans connect. Without humans there is no business. Sail ship of the 17th century, steam locomotives of the 19th century, automobiles of the 20th century and the Broadband Internet of the 21st century all serve the same purpose in this regard. Certain things will never change and will stand forever. Hospitality, kindness, loyalty -- beauty, goodness and truth -- they are still at the foundation of your successful, growing business.</p> 2009-10-28T04:17:47Z -0.857 190 7156 true 15 20917 five-old-fashioned-arts-for-your-business-today 0 2009-10-28T06:06:28Z 2009-10-28T06:06:44Z

A growing business is about authentic human relationship, that recognizes the customers, employees and investors alike and treats them rightly. These five small things can make a great difference right now.

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