By Amy Calfee, Chief Listening Officer, Temerity Creative, LLC

I’m a providential entrepreneur. After two layoffs early in my career, I was literally pushed into the life of entrepreneurship. I’ve been “working in my bunny slippers” for decades, helping other entrepreneurs, small business owners, and organizations market their benefits. I’ve listened and learned, advised and consulted, cheered and applauded.

These hundreds of individuals have taught me about intention, motivation, purpose, and vision. Just like me, starting their business was the easy part. Like a new relationship, everything was shiny, full of potential, and energy was abundant—even if we didn’t know exactly where we were headed.

Working the business day-to-day becomes like a dance. I call it the “3-2 Cha Cha.” As your business becomes known, it pumps up confidence and a predictable cash flow: three steps forward. A focus on working in the business tactics versus working on the business strategy usually leads to longer sales cycles, more no’s than yes’s, or worse, saying yes to the wrong customer because cash flow is no longer as predictable: two steps back.

We’ve learned to be champion problem solvers. Resolve the dispute. Renegotiate the contract. Cover the phones. Close the deal. Make the customer happy—whatever it takes. There’s not much about our business that we don’t know. Yet, over time, original intention can be misplaced; isolation threatens motivation; clarity of purpose is replaced by “why am I doing this?” and vision–big picture thinking–lives in a secret notebook entitled “how am I going to get out of this?”

The business owner—you, me, and the guy faking the big smile next to you at last week’s networking event—can become T.R.A.P.P.E.D. by the business. For some, this condition is fleeting. For others, it can feel like a recurring roller coaster ride. Ignoring symptoms have produced a chronic condition. The cure begins with acknowledging what is, and then acting on what you know. Let me give you some examples of what I mean by T.R.A.P.P.E.D.

Tactical (vs. Strategic): Being strategic about marketing begins with a plan. The process requires you to “walk outside your own store” in order to see yourself through the eyes of your customer. Then you’ll know what they want, when they want it, and how they prefer to find out about it. One of the best examples of tactical thinking is buying just one ad with a weak offer in a discounted media outlet. This may sound silly, but business owners do this all the time “just to see what they’ll get.” They always get an invoice for the ad, that’s for sure.

Resistant (vs. Understood): Change can be difficult, especially when change happens to you. Some personalities thrive in ambiguity and are able to adapt on the fly. Others resist change because it requires more mental agility. An example would be the business owner who expects his/her sales team to make cold calls because a cloud-based CRM (customer relationship management) system is “too complicated.”  Ironically, poor productivity is more comfortable than changing processes and procedures for technology one doesn’t understand. Maybe it’s time to embrace change by learning something new and then leveraging the benefits.

Aimless (vs. Clarity): What you think about, you bring about. So decide where you want to go and set a course to reach just beyond your destination. Write it down. Make it measurable and specific. Be accountable to your team. Keep track of your progress and report it often. In a recent survey of participants in my marketing planning program, every respondent said that committing to a goal was one of their most empowering and clarifying decisions.

Prideful (vs. Confident): Allow me to step on my own toes here as a reminder. We don’t have to be the smartest person in the room. In the world of business, especially high-end and technical services, we often conflate knowledge with leadership, projecting a false sense of pride and calling it confidence. Yes, we like to do business with confident people and visa versa. But my assertion is that for many business owners, saying “I don’t know” doesn’t make you weak (to your team or your customers), it makes you honest. People like, trust, and admire honesty.

Possessive (vs. Engaged): A bumper sticker comes to mind: “If your competition doesn’t know what you do, neither do your prospects.”  I’ve noticed how business owners often hide their greatest advantages for fear their competitors will copy them. In a recent conversation with a local landscaper, he discussed with me his special method of trimming flowerbeds. He knew none of his competitors were achieving the same results. He carefully trains his crew, and actively promotes this difference to prospects. Guess what? He retains nearly all of his customers.

Excuses (vs. Sustained): After back surgery last year, my doctor released me to swim. I joined a local masters’ swimming program that meets three days a week, 5:30 – 6:30 a.m.  I eventually trained my way up to 3600 yards per week. Yet, after four months, I quit because I became “self-distractive” with no plan to keep the work (and the early morning motivation) fresh and relevant. Thinking strategically helps us create processes and systems that can be integrated throughout our day-to-day operations. Consider an incremental approach to implementing your marketing strategy. Train yourself up.

Debt (vs. Systems): When you started your business, were you thinking about how you were going to get out of it? Why would you? This was something about you, your passion, big idea, or expertise. Now what? If you relegate the marketing function to the expense column, without a strategic system to back it up, you could be missing opportunities, or worse, accumulating debt. Consider marketing as an investment to be monitored and measured, to add real value to your brand and eventual selling price. Marketing is an integral part of your exit strategy or succession plan. Steven Covey called it “starting with the end in mind.” You can start today.

So whether you’ve recently jumped into the entrepreneurial sand box with the rest of us kids, or have grown your small business to a multi-million dollar enterprise, you can avoid and even escape being T.R.A.P.P.E.D. by your business. Listen carefully to your customers and act on what you learn. You may even need to exercise a little courage. Your next bold move doesn’t have to be big and audacious, it just has to be the next, best step.

Amy is Founder and CLO (Chief Listening Officer) of Temerity Creative, LLC, a marketing coaching and consulting practice for entrepreneurs and small business owners who are ready to be bold, be themselves, and build a meaningful brand.

You can request a connection with Amy on Linked In: www.linkedin.com/in/amylynncalfee. Include “business advantage” in your message.

By Mary Fisher

Your company’s success on the Internet is closely tied to how well you understand and implement Search Engine Optimization techniques. Google Juice is the value that Google assigns to each element on your website, that helps position it on the search engines. While there is no perfect recipe, knowing the proper ingredients to Google Juice will give you the greatest shot at a high-profile presence on the Internet.

Let’s look at some of the ways in which you can optimize your site for better search engine ranking without paying thousands of dollars to Google.

Google Rules When It Comes to SEO
Search Engine Optimization, or SEO, is the art of pushing your website ranking higher on the search engines. Google makes the rules on the Internet, since 70% of all Internet searches are done using Google search engines. And so, we must follow the rules or subject ourselves to banishment from rankings. If you employ SEO techniques Google doesn’t approve of, they may simply delist your website entirely, and then no one can find you in Google. This can happen to any business. If you don’t want to be in Google purgatory, it is imperative you have an experienced and knowledgeable company handle your SEO.

Google likes to mix it up and regularly change the way in which it ranks websites, without telling us what it is doing. One thing is for sure, however, linking your website via the other websites that Google owns—YouTube, Google Places (maps), and Google + (Google’s answer to Facebook), has become increasingly important.

Your Domain Name (URL)
Include good keywords and avoid acronyms or hard-to-spell words. The suffix “.com” is preferable to any others. Use words in your domain name that people would use to search for your company, and it will provide the most Google Juice of any technique listed (such as www.JacksonvilleRacingBikes.com).

The Page Title
Every single page of your website needs a unique title containing important keywords that pertain to that particular page’s content or main topic. This ensures that every page of your website can be seen by the various search engines.

Lots of Backlinks
These are links to your company’s website from other websites, particularly those that are pertinent to your industry. A lot of Google Juice is given to backlinks (sometimes called inbound links) that come from popular websites that have a high number of visitors, and are relevant to your business. Have your website listed on directories like Manta, Merchant Circle, Hotfrog, Bing Local, Yahoo Local, and Google+ Local.

Internal Cross Linking
Create hyperlinks from keyword phrases from one page of your website to another.

Keyword Rich Text
Use keywords and phrases in your text that the average person would put into the search engine to find your site, such as your products and services. Target different keyword phrases on each page. Don’t forget to include, on your homepage, the geographic regions you serve and your current business physical address. (You would be surprised how many addresses are not up-to-date.)

Bold Subheads

Each and every page of your website should use properly coded bold subheads in the verbiage using important keywords. Good examples for a retail fish market are:  We Sell Only Fresh Mayport Shrimp, Fresh Oysters Available on Fridays, Retail Seafood Sales, and Fresh Seafood Daily.  Also, make sure your Webmaster codes your bolded subheads as <h1> headers.

Photo Alt Tags
Place alt tags on every photo on each page of your website. For example, an alt tag on a photo that shows an interior designer measuring a wall might read, “Measuring a wall for wallpaper.” That way, if someone entered that description into Google, that company’s photo would appear in Google results and someone might click on it.

Meta Description
This is a short description of your business, which shows up in Google’s search. It must be succinct as Google will only show about 140 characters. For example, if you Google my company name, the meta description you will see on Google is:  Mary Fisher Design, 24-year-old Jacksonville, FL, graphic design, web and advertising agency. Brochures, logos, web sites, search engine optimization.

Refresh Text Often
Update your website regularly with changes such as new awards, staff changes, testimonials, news releases, and new services.  Adding a blog to your site and posting often is a great way to keep it fresh.

Link to Social Media Sites
Internet users expect to see links to main social media sites such as LinkedIn, Facebook, Twitter, and Google+. Update your contributions to these sites three to five times per week, and your spot on Google and Google Places will reflect it by moving you higher in rankings.

Slow-Loading and No-Loading Pages
Make sure your site is fast-loading since it helps populate quickly and rank higher, particularly on mobile devices. Google now down-ranks slow-loading websites. Also, you never want to design your website, or any part of it, using Flash.  Not only does Google have a difficult time cataloging a Flash website, but the site cannot be viewed at all on iPhones or iPads.

A Warning on Graphics
Do not put important text inside of graphic elements on your website. Here’s why: Google cannot read them, and so it cannot help your rankings. If you can highlight copy with your mouse on your website, then it is text—which is good. If you cannot, then it’s most likely within a graphic element—which is bad, and needs to be changed.

Expect about two to three months before you see results of your efforts on Google.

Mary Fisher is CEO of Mary Fisher Design, a 24-year-old marketing, design and web development firm. She is a past president of AIGA (the Professional Association of Design). Fisher was named “Women in Business Entrepreneur of the Year“ for 2007 by Women Business Owners of North Florida.

Tips on how to get your videos and commercials accomplished

By Katrina Diamond

You’ve launched your website and the new office furniture is being delivered tomorrow, but before you kick up your heels on the new mahogany desk, ask yourself one question: Does your small business have a video? If you answered no, then you should keep reading.

The average website user session is 30 seconds, but when the website has a video, the session can last 5 minutes, 50 seconds. Most users that make a Google search are more tempted to click a website that has a video. Correctly optimized, websites with video are 53 times more likely to appear on the first page of Google—not to mention that in the last three years, cell phone video traffic increased 5,000% (Facts about Online Video, the YouOn Group, Sept. 2011).

In addition to all the print, online, experiential and PR/marketing you have prepared, you must have videos to engage users, explain why your business exists and how you can help. You must consider each viewer a potential client.

Whether it’s an intro from the CEO, an animated how-to video, a public service announcement (PSA), or a full-blown commercial, you need a video to introduce your business. The sooner you realize that, the better you can position your company and start owning your space in the market.

And…action!

Set your goals and follow through. In the same way you would prepare your kitchen and recipes before cooking a big feast, you should always be prepared going into a production contract. Know the clear goals of your video and grab as many examples as possible of what you like and don’t like before getting quotes from vendors.

When you are ready, find and hire the appropriate media company or freelance provider and be sure to:

Check out their reels. You want to be able to compare one company’s reel to others in their specialty. Do the skills measure up in the work showcased?

Pay attention to third-party recommendations. Look at who their other clients are. Do they have an impressive client list of legitimate testimonials?

Ask for references. Make sure to get some that you can call. While online recommendations are great, nothing beats having a client reference you can call and hear about experience for yourself.

Inspect specific project experience. Know what they offer and if they can do the job you are looking to have done. Do the clients, reels or credits give you assurance the vendor can handle your type of project, i.e. A “reality show webisode” versus a traditional corporate training video?

Rolling!

The next step is knowing where to look and what to look for. Begin by researching appropriate pricing bids. You will want to compare apples to apples to ensure you aren’t getting taken advantage of during the process.

Keep an open mind that it may take two different companies to get the job done as not all companies can help from concept to completion. For example, you may need to hire a freelance scriptwriter first, and then go with a production company to bring your script to life.

Once you are ready, begin locating the professionals you need. You may find what you are looking for by simply performing a Google search, i.e., “Production Houses in NYC” or “Animators in Wisconsin,” but know there are also production companies that can match you to qualified, available vendors within minutes.  

Script changes

When it comes to your production, there are a few things in the fine print to watch for.

Make sure they are insured. Protect your production—better to be on the safe side early on than regret it later.

Don’t pay in full upfront. Paying half at the start of project and half upon completion or by one-thirds (1/3 at start, 1/3 mid-project, 1/3 upon completion) is standard.

Have a deadline. Ensure it is mutually agreed upon, in writing and clearly outlined so everyone is on the same page. Make sure to add an addendum any time something is removed, added on or changed that may affect the cost of the production.

Secure all the pertinent text, verbiage, artwork, etc. You want to have all photos, b-roll, design elements, logos, updated contact info, etc. prior to starting so no one is waiting on you at any point in the production.

Set expectations early on. You get what you pay for —don’t expect a Super Bowl commercial when you go with  “Discount Dave.”

Take your work seriously—not yourself. Everybody has their weaknesses. If yours is being camera ready, then plan ahead to select a spokesperson or PR representative for your company that may do a better job.

Request raw files. Whether or not you plan on updating this video later on, make sure you request the raw files along with the final deliverable of the finished product. You may want to add elements to your site or future promotional materials down the line.

Own the rights. Make sure you own the rights to your video and that the vendor isn’t selling the content to other takers. There should be verbiage in contract stating this, but it’s always good to highlight this as a line item and make sure they only use the footage in their own promotional reels, not for other projects.

This should go without saying, but nonetheless, make sure you feel comfortable with the vendor and don’t settle for the first quote you see. You may be torn between two vendors with comparable fees, recommendations and work, so choose who you like best and wouldn’t mind speaking to on a regular basis for production meetings and updates.

That’s a wrap!

Your video is complete and you are ready to…now what? Some ways to maximize your video is to use it for:

SEO. Optimize your video content for search engine optimization (SEO)—use search-friendly URLS, no Flash, video descriptions and tags.

Links. At the end of the video, make sure the video links to your website and has your email and phone number. You also want to link to your video in relevant brochures and marketing materials.

Social media. You will want to post it to your Facebook, Twitter, Linkedin, etc. Consider using a social media dashboard like Hootsuite to track and schedule your social media messages. You can use predefined keyword streams to respond to customer feedback or use it to find new clients and respond to them directly.

Networking. Are you involved in a niche online community for your industry? Link the video from your professional online networks. Staying active and becoming an influencer in one or two of these niche sites is always better than having empty profiles in all of them.

Prepared clients usually end up being the happiest clients. Give yourself and your small business the gift of a video. Happy shooting!

Katrina Diamond is the marketing/PR manager for ProductionHUB Inc., the search engine for media and entertainment that connects film, television, video, live event and digital media production with those seeking industry services, equipment and professionals. She can be reached at 877-629-4122, at kdiamond@productionhub.com or through www.productionhub.com.

Being savvy in social media can enhance your business’s success

By Steve Ennen

To the uninitiated small business owner, social media may seem like an intimidating prospect. Even if you already have a personal Facebook profile or Twitter account, creating one for your business—and, more importantly, making it successful—is a different thing entirely.

If you feel this way, you’re not alone. According to an OfficeArrow survey on the state of social media for small business,* only about 30% of small businesses are planning on increasing their investment in social media in 2012. That’s mostly due to the fact they don’t know how to do so effectively.

Only 4% of small businesses use social media management services to monitor their status on social networks. And 90% of small businesses primarily use their company website to distribute information to customers—more than double the amount that use social networks to do so.

If you’re running a small business, it means that an effective social media presence will put you leagues ahead of most other small businesses in the country. Small businesses are the fuel of the American economy, and it is important that they get the most out of powerful tools using social media.

What is social media?

Before you start using social media for your small business, however, you have to educate yourself on what social media encompasses and how it can be used for business purposes.

Social media empowers the consumer, connects your business to that consumer, and allows you to listen to the consumer—all in real-time. It’s far more powerful than traditional media choices.

Most businesses just think of social media as a way to push more content to customers. While this is certainly a use for social media, it is not the most effective approach for businesses…by itself. Instead, businesses can get the most value out of social media by active listening.

Social media done right: the case of 8th Continent Soymilk

The best way to understand what this means is through an example: 8th Continent, a soy milk company, used Twitter and other social channels to monitor what soy milk consumers were saying—not only about the brand, but about competitors, too.

They developed a novel approach; whenever they came across a negative post or comment about one of their competitors, they responded to each user with a comment and a link to a coupon for one of their products.

The result was a whopping 37% return rate on those coupons—significantly higher than the typical 0.7% rate for hard copy coupons. That, along with the positive publicity that followed their move, means that 8th Continent saw a real boost to its business because of social media.

How to build and execute your social media strategy in five steps

So how can you apply this example to your business? To begin, it outlines an effective process that you can use to develop a social media strategy in a few easy steps:

Listen. The key to using social media is to listen to your customer-base and potential customers. It’s a daunting task unless you employ social media monitoring services.

Companies should first search for their brand on social networks. If there are discussions, and they’re positive, then you have a great start. If you have only negative feedback, then pay attention to those comments just as much as if they made those complaints directly to you. If there isn’t much discussion, then find someone to help spark that conversation.

It’s also helpful to follow 8th Continent’s lead and research what consumers are saying about your competitors. You’ll be able to see what they’re doing, right and wrong, and adjust your own social media strategy to take advantage.

Go where your customers are. It’s important to find out where exactly your customers are discussing your business. If you run a restaurant, for example, you may want to look at Yelp, which features a thriving restaurant review community. Depending on what you find on various sites, consider connecting with your customers.

Sometimes you will find frequent mentions of your small business in Facebook groups organized around a different topic. Look at what else they are discussing regardless; it could provide valuable insight into potential new services they are looking for or general consumer expectations.

Craft your social media strategy. Once you have identified your customers’s location, needs, and expectations, you should use that information to create a strategy to engage with them. Often, this may simply involve connecting with users online.

If you find a negative comment from a customer on a social network, respond to them directly and try to alleviate their concerns. This could mean sending them a coupon, but it should focus more on engaging in true communication and making your customer feel like they are valued.

The key to building a strategy is setting goals for your social media presence. Do you want to promote brand awareness? Improve your business’s reputation? Bring in more revenue and new customers? By setting benchmarks, you will position your small business for future success.

Engage. Customer engagement through social media can take a myriad of forms. Promotions through Facebook integrated with email addresses you acquired via social networks is an easy way to start. Or you may employ videos or podcasts to educate your customers. But the key is to listen to your customers, not simply talk to them. Social media is a two-way street, and users are quick to distrust organizations that don’t take that truth to heart.

Fine-tune your process. There are also many tools out there that can help you fine-tune your social media presence. EmailDirect or MailChimp are examples of email newsletter services that can help you reach your customers directly. There are many different social network monitoring tools, which can greatly reduce the amount of time needed to stay abreast of all the real-time developments.

There are also social media tools being developed with small businesses specifically in mind. Once you have a handle on social media, you can use these tools to further streamline your strategy.

Endless possibilities

Of course, this is only the tip of the iceberg, but that’s what makes social media for small business so exciting. It is such a young medium that the possibilities are endless. The best thing you can do for your business is to focus on learning, listening, and interacting with your customers, and hopefully picking up some new ones in the process.

By getting started now, you’ll be far ahead of the pack and have your own social media strategy set in place before most of your competitors have even started considering theirs.

Steve Ennen is president and Chief Intelligence Officer for the Ponte Vedra startup Social Strategy1, a company that helps businesses use the social Web for business growth and intelligence and develops tools with small businesses in mind, such as its Beam Social. He can be reached at steve@socialstrategy1.com or through www.socialstrategy1.com

*http://www.officearrow.com/small-business-management/small-business-stuck-neutral-social-media-infographic-oaiur-15517/view.html

6 steps to creating a strategic word-of-mouth marketing plan  

By Hector Cisneros

In dealing with business people that are considered “top-notch networkers,” there always seems to be a common thread in what they say has contributed to their success. Many times their answers are similar, and oftentimes they are blindingly obvious, but yet these “top-notchers” seem to be the only ones doing it.

How can you be as successful? Try creating a word-of-mouth marketing business plan with these six items that were in all of the top-notch player’s plans.

Top-notch game plan

• Set goals. If you look at most successful people, you will notice they have their SMART goals (specific, measurable, attainable, realistic and timely) written down. This is so they can review them daily and assess their effectiveness every four months. Make sure your goals are visible and with you at all times, perhaps in the form of a dream book or a goal board.

Following an old adage that says, “If you don’t know where you’re going, you will never know how to get there,” you want to perform your goal setting in the early months of the year.

• Obtain strategic partners. Strategic partners may be other businesses that sell or service the same customers, but they don’t compete directly with your business. Making these people you’re referral partners (i.e., earning their trust and building a mutually beneficial business relationship with them), however, is a powerful way to multiply your efforts without multiplying your W-2 numbers at the end of the year.

You can also make a list of who is in your contact sphere and list which categories are missing from your networking chapter. Once you know who is on your list, you can start earning their trust so referrals can happen, and you can start recruiting people to fill the gaps.

You want to try and have about five or six strategic partners, but a dozen or more is ideal. With a dozen strategic referral partners, you will be able to give many referrals and get just as many in return, if not more.

•Be accountable. It can be lonely at the top of your organization because some aspects of your business cannot be easily shared with employees or others in your company. This is why a third-party unbiased neutral professional is best way to go.

Get a coach, join a peer group or find a mentor or friend that is not afraid to tell you the truth and is not fearful of damaging your relationship. You need someone to hold your feet to the fire and keep you performing specific behaviors and working toward achieving your goals.

•Use your resources. Look at what resources and educational materials are available—books, tapes, CDs, MP3 video, DVDs, etc.—that can help you stay on track. The TV, radio, and regular new sources, however, can be a big source of negative distraction, which you don’t want.

If you want to be the best at anything, you must immerse yourself in that subject matter in a positive way. The longer you stay immersed, the more focused you become. The more focused you become, the more things “just seem to go your way.”

Feed your fire with positive knowledge and maintain your focus by immersing your mind on what, when, where, how and why of your industry and you will achieve your goals.

•Plan a calendar. Use your calendar to lay out your plan. Take the time to break your calendar into smaller campaigns, such as planning to deliver a specific focused and consistent message for four to six weeks, while still aligning this focus with your goals.

For example: If you are in the health and wellness industry, you can piggyback your message on to events like cancer awareness month and heart disease month. During those months, your focused message is how your product or service can help individuals with those issues.

Your focused campaigns can be based on holidays, annual events, political events, seasonal events, periodic events or even events dictated by your company—or a combination of all.

•Make it happen. Lastly, and just as important as the first five, are filling in the details and making it happen. Once you’ve created your goals, chosen your specific direction and decided on the themes for each month (or period), sit down and break each week into individual behaviors to perform.

Your theme may last four to six weeks, but you should change-up your message just enough to keep your strategic referral partner interested and listing. Your message may be your 60-second presentation, your elevator speech, a 10-minute presentation or a 45 minute seminar—what matters most is you stick to the theme.

Last points

Everything stated above still requires that you earn a person’s trust, and that you take the time to build strong and giving relations with your strategic partners.

These six items do not necessarily constitute the “be-all, end-all” of marketing plans, however it’s a great start.  Although it is not an exhaustive list, it does provide needed help, especially if you have decided to build your own strategic plan.

Experience shows that is if you do the six action steps listed above and hold yourself accountable, you will get more referrals, make more money and grow your business.

Hector Cisneros is a 17-year veteran of BNI and was the BNI Director for more than six years. He is an entrepreneur and businessman with more than 30 years of networking experience, and currently manages three businesses and educates business people in Internet and word-of-mouth marketing. He can be contacted at 904-712-9355, hecisneros@gmail.com or through his blog at www.networkersapprentice.com.

Why consistency is the key to successful marketing

By Robyn A. Friedman

For the past 10 years, Claudette Brodeur has been doing the same thing every Monday morning. She prepares a two-page, direct-mail piece advertising her business by personalizing it on her computer and then sends it out to new prospects.

Brodeur

As an interior designer focusing on window treatments, Brodeur knows her target market is homeowners. So she consistently sends both new and existing homeowners her advertisement and then follows up with similar pieces every four months for a year.

Her response rate: 2%.

“It’s a great response,” said Brodeur, owner of Claudettes [CQ] Decors in Jacksonville. “I’ve perfected it to the point where I just don’t mess with it. I’ve found out what works.”

The ultimate goal

Brodeur’s goal—and the goal of any small business marketing its product or service—is to gain top of mind awareness (TOMA), which occurs when customers think of you first when they are ready to purchase. TOMA is essential for any successful marketer. After all, the average consumer is bombarded by literally thousands of advertising messages every day.

To make sure yours is noticed and resonates in the minds of prospects, you must not only be consistent in repeating your brand message, but also in making sure your message is uniform, unique and identifiable—whether it’s in print, online, in a sales pitch, on a billboard or even in an on-hold message script.

“The average person sees 3,000 commercial messages a day, so it’s important to keep your

Smith

message in front of customers,” said Robert Smith, chief executive officer of Champion Media Worldwide, a public relations and advertising firm with offices in Jacksonville. “Most successful marketers use the ‘Rule of Seven’ or until their customers buy or die.”

The commitment

Smith advises small business owners to commit to marketing to prospects at least seven times. “The first one or two times, they may never even notice your ad or commercial,” he said. “Studies show that most people buy after the fourth or fifth contact, so if you only contact them once, you are leaving a ton of money on the table.”

Consistent marketing is also the key to successful branding—using words, designs or symbols to give your company, product or service a unique identity and distinguish it from the competition. Brands need to be both recognizable and memorable, so marketers need to repeat their message enough times to achieve that goal.

Tips to achieve consistency

If you’re planning to advertise your product or service, keep the following tips in mind to achieve consistency:

Repetition is the key. Keith Kessler, president of Kessler Creative, a Jacksonville-based,

Kessler

direct-marketing firm, said that consistency varies depending on the business. “The $64,000 question is, ‘What is the consistency?’” he asks. “Is it monthly, quarterly? There are a lot of variables.”

Kessler said that at a minimum, small businesses should advertise in print or send a direct mail piece at least quarterly and preferably monthly. “The industry standard is that it takes eight different touches before somebody will recognize your brand and act on it,” he said.

Don’t just rely on one form of advertising—it takes a mix. A good marketing campaign depends on several strategies that work in tandem. Don’t just advertise; include public relations and social media strategies as well. “These days we have too many

Rossiter

advertisements that compete for our attention, and people ignore them,” said Nancy Rossiter, assistant professor of entrepreneurship at Jacksonville University. “What works these days is buzz.”

Rossiter said that she advertised a business she owns in a local magazine every month for a year, with little success. But after the magazine wrote an article about her business, she was inundated with new customers. “People ignored our paid advertisements, but paid attention and acted upon the buzz that was created from the story,” she said. “And the story was free.” 

Don’t expect immediate results. Once you take the time to put together a marketing plan, stick with it. The insertion of one ad in a magazine might work to bring in new business, but in most cases, it takes consistent advertising or marketing to achieve results. Brodeur advertises for at least four or five months in a new publication before assessing whether her ads are working. “If it doesn’t make the phone ring, then I just walk away,” she said. “You can’t just give it one month.”

Mistakes happen. Don’t give up. If you’re doing a direct-mail campaign, for example, start with a sample of 1,000 rather than mailing 10,000 without knowing if it works. Smith once spent nearly $5,000 on a promotion that bombed. “Always remember to test small,” he said. If your strategy isn’t working, try tweaking it. Sometimes it takes a while to determine the exact mix that works for your business.

Make sure your message is right. No matter how consistent you are, your marketing won’t work unless the message you’re disseminating is good. The last thing you want to do is consistently market the wrong message. To get the best bang for your marketing buck, consider hiring a professional to make sure you get it right the first time.

Maintain consistency across platforms. Consistency isn’t important only in terms of repeating your brand message. It’s also important to be consistent across platforms. In other words, your print and online advertising should have a consistent look, feel and message—as should your other forms of marketing communications: sales scripts, on-hold messages, social media and more.

Fisher

“Consistency allows you to be easily recognized,” said Mary Fisher, owner of Mary Fisher Design in Jacksonville, a full-service marketing firm. “If you design an ad that looks one way in one publication and then another publication’s ad is totally different, people won’t know it’s the same company.”

Bruce Newmark has successfully incorporated that strategy into the marketing plan for his business, MarkOne Financial, a Jacksonville-based

Newmark

indirect auto lender. “Our sales force uses a script that communicates consistently the kinds of things that we’re also going to communicate in our media advertising,” he said. “That way, our message stays consistent.” Newmark also strives to maintain a consistent marketing message among the different products under his brand.

Make sure your advertising reaches your target market. Make sure that your message gets to the people who are likely to purchase your product or service. “All the money in marketing isn’t going to be worth a hill of beans if it doesn’t get into the right hands,” said Kessler. “Spend time—and maybe a little money—to identify who your actual customer is.”

Robyn A. Friedman is a contributing writer to Advantage. She can be reached at robyn@everythingwrite.com or through www.EverythingWrite.com.

The basic steps to take in getting an effective Internet marketing strategy

By Bobbye Brooks and Tonilee Adamson

Internet marketing is a hot topic for just about everyone who is trying to capitalize on the buzz of social media and making money online. What exactly is Internet marketing? Internet marketing was founded by those online entrepreneurs who learned how to make a prosperous living promoting and selling their products and services through Internet channels.

Today, Internet marketing has expanded beyond the “Internet marketer” into the everyday person or business owner wanting to promote their products and services strategically and effectively to a growing global audience.

What are the basic steps to take in getting an effective Internet marketing strategy?  The following tips are designed to help get the most out of your online marketing efforts.

1. Develop a basic plan

The first step in any good strategy is taking the time to write a basic plan for your business (or whatever you are going to be marketing online). Include your goals, timeframe, budget allocations, and resources needed.

For the marketing strategy, list your ideas for how you plan to use the Internet, i.e., social media, paid ads, online stores, etc.

2. Monetize your website

To use Internet marketing effectively, the most important component is your website. Your website is your business storefront. If you are marketing your business online, then you must send people to your website to buy your products or services (or you are sending them to another site for purchases).

Make sure your website has a clear “call to action” on the home page, where your visitor can connect with you, either in a purchase or by subscribing to your information. Think of your website as your place of business and design it to meet your customers’ needs.

3. Create social media campaigns

Social Media cannot be overstated at this point. The top five social media networks that every business should use in Internet marketing include:

•Facebook: Create a Facebook Fanpage for your business, invite your friends to “like” it, and use it to promote your business. Post special deals, business updates, and information about your company. Make sure the icon is on your website home page.

•Twitter: Set up a Twitter page for your business. Invite similar-type businesses to “follow” you and then follow them back. Grow your Twitter list by inviting others to find you on Twitter. Post your website link in all of your communications.

•LinkedIn: Create a business page on LinkedIn and complete the profile information with as much detail about your company as possible. LinkedIn allows for immediate links to other social networks, including your blog page. Use this network to communicate with other professionals and groups.

•YouTube: Set up an account with YouTube and create a Channel for your business. YouTube is now the second largest search engine. Start using videos to promote your business and place them on your channel. Send out the video links through your other social media networks and ask others to “subscribe” to your channel.

•Wordpress: Create a WordPress blog page for your business. As with all of the social media networks, use the same logo, color schemes, and overall look for branding purposes. Write and post at least one blog entry per week and send out through other networks. WordPress will connect directly with most of the other sites, creating instant updates to your other social media networks.

4. Use the free classifieds

There are several places to post free classified ads for your business. One of the most common is Craigslist. Open a free account on Craigslist and start creating your own ads. Ebay has a classified section that lets you create free ads as well.

Search for “free classifieds” online and several websites will appear. Remember to use your business name as your title and select the best keywords that describe your business niche.

5. Schedule your posts and updates

Internet marketing is most effective when it is consistently being done. Create a calendar and set up reminders that help you keep your social networks updated on a regular basis. It is a fact that Google is using Facebook and Twitter activity as part of their ranking algorithm. The more you are online, the more attention you receive from the search engines. Stay active and fresh in your updates.

Internet marketing is fast becoming one of the most sought after avenues for reaching audiences around the world. The traditional avenues of advertising are changing daily, which continues to increase the opportunities for everyone at every level.

Having basic knowledge of the Internet and applying a few strategic steps can make a substantial difference in the success of your business.

Bobbye Brooks

Tonilee Adamson

Bobbye Brooks, CEO, and Tonilee Adamson, COO, are the co-founders of Media 4 Women Enterprises, Inc., which works with individuals and businesses to help maximize their effectiveness of Internet and online marketing strategies. They can be reached at 800-992-0369 or through www.media4women.com.

Experience what is new and exciting at this year’s tournament

THE PLAYERS Championship comes to the Jacksonville area just once a year, but what a week of fun it is—and the 2011 tournament is no exception. From May 9 to May 15, THE PLAYERS Stadium Course at TPC Sawgrass in Ponte Vedra Beach

PONTE VEDRA BEACH, FL – MAY 6: A course scenic of the third hold during the final round of THE PLAYERS Championship on THE PLAYERS Stadium Course at TPC Sawgrass on May 9, 2010 in Ponte Vedra Beach, Florida. (Photo by Stan Badz/PGA TOUR)

becomes THE place to be!

On the next few pages, you will find some of the latest and greatest in the goings on for this year’s tournament, as well as a TEAR OUT map of the course. We have specially designed this four-page section to be easily removed so you can take it with you while attending or entertaining at the tournament.

New for 2011

Cell phones: Fans can now bring cell phones into the tournament (in silent mode at all times) and use them in designated areas shown on course map as “Mobile Talk Locations.”

Venues

This year, THE PLAYERS introduces seven new/upgraded venues, which addresses the call for more shade, bathrooms, areas of relaxation, and an enhanced overall experience—for you as well as clients you may want to entertain at this event. These new venues include:

•JELD-WEN Stadium Village and PwC First Tee Challenge. A completely tented and air-conditioned venue featuring cell phone and mobile device access, restrooms, and a cash bar with mixed drinks, as well as the PwC First Tee Challenge— a replica of the famous 17th island green where you can get a commemorative photo taken at the Stadium Snapshot experience.

•The Terrace. An exterior fan zone open to the public featuring a cash bar with mixed drinks, tables, and umbrellas.

•Four Points. An exterior fan zone open to the public that provides seating, as well as food and beverages for purchase.

•The Grove. An outdoor, shaded area, that is open to the public with tables and umbrellas.

•The Patio. A shaded area with tables, as well as food and beverage for purchase.

•The Bluff. The grandstands around No. 18 green have been removed to allow fans to get closer to the action as the best players in the world finish their rounds. The Bluff features casual seating and provides wait staff to serve food and drinks. The first 200 fans to arrive at The Bluff each day will receive a comfy chair— at no charge—and can stake out a prime location at No. 18 green for the entire day.

•The Courtyard. A picket-fenced, private, open-air hospitality location serving beer, wine, and soda, as well as light snacks—this private venue may be one of the best options to provide an affordable, daily hospitality option for your business.

All of these venues are highlighted on the map on the next two pages.

Executive Women’s Day

The first-ever Executive Women’s Day at THE PLAYERS will take place on Monday, May 9, from 7:30 a.m. to 4:30 p.m. at the TPC Sawgrass Clubhouse and Stadium Course for almost 250 women business leaders and decision makers on the First Coast, where they will learn the value of golf in developing business and personal relationships.

Executive Women’s Day will focus on success stories from women who’ve built profitable businesses, become corporate leaders, and utilized mentoring and networking to develop strong business and social relationships.

The Power Broker’s Breakfast, sponsored by Coca-Cola, kicks off the event with a breakfast panel discussion on topics emphasized as top of mind for professional women, including women entrepreneurs, areas of achievement for women-led businesses, funding sources for business development, mentoring, networking and how to monetize it, and philanthropy.

Such speakers include Carolyn Mathis of Harbor View Advisors; Donna Orender, the former WNBA Commissioner; Dea Sims, entrepreneur and founder of Promo Depot; and Terry Zebouni inventor of the BandZorb.

This will be followed by an “Inside the Ropes 101” informative behind-the-scenes tour showcasing how this event is run as well as the etiquette of entertaining clients and the art of professional networking during the week.

The tour will be followed by “The Bottom Line Luncheon,” sponsored by Citi, featuring guest keynote speaker Contessa Brewer, MSNBC’s prime-time news anchor and host of “Caught on Camera.” A veteran television journalist, Contessa Brewer is a widely-recognized anchor on MSNBC and is known for her marathon on-air coverage of breaking news and big political stories. As a national correspondent, Brewer has reported on stories such as Hurricane Gustav, the Minneapolis bridge collapse, and Katrina’s devastation in New Orleans.

The event ends with the “Wine Down – Network Up” event sponsored by Destination Planning. Attendees of this wine tasting/networking event are encouraged to make new friends and business contacts that will last beyond the one-day event.

The Executive Women’s Day is also donating $10,000 from this event to the Junior Achievement’s Girls Program (JAGirl$) program, which helps teach area girls ages 8 to 18 the basics of money management including how to balance a check book, save money, and manage a household.

WEB EXTRA! Entertainment guide

Prior to attending THE PLAYERS, visit www.AdvantageBizMag.com/archives/7248 to see “The Ultimate Entertainment Guide to THE PLAYERS.” This guide provides a one-stop guide of everything to do at The PLAYERS, from where to get the best food, best shade, best drink deals, and restroom locations.

A one-stop guide of everything to do at THE PLAYERS, from where to get the best food, best shade, best drinks deals and restroom locations.

PONTE VEDRA BEACH, FL - MAY 9: Phil Mickelson plays the 17th hole during the final round of THE PLAYERS Championship on THE PLAYERS Stadium Course at TPC Sawgrass on May 9, 2010 in Ponte Vedra Beach, Florida. (Photo by Chris Condon/PGA TOUR)

Best places to cool off

Need to beat the heat?  All of the locations below are open to grounds ticket holders and give you a chance to take a break from the action – and the sun – while enjoying the atmosphere that is uniquely THE PLAYERS.

• For the first time, the JELD-WEN Stadium Village is completely tented and air-conditioned, making it the ultimate destination when you need to cool off.  While you’re there, enjoy a variety of interactive activities, mobile device Wi-Fi access, luxury restrooms and a cash bar. And the JELD-WEN Stadium Village is one of only two locations (with The Terrace) – outside of private hospitality venues – where you can purchase mixed drinks.
• New in 2011, The Grove is an outdoor, shaded area located behind No. 17 tee. The venue features umbrella tables and an LED video board, and since it’s just a sand wedge (or less) from The Food Court – which features food and drinks for sale from various local establishments – it’s the perfect place to enjoy a picnic lunch in the shade.  The Grove will quickly become the spot for fans to meet up and hang out. Instead of telling your buddy, “Meet me out by 17,” and then searching through all of the random fans for an hour, just say “Meet me at The Grove!”
• The Patio – also new in 2011 – is located close to No. 10 tee and the 18 hospitality area and is a shaded area with tables, food and beverage for purchase.  You can relax away from the heat without missing any of the action. Fans who hang out at The Patio will be able to view all of the action on Golf Channel and the NBC telecasts on a large video screen within the area. Think of this as your outdoor sports bar at THE PLAYERS.

Where to be seen

Everyone who’s anyone is at THE PLAYERS – and if you’ve been at least once, you know that No. 17 is a major hub of activity.  But check out these other hotspots and you’ll be sure to run into someone you know – or want to know.  Just don’t forget to return to the action out on the course at some point!

• You’ll need to purchase an upgraded ticket to gain access to The Turn, but it’s well worth it.  Located between No. 18 and No. 9, this hospitality venue gives an excellent view of both holes – either from the air-conditioned interior or the outside stadium seating.  The Turn was rocking when it debuted in 2010 (and quickly sold out).  Don’t be on the outside looking in this year.
• Of the seven new venues debuting in 2011, put The Patio at the top of your list.  It’s got plenty of shade to enjoy, places to sit and beverages to purchase.
• The No. 1 tee is your chance to be seen by friends and family – and possibly a worldwide television audience.  Be part of the crowd when the best players in the world tee off and you just might make the Golf Channel or NBC broadcast.
• If you have an upgraded Clubhouse ticket, don’t spend all your time indoors!  Hang out on the Clubhouse Lawn and enjoy food and beverages, available for purchase, from award-winning TPC Sawgrass Nineteen.  In the shadow of the beautiful 77,000 square-foot clubhouse, the lawn offers ample chairs, umbrella tables and a view of No. 18 green.

Where to see the golfers

Don’t roll your eyes – yes, we know, “Duh, on the golf course,” is the appropriate response.  But where, EXACTLY?  Check out these sneaky locations to get up close to the action and as personal as possible to some of the best players in the world.

• True golf fans know that the Practice Area is a must-stop at THE PLAYERS.  You can grab a spot up against the rope line and be thisclose to the world’s best as they hone their craft…sometimes for hours on end, not to mention the fact that players usually stop and sign autographs as players come and go.
• Located on the Clubhouse side lawn – and new in 2011 – The Terrace gives you the best of both worlds: a great spot to relax with a cash bar (with mixed drinks), tables and umbrellas, as well as a unique view of the chipping green and practice area, where you can watch players warm up and work on their games – and maybe pick up a tip or two.
• Another area where players let their guard down and interact with the fans is outside the Scoring Area. Players enter the scoring area located between the Clubhouse and the JELD-WEN Stadium Village to sign their scorecards after they finish their rounds on Thursday-Sunday.  This is one of the best places to hang out and collect player autographs.

Best chance for celebrity sightings

Sure, there’s Tiger, Phil, Ernie, Rickie and the rest of the gang.  But THE PLAYERS has its fair share of celebrities who are big fans of the world’s best golfers, just like you.  You never know who you’ll see strolling along the rope line and enjoying the action, but here are a few additional locations where celebs flock throughout the week.

• Hang out near the new Jaguar Den by No. 17 tee for a glimpse of some of your favorite former Jags, coaches and Jaxson De Ville as they relax and enjoy THE PLAYERS Championship.
• Don’t miss Military Appreciation Day on Wednesday on the Clubhouse Lawn, where Darius Rucker will be performing.  Local celebrities and TOUR players often attend the concert and mingle with the crowd, so keep your eyes peeled.
• While the Patriots’ Outpost is open only to military personnel and their families, it’s not a bad idea to hang out near the facility (located on the hill between No. 16 and No. 18 fairways), as dignitaries and celebrities are always stopping by to spend time with the troops.  And even if you don’t see someone you know, say hello to some of our local men and women in uniform – who should be recognized, even if they’re not famous.

Best beverage deals

You need to cool off, and we’ve told you where to find the best shade and A/C.  But an ice-cold drink is no doubt at the top of your list.  Be the first to check out these deals, and your friends will think you’re an insider.

• A limited-edition THE PLAYERS acrylic tumbler, filled to the brim with THE PLAYERS Signature Drink – the Sawgrass Splash – is available wherever spirits are sold.  For $10, you’ll get a 20-ounce Sawgrass Splash in a 2011 PLAYERS tumbler that features the tournament logo and a list of the past champions.  The commemorative cup itself (with no beverage) is available for $5.
• Also new this year is THE PLAYERS 20-ounce cup, available in all grounds concession stands, The Turn and The Benefactor.  For just $1, you can upgrade your frosty beverage and take home a keepsake of your PLAYERS experience.
• Newsflash: it can be warm in Florida in May. Don’t be that person in 2011 whose good time is ruined by dehydration.  Drink water, lots of it. There are water fountains at the following locations to provide fans with FREE, quality H20: No. 5 green; No. 12 tee; at the practice putting green near No. 1 and at the main spectator entrance at the P2 lot.

Best places to eat

With all there is to do and see at THE PLAYERS, chances are you’ll be spending most of the day at TPC Sawgrass – which means you’re bound to get hungry at some point.  No worries about that – we’ve got you covered with a variety of tasty options located at concession areas around the golf course.  Here are the top-three places to put on your radar screen come lunch time.

• You already know the JELD-WEN Stadium Village is the place to go for fun, games, shopping and chilling out (literally).  But you can also grab a great snack at the All-American Grill, which serves traditional concession items like burgers and hot dogs.
• If it’s options you’re after, The Food Court is calling your name.  Located behind No. 16 green, there are plenty of choices sure to satisfy everyone in the family.  Grab some classic concession favorites from the All-American Grill, or pick items from a favorite local restaurant like Bono’s Pit Bar-B-Q, Brucci’s Pizza or Tropical Smoothie Café.  When everyone has what they’re after, stake out a shady spot with tables and chairs at The Grove and enjoy a relaxing family meal.
• The Benefactor is an upgraded ticket, but it’s well worth the price considering the view (behind No. 17 tee) and the food (signature items Morton’s The Steakhouse).  We’ll let you decide when – if ever – it’s time to leave.

Best food deals

Hanging out at THE PLAYERS is an all-day affair and not one to enjoy on an empty stomach.  After all, a hungry fan is an unhappy fan.  Here’s a list of the best grub for the best price.

• Calling all families!  Plan ahead and purchase The Family Plan package, which offers 2 adult tickets, unlimited youth tickets and 4 Value Meals for only $99.  The meal includes a hot dog, chips and soda or water, which can be redeemed at the concession areas at No. 1 or No. 3 tee or the All-American Grill at the Food Court behind No. 16 green.
• THE PLAYERS Mayport Shrimp Wrap debuted last year and was such a hit, it’s back in 2011.  The wrap was created by the culinary team at TPC Sawgrass and will be served during the tournament, as well as throughout the year at Nineteen.  The wrap is a shrimp salad made from local Mayport shrimp, mayo, Old Bay seasoning, red onion, celery, lime juice, lemon zest and Tabasco sauce; served with cabbage on a wheat wrap.  It’s a fresh taste of Jacksonville.

Best bathrooms

Don’t laugh.  We know you care.

• No port-o-lets here.  The restrooms at the JELD-WEN Stadium Village are top-of-the-line, luxury facilities that feature air conditioning, running water and bathroom attendants. Freshen up and get back in the game.
• The Grove and The Patio also offer premium, structured restroom facilities, giving you one more reason to spend some time at these new locations.

Best merchandise

THE PLAYERS is already Jacksonville and Ponte Vedra Beach’s ultimate fashion show, but why not add to your closet collection with a few carefully selected items that are uniquely THE PLAYERS?  Since all the merchandise is fabulous, these recommendations are more about strategy than specifics.

• When you first arrive at THE PLAYERS, immediately stop at the Main Entrance Merchandise Tent as you enter the P2 gate from the main parking lot, at the end of the Walk of Champions.  Stock up on all the necessities for a day at the course – hats, sunscreen and one or two limited-edition items with THE PLAYERS 2011 logo that might not be there by day’s end, like a commemorative 2011 PLAYERS pin flag, PLAYERS tumbler (with a list of the past champions on the back), golf ball, towel or lapel pin.

• Mid-day, head over to the JELD-WEN Stadium Village and cool off in the A/C while browsing the 6,200 square-foot merchandise area.  You can check your merchandise with an attendant and pick it up at the end of the day, so no worries about lugging around your loot.
• If you’ve got a Clubhouse ticket, you’ll want to hit up the TPC Sawgrasss Golf Shop as well to check out everything from PLAYERS merchandise to TPC Sawgrass keepsakes to balls, clubs and other golf equipment.

Best views of 17

You know you’re going to spend some time – probably a lot of time – at No. 17.  But where can you best experience all that this world-famous par 3 has to offer?

• The Benefactor is an upgraded ticket, but the view doesn’t get any better than from the second floor of this shared hospitality venue.  And when you’re looking out over the 17^th tee with an ice-cold drink and a snack from Morton’s The Steakhouse, you may never want to leave.
• It’s easy to find a great seat on Wednesday at No. 17, where you won’t want to miss the little-known but much-enjoyed Caddie Contest.  Each year at THE PLAYERS during the Wednesday practice round, players and caddies switch roles when they arrive at the famous 17^th hole, and the caddies get the opportunity to take a swing.  This is great tradition unique to THE PLAYERS and one that provides an added layer of entertainment for the fans, players and caddies alike.
• Post up at the hedges behind No. 17 tee.  You’ll need to get there early to grab a spot, but it’s worth the effort.  You’ll hear plenty of interaction between players and caddies on club selection – and you’ll be part of the “oohs” and “aahs” as their ball hits the green… or splashes in the water.
• An underrated spot to watch golf within the natural amphitheater near the 17^th hole is on the hill behind the 16^th green. Here you get to see players take aim at the risk/reward par 5 16^th hole and still get to watch them take on the famous island green at the 17^th.

Best views of golf NOT at 17

With all that’s going on in the new venues at THE PLAYERS, don’t forget to venture out on the golf course to really soak up the action.  Here’s a quick list of sneaky spots (read: less crowded) that offer great views of this world-class event.

• No. 2 green/No. 3 tee is one of the spots on the course where you can catch the best players on the PGA TOUR deciding whether to go for the par 5 in two shots or lay up; and then you can keep an eye on them as they head over to the next tee to take on the 177-yard par 3.
• On a course known for risk vs. reward, the par 5 11^th hole might be the one that offers players with the most decisions of all. Players have two separate fairways to which they can lay up with their second shot… or you can egg them on into going for the green in two.
• The mound between the 10^th tee and the 16^th tee is a great spot to catch two different tee shots during play.
• The 13^th green offers a more intimate setting to see players hit into a par three than the 17^th. There are several areas around the green and tee that get you close to the action.
• If you’re one of the first to show up at The Bluff each day, we’ll give you a comfy chair – at no charge – and you can stake out a prime location at No. 18 green for the entire day.  You can enjoy a great view of one of the best finishing holes in golf, as well as wait staff who will take your food and drink orders so you never have to leave the action.

Best family-friendly venues

THE PLAYERS is one of the best, most affordable family entertainment options going, and there’s more to a day at TPC Sawgrass than the world-class golf (although we bet a glimpse of Phil Mickelson or Rickie Fowler will make your son’s or daughter’s eyes light up).  Spend some time with the kids at one of these locations where they can have fun without worrying about anyone saying, “Quiet, please.”

• Experience the best of Stadium golf at the JELD-WEN Stadium Village and the PwC First Tee Challenge – a scaled version of the famous 17th hole where kids and adults alike can see just how difficult it is to reach the green.  The area also includes video games, concessions, merchandise and outdoor seating – where you can rest up before returning to the tournament action. New this year is an upgraded Stadium Snapshot experience, where you can get a commemorative photo taken, as well as a ball-fitting and custom door-fitting exhibit, courtesy of JELD-WEN and its “Perfect Fit” program.
• Keep the little ones – and moms and dads, too – full and focused on all the action after resting up in The Grove.  The Grove is an outdoor, shaded area, open to the public located behind 17 tee with easy access to The Food Court.  Everyone can grab some classic concession favorites from the All-American Grill, or pick items from their favorite local restaurant featured in the Food Court (Bono’s Pit Bar-B-Q, Brucci’s Pizza and Tropical Smoothie Café’) and meet back at one of the picnic tables for a family lunch.
• No trip to THE PLAYERS would be complete – especially for the kids – without collecting a few autographs.  Be sure to hang out in one of the “Autograph Alleys” for the best shot at snagging a prized signature from some of golf’s greatest players.  Autographs are encouraged near the Clubhouse, Practice Areas and the Scoring Area.

What not to bring

You’ve got sunscreen. Sunglasses. Your fashionable hat. All the things needed to make a statement and have a blast at THE PLAYERS.  But what shouldn’t you bring to the golf course?

• Once the tournament starts on Thursday, don’t get sent back to your car because you brought a camera.  While taking photos is permitted – encouraged! – Monday through Wednesday, any budding shutterbugs will need to leave the equipment at home once the competition gets underway.
• Kids (6 years and older) to a hospitality venue without a ticket.  Yes, kids get in free to THE PLAYERS with a ticketed adult – but this policy applies to grounds tickets only.  If you’re planning to spend some time in The Turn or The Benefactor, for example – and we hope that you do – and if your child is 6 years of age or older, they’ll also need one of these upgraded tickets to gain admission.
• We’ve got plenty of places to sit and tons of shady spots with umbrella tables, but if you want bo bring your own chair or umbrella (just in case), here’s a tip for avoiding a common rookie fan mistake: leave the cases or covers for those items in your car, as those are prohibited items.

Where and how to use your cell phone

Worried about missing a call while you’re at THE PLAYERS?  We have an app for that.  The PGA TOUR unveiled a new cell phone policy in 2011, meaning you no longer have to worry about separation anxiety because you were forced to leave your mobile device at home.  But don’t be “that guy” who reminds everyone why cell phones weren’t allowed on the course for so long and follow these tips.

• Put your phone on silent.
• Use designated areas throughout the golf course when making or receiving phone calls (check the course map for “Mobile Talk Locations”).
• Don’t use your mobile device for video recording at any time during the week.
• Only use your mobile device to take photos Monday through Wednesday.

Best place/best strategy for getting players’ autographs

While we can’t discount the ultimate strategy for getting tons of autographs – be a cute kid and say “please” – these tactics will definitely increase your chance for success, no matter your age.

• Hang out in an “autograph alleys.” Post up at near the Clubhouse, Practice Areas and the Scoring Area, as these locations are where players tend to stay until the last request is satisfied.  Players are much more apt to stop and sign in these areas as opposed to when they’re out on the golf course.
• During the practice rounds, follow the same group for a couple of holes. Rather than the Johnny-Come-Latelys who just show up with the mob of autograph hounds, players will often reward those dedicated fans who have stuck with them for an hour or so; you’d be surprised how often a player will make a point to thank you for following along all day.
• Make a statement (a good one, of course).  Wear a “Phil is my Phavorite” t-shirt.  Get six of your best friends to join you and shave the letters “A-K-4-E-V-E-R” into the backs of your heads.  Dress up in total Ian Poulter gear and spike your hair.  Just be respectful, creative and bring a Sharpie.

Best travel tips for THE PLAYERS

They say getting there is half the battle, right?  Here are a few quick travel tips to make sure you arrive in style to THE PLAYERS 2011.

• For out-of-towners, JAX is the preferred commercial airport (check out all THE PLAYERS signage!) and St. Augustine for those who fly privately (hollah, high rollers!). Visit www.playerschampionshiptravel.com for golf vacation packages and information.
• The best way to access the public parking lot is via SR-210 from Nocatee Parkway.  Trust us, you’ll avoid the congestion and delays that are typical of A1A and spend more time enjoying the tournament.  And be sure to purchase your parking in advance (and online) for Thursday-Sunday to avoid any back-ups in the parking lot or, worse yet, the prospect of being turned away once parking is sold out.
• If you live close by, ride your bike to the tournament and use our “bike valet” off ATP Tour Boulevard Thursday through Sunday of tournament week.  A $5 donation is suggested, which benefits the North Florida MS (Multiple Sclerosis) Chapter.  And even if you don’t live near TPC Sawgrass, meet up with friends at a nearby park or business and “bike-pool” to the tournament.

How holding an event can help market and benefit your future business plans

Whether you call it a get-together, networking, an event, or a party, holding such anactivity has proven to be one of the most effective ways to market your business. With a high return on investment, we wanted to know what all it takes to and why you should host an event.

Two specialists in corporate meetings and events, Becky Wyatt and Tricia Deckard, take a few minutes to answer some of our questions.

Q: Why should small business owners consider events?

Becky: You know, when you think about it, there is less and less face time with your customers, prospects, co-workers, and even with your friends. Meetings and events allow you to have valuable human interaction, and let’s face it: Sitting down in a friendly atmosphere to talk and network is an experience that can’t be achieved online or on the phone.

Tricia: Even more than that, many studies show that the return on investment for events beats just about any other type of marketing your business can do. One study from Cornell University found that nothing rivals face-to-face events if you want to capture attention, launch something new or different, or if you want to build positive emotional connections or human networks and relationships with your customers, prospects, or employees.

Becky: Plus, there is a lot of research lately that demonstrates the advantages of trade shows and conferences to growing your business. For instance, you might want to hold a private trade show so your customers and prospects can meet with partners, suppliers, and company members. Options in the event marketing industry are limitless.

Q: But don’t you find that while we are in the midst of a sluggish economy, events can be replaced by something less expensive?

Tricia: I learned that during a down economy, you need to keep marketing. Unfortunately, in the last few years, events have been criticized because of the excesses of mega-corporations. For those with small businesses, creating a budget dedicated to events is one of the smartest things they can do.

Becky: Budgets! Yes, that magic word. Creating a budget for events means that you can turn to experienced event planners and they can help you create something within your budget. You can have a memorable event without breaking the bank. And looking to professional meeting and event planners can result in unbelievable savings on contract negotiations with venues and suppliers.

Q: How do you plan an event with a client?

Tricia: Beyond setting a budget, you need to determine what you want to accomplish. For example: Is this a fundraiser? Is it a celebration? Are you introducing a new product? These big picture elements become an event planner’s goals.

Then an event planner can help establish objectives: How much money do you want to raise? How many buyers do you hope to attract at the product launch? Do you want to get people to switch to using your product rather than Brand X? and that kind of thing.

When there are set objectives, then you can measure whether your event accomplished what you wanted it to.

Becky: Another major piece of planning an event is to define the personality of the companies or groups you work with. Are they very corporate? Are they a creative, artsy group? Are they “techies” and “geeks”? All of that helps an event planner come up with the right event for each client.

Tricia: Another thought: Don’t forget the people who work for you. Events where you celebrate good work and achievement build internal loyalty almost better than anything else you can do. An event planner can arrange recognition events as well as incentive travel for top achievers.

Q: We read a lot about ‘green’ initiatives. Does that play a factor when planning events?

Tricia: Most people today understand that it’s important to be environmentally responsible. Many event planners can create events that are earth friendly by not using a lot of unnecessary paper products, by specifying reusable catering items, and encouraging responsible promotion or events.

Becky: Absolutely! The more an event planner can source locally, the greener the event. Having a vibrant local business community is one of the best things about being located in Jacksonville—there are so many amazing resources and venues here that you really don’t have to go anywhere else.

Q: If someone likes the idea of holding a company event, what should that person do?

Becky: If you don’t have that budget planned yet, put one together. Figure out what it is you want to do, how you want to be perceived by your attendees, and how you can grow your business as a result of this event. And remember, an event planner can surely help and guide you every step of the way.

Tricia: There is more to event planning than simply “throwing a party,” particularly if you want to get the most return for your investment. One thing about being an event planner is he or she pays particular attention to all the details that too often are overlooked.

For example, one real headache in planning events is the registration process. Event planners are experienced in this area and can take that task off your shoulders. Working with professionals—just as you want your customers to do—is the key to successful meetings and events.

Becky Wyatt and Tricia Deckard, specialists in corporate meetings and events, are owners of Jacksonville’s Plan Ahead Events. Becky’s resume includes planning business meetings, fundraisers, and golf events as well as extensive experience working in the non-profit sector. Tricia, with a master’s degree in Organizational Management, spent 15 years in sales and marketing, which included planning promotional events for businesses and universities. They can be reached at 904-361-8197, beckyntricia@planaheadevents-jax.com, or through www.planaheadevents-jax.com.

By Hector Cisneros

That next, big networking social is coming up, but are you ready? Here are some tips to get the most out of your next networking event using proven techniques that will bring home results.

1. Have a plan. One of the first things is to always go to a networking event with a plan. Ask yourself, “Who am I looking to be introduced to? What new businesses have I been working this month? Which professions often send me referrals?”

Establish if you are there to get referrals for yourself or for others. It can be very beneficial to bring three business cards from one of your referral partners and work to specially get them referrals that day as well. Use the above questions to help you create your list of six to 12 categories or people you are looking to meet.

Remember, networking events are great places to invite potential guests for that organization. It is easy to invite people to a social, and it is also a great way to introduce them to the power of networking, and, more importantly, it will build your credibility with the host organization.

2. Know the length. Be sure to take into account how long the meeting is. Essentially, for every 10 minutes of meeting time, you can effectively talk to at least one person. In an hours’ time, that’s six people; in two hours’ time, you could have at least 12 names. It is possible to talk to a lot more people—especially if you are talking to small groups of people at a time.

3. Bring business tools. Make sure you bring plenty of business cards, at least 50 for big events, as well as a pen and a pocket notepad. If you have a business card file with your referral partners’ cards in it, bring that too. This could be a great opportunity to find referrals for them. These are all important business tools.

4. Make connections. When speaking with attendees, ask who they are looking for and see if you can make a connection for them. It will make a big impression on them and build your credibility. After they tell you about themselves, ask them to introduce you to the people on your list. By helping them find their connections, you have empowered them to help you.

5. Prepare your presentation. Once you have your list, decide what you want to say as your 60-second presentation. Don’t ask for too many categories or people—ask for no more than three at a time. If you get to meet your first three prospects, you can start on another three.

In a 60-second presentation, you can say something like, “Tell me about your business (or who are you looking to be introduced to),” and then listen. When it is your turn, say something like, “I’m on a mission to  meet these three people, (or introduce my partners).” After that, most people will try to introduce you if they can.

6. Seek referrals. If you’re looking to get referrals for someone else, remember the three card trick. Select a referral partner you have decided to help and ask everyone you meet, “I have a friend who has helped me out a lot this month, and I want to repay their kindness. Who do you know here who is _____?” Then fill in the blank with the people your referral partner is looking to be introduced to! (Obviously, you have to know who they need.)

Use this technique at every networking event you attend and you will always have referrals for your strategic partners.

7. Stay focused. When attending the actual event, focus on your list. Don’t be distracted, stay on task, and don’t drink or eat too much. You’re there to market your business or get referrals for others and meet very specific categories’ of people.

With your list of who you want to meet, start working the room from right to left and go through each section of the room until the entire room has been covered, then start over again. In two hours, you should be able to go through the room twice.

Make sure every person you talk to knows who you’re looking to be introduced to. Furthermore, let them know that you would appreciate that they mention it to their referral partners as well.

At the end of this event you should have about 12 names to follow up on. This is not the best place to try and sell somebody your product or service, especially if they don’t know you. Take the time to get to know them and build trust through face-to-face meetings.

Use these tips at your next networking event and get more business!

Hector Cisneros is a 17-year veteran of BNI, was BNI Director for more than six years, and is still a member in good standing in the River City Chapter. He is an entrepreneur and businessman with more than 30 years of networking experience. Currently, he manages three businesses and coaches’ business people in the fine art of Internet and word-of-mouth marketing. He can be contacted at 904-712-9355, hecisneros@gmail.com or through his blog at www.networkersapprentice.com.

8 steps to ensure worthwhile returns on investment

By Jeffrey Spear

There are many things you can do to grow your business and attract sales. When it comes to marketing, most people think of advertising, websites, and perhaps even costumed dancers holding signs on the street corner.

While these are credible marketing tactics, you need to consider whether or not your business benefited from this activity, and if the results warranted and/or offset the costs for implementation.

Unless the answer to both is an undeniable “yes,” you’ll want to reconsider your marketing and promotional plans.

Step 1: Seek qualified help

To get things started, find a marketing specialist who can evaluate your competitive landscape, define a unique selling proposition, and develop an appropriate marketing plan. One advantage to this is it will be an unbiased set of eyes and ears that can evaluate your marketing activities from a fresh perspective.

Make sure to ask about the successes this supplier has created for other clients. If they cannot provide statistical evidence of results, find someone else. At the very least, obtain client references to confirm their effectiveness.

Step 2: Establish goals

Marketing can contribute to your bottom line in many ways. For new businesses and brands, it generates awareness and provokes inquiry. For established operators, and while it still supports awareness and inquiry, marketing can help increase market share, deepen brand understanding, and/or persuade buyers to change brand preferences.

The important thing is to define what you expect in advance, making sure your goals are feasible, clearly defined, and agreed upon by senior management. Subsequently, communicate these goals to your marketing team, making sure promotional messages and tactics are in alignment with and responsive to these confirmed objectives.

Step 3: Make a plan

Delivering the right message at the right time aimed at the right audience takes careful research and analysis. So does evaluating your sales cycle, identifying seasonal peaks and valleys, and crafting an appropriate marketing response.

There may be other variables to consider such as anticipated introductions of new products, ongoing improvements and upgrades to core offerings, intrusive competitive challenges, etc. Each of these situations could significantly influence the direction of your marketing program.

Anticipating and responding to these dynamics with a thoroughly researched and expertly planned marketing program will help you satisfy your business and marketing objectives with greater efficiency.

Step 4: Choose your weapon

It’s equally important to employ the right tactics. Whether it’s advertising, trade shows, Web-based promotions, or even a dancing chicken, what you select and the rationale behind those decisions will make a huge difference in the results you record.

When it comes to technology, please keep in mind that there is far more hype than reality about what works and what doesn’t. That being said, and especially if your key audience spends a significant amount of time online, you’ll want to investigate, confirm effectiveness, and prioritize online marketing opportunities.

In many cases, a more integrated approach—one that links traditional and technology-driven tactics—may be the best solution. In this regard, a print or broadcast message may ask audiences to visit your website, or your website, blog, or online ad could direct readers to your store or ask them to call.

Step 5: Have a budget

It’s easy to see how marketing can become a costly proposition. In order to avoid wasteful or ineffective spending, and to create investments that translate into meaningful outcomes, it is essential to have a budget.

Even when resources are limited, there are ways to generate worthwhile returns on investment. This is where the service provider you have selected can get involved. While advertising sales reps may be biased, your marketing advisor can take a holistic approach—evaluating opportunities based on the budgets you’ve set and the outcomes you expect.

While you may not be able to afford everything, you can prioritize essential activities and delay others. While growth may take a bit longer, you want to be sure your marketing investments are properly planned and managed so you can avoid damaging pitfalls and disappointments.

Step 6: Be delightful

It is human nature to spend more time doing things that are enjoyable and emotionally pleasing. In this regard, and regardless of the tactics you embrace, find ways to appeal to the senses and deliver positive experiences. It doesn’t matter if you’re selling office supplies, legal services, retirement packages, or tropical adventures, as long as your marketing approach engages your audience in an enjoyable, memorable, and delightful way, you are sure to generate favorable responses.

Step 7: Watch what you’re doing

The only way you can prove return on investment is to track and statistically evaluate the impact of the tactics you employ. While some are easier to track than others, there are lots of ways to acquire evidence of performance.

These days, most interactive activity is traceable through a variety of online services that quantify Web visitors, confirm delivery of e-mails, and monitor click-throughs. For public relations, there are a number of print and broadcast “clipping services” that provide tangible evidence of performance.

When it comes to advertising and direct mail, the process requires a bit more in terms of logistical planning. Again, the marketing advisor you work with should be able to recommend and develop effective tracking mechanisms for every tactic.

Step 8: Confirm success

Once you’ve tracked and recorded outcomes, you can construct mathematical formulas that assign a dollar value to your achievements. For example: If you spend $1,000 on a trade show and you meet 1,000 visitors, the cost per contact is one dollar. Going one step further, and if you secure 10 qualified leads, your cost per lead becomes $100. Finally, and after contracts are signed, you will be able to calculate the revenue generated per marketing dollar spent.

Similar calculations can be applied to Web visitors, phone inquiries, coupon redemptions, etc. and will confirm just how effective your marketing investments have been.

As you can see, there’s a lot of work that goes into a truly effective marketing program. When you plan ahead, define goals, set budgets, employ qualified marketing professionals, and take the time to delight your audience, the outcomes can be rewarding.

As long as you track, evaluate, and quantify your efforts, you’ll be able to justify marketing activities and confirm worthwhile returns on investment.

Jeffrey Spear is president of Studio Spear, a leading national marketing consultancy that approaches consumer products and brands—from research and planning to packaging, point-of-sale display, and promotions—in ways that generate undeniable interest. He can be reached at 904-685-2135 or 866-787-8761, jeff@studiospear.com, or through www.studiospear.com.

Creating effective and meaningful sales messages to help gain strategic partnerships

By Jeffrey Spear

Experience tells us the most-effective marketing strategies are those that generate an emotional response and appeal directly to the senses. Whether you satisfy a need, eliminate a problem, grant a wish, or offer a reward, understanding your audience and telling him or her exactly what they want to hear in a way that evokes a positive emotional reaction can be extremely powerful, compelling, and persuasive.

The approach described above answers that all-important question, “What’s in it for me?” (WIIFM). When your pitch is developed in response to a fully identified audience, anticipates their needs, and tells them exactly what your product or service will do for them, the likelihood of meaningful outcomes increases significantly.

Don’t state the obvious

How many times has a business been asked, “What is it that makes your product/service special?” only to provide the answer that the primary attribute is “quality.” If you think about it, any producer of a product who cannot make this simplest of claims is in real trouble.

The next attribute of effective sales messages is to avoid making statements that evoke the response, “I should hope so!” When you make generic claims such as top quality, reliable service and/or on-time delivery, they can all be answered with “I should hope so!”

If your goal is to improve perceptions of credibility, desirability, and value and offset competitive challenges, your key messages need to do more than state the obvious.

Get creative

Keep in mind that these sales statements are not tag lines. While tag lines will also resonate with customers and enhance brand impact, their job is to create visibility, memorability, and cut through.

When developing sales messages, and asking buyers to choose your product over all others, you have to say more than “Just do it.” (Nike), “I’m lovin’ it.” (McDonald’s) or “Open happiness.” (CocaCola).

Arguably, the most important attribute associated with effective sales statements is appealing to the senses—creating positive emotional links between brand and buyer. Matter-of-fact statements such as “low sodium,” “ready to eat,” or “all natural,” while important features, fail to generate any sort of meaningful or lasting response.

On the other hand, statements such as “Hard working. Easy drinking.” (Full Throttle energy drink); “Soup that eats like a meal.” (Campbell’s Chunky soup); and “A wickedly delicious relish.” (Wickles pickle products) are all examples of just how emotionally charged brand messages can be.

Tailor your message

Before you upgrade and launch a new marketing campaign, make sure your messages are tailored, engaging, appropriate, and relevant. If you’ve answered the question, “What’s in it for me?” in a meaningful, creative, and emotionally appealing manner, success is right around the corner.

Jeffrey Spear is president of Studio Spear, a leading national marketing consultancy whose sole objective is to effectively position your company, your brand, your products, and your services way ahead of the rest. He can be reached at 866-787-8761, jeff@studiospear.com, or through www.studiospear.com

How to get customers by giving away your expertise

By Pete Michaud

As a business owner, you’ve accumulated a lot of expertise over the years that you may not realize you have. Strategies, methods, and skills that are obvious to you could be startling revelations to people just starting out.

Advertising can be a pricey way to tell potential customers how good you are, but giving away your expertise is a free way to show customers how good you are.

There are two different strategies to giving away your expertise, of which you can choose one or both. One is to be an expert’s expert; the other is to be a customer’s expert.

Become an expert’s expert

Microsoft runs what they call the MVP program. MVP, or Most Valuable Professional, is a designation software developers can earn from Microsoft for being active in the software development community. An MVP developer is a recognized expert who has written articles, blogs, and books that help other professionals make the most out of Microsoft technologies.

Developers clamor to get the competitive and temporary MVP designation because, with it, they can name their hourly rate, are offered publishing deals with technical presses, and have more customer prospects than they can possibly take on.

While Microsoft has taken the initiative in the computer programming industry to create a specific designation, anyone can become an “MVP” in whatever industry they are in.

For example: James does fine carpentry work. He builds high-end furniture and fabricates delicate woodwork for historic properties. While other skilled tradesmen struggled to find work during the recession, he remained booked solid with commissions for a full year out.

“It’s the videos,” he says, explaining his good fortune. James has a sizable following on the video hosting website YouTube. He posts videos that demonstrate the techniques of woodworking. Some videos are overviews of a particular period style, while others show a very specific technique or specialized tool.

By sharing his videos for free, he’s trained tens of thousands of aspiring woodworkers who all look to him as their “Expert’s Expert.” When they have too much work themselves or when there is a project out of their skill range, James is the first person they think to refer their potential customers to.

James has a secretary process the requests that flood in from all over the world asking him to produce everything from Jacobean valuables chests with oak inlays, to Federal-style looking glass frames.

James made himself the “MVP” of fine carpentry, but there is another strategy you can use to bring in customers directly.

Become a customer’s expert

While the previous strategy was all about making a name among your professional peers and earning referrals and credibility by doing so, this strategy is about helping your customers directly.

For example: Floor & Décor sells flooring of all types, from granite tile, to ceramic backsplash, to rental-grade laminate. Their customers are mostly homeowners who are renovating kitchens, bathrooms, foyers, or solariums.

One customer acquisition strategy they use is to host floor installation workshops. Homeowners come to a store location to attend classes that teach them how to use the materials that Floor & Décor sells. Classes vary, but they cover topics such as floor tile or hardwood installation.

Once a potential customer has come to the store to learn, they are primed and ready to buy all the tools and flooring material from Floor & Décor instead of a competitor. The added benefit is that if a customer attends the class and finds the work too difficult or time-consuming, Floor & Décor is ready with their own professional installation service right at the moment that the customer fully understands the value of the service.

You don’t have to be a national company to use the “customer’s expert” strategy. For example: A CPA for small businesses can run a workshop about how to organize the accounting system for a particular type of business. When those workshop attendees need their quarterly taxes filed or their business grows beyond their ability to manage the books, he’ll be the first accountant on their mind.

Ways to give it away

Whether you choose to become an expert’s expert, a customer’s expert, or both, you have a variety of options to give away your expertise.

If you’re not comfortable being on camera or presenting in front of groups of people and you prefer writing, try having a blog or website. If you already have a blog or website, provide a free PDF report relevant to the customers in your industry. Let them download the valuable content in exchange for their e-mail address.

The free information is passed around the Web, attracting more prospects, and you can use the list of e-mails later to contact those people about special offers—or better yet, to give them more free information.

If you don’t have a website, you can write guest articles on established websites or in magazines that your customers read. If you’re ambitious, you could write an entire book.

No matter what methods or strategies you employ to give away your expertise, it’s never too late or too early to start. If you begin to build presence and credibility now, the effort will pay off for years to come as a stream of potential customers who already understand what you do and trust you to do it flow into your business.

Pete Michaud is a veteran Internet entrepreneur who has started businesses in the technology, marketing, and healthcare spaces. His current venture, Kenrose Media (KenroseMedia.com), is a publishing company specializing in health and wellness titles. He helps entrepreneurs meet and exceed business goals by training them to connect with core principles, overcome uncertainty, and plan effectively. He can be contacted at pete@kenrosemedia.com or through PeteMichaud.com.

How you can market your professional services firm using thought leader strategies

“The days of the magic marketing bullet are gone,” says Brian Barquilla, founder and publisher of Jacksonville Business Advantage, a lead generation firm specifically designed to introduce professional service firms to new client relationships, at the most recent Knowledge is Power workshop.

“As a general rule, it’s accepted as good practice to be wherever your customers are,” says Barquilla. Whether it’s marketing with virtual boards, social networking, advertising, events/dinners/lunches, or networking, are you sending the right message?

Of all the marketing techniques, there is one you have the most control over—word-of-mouth. Referrals from satisfied clients are your best next potential clients, so how do you encourage word-of-mouth?  

“It doesn’t magically happen,” says Barquilla. “You have control of what is said about you, your reputation, and how you are perceived among your peers.”

So what are the best practices to position yourself as “THE” subject matter expert? How can you engage clients and prospects in live meaningful professional interaction?

Using the thought leader strategy

Using the thought leader strategy means to find every opportunity to share your expertise at industry trade groups or private invitation events, making yourself available to the media and industry insiders, publishing white papers, and even writing a book.

“Progressive firms and individuals do this for the purpose of starting new relationships, says Barquilla. “It works in getting business because it builds your credibility, influences decision makers, and spreads goodwill for your company.”

So why don’t you do more of it? Because it goes against everything you were taught. For example: A CPA suggested we conduct a simple, two-hour workshop to call attention to his business. Through interacting with our readers, we knew there was a “pain” about reading financial statements, balance sheets, P&L, etc., as most small business owners are not experts in finance.

But when we approached him with the idea on coaching business owners on how to extract data from financial reporting to make better decisions, he balked at the idea stating clients normally pay him $200 an hour to do that. While he was right, he didn’t immediately understand that in a group setting, he was stimulating thought and opening doors to new business.

After the event was over and people were standing three deep to set appointments, it was immediately clear the effort paid off.

Barquilla says that by embracing thought leader principals, you remove the anxiety and pave the way for meaningful conversation.

Lessons learned

While marketing your services for 2011, keep some of the following tips and lessons in the forefront of your mind.

•Lesson #1: Embrace the “Give a little, get a lot” model. You may have 16 years of formal education, but that doesn’t necessarily give you an advantage over your competition. “Be willing to demonstrate your expertise and earn trust to engage your next client,” says Barquilla.

•Lesson #2: Use a third party if possible. Most people you deal with know what you do for a living, so hosting your own event can compromise your credibility and hurt your attendance. “It would be better to find a host organization,” says Barquilla. “And, in most cases, you can still invite important prospects and clients.”

•Lesson #3: No infomercials. “You have a captive audience and it’s the content they want to hear,” Barquilla says. “Don’t worry, being the expert in the room is all the advertising you need.”

•Lesson #4: Put some lipstick on that pig. Not everyone will find your topic exciting, so find a local hook or hot topic to draw some similarities. Maybe even find a partner to help you accomplish this. “If it creates win/win relationships, do it—and be creative,” says Barquilla. “Ask yourself, ‘What can I do to make our event spectacular?’”

•Lesson #5: Form channel partner relationships. Partner with other firms or complementing professionals to give you more value and double or triple your marketing power. Use each other’s network to create leads.

•Lesson #6: Offer some real take-away value. You want to make people glad they invested their time and money with you. If your content is weak, hold off talking until you can be proud of it. Get a third-party opinion from someone you trust. Consider a handout so people can reference you later.

•Lesson #7: Charge for it! Mistakenly, too many professionals offer free seminars because they think that if it’s free they will get better participation. That is not usually the case. “What you will get is less participation and poor-quality prospects,” says Barquilla. “It’s all about perceived value.”

Have confidence to charge for your events. If your clients think twice about $20, do you want them as a client anyway?

•Lesson #8: Don’t lose the moment. Document the event by videotaping it, voice recording it, or offering it as a podcast. You can use these in the future to engage new prospects and give current clients peace of mind that they are working with an industry leader.

“You can also repurpose your content on your website, offer podcasts, make a video link in your e-mail signatures, and create e-mail newsletters,” says Barquilla.

•Lesson #9: Follow up. One way to follow up is to have a third party make phone calls and ask questions such as, “Thanks for attending the event last week, did it meet your expectations? What would you like to hear about in the future? Any questions you didn’t feel comfortable asking in front of the group?”

These questions are designed to bring out pain and uncover some business if it’s there. “You can also try sending out online surveys on your presentation,” says Barquilla. “Make it as easy as possible and short.”

•Lesson #10: Make yourself available. Be sure once an event is over you clear your schedule the next day so you can return all calls and e-mails in a matter of minutes and hours, not days. Barquilla says if you wait until tomorrow, you are yesterday’s task. Book those new consultations within 48 to 72 hours if possible. Stay top of mind!

•Lesson #11: Alert the media! Give the media something to write about and make their job easy by giving them a good press release. Include your media contacts on any mass communication efforts. Give them your private cell phone number and get back to them immediately. Let them repurpose your content for you. In short, make yourself easy to work with.

What’s next ?

To succeed with the  “thought leader strategy,” one of the first steps is to determine your best audience. Start with trade organizations and professional groups because they all have something in common—they are looking for ways to keep their members interested and educated.

Pitch a ready-made, entertaining presentation with a well-thought out topic and an executive summary as well as some slide samples. “By making a presentation entertaining,” says Barquilla, “you keep people’s attention—and that’s smart business.”

Traditional selling techniques won’t cut it in today’s marketplace, says Dan Philpot, a professional speaker and partner in Sandler Sales Training. Instead, making sales necessitates using a selling system based on getting the customer to feel “pain.”

“Customers will not buy when you want them to buy; they will buy only when they are ready,” he told participants in a recent Knowledge Is Power Workshop, sponsored by Advantage: The Resource for Small Business. The key, then, is to make them ready “sooner” rather than “later.”

Unfortunately, traditional selling techniques that focus on presenting features and benefits no longer are effective, he stressed. Sales reps who use those techniques generally go through a process that lightly qualifies a buyer (that is, anyone who is thinking about a buying), presenting features and benefits (data and specifications); making a proposal that includes negotiating price; and then chasing the customer to finalize the deal.

Workshop attendees agreed that one of the most common problems associated with this type of sales approach is that closing the sale—if at all possible—is prolonged for months.

The reason a traditional approach no longer works is partly because of the economy but mostly because prospects have taken over the system to benefit themselves, said Philpot. He said that prospects know what to expect in a traditional sales presentation based on features and benefits and a closing, and therefore they:

• Don’t always tell the truth. Prospects know what happens when you present features and benefits or make a presumptive closing. Instead of being forthcoming, they withhold the truth or deliberately mislead you;

• Want unpaid consulting. Their goal is to get as much information as possible at the best possible price. They know you have solutions, and they pump you for information. Then, they use this information with others to get the best price;

• Do not commit. Despite all the information you provide, the prospect does not commit;

• Hide. When prospects get all they can from you, they disappear, while you continue to try to court them with e-mails and follow-up letters.

A better way

Since traditional selling no longer works with savvy buyers, it’s time to use a better system, encouraged Philpot. This system, based on Sandler training, includes seven steps:

1. Establishing rapport,

2. Creating an up-front contract,

3. Discovering the customer’s ‘pain,’

4. Addressing budget issues,

5. Finding out how decisions are made,

6. Resolving the customer’s pain, and

7. Reinforcing the sale with a post-cell call.

• Establishing rapport. “We tend to feed information to customers,” said Philpot. “That makes us look like an expert. And when you start to go ahead of your customer, you narrow the conversation and give out free information.” He added, “If you act like you are smarter, you make the customer feel not OK, and they talk less about the company and its problems.”

• Creating an up-front contract. This is basically establishing the “rules” or agenda for the conversation, Philpot explained. By setting the parameters, you can then keep the conversation from straying—and the customer knows up-front where you are going.

• Discovering the customer’s ‘pain.’ Customers buy only when the pain is too great not to buy. Another way of putting it, is, “No pain, no gain.” Probe to discover the customer’s pain—Quality? Time? Cost? Once you help the customer articulate the pain, you can provide a solution to get rid of it.

• Addressing budget issues. Talk about the cost of your product or services. But also talk about the cost of not buying them. The customer needs this information to go forward. (Putting cost on the table does not mean you are negotiating price.)

• Finding out how decisions are made. You have to understand who makes the decision and how that decision is made.

• Resolving the ‘pain’ issues. In a traditional presentation, this would involve giving features and benefits. However, in this system, focus on showing how your product or service gets rid of the pain you identified.

• Reinforcing the sale with a ‘post sell’ call. If you have taken a customer away from a competitor, that competitor is still out there trying to get the business back. Develop a strong post-selling step so that you don’t get a “buyer’s remorse” call from your new customer.

“When you use this system,” said Philpot, “you become a systems-solutions partner—not a seller.” By adopting a partnership mentality, you then embrace your customer’s concerns as your own. “That’s what will make them buy,” he said.

Dan Philpot can be reached at Dphilpot@Sandler.com or through his website, www.philpot.sandler.com. He spoke at a Knowledge Is Power Workshop, presented by Advantage: The Resource for Small Business and US VenturePlex.

By Helen Rake     

One of your most difficult challenges is to set your firm apart from the crowd. Unless your product or service is so innovative it cannot be ignored or is in such demand that marketing is almost an afterthought, you must find a way to differentiate your business and get noticed.

If you embrace the triple bottom line principles of “people, planet, profit” in your workplace, produce green product alternatives, or simply have the desire to be the most responsible corporate citizen you can be; then now may be the perfect time to promote these practices or take the steps to become a truly green organization. Aside from preserving natural resources for future generations, going green makes good business sense.

But why is now the right time to promote your green business?

• Consumers want sustainability. Shrewd corporate leaders know how to take advantage of the shift in consumer preferences for sustainability. According to a 2008 National Marketing Institute study, from 2008 to the end of 2010 green product sales and services are expected to almost double from $209 billion to more than $400 billion. Many companies hungry to increase their profits and ride the new “eco-aware” wave, have answered with the production of more environmentally friendly product lines, more efficient packaging and cleaner production methods. Profits from green products have soared to record levels. Research and development to improve current products lines and develop even more innovative products is taking a larger share of the corporate funding pie.

• Green operating costs have come down. As management has embraced sustainable practices, there has been an added benefit: lower operating costs. Conserving energy, reducing packaging, and producing less waste can save millions, even billions over time, for large companies. That translates into basic business principle No. 2: Reduce costs; boost profits.

• The government likes green. If you are in a business that depends on government contracts or funding, being truly green or producing green products may actually help you obtain government contracts specifically meant to spur green business growth and training. The current administration is encouraging green business models and production with billions of dollars in government incentives and dedicated funding, why not position your business to get a piece of the pie? 

Although it may take some investment of time and money in the beginning, the savings and improved competitive advantage of going green can quickly make up the difference.

Here are four steps to take toward a green journey:

1. Get an audit. A great and underutilized program in Duval County is the nonprofit organization, the Green Team Project (www.greenteamproject.org). Its experts come to your business to evaluate what you are currently doing then give you tools to improve your processes and show you how to capitalize on your green business model for small fee.

Making a few small changes can yield savings to offset some of your up-front greening costs. Some examples of economical ways to green our businesses include replacing regular light bulbs with compact fluorescents or LED bulbs; using leaner packaging; reusing office supplies; recycling office waste to reduce disposal costs; turning the thermostat up a degree or two during the warm seasons; having a free energy audit done (and acting on its results).

2. Brand yourself green. Branding yourself as a green business goes a long way in setting your organization apart and giving you a competitive advantage. As an example, if you are one of many local printing companies but one of only a handful that prints on recycled paper with soy based inks, you may attract an expanded clientele that doesn’t mind spending a few dollars more to use a local green printer. You can also promote your services through green business organizations and online listings you may not otherwise have access to.

3. Tout your stewardship. Regardless of how green your company may be, if no one knows what you are doing or plan to do how can it benefit your bottom line profitability? Consumers want to feel good about their purchases and about the businesses they purchase from. Make sure your marketing material and website outline what you are currently doing to be more green, acknowledge membership in green organizations by posting their logos prominently on your website (with their permission), obtain a legitimate green business certification if possible, and regularly send press releases regarding your accomplishments.

4. Track your results. To show your commitment to sustainability track the results of your efforts and make them publicly available. You can start by measuring your carbon emissions (there are several calculators online to help), energy efficiency, and waste reduction in real numbers from year to year in an annual sustainability report accessible from your website. This will add a layer of credibility to your claims and provide you with a forum to talk about your corporate philosophy, future goals, and talk about the challenges you face as you constantly work to be greener and more efficient.

Standing out in the crowd remains one of the most important marketing strategies for large and small business alike. Corporations are changing how they do business and improve their public image in answer to demands of eco-aware consumers. They are embracing more responsible business practices and developing cleaner and greener product offerings. They are also promoting their efforts in very effective ways.

Regardless of the reasons that motivate corporations to change—for profit or principle— if we pay close attention we can learn from their example. If you believe in the triple bottom line, today is the best day to promote that fact. Start setting your business apart through green branding and increased public awareness and you could see your business prospects improve. With today’s consumer demanding more efficient, cleaner and greener products and services your green business can be seen as a valuable local asset.

Helen M. Rake, CFP, is a principal and investment advisor representative with Collins Capital Management, Inc. She can be reached at HRake@CollinsCMI.com or 904-493-7500, e xt 9.

SIDEBAR

 Be sincere about being green

A word of caution if you decide to promote your business as green or decide to go green: It takes a passion for the environment, commitment to responsible business practices, and focused long-term effort to walk the walk. Many consumers are serious about this trend; they do not approach it casually. They live the green life every day, and they expect companies that claim to be responsible and green to be just that.

By Dawn Josephson    

Whether you’re creating a sales letter, a brochure, a newsletter, or any other business promotional piece, you need to write in a way that not only explains your product or service, but also compels your prospects to contact you.

Unfortunately, many promotional pieces miss the mark. Outrageous claims, weak calls to action, and sloppy formatting are the common mistakes that plague most people’s writing. Such errors accomplish only one thing: They destine your promotional piece for the infamous “round file.” They also suggest that you’re uncreative and possibly incapable of delivering quality work.

To entice prospects to contact you based on your promotional mailings, you need to keep your writing both lively and factual. Here are seven “secrets” that will help you write promotional pieces even your toughest prospects can’t resist.

1. Make it readable. When you select the paper stock for your pieces, opt for white, off-white, or other soothing paper colors only. If you think using outrageous paper colors such as neon yellow or fuchsia will gain attention, think again. Hurting someone’s eyes is not the way to gain attention.

Also, be mindful of the font you choose. Sure, your computer comes with all sorts of innovative fonts, but this is not the time to try them out. Stick with a simple font, such as Times New Roman or Arial, in a 10, 11, or 12-point type. If you have to make your print tiny in order to squeeze everything into your allotted space, then you’re saying too much. As Shakespeare said, “Brevity is the soul of wit.” In the case of promotional writing, “Brevity is the showcase of your wits.” 

2.  Write a headline that gets to the point. You have less than five seconds to impress your prospects to read on. And the first thing any prospect reads is the piece’s headline. So craft a compelling headline that immediately conveys why this information is important to your prospects. The four main headline formulas that work are:

• “How To.” The formula is “How to” + verb + product/service/noun + benefit. For example: “How to Create a Store Promotion that Increases Revenue.”

• “New.” The formula is “New” + product/service + benefit. For example: “New Tax Law Saves You Money”

• “Power Verb.” The formula is “Power Verb” + product/service + benefit. For example: “Prepare a Business Plan that Boosts Company Profits”

• “Free.” The formula is “Free” + product/service + benefit. For example: “Free Booklet Reveals the Secret to Lowering Your Interest Rate”

Regardless of the headline formula you choose, avoid sounding like an infomercial. Since your headline determines if the prospect keeps reading, craft yours wisely.

3. Keep the hype to a minimum. Many people think that in order to solicit interest in their promotional piece they must write something outrageous. To some degree, this is true. Saying something outrageous is a great way to generate interest, since people naturally love controversy. Plus, if you can stir things up, you’ll get a lot of exposure. The thing to remember, however, is that you must be prepared to answer questions and/or prove everything you write. So, if you want to write something just for sensationalism but can’t back it up, don’t. You must be able to support everything you print.

4. Go easy on the posturing. Although you may produce the best products or offer the most unique services in the world, that is for your prospects to decide. Every superlative you use in your promotional piece will reduce the prospect’s trust in what you say. So, instead of telling prospects that your product is “the most extraordinary widget to hit the market” or that your service is “capable of revolutionizing the industry,” show your prospects how these claims are possible. Give the benefits of using the product or service as they pertain to your prospects’ lives so they can determine just how extraordinary or revolutionary the product or service really is.

5. Evoke images. As you write, evoke more than one of the five senses. Paint a picture with your words so prospects see, hear, smell, taste, and feel what you’re describing. Contrary to popular belief, the best promotional writers think in pictures, not words. They see the image they want to convey to their prospects, and that’s what they write.

If you are a candy manufacturer or a florist, for example, write so that your readers smell the candy or the flowers, not just see what they look like. If you are in the restaurant business, help your readers taste the food. If you are writing about business productivity, help your prospects hear the hustle of productivity and feel the rush of a sales call. Do more than just tell prospects what’s going on.

6. Make a compelling call to action. What do you want the person reading your sales letter, brochure, or other promotional piece to do? Buy your product? Call you for more information? Visit your web site? Whatever action you want your prospects to take, state it clearly.

Too many promotional pieces ramble on about all the features and benefits of the product, but they never tell the prospects to actually do anything. For example, in a sales letter you could write: “Please call our office immediately for more information on how we can help.” A brochure could say: “Order the widget at our special introductory price today.” In a newsletter you could state: “Visit our web site for more information about our new product line.” Tell prospects precisely what you want them to do.

7. Clearly state your contact information. Always let prospects know who to contact and how to do so. List a name, phone number, and e-mail address prominently on every piece. Rarely will prospects search for your contact information, so display it prominently at the top and bottom of every page. Highlight the contact information if it blends in with the text too much. Remember, the goal is for your prospects to contact you. Make it easy for them to do so.

When your promotional pieces present your information in the most compelling and factual manner, your prospects will find them and your company irresistible. So as you write future sales letters, brochures, or other promotional pieces, keep these guidelines in mind. When you do, you’ll create a promotional piece that delights prospects and makes them eager to do business with you. With well-written promotional pieces, you will attract more and better clients to help your business grow.

Dawn Josephson, the Master Writing Coach, has been helping business professionals write better to earn more since 1998. For more information, visit www.masterwritingcoach.com.

By Brad Raney

Last year was a difficult year for businesses, regardless of size or industry. Everyone’s sales suffered. This left many companies in the Catch 22 of having to downsize—even in the sales department— just to survive the economic landslide. Organizations were forced to reduce their ability to reach out to clients just at the point when they needed even more face time and client “touches” to maintain market share.

With half the year gone, 2010 is looking more promising. The big challenge is how to recover the lost contact with clients and begin to rebuild and grow sales. A three-step process can help you accomplish this: lead, follow, and get out of the way.

Lead

Leadership can be demonstrated in a number of different ways. However, a simple way to demonstrate it is through developing talent, attitude, and trust.

• Talent. To turn aptitude into skill, conduct weekly developmental sales meetings that do more than cover general housekeeping items. For instance: Plan your meetings in a series to keep attention and energy flowing from one week to the next. Incorporate current industry trends, late-breaking news, and product knowledge. Other suggestions: take the team on a field trip to see a new business or bring in an outside speaker.

Try engaging your team with a monthly feature called “You Run the Meeting.” Assign responsibility for planning one sales meeting each month to a team member, on any topic they choose.

• Attitude. Help your team become prepared mentally for the task at hand. Reward great performances publicly during the sales meetings with a “Wall of Fame” where great sales are posted, and individually with small gifts and tokens to let each person know that you care about them and value their efforts.

If an employee’s attitude (a disposition, not a temporary mood) becomes negative, take that person aside (perhaps at lunch) and talk about what is clouding his or her vision and how you can help get the person back on a positive path.

• Trust. Don’t place blame; show you trust your staff, even when mistakes happen. Help them to solve problems while teaching them how to avoid making the same mistake again.  Value your team members’ opinions.

Follow

“Following” means listening and taking into account suggestions and ideas that can make your department function at a higher level. Here are three ways to follow:

• Channel the energy. Every team member has his or her own unique set of experiences, hopes, dreams, passions, and desires. That diversity of thought is very powerful if channeled into creative problem solving.  

• Build attitudes from within. Channeling and directing a team’s energy helps to create a culture of teamwork, trust, and respect. This positive environment breeds a positive attitude that increases productivity.

• Have fun. When tension builds within the department, take note and do something to ease the stress. Some suggestions: Have an impromptu team lunch; go to a movie as a group; hit a happy hour on a Friday afternoon.

Get out of the way

Getting out of the way—letting go—take courage and trust. It is the most empowering way you can motivate a sales team. To get out of the way:

• Let your staff make decisions. Sales—and decisions leading to signing on the dotted line—are made in the field. Give your staff the authority to make decisions as they deal with clients. How much authority? Give them parameters that allow them to deal with customers while keeping you comfortable.

• Learn from mistakes. The only way sales people really learn their craft is in making mistakes. Do not assign blame; rather, look for ways to avoid the mistake in the future. And, in the meantime, back up your staff.

• Pave the road. Give credit where it is due; never take credit for your sales team’s success. Create an environment that allows each person to flourish— “paving the road”. Smooth out the bumps, put up signs telling them when danger is approaching, and then get out of the way and let them drive as fast as possible toward their personal goals!

Brad Raney is local sales manager of CBS47 and is the creator of the “Improve Your VOWELS” program and Web site. He can be reached at brad@ImproveYourVowels.com or 904-343-0169.

By Nancy Ulrich   

The task before you looms like that big dark cloud on a hot summer day: You need information but have no idea how to get it.

You may be thinking about measuring customer satisfaction or launching a new product or service. Perhaps you are contemplating expanding your business or buying a new one. Or, maybe you are wondering why your customers are not knocking down the door while your competition is going gangbusters.

No matter what the need, it all boils down to doing research that is smart, solid, and reliable. And it must be affordable as well.

Research can provide certain metrics that allow you to track the course of your business. As we are often reminded in the world of business, “you cannot manage what you do not measure.” This counsel applies to everything about your business, and it definitely applies to the research process. Just make sure you are measuring those factors that influence your business, and that you are measuring those factors you can influence.

A 12-step start

Start with a few basic tasks you can easily accomplish on your own or assign to a responsible employee. It is the simple task of converting observations into something you can measure.

1. Ask yourself two basic questions: What do you need to measure so you can manage it? How will you apply this to growing, sustaining, or starting a business?

2. Create a database of your customers or clients. A simple Excel spreadsheet will work well since you can continue to add fields when necessary. Whether you have a professional service or a retail establishment, this database is created to reflect your business model. Gather pertinent information (in separate fields) about your customers such as name, address including zip code and contact information including home phone, cell phone, and e-mail address. In retail, ask your customers to complete a short contact card as a great way to start building repeat business.

3. Collect zip codes. Getting a zip code from every customer and potential customer lets you determine the market areas from which you are pulling traffic. This information is helpful in directing your advertising and marketing activities.

4. Plot customers on a map. Use technology to your advantage if you have a geographic trade area. With an address, you can plot their home on Google maps. This type of free information will assist in purchasing advertising, locating a new store, building information on your competition, or conducting due diligence when purchasing a business, or increasing the value of your business when you sell.

5. Record demographic characteristics. Include gender, age bracket, marital status, or if the customer has children.

6. Record lifestyle characteristics when available. What kind of vehicle do they drive? Does the car bear any membership stickers for clubs, churches, or schools? Do any of these exterior signs indicate an affluent market or customers who may be struggling? Does your observation suggest success or failure for your company? What if they are your competitor’s customers?

7. Track traffic flow. How many people call or come into your business by the hour, day, or week? How many in the party? Of those who purchase, do they buy on impulse? How many walk away without buying? How do these customers differ from those who purchase? Once you establish the standard traffic flow, experiment with various techniques to see if you can vary the pattern in a way that increases your cash flow without impacting your overhead.

8. Ask how your customers heard about your business. Why did they select your business when they could have gone elsewhere? How did they find you? Did they mention where else they shopped? (Ask them about that experience.)

9. Make your advertising measurable. Did you include a coupon in the print ad? Did you tell customers to ask for Joe or mention a code word in the radio or TV commercials? Are you monitoring and measuring hits and click-throughs on your microsites or Web sites? Without monitoring the effectiveness of your advertising, how will you ever know if or what part of your advertising is effective?

10. Watch weather conditions. If weather can affect your business, keep a log of daily weather conditions and see if you notice any trends. If rain or cold keeps traffic away, create a draw to reward your customers. If inclement weather has the opposite effect, then be prepared for the deluge that is coming to your store. (Suggestion: Consider using Twitter to send “rain special” announcements, effective only for the period of a downpour!)

11. Record the sales. How much money did your customers spend? What were the high and low sales of the day? What was the average sale? What is the potential for add-ons? Is this a one-time sale or opportunity for repeat sales?

12. Mystery shop. Do this to your competition or the business you want to purchase. A wise man once said the only business you need to know more about than your own is that of your competition. Mystery shop by phone and in person when feasible. How many cars are in the parking lot at different times of the day compared to your place of business? What kinds of cars are their customers driving? Are the grounds well-maintained, indicating a thriving establishment? What are the signs of activity? What types of delivery trucks do you see coming and going? (While you are at it, mystery shop your own business.)

Remember, no one knows your business better than you do, so ask the tough questions and find a creative way to gather the information. Once you start to quantify these answers, you will soon discover how to apply data in a meaningful way—to help you build the business, avoid costly mistakes, modify your business plan, outpace competition, and deliver value-added services and products to existing and new markets. These observational factors are especially important if you are considering the purchase of an existing business.

Nancy Ulrich

Nancy Ulrich is president of Ulrich Research Service, Inc. (www.ulrichresearch.com), 1329 Kingsley Ave., Suite A, Orange Park, Fla. Contact her at 904-264-3282 or nancy@ulrichresearch.com.

SIDEBAR

Basic steps to design your research project

Regardless of the purpose for your research, the basic steps apply in most situations.

1. Establish your goals and objectives. Ask yourself or your team what you hope to accomplish with the research. How will we apply the findings? Are they realistic? Are they strategic or tactical?
2. Refine your goals and objectives. You should have one primary goal, maybe one secondary goal, and no more than a few key objectives.
3. Select your target audience. This can get tricky, especially when it comes to exploring new opportunities or existing challenges. However, if you do Step 2 correctly, the target audience will reveal itself.
4. Match your methodology to your target audience. Know what type of survey you want to conduct and which methodology will work best for the target audience. Basic formats of quantitative research include conducting surveys by telephone, direct mail, in-store comment cards, online, and intercept (great way to increase the value of cashiers, wait-staff, sales reps, delivery personnel, and receptionists).
5. Design the survey.  Stay focused on your goals.
6. Pick the best methodology to address your goals and objectives. If you are going to conduct your own research, make sure you feel comfortable using the tools that are available. Survey Monkey (www.surveymonkey.com) has brought the art and science of marketing research onto the desktop of most business owners. If you are conducting a phone or direct mail survey and lack analytical skills, simply set up Survey Monkey and input the data into this system. It will calculate the responses and provide you the basic metrics.
7. Allow enough time to gather and analyze information. Time your survey so that it is relevant and meaningful.
8. Analyze the data. Sit down with your team and take an objective look at the data. Remember the goal is to gather data that influences your business over which you can exert some control and influence. Expect some fluctuation in the data. And most important, do not stop collecting data because you do not like the results, feel that you are not learning anything new, or suspect that you already know all the answers.
9. Apply the learnings. Based on the metrics that are most useful, continue monitoring your progress. Readjust goals as necessary based on facts, not emotion. Share the information with your staff and engage their assistance and enthusiasm.

Some cautions

Do not do research unless you are willing to implement offered recommendations or make significant changes when indicated. In other words, if you don’t want the answer, don’t ask the question.

And don’t expect to get all the information you want with one survey. The length of the survey depends on the mode of data collection: Keep a direct mail survey to one page, front and back. Telephone surveys should be under 10 minutes to avoid respondent fatigue. You may be able to risk have longer online surveys, however, especially if respondents can stop and start again. As tempting as it may be, don’t use a survey to sell or solicit business.