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.