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.

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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.

By Maxine McBride

Social media has jumped into the main stream as a viable, cost effective way to market your company. There are countless workshops, seminars, webinars, white papers and blogs available to learn more about social media platforms.

But before you jump into social media, make sure you are doing it for the right reasons. Ask yourself these questions:

• Why do you want to be on social media?

• Who exactly are you targeting?

• How will you participate?

• How will you measure success?

• What is your strategy? 

Anyone who has researched marketing through social media has quickly come to realize it is not as straight forward as traditional marketing methods, such as placing an ad in the newspaper or running spots on the radio. Social media marketing is more complex because the audience has an expectation of participation from the advertiser.

Companies can’t simply put up a Facebook Fan Page and watch fans (and sales) roll in without any type of interaction. Social media users expect it to be…social! This means that companies need a clearly defined strategy for how they are going to execute this without wasting company time “tweeting” the day away. Here are the steps to building that strategy:

1. Identify your social media objectives. Is your goal to build brand awareness, increase customer loyalty (also known as improving customer service) or increase sales? Most companies will gravitate towards the latter; however, it is difficult to sell a house or a car via Twitter, so if you have a complex product, focus on brand awareness or customer loyalty.

2. Define what segment of the market you plan to target. You can’t target everyone at the same time. Instead of defining your target market by age, gender, and location, first think in terms of your relationship.

Are you targeting people who know your company or people who have never heard of you? Have they bought from you before? Have they referred your company to others? This will help narrow your objective and message. If you are targeting people who have never heard of your company, then the objective should be to build brand awareness, which is a much different message than if you were targeting people who have been referring friends regularly.

3. Decide your to be ‘human.’ Social media campaigns fall flat when there is no personality behind the message. Social media is a way to interact and build relationships with prospects and customers. If your company is consistently sending out highly edited, corporate messages with no “human” or individual voice behind them, consider the message lost in cyberspace.   

4. Determine how to measure success. Social media success is different than traditional marketing success. In the old days, companies would measure success by how much walk-in traffic they had the day their ad ran in the newspaper. That type of measurement doesn’t transfer to social media.

Thankfully, there are countless ways to measure social media success, and most companies already have the tools in place—Web site analytics. A primary indicator of success is an increase in Web site visits due to social media exposure. When someone hears of your company through social media the logical place to go for more information is your company Web site.

In addition to an increase in Web site traffic, other indicators of social media success include:

• Increase in time spent on company Web site;

• Increase in Web site traffic referrals from other sites;

• Increase in followers, fans, and friends; and

• Increase in mentions of your company on social media Web sites.

After going through this exercise to plan a social media strategy, you should have a clearly defined objective, target market, point-of-contact and means to measure success. For some companies, social media marketing is not the best place to invest their resources, which means those resources are free to be used in other forms of marketing that better reach their target market. Trying new things and taking risks with your marketing is fun, exciting and essential in these highly competitive times. Social media can introduce your company to a new audience and wider group of consumers, but take the time to outline a strategy before jumping in, otherwise your marketing goals could get lost in the shuffle.  

Maxine McBride is the president of Clockwork Marketing Services, Inc. (www.clockworkmarketing.com), a full-service marketing firm. She can be reached at 904-280-7960.

E-mail marketing—delivering professional e-mail communications to an interested audience who finds theinformation valuable—is the most cost-effective way to generate customer loyalty. It results in repeat business and stimulates word-of-mouth publicity about your business.

Kristin Doakes

“It also allows you to create a relationship with your customers that will help your business succeed,” Kristin Doakes, president/CEO of High 5 Productions and a certified Constant Contact expert, told a recent Knowledge Is Power workshop. “Most importantly, e-mail marketing is permission-based (as opposed to unsolicited spam). This means when customers or prospects give you their e-mail address, you are marketing to someone who is genuinely interested in what you have to offer—no guesswork involved.”

But, to get the results from your e-mail marketing program, you need to use the best practices available. Doakes shared some of those practices:

Use an ESP

Using an e-mail service provider (ESP), such as Constant Contact, automates best practices by providing easy-to-use templates, so you can create professional communications.

You use your logo, colors, and fonts that are consistent with your Web site and other marketing materials, so your brand identity is reinforced. With an ESP, the e-mail is addressed to the recipient only. That means a string of other e-mail addresses is not exposed and you don’t have to blind-copy mass addresses. A reputable provider improves e-mail delivery, tracks results, and obeys spam laws—including removal from your e-mail list.

When someone wants to be removed from your e-mail list, the best practice is to remove them immediately and permanently. An ESP can automatically handle unsubscribe requests by placing an unsubscribe link in every e-mail.

Build your e-mail list

As you begin to build your list, think quality over quantity. Consider the different places where you interact with customers and potential customers and set-up a way to capture their e-mail addresses at each touch point. Here are a few ideas to build your list:

• Include a newsletter sign-up box on your Web site.

• When people call your business, ask them if you can e-mail them messages about specials, offers, and sales promotions.

• Place an e-mail-capture book by your register or check out point. Consider showing a printed version of the latest e-newsletter so customers know what they’re signing up for

• When attending networking events or trade shows, ask contacts if you can add them to your list.

• Hold an e-mail-capture contest. Get your employees, staff, or volunteers involved by offering a prize to the person who’s collected the most e-mail addresses from customers, clients, or members. Reward them with a day off, a gift certificate, a free meal, or a cash bonus!

• Convert your ESP archive into a Web page. Then link to this page from your Web site or social media outlets. It will give people a peek into your business and all that you offer your customers.

Note: Whenever you capture an e-mail address, be sure to get explicit permission to e-mail. One of the best ways to do this is with a return e-mail that contains a confirmation link.

Create engaging content

Content is always king in any type of cyber communications. When it comes to creating content for your e-mail communications, build an open dialogue with your customers and write about things they’re interested in.

Allow customers to communicate with you about what they like and dislike or changes they recommend. Address the popular topics in your newsletter; your customers will be glad to know you’re listening to them.

Be sure to keep communications brief; include only essential information in the e-mail itself. Use bullet points whenever possible. This creates a “quick read” for recipients. Consider initiating a call to action such as a link to your Web site or to a blog to read a full article or your online store to purchase products.

Identify yourself

The “from” line is one of the most important parts of your e-mail communication. Sixty percent of consumers say they open e-mail only if they recognize who it is from. Always identify yourself in some way that your audience will recognize you—by brand, your name, or your company’s name.

Take care with your subject line

Just as the “from” line is important, so is the “subject” line. If you get too “cute,” your e-mail may land in a spam filter. Not enough compelling information and the reader will not open the e-mail, even if your name is recognized.

Keep the subject line short—about five to eight words maximum. Spell everything correctly; capitalize and punctuate carefully. (Don’t overdo exclamation marks.) Incorporate an immediate benefit into this line.

Avoid “spam-speak.” That is, don’t use the words “guarantee,” “free,” “or credit card” in the subject line. (To learn which words to avoid using in the subject line, study the e-mails in your spam filter.)

Measure your results

Use an ESP that has reporting tools to measure the results of your campaign. E-mail reports should show you how many, and which, contacts opened an e-mail, clicked on specific links, forwarded an e-mail, unsubscribed, or did not receive the e-mail. You can monitor your e-mail’s results over time to evaluate your performance and determine strategies to improve your e-mail marketing results.

If you need help getting started with an e-mail marketing campaign using an ESP, interpreting results, or strategizing ways to improve your campaign, call an e-mail marketing expert.

Kristin Doakes is the president/CEO at High 5 Productions (www.High5Productions.com), a full service design and marketing company. She can be contacted at Kristin@High5Productions.com or 904-527-1119.

SIDEBAR

How often should you e-mail?

The basic rule of e-mailing is wanting to achieve maximum impact with minimum intrusion.

Newsletters often follow a monthly schedule; promotions, as needed. It is best to create a plan and then follow it. Recipients will then know when to expect communications from you.

Your ESP should be able to provide statistics for you concerning the time when e-mail is opened, and which days have a better opening rate. Assess these statistics and schedule accordingly. For many industries, Tuesdays and Wednesdays between 10 a.m. and 3 p.m. are good times to send e-communications.

7 steps to get the ‘yes’ you deserve

By Dawn Josephson

Your ability to write an effective and persuasive business proposal directly relates to your level of success. Write a great proposal and you’ll get the contract or make the sale. Write a ho-hum proposal and your prospect will go elsewhere.

Regardless of the product or service you are pitching, your prospects make their ultimate decision based on how you write the proposal—not the product or service itself. That means even if you have the best product in the world, if you write the proposal poorly, you probably won’t get the deal. A lesser quality product or service may very well beat you out just because the other person knew how to write persuasively.

For any proposal you submit, realize that your prospect is likely reviewing at least 20 others. Therefore, your job is to make your proposal not only stand out, but also get selected as the bidder of choice. To increase the odds of your proposal winning, follow the proposal writing guidelines below. Doing so will enable you to get the “yes” you deserve.

1. Use the correct name, title, and company name. While this may sound obvious, many salespeople and business owners send proposals to the wrong person, or they misspell the prospect’s name or company name, or they write an incorrect corporate title.

Such oversights make a negative impression and alert the prospect that you are careless. If you don’t know how to spell someone’s name or his or her exact title, call the person’s office and ask. While you are at it, verify the street address and company name. Is the prospect’s title “Sales Director” or “Sales Manager”? Is the company “Inc.” or “LLC”? Is it located at “41 Buckingham St.” or “Ave.”? Prospects look at these details to get a feel for your professionalism and attention to detail. Pay attention to the details every time.

2. Include a cover letter that states the reason for your proposal. Since your prospect is likely reviewing more proposals than just yours, include a brief cover letter that recaps any conversations you’ve had and that clearly states why you are presenting your proposal.

For example, you could write, “I am enclosing the proposal we discussed on June 1, which will introduce you to the ABC widget. Based on your stated needs of [state the needs], you will see in the proposal that this widget will [state the benefit].” Too many salespeople fail to state a reason for the proposal. But if you don’t give people an immediate reason to keep reading, you’ll miss your chance to capture their attention. A lonely proposal in an envelope or attached to an e-mail gets absolutely nowhere.

3. Include a brief overview of your product or service. In one opening paragraph, state what your product or service is, what pain or challenge it solves, and how your prospect will benefit from what you offer. Stick to the facts. Resist the temptation to make your product or service sound grander than life. Phrases such as “first,” “only,” “greatest,” revolutionary,” and “groundbreaking” typically raise red flags and indicate that you are exaggerating.

4. Write in chunks. A business proposal is not a book. Structure your proposal so your prospect can skim read it and pull paragraphs out as needed. Think in sound bites and text block chunks. Why? Because studies show that people have greater comprehension and longer retention when printed information is presented to them in bullet points, numbered lists, or some other format that sections out pertinent details. 

5. Include all the important technical details. Make sure your proposal lists the small but important technical details your prospect will need to know, such as: How many items come in a case? How many user licenses does it include? How long is the warranty? Does the price include service calls, consultation, or training? If so, how much?

Don’t let your prospects guess about anything. Make it easy for them to get the facts so they can make a quick and informed decision.

6. State the obvious. Remember, the prospect reading your proposal does not know much, if anything, about your product or service yet. So, just because you know that an accounting computer program can calculate and create employee paychecks, don’t expect your prospects to make that assumption. They need to read everything, even the obvious, or they may not realize all the features and benefits your solution provides.

7. Make a compelling call to action. What do you want the person reading your proposal to do? Buy your product? Contract for your services? Stock your merchandise in his or her store? Whatever action you want your prospect to take, state it clearly, such as: “I recommend you begin by placing an introductory order for 500 pieces.” “I suggest we start with a three-month consulting contract.” “I recommend you devote three shelves to this product.” State precisely what you want.

As any business owner or salesperson knows, “You are only as good as your last proposal.” Commit to enhancing your business proposals, and focus on writing effectively and persuasively. By following these pointers, you’ll be seven steps closer to landing that next deal.

Dawn Josephson, the Master Writing Coach, is the author of Write It Right: The Ground Rules for Self-Editing Like the Pros and Putting It On Paper: The Ground Rules for Creating Promotional Pieces that Sell Books. Contact her at dawn@masterwritingcoach.com.

Distinguishing what you offer starts with an in-depth market analysis    

By Jennifer Marko    

Ideas. They are what motivate most entrepreneurs to act on creating a product or service that improves what is currently available.

Many ideas, however, are similar, so what can you do to differentiate your product or service from the competition? To differentiate yourself from your competitors, find the unique experience your product or service offers. Do an honest analysis by answering these questions.

• Who is your target audience? What are their characteristics—male, female, young, old, special interests? Where do they “hang out”? How do they spend their money? How much discretionary money do they have? Are they local, regional, or national?

• Who are your competitors? Make a comprehensive list of them and the products and services they offer. List all of the good points as well as their shortcomings.

• What makes your product better than the competition’s? Quality, design, features, price, and availability are all ways to differentiate your product or service. Which aspects are the most important to your target market, and how do you deliver them better than your competitors?

Discover these hot-button issues by conducting focus groups, observing online chats about your industry, or doing an online research about your competitors.

• How can your product or service solve customer frustrations? Customers get frustrated over shoddy workmanship, exorbitant fees, and extra charges. Analyze the complains you hear about products and services that are similar to yours—then figure out how to make an offer customers can’t refuse.

For instance: If you are a plumber, can you guarantee the quality of your work? If you are a computer technician, are you willing to waive a travel fee for onsite repairs? Can you turn your dental office into a spa-like retreat? As a tax professional will you make house calls?

Remember that customers want to buy the experience you can give them through your product or service. Find that unique experience and sell it at every opportunity.

Within a crowded marketplace, differentiating your product from the competition is vital to gaining market share, converting customers, and generating name recognition. The most valuable attributes to communicate are those which are most important to your customers. Once you know who your targeted audience is and what it is are looking for, you are well on your way to success.

Jennifer Marko is president of Bottle Snugglers (www.bottlesnugglers.com), a baby product company based in Jacksonville. Prior to opening this business, she spent a decade in the public relations field helping clients in multiple industries to stand out from their competitors. She can be reached at 800-385-7684 or jennifer@bottlesnugglers.com.  

Sidebar

Does your product look different from others?

Products need distinguishing characteristics to make them stand out on the shelf. Make those distinguishing characteristics part of your brand, and put the brand where people will see it—in employee uniforms, in the lobby of your building, on your stationery, business cards and brochures, and on your Web site.

This is your “presentation,” and it is a prime opportunity to create a positive first impression and connect with potential customers.

By Karen Palmer    

It’s no secret that networking is an essential ingredient of any successful marketing program, whether it’s marketing your small business or yourself. In fact, making good contacts is as important as having the right skills, product or service.

Online social sharing sites such as Linked-In, Facebook, and Twitter have revolutionized networking— making it easier, cheaper, and quicker than ever to keep in touch with contacts. And while these tools have become an indispensable tool for effective networking, too many people have made the mistake of letting face-to-face networking go by the wayside.

Don’t make the mistake of dismissing face-to-face networking as “old school” or too time-consuming. Enrich your networking with one of the most effective lead-generating and reputation-building tools around— start your own business networking group.

Here are five easy steps.

1. Reach out. Look through the contacts in your cell phone and select other ambitious types who you know intuitively would be great resources to help get a networking group off the ground.

Ideally, you are looking for folks with good contacts themselves and in different market areas. Call these handful of people and pitch your idea. Sell them on how this group can help them gain leads, generate new ideas, make more contacts, and position themselves as experts in their respective fields.

2. Plan well. It’s important to set regular meeting times, define group “rules” and maintain a consistent meeting structure. Arrange for a different member to speak for two minutes at each meeting but allow everyone to make their 30-second elevator pitch. Clearly define your goal for the group so everyone understands and can easily communicate its benefits.

3. Diversify. Open the doors wide! Identify different business categories and actively recruit contacts from those fields. Enlist your members to recruit. Some business-to-business groups require members to bring one or two new people to each meeting.

4. Stay consistent. Once you have planned well, stay on course. Keep regular meetings, and maintain a consistent structure. A couple of poorly attended meetings is not reason to give up. Keep doing what you’re doing and things will click.

5. Keep innovating. Ask your group members what they want to get out of their networking efforts. Brainstorm new ideas and keep things fresh with new topics and new events. Staying relevant is key.

Karen Palmer serves as vice president of residential sales for Davidson Realty, Inc., www.davidsonrealtyinc.com. She can be reached at kpalmer@davidsonrealtyinc.com or 904)-940-5000.

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Case study: Birth of a network

Karen Palmer started Business to Business Coffee Group in February of 2008, when the economy was bad and getting worse, as a way to help support the businesses of individuals who were affiliated with Davidson Realty. She said it seemed like the perfect time for a “give it a try” approach to marketing.

The first meeting attracted only about four or five business people. Since that first meeting, however, the group has grown to more than 100 businesses, which meet the third Friday of each month. Members share ideas, leads, market news, and gain insight from each other.

The meetings are well attended. At least 40 business representatives attend each meeting, which Palmer says “makes for a dynamic exchange of information.”

The group keeps growing, because members are encouraged to bring guests. So, at each meeting, business cards are collected, which Palmer enters into a database. She then sends out a reminder e-mail to each person prior to the next meeting.

Although guests are encouraged, new members “just show up.”

An outcome of this networking group was an Area Business Expo, which was open to the public at no charge. (Exhibitors paid $25 to have a table.) The event attracted 65 businesses, some of which gave free samples, discounts, prizes, and raffles.

By Robyn A. Friedman    

In today’s challenging economic climate, attracting customers may be the key to survival for many a small business. One way to do so is with advertising. But with so many options for advertising your business—print, online, radio, television, billboards, Yellow Pages and more—how do you get the most bang for your advertising buck?

Most small business owners don’t have the budget for radio, TV, or billboard advertising, but that’s OK. Print and online advertising, tailored correctly, can be highly effective in targeting prospects, communicating your message, and getting customers in the door.

“Print is a very good vehicle for reaching a large potential customer base,” said Andy Dykstra, a partner of Burdette Ketchum, a full-service marketing firm in Jacksonville. “Online has really become a vehicle where you can be really highly targeted.”

Advertising can take many forms. We’re all familiar with typical display ads that appear in newspapers and magazines as well as the banner ads that seem to pop up whenever we’re online. But there are plenty of low- or no-cost forms of advertising, such as business cards, gift certificates, brochures, flyers, door hangers, mailbox inserts and paper or plastic bags with your name and logo. And, of course, your Web site is a form of advertising as well.

Most experts recommend that you combine a variety of advertising forms to get your message across. Community First Credit Union in Jacksonville, for example, uses traditional media such as magazines, newspapers, TV, radio and outdoor as well as the new media—online ads, search engine marketing and social networking. “There’s a basic tenet that your potential customers can’t do business with you unless they know about you,” said Kim Deppe, vice president of marketing. “And advertising is still one of the least costly ways to get people familiar with your company and with the products and services that you offer.”

Here are some tips for effective advertising in any form:

• Know your customers. That means understanding how they make decisions and how they find information relevant to purchasing your product or service. That way, you’ll know how to reach them. Do your clients find you through networking events? If so, you may not have to spend any money on advertising. But if they find you through the Yellow Pages, then you need to be there. By knowing your customers, you’ll also be able to craft your message, whether in print or online, in a way that’s highly relevant to them.

• Know what you’re selling. This may seem obvious, but in many cases it’s not. Are you advertising a sale? Branding your company? Introducing a new product? What are your advertising goals? “People have a tendency to rush right to the tactics—‘I need a brochure syndrome’ is what I call it,” Deppe said. “But the selection of the tactic has to come after you’ve already thought through your goals and strategies.” Your goal should be specific and measurable.

• Repeat. Repeat. Repeat. Repetition is vital. One-shot ads rarely work. Advertising has a cumulative effect, and it often takes time to see results. Dykstra recommends placing an ad a minimum of three times. “If you’re not accomplishing that, you shouldn’t even spend the time doing it,” he said.

• Emphasize benefits. What does your product or service offer its audience? What’s in it for them?. Your goal is to motivate the reader to act.

• Keep your message simple. You want people to remember it.

• Have a Web site. That’s the first place many people will go to find out about your company. You can include details about your product or service as well as testimonials, which can be highly persuasive.

• Avoid clutter. Don’t include too much copy in your ad. Keep your message focused.

• Understand what print advertising can do. Print advertising is a very good vehicle for creating broad reach—to connect with a large potential customer base. Online advertising allows you to target your audience more precisely.

• Establish a realistic advertising budget. A good rule of thumb is that you should spend about 3% to 5% of your revenues, depending on the type of business and stage. “When you get started, you may want to spend a little more to get your name recognized and create a brand,” said Cathy Hagan, area director of the Small Business Development Center at the University of North Florida. “But once you build that network, the smarter you can be with your advertising dollars.”

• Track your results. Ask your customers how they found you. That will help you hone your advertising plan in the future.

Remember that advertising is just part of an overall marketing plan, which should also include public relations, direct mail, trade shows and word of mouth. “Everything from your Yellow Pages listing to the sign over your front door is part of your advertising,” said Deppe. “It should all go together and work as part of an overall strategy.”

Robyn A. Friedman is a contributing editor to Jacksonville Small Business Advantage. She can be reached at RAFWriter@att.net or through her Web site www.everythingwrite.com

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Print or online? Different features for different focus

Advertising is not an all-or-nothing proposition. Print advertising has its place; likewise, so does online advertising. In most cases, you’ll want to do some of both. Here’s what differentiates the two forms:

Print advertising should:

• Grab your prospects with a catchy headline and image. Powerful visuals are essential to stop readers, draw them in, and get them to read the body copy. The headline has to have punch. The words “free,” “sale,” and “buy now and save” are proven ways to encourage your readers to act now.

• Include a call to action. Tell readers to do something.

• Include your company contact information. Include your company’s name, usually at the bottom of the ad, as well as your address and phone number. Make your phone number larger to encourage people to call. If you’re a new business, include a cross street or brief directions to help people find you.

• Be placed in the most prominent position possible.

Online ads should:

• Be placed where your customers go. Know your customers and what their online habits are. Find sites for your ads that will reach the right demographic. For example, you can advertise on Jacksonville.com by running a banner ad across the home page. Or you can place your ad in the sports section or business section—choose the section where your prospects are most likely to visit.

• Use a rich media banner ad, which has motion. That allows you to scroll a message and have more than just a single headline. Rich media also allows you to animate your ad to draw readers in. Use attention-getting artwork.

• Include a call to action in your banner ad. In most cases, you will be trying to attract viewers to your Web site for a deeper message, so you’ll want to invite them to click on the ad to be linked to your site.

By Maxine McBride     

Everyone is networking these days. Networking builds relationships and lays the groundwork for new business. A critical component of networking, however, is following up.

Following up is an art whose skill is worth developing. The proof? Everyone can recall a well-written, thoughtful note that stood out above the rest. That note is follow up done to the “T”.

If you’ve never been taught the art of following up, you are in for an informative lesson that will help you cultivate relationships, which may eventually lead to new business.

Follow up is key to business development, whether you’ve just attended a networking event, hosted a table at a dinner event, or bumped into someone at the grocery store. All of the time you spent catching up or learning about that person isn’t worth much if you don’t take it to the next step.

• Create a reason to follow up in the very near future. Here are a couple of questions to get the ball rolling: “May I call you to talk more about what we do?” “May I add you to our e-mail list”?

• Set up a plan to send a note immediately following your interaction. No matter how you do it, follow up should happen immediately (within 48 hours) after the meeting. Make a phone call to schedule a one-on-one meeting; send an e-mail and include the link to that newspaper article you mentioned while talking to the person; or send a handwritten note. Do anything—just follow up!

• Set up a follow up system. Every company has a follow up system that works best for its industry. It’s important to use one that works for your team. The system is no good if no one uses it. A simple follow up system can be as easy as a contact management computer program, a spreadsheet, a good old-fashioned tickler file that you maintain or some other tracking mechanism.

• Create goals. It is also important to create internal goals for turning those contacts into leads and clients. In today’s business environment, you need to be aggressive, uncomfortable, and brave. You won’t get anything without asking for it. Create an accountability system within your team to keep everyone on target.

• Keep networking. To keep your contacts fresh and flowing, make sure you and your team are consistently networking. Set internal goals for the number of functions you will attend each week or each month. Identify your target market and don’t just look at their industry events – think about other social, civic or educational events they may attend.

Remember that every opportunity is a chance to make a new business contact, prospect, client, advisor or friend. Don’t overlook something or someone as unimportant or not worth your attention or effort – you never know when a diamond will be found in the rough. And please, don’t forget to follow up!

Maxine McBride is the president of Clockwork Marketing Services, Inc., a full-service marketing firm in the Jacksonville area. Visit www.clockworkmarketing.com or call 904-280-7960.

Everybody has to get dressed each morning. Jason Sadler is no exception. But what makes Jason Sadler different from everyone else is that he gets paid to get dressed. Sadler is the head honcho—CEO and founder, if you will—of iwearyourshirt.com, a company that can best be described as a walking, talking social-media billboard business.

The business is simple, Sadler told a group at a recent Knowledge Is Power workshop, presented by Jacksonville Small Business Advantage and sponsored by Venture Plex (www.usventureplex.com). “Basically iwearyourshirt is this: You buy a day; I wear your shirt for that day; and I promote it via social media. I take photos and put them on Flickr. I make a video and put it on YouTube. I do a live video show every day on Ustream. I share it all with my Facebook and Twitter friends. I put it up on my Web site. That’s my business.”

And business is good. He started as a one-man walking billboard in September of 2008 and then sold all but one day of 2009. “I actually sold every day, but one company was going out of business and asked for its money back, so I took a day off,” he told the group.

His pricing structure is as simple as his business model: In , on January 1, 2009, a company paid $1 for Sadler to wear its shirt—and to promote its brand. The price increased a dollar a day; the company that bought December 31 paid $365—2009’s top price. In 2010, Sadler raised his price to $2 on January 1, with an increase of $2 a day thereafter. But, for the extra cost, buyers get extra exposure: Sadler’s buddy in California, Evan White, wears the same shirt and does the same type of social-media promotions as he does.

The uniqueness of his business model has caught the attention of major news outlets, such as ABC News with Charles Gibson, CBS News with Katie Couric, Reuters, The Wall Street Journal, the Chicago Tribune, and the L.A. Times, to name just a few. What is extraordinary about his success is that he has never advertised nor has he ever hired a publicist. He has become famous in the world of entrepreneurship just by doing one thing— using social media.

“Using social media the right way is very easy,” says Sadler. “All you have to do is join the conversation; find the right platform; and—most important—be yourself.” He gave the group seven tips on how they could work social media to their advantage, just as he has done for iwearyourshirt.com.

1. Choose the social media sites that are best for you. Select the ones your audience visits, and make sure they are a good fit for your business. “A lot of people try to find new and interesting social media sites. There are thousands of them. The point is to find things that work best for your industry,” he says.

2. Adapt to your audience. Sadler says you can’t just push messages out on the various social media. “My friends on Facebook are very different from my Twitter followers. I’ve got 21,000 Twitter followers; I’ve got over 4,000 friends on Facebook. I get many more clicks from things I put on Facebook because they are my friends, and I’ve met maybe 30% of them, and I adapt what I say to them.”

3. Consider before you commit. If you are not using Twitter, which Sadler says is an extremely powerful tool (“I would never have been successful without Twitter,” he says), don’t just jump on it. Consider the people you are trying to reach; think about how you can tie Twitter into your whole marketing strategy. He suggests, “If you send out a flyer about an event, put on it, ‘Follow us on Twitter.’ Then give updates on Twitter.”

4. Interact with your friends. More than 75 million people have Twitter accounts, he says. “I have 21,000 followers on Twitter. I try to interact with everybody. Don’t just spit out messages; talk to people. The more you believe you are ‘high and mighty’ and everyone wants to hear what you have to say, the less people will want to hear about you. They want to be involved in the conversation.

Sadler emphasized the importance of interactivity by pointing out a company that gets 5 million unique views a day on its Web site, but only has 12,000 followers on Twitter. Why the discrepancy? “All they do is put RSS news feeds on Twitter,” he says. “They never talk to anybody.”

5. Attend to content, but don’t forget context. “Content is king,” says Sadler. “My business model is based on content, all of which is optimized for search engines. People can always find it, and it will live on the Internet forever.” What Sadler posts to the Web is also contextual. He explains, “I give the content a voice. I give it my own personality. People come to listen to me talk about it and to watch videos of me doing fun stuff. That’s what my followers want.”

6. Make the most of pictures. “I’ve taken over 1,600 photos for Flickr,” says Sadler. “People like looking at photos. It’s an easy thing to do.” Put them in your blog, Facebook, Twitter, in your e-mails.

7. Create videos. “I think video content is the wave of the future, the way businesses are going to grow audiences,” he says. To demonstrate its effectiveness, Sadler said a video he posted a week before already had 16,000 views. “I recommend that if you are thinking about creating video, just make it good. A good video has a change to go viral.”

Social media by itself will not do the job, however. “You have to put in the time,” says Sadler. “I work 10 to 12 hours a day. I try to answer every one of the hundreds of e-mails I get. …I have a highly engaged, focused community, and I know that on a moment’s notice I can ask people to do things for me because I deal with them every day.”

Jason Sadler, a Jacksonville native, can be reached through his Web site, www.iwearyourshirt.com.

A focus group can give you insights about your products and services

Businesses often declare in their mission statement they will “meet or exceed customer expectations.” But, how do businesses know if they are accomplishing what they have set out to do?

It’s all a matter of understanding your customer, says Nancy Ulrich, owner of Ulrich Research Services, Inc. And that understanding comes from getting in touch with customers.

“There are a number of ways to do that,” she says. One of them is through focus groups.”

A focus group is a small group (usually from eight to 10) of selected individuals that explores potential issues and opportunities or tests concepts before a product or service is fully launched. “Whereas a quantitative study—such as a survey—tells you what people are likely to do or how many feel a particular way,” says Ulrich, “findings from qualitative research often explain why people do what they do. The ‘why’ may include motivating factors such as personal experiences, emotional insights, cultural influences, or even peer pressure.”

Qualitative research includes individual in-depth interviews and small group (two or three individuals) interviews as well as focus groups led by a moderator.

Although findings from a focus group are not considered statistically reliable nor can they be projected to represent the entire market, they are helpful to business owners because they provide insights into customer behavior.

Convening a focus group

Engaging an independent outside consultant to do the research has its benefits (it provides anonymity and encourages people to speak more openly), but a business owner or manager can do the research in-house by using internal resources. The key is proper research structure, including:

• Goals and objectives. This is the most critical step. “We tell our clients, ‘Do not do research just for the sake of doing research.’ Have your goals and objectives clearly defined,” says Ulrich.

• Questions. If you employ a researcher, the two of you will work together to develop questions based on your objectives for the group to discuss.

• Selection criteria. Your goals and objectives help identify who should be in the focus group—for example, current customers, lost or former customers, prospects, or customers of competitors. Other criteria you might consider include gender, age, number of children in the household, income bracket, level of education, type of work or job position, or even marital status. “You don’t want to blend too many criteria into one session,” cautions Ulrich, “or you may lose the ability to segment your audience or findings effectively.”

• Recruitment. If you engage a market research firm, you will work with the consultant to design a questionnaire that will help the recruiter screen potential participants to make sure they are placed in the right group. For example, you would not necessarily want to mix current customers with former customers.

• Compensation. It is not unusual to compensate participants for their time, says Ulrich. Typically, consumers are paid from $60 to $100 for a two-hour session. Small business owners usually received $125 or more; corporate executives, $150+; and specialty groups such as physicians, $250 or more. “Sometimes small business owners offer something in lieu of cash, such as a coupon to their restaurant, a free hour of legal advice, or something else that has a universal appeal to the targeted audience,” explains Ulrich.

• Venue. A research company that specializes in focus groups will have a facility with specially designed room having a one-way mirror and audio and video technology to record the session. However, a focus group can be convened at your place of business or at an outside facility, such as a restaurant or country club. A word of caution: If you convene your own focus group, never try to use it make a sales presentation or solicitation.

• Use of a moderator. Whether you conduct research yourself or hire a research consultant, the moderator should have training in how to facilitate a group without influencing individuals in their discussion. “Impartiality is important if you want to get honest opinions from the group,” says Ulrich. “The moderator has to remain unbiased.”

Format of the group

When the group is convened, the moderator welcomes them, asks for brief introductions, and then outlines the structure and time frame of the meeting. He or she also alerts the group if it is being observed and recorded.

Results

A focus group will give a small business owner a lot of food for thought, but qualitative findings should be considered directional, says Ulrich. “They are not necessarily definitive. They provide insights into the emotional side of the customer. Entrepreneurs often solicit feedback from friends and family. Unfortunately, those are the people most likely to kill a great idea or encourage a bad one! Focus groups conducted by a professional trained consultant bring independent objectivity to the scene.”

Whatever a business owner learns from a focus group should be considered a first step, says Ulrich. “If important issues and opportunities surface, the next step might be to test or measure them quantitatively. Just because a good idea does not play well with a particular audience does not mean it will not work in another geographic market or with another demographic. Keep exploring and be willing to change and modify. Don’t be afraid to try different approaches.”

Nancy Ulrich is president of Ulrich Research Services, Inc., (www.ulrichresearch.com) located in Orange Park, Fla. She can be reached at 904-264-5578.

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Other ways to get customer feedback

Qualitative research, such as convening a focus group or doing individual or small-group in-depth interviews, is one way to get customer feedback, but it is not the only way. Consider:

• Customer comment cards. Put them in easily accessible locations.

• Postpaid comment cards. Mail them to customers after a transaction or service.

• Online surveys. Solicit input and suggestions.

• Telephone calls or short telephone surveys.

But don’t neglect the obvious: Talk to your customers! Ask them about your products or services. Ask your sales reps to conduct a brief survey after giving a presentation. And when you lose a customer, conduct a brief exit interview to find out what you could be doing better.

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The Advantage experience

The value of facilitated focus groups has long been established, so Jacksonville Small Business Advantage decided to experience the process itself.

“We knew focus groups provided great feedback,” said Brian Barquilla, publisher of the magazine and Web site, “so, we decided to find out if we were on the right track with our magazine.”

The process

Before the focus group could be convened and facilitated, Barquilla worked with the facilitator to understand:

• Advantage’s goals in conducting the group—how small business owners perceive the magazine, broken down into specific areas, such as design and content;

• The intended readership of the magazine;

• Who should be included in the focus group—current readers or those who had never seen the magazine before?

Once the information was collected, the facilitator worked with Barquilla to develop questions and activities based on the magazine’s goals. The staff then recruited small business owners for the focus group, which was convened at her company’s location, to take advantage of the facility’s one-way mirror and recording capabilities.

In one of the research activities participants were asked to select from a pile of local and national magazines a business magazine that appealed to them. “Watching them make their selections was more stressful than I thought it would be,” said Barquilla. “I kept thinking, ‘What if they don’t select Jacksonville Small Business Advantage?’ But, a number of them did. I felt like cheering!”

Later, each member of the group was provided copies of the magazine and asked specific questions about the design and content. “That was very telling,” said Barquilla. “The facilitator gave them a minute to look over the magazine before guiding a discussion. We were able to watch facial expressions and body language. It was interesting to see the response of individuals as well as to listen to their suggestions and comments.”

Barquilla considered the overall experience: “Anyone who does this has to be prepared to hear negatives. Not everything said will be good. But it was a good experience. We learned some things and are considering some changes to better meet the needs of our readers. I would definitely recommend the process to anyone in business.”

Mirrored room used for focus groups

Observation room for focus groups

By Dawn Josephson    

Most salespeople have great ideas, but when it comes to putting those ideas on paper for their prospects, they ramble on for pages and quickly lose their readers’ interest.

But with the proliferation of e-mail and sales-oriented web sites, writing skills are of paramount importance in today’s business landscape. In fact, when your written documents get to the point quickly and effectively, you will turn more prospects into clients, thus increasing your bottom line.

Here are the five rules of written sales communications that all salespeople need to know. Master them and watch your sales figures soar.

1. Know the specifics of your audience. Just as you would tailor your message depending on whether it was going to employees versus prospects, you also need to tailor your message to your clients’ demographics.

For example, if you’re writing promotional materials for your product or service, and the majority of the people who do business with you are older, well-established professionals, you’ll want to highlight the product or service’s safety features, reliability record, or guarantee. However, if your main clientele is primarily younger Gen Y types, you’ll want to emphasize your product or service’s trendy image, quick results, or easy to use and understand features.

Do a survey of your most loyal customers to determine which demographic gives you the most business. Also, keep track of those who visit or call your business,[private] even if they don’t buy from you. Really get to know who walks through your doors, find out what’s important to them, and then tailor your message appropriately.

2. Organize your material according to the way your reader thinks about the subject. Not everyone thinks like you. So, just because you want your message to be organized one way does not mean your customers would have it that way.

For example, one company created a free informational booklet about its product and organized it so that the product’s most popular features appeared first. When customers still asked questions that were clearly answered in the text, the company was stumped. Why weren’t its customers reading the booklet?

After interviewing some of their customers, company managers discovered that their customers found the booklet’s organization confusing; they wanted to see the features explained alphabetically, not in the order of most popular.

The better you know who your clientele is, the better you can organize your information to meet their needs. Get inside their heads and discover how they think about your product. Do they typically want to know bottom line price first, and then want to know the features and benefits? Do they tend to think testimonials are more important than facts? When you understand how your customers think about your product, you can more easily present your information in a way that’s logical to them.

3. Write to express, not to impress. The more successful a salesperson is, the more often he or she thinks that big words and long documents impress people. In reality, just the opposite is true. People who try to write with the hope of impressing others with their knowledge accomplish only one thing—they lose the reader!

Examine each marketing piece you write and distill its core message or purpose down to one or two sentence. If you can’t do that, then your piece is not focused. If that’s the case, then go back to each paragraph within the piece and try to condense each down to one or two sentences. String those new sentences together, and then pinpoint your marketing piece’s purposes. That’s the core message you want to express! Rewrite the piece with the core message in mind, using common, everyday language. Remember: True genius happens when you can explain your idea in such a way that a five-year-old child can understand it.

4. In messages containing both good and bad news, give the bad news first. At some point, every salesperson will have to deliver bad news to a customer. Whether a particular feature isn’t available in their favorite product or the customer’s interest rate will be higher than expected, occasional bad news is a fact of life. Whenever you communicate bad news in writing, state it first, and then counter it with a bit of good news.

For example, in a follow-up email to a prospect you could write, “After checking with our warehouse, I discovered that the Widget 2000 doesn’t come in red. It does, however, come in the larger size you requested and you can have it delivered by Friday.” By ending with the good news, you take the sting off the bad news and leave your reader with a positive image.

5. Write colloquially when appropriate. People like to read documents that sound as if the message is coming from a real person, not a formally trained Ivy League scholar. If you write too formally, you’ll quickly lose your reader. Have you ever reread your own writing and said, “It sounds all wrong!”? That’s because the tone of your writing was likely wrong. Determining your tone is important, because a follow-up letter should not have the same tone as web copy.

Most salespeople try to use an excessively formal tone in all their writing as a way to show their expertise. But realize that excessive formality often comes from a writer who is insecure with his or her authority. By using an overly formal tone—complete with many large words, long sentences, and technical terms—the writer attempts to mask his or her insecurities. Most prospects don’t want to do business with someone who is insecure, so keep the tone of your writing colloquial and approachable.

The more effectively you write, the more business you’ll gain. So no matter what you’re writing—whether it’s a sales letter or a brochure—always keep the five rules for effective written sales communication in mind. Your ability to write clearly and succinctly will make your sales pieces stand out and will enable you to win the deal.

Dawn Josephson, the Master Writing Coach (www.masterwritingcoach.com) has been helping business leaders write better to earn more since 1998. She is the author of Write It Right: The Ground Rules for Self-Editing Like the Pros and Putting It On Paper: The Ground Rules for Creating Promotional Pieces that Sell Books. Contact her at dawn@masterwritingcoach.com].[/private

By Mary Fisher    

When times get tough, the tough start marketing. That’s especially true in challenging economic times. If you don’t market now, the sad truth is that you may be out of business. But, marketing costs money, so it is critical to do it strategically by focusing on tactics that will strengthen your competitive advantage.

Here are 20 few tips to achieve that goal:

1. Create a simple marketing plan. Use the KISS principle (Keep It Simple, Stupid!) so that it is manageable. At the same time, make sure it targets your audience, fits your budget, and includes a method to measure results.

The key to great marketing (on a budget or not) is to communicate the benefits of your products and services effectively. Put some fresh bait on your advertising hook and explore every avenue — advertising, public relations, brochures and other print marketing material, the Internet and all its possibilities, social networking, billboards and other outside media.

A wise move would be to hire a professional to help you. (You are an expert in your business; you aren’t expected to be a marketer—just as you aren’t expected to be a CPA or an attorney, unless that’s your profession.) But, if you cannot afford to hire a marketing professional, then do one for yourself. You can find marketing-plan templates online. Look at your calendar, determine the slow times, and market to fill those slow times at least a month in advance. Fill every week with some type of marketing effort.

Remember: You don’t have to do everything in the plan all at once and, in many cases, you can implement some of the tactics yourself, at no cost

2. Communicate with your existing client base. Find out how your customers are doing and see what you can do to help them stay on course. Ask how you can help, and ask for a testimonial.

3. Ask for specials from your local advertising avenues. These include newspapers, magazines, radio, television, billboards).

4. Advertise consistently and frequently. In print advertising, run a minimum of three to four ads consecutively. If you cannot afford three large ads, run one larger ad and scale down the size for the others. Instead of running every issue, run every other issue.

5. Update your Web site. Add timely articles. Consider adding a blog. Keep your site current. Making small changes to your Web site will help bring it up higher on the search engines.

6. Do search engine optimization (SEO). How does your Web site rank online? If it is not ranking well, hire a professional to bring it up higher. This is not an expense that will break the bank. Successful optimization will bring in more business without the need to hire additional salespeople.

Do not list your Web site on paid “link farms;” this will hurt your rankings. Google looks for an unnatural number of back links to your site. Too many at once will ban you from Google. Page titles, subheads, bulleted lists, and keyword-rich copy are most important.

7. Do social Internet marketing. This has become increasingly important. It is free. Establish a few online accounts for your business, including Linkedin.com, Plaxo.com, Facebook.com, Merchantcircle.com, YouTube.com, Twitter.

Put your Web site on each source. (This will help your search engine ranking.) Reach out and touch old customers and friends through these sources. Ask a colleague to “make an introduction” through LinkedIn. Ask clients to post a recommendation for you or your business. Business people are closing sales with social marketing.

8. Focus on your niche market, instead of every market. People like to buy from specialty providers, and you can actually have several niche markets.

9. Network at professional organizations. Get involved and volunteer to give presentations. Groups such as the Small Business Center, Women Business Owners of North Florida, Beaver Street Enterprise Center, Small Business Development Center at the University of North Florida, Rotary Club, and the Chamber of Commerce are always looking for good speakers with interesting topics.

10. Enhance your image. Use your storefront to draw attention to your business. Update your signage or add a bright flag or something distinctive outside your business.

11. Send HTML-rich e-mail blasts. Use this inexpensive, quick marketing tool to send short, easy-to-read messages that offer specials and other items of interest.

12. Update your telephone on-hold script. You have a captive audience. Use it to inform your customers of new services or products.

13. Send press releases to the media. The news media is begging for stories. Look in the newspaper and magazines and determine which writer is suited for your type of story.

If you are not a writer, rough out a story and have a writing professional finish the work for you. Then send your press release to your clients as well as the media, by snail mail, regular e-mail, or as an e-mail blast. And add it to your Web site.

14. Offer an easy payment plan. Let your clients pay over several months or pay the invoice on a credit card. If you don’t take credit cards, and don’t want to pay a monthly fee, consider taking credit cards through Google Checkout or PayPal. You can send an invoice with either system. You will pay the service about 3%, but don’t have a recurring monthly fee that most merchant service accounts charge.

15. Build a large database of prospects on your Web site. Run promotions, sales, or discounts, or give away important downloadable information on your Web site. But ask the recipient for a little information to get it: Name, e-mail address, and phone number. Then use this information to do an e-mail blast, or follow up with a phone call.

A word of caution: Be selective with your mass e-mails. Only send to people who would have interest in your product, or they may opt out.

16. Barter your services. You may find a business partner who is willing to trade services or products for yours. Even a partial trade and partial cash payment is still a nice incentive.

17. Ask for referrals from business associates. Tell them, “I need your help.” Be specific about your needs to make sure get the right referrals.

18. Pay a commission for referrals. Consider paying a commission to related businesses for referrals. A 5% to 10% commission is a good incentive.

19. Choose a mentor. Find an individual who is successful and well connected who can help you, and you can help him or her. Ask for help.

20. Fish in your own pond. Locally-owned businesses produce local jobs, tax receipts, and charitable donations for your community. If you find something online at a better price, ask your local vendor to match the price. For every $100 spent in a chain store, $14 goes back into the local economy. For a locally owned business, $45 goes back into the economy.

Remember, in times like these, it pays to sharpen your image. Bait your advertising hook with a multitude of clever marketing techniques, and get ready to reel in the big ones.

Mary Fisher is owner of Mary Fisher Design, www.maryfisherdesign.com, which provides comprehensive advertising, graphic design, public relations, and sales and marketing solutions to a wide range of companies. She can be reached at mary@maryfisherdesign.com or 904-398-3699.

Collaborating with another business can benefit both of you    

By Paul Arrington    

When Jacksonville consultant and motivational speaker Zelda Greenberg wanted a venue to launch her latest book, The Art of Bouncing Back, she approached Kris Chislette at The Grape, an establishment known for its wines and gourmet bistro. Together they developed a cross-promotional marketing strategy that resulted in a mutually successful book-signing and wine-tasting event. 

Cross-promoting allowed them to tap into each other’s databases and collectively reach potential customers beyond what would have been possible through separate marketing efforts.

Cross-promotional marketing belongs in the toolkit of—and can be successfully applied by— just about every small business. Although many smart owners have responded to current economic challenges by adopting good business practices such as closely monitoring margins, keeping on top of receivables, trimming expenses, reducing payroll hours, and tightly managing inventory, they continue to underutilize cross-promotional marketing as an efficient way to grow their businesses—especially during a soft economy.  

A win-win strategy

So, what is cross-promotional marketing, and how can it improve your bottom line? Cross promotional marketing is the creation of win-win results through increased visibility, good will, and cost savings that are possible when enterprises share resources to target a common market.

Big companies cross promote all the time. Consider these examples:

• Redbox video rentals. The video-rental company places its “boxes” outside of fast-food and drugstore outlets;  

• Shell–Winn Dixie partnership. The grocery chain is offering fuel rewards for shopping in its stores;

• Smart phones and wireless companies. Wireless carriers promote specific cell phones to attract users; and

• Fast food chains in travel centers and superstores. Stop for gas along the Interstate and grab a burger of fried chicken from your favorite fast-food chain, or stop for a snack while shopping in a big-box store.

Although these large ventures are capital-intensive and therefore cost-prohibitive to small businesses, small businesses can find great success through creative cross marketing. Essentially, good cross promoting requires following three steps:

1. Understand your customers. Do an intensive analysis of who they really are and what makes them tick.

Consider: What are their ages, gender, income levels, marital status and addresses? What are their values? What do they read and how do they get their information? What leisure activities interest them? Where do they spend their money when they are not with you? What products or services do they need that are related to what you provide? 

To find the answers to these questions, use surveys and focus groups to research customer trends in your industry, including possible trade association reports.

2. Identify businesses that target similar customers. Make a list of businesses whose customers share some of the same characteristics as your customer base. Be creative. For example, a health club might find a restaurant offering a health conscious menu and serving a similar income level of clientele to be an ideal potential cross-promotional partner.

To identify those businesses, consider: Are many of your customers movie goers? Do they frequent art galleries? Engage in outdoor sports? Support charitable causes?

3. Find benefits for everyone involved. When you discuss cross-promotional marketing with a potential partner, make sure that there will be something there for everybody. For example: Begin with a contest, using each other’s products or services as the prizes. Each business would benefit from the contact list generated from those who enter the drawing.

Other suggestions: A “this week only” promotion or discount coupons for products and services of both companies; display space in each other’s stores;, back links to each other’s Web sites; joint advertising; and giving customer loyalty rewards using your partner’s products or services. 

For many businesses a cross-promotional social networking strategy can be highly rewarding. Chislette of The Grape believes that a Facebook strategy promoting The Grape as well as Greenberg’s book contributed significantly to the success of their effort.

Paul Arrington is a Certified Business Analyst and Micro Enterprise Development Director at the University of North Florida’s Small Business Development Center in Jacksonville. He can be reached at p.arrington@unf.edu or through the SBDC Web site, www.sbdc.unf.edu.

SIDEBAR

Partnering with nonprofits

Partnership with a nonprofit organization can be a great way to address a societal need while also satisfying the key purposes of cross-promotional marketing—increased visibility, good will, and cost savings. Here are some tips:  

• Make a good ‘customer’ match. Most nonprofits have multiple key stakeholders or “customers,” which may include their cause recipients, their members, and their individual and institutional donors. Apply the same rules to find a nonprofit partner as you would a for-profit partner.

• Find a good values match. Research the mission and reputation of a potential nonprofit partner: Is it a good match for your values and the message you want to send?  

• Consider in-kind methods of partnering. Think of whether donating employee hours, a percentage of receipts, space for an event, or products or your services might work better for your business promotionally rather than donating cash.

• Go all out. When making an in-kind donation to a nonprofit, do it well, or not at all. A contribution of a less than impressive bouquet by a florist or a skimpy food platter by a catering firm may well do more harm than good when it comes to developing good will with a nonprofit’s stakeholders.[/private]

Here’s a quick guide to preparing a marketing plan    

By Maxine McBride    

January is the start of a new fiscal year for most businesses—and that means a new annual budget that forecasts revenues and expenses.

Take a look at yours: Did you include a detailed marketing plan and budget? Unfortunately, many companies don’t. Instead, they fly by the seat of their pants, succumbing to the whim of ad reps and placing ads or TV spots without an inkling of a long-term plan or goal.

It’s not too late: With thoughtful consideration and consistent monitoring, you can implement a marketing plan that will positively impact your bottom line. Here’s a quick guide to get you started.

What’s in the piggy bank?

Before scheduling a single ad or writing a press release, you need to know how much money is in your overall budget for marketing. This may be a percentage of projected gross sales or another formula that your company uses. Once you have this number, you are off to a good start.

The “plan” part of the plan and budget is simply a timeline. It’s most effective to have marketing tasks slotted into months. This helps you know how much to budget per month and spreads items out so you’re not hit too hard in any one month.

The perfect plan

For your 2010 marketing plan and budget, consider the following items:

• Key dates. Start by planning your key dates, such as tradeshows, conferences, peak sales times, corporatewide events, product launches, and local community events. Determine what is important and what you must do for the upcoming year. Knowing the dates will help guide your budget for the year.

• Research. Budget for surveys, focus groups, competitor research, and any other information gathering. Continual research is critical to remain on-point with your product, advertising, and branding. Don’t overlook this important element of your marketing plan. Just because you like your product doesn’t mean your customers do.

• Public relations (PR). You should be working with a PR firm that charges a monthly, set fee for its scope of work. PR is important because it provides third party credibility and tells your story in a way that paid advertising, a beautiful Web site, and a flashy brochure can’t. Your PR firm should provide accountability for their work, which includes an Advertising Value Equivalency and Return on Investment monthly report. PR should be one of the most straightforward numbers to budget and measure.

• Advertising placement. Take the time to research publications in which you have advertised in the past: Are they still a good fit? What about new publications that have come out? Consider every media sector, including print, online, social media, radio, TV, billboards, and signage. Know your market, know your demographic, and do your research before you plan your advertising budget—it can get expensive fast.

• Direct mail. While the world is becoming more and more digital, direct mail is a familiar, comfortable marketing tool many companies still utilize. If you’re going to implement a direct mail campaign, don’t lump all mailings into one line item. Separate them and indicate the timing as well as the cost. The cost should include design, printing, cost of mailing lists (if you need to purchase them), and postage.

• Online marketing. It’s inescapable: Online marketing is a must in your marketing plan and budget. Having a Web site isn’t enough. Include all hosting costs and budget for blogging, Search Engine Optimization (SEO) and Web site updates. This is where you should also include any e-mail campaigns.

• Social media. Social media are Web sites such as Facebook and Twitter that provide a way for people to communicate with each other. Facebook offers exceptional, low cost marketing opportunities for businesses. Your basic strategy for Facebook should be to have a Business Fan Page, which lets people register as a “fan” and expands the presence of your business. Twitter is also a free outlet businesses are using to create buzz. Once your account is secured, search for your company name to see if anyone has tweeted about you or the services you offer. Once your social media accounts are established send out a brief e-mail to your clients and prospects letting them know you are now on Facebook or Twitter. Be sure to include the link so they can immediately log-on and become a friend or follower.

• Community marketing. This is the use of grass roots, face-to-face efforts to reach your target market. This means taking your message to reach people where they live, work, and play. Some examples of community marketing include hosting events at your location, sponsoring a local soccer team, or finding other companies that reach your target market and cross promoting your businesses.

• Events. Many people think every key date, such as a product launch or new location, needs a huge over-the-top event. Wrong! This will kill your budget. There are three keys to a successful event: a solid purpose, a strategic invitation list, and a strong registration system and follow up plan. With these items in place, you can have a well-attended event at a moderate budget.

• Networking and relationships. Building relationships and networking are the only sure ways to generate new business these days. You or your company executives need to be networking, prospecting, securing new business, and following up with potential customers. This is mostly an investment of time, but those $30 fees for attending luncheons or formal networking events can add up quickly.

• Oops! Okay, you have been thoughtful, thorough, and strategic, and planned for everything. If we lived in a world where there were no unknowns, you could put this plan and budget to bed and call it a day. But there are unknowns — ad costs change unexpectedly; a perfect sponsorship opportunity comes up at the 11th hour that you have to jump on; or there’s a new social media site that fits your target market. Once you’ve created your plan and budget, tack on an additional 10% of the total for these “contingency” items.

That’s it. A fabulous marketing plan and budget. You are ready to work steadily through the plan throughout 2010. Do not be tempted by shiny new things. When unexpected opportunities arise that will cost you severely, simply repeat this saying, “It’s not in our plan and budget; call me about this next year.” With few exceptions (see above), you have to trust the plan you’ve created and work the plan. Strategic, planned marketing always wins out over impulsive marketing any day.

Maxine McBride is the president of Clockwork Marketing Services, Inc.(www.clockworkmarketing.com), a full-service marketing firm that has provided its premier services to clients throughout the United States for more than 15 years. For information about Clockwork Marketing Services, visit the Web site or call 904-280-7960.

By Maxine McBride   

With the current economy, many business owners are re-evaluating their marketing budget and are asking: Is public relations worth the cost?

The short answer: Absolutely! Now more than ever, it is important for your company to be as visible as possible.

The long answer: For years it has been evident that dollar-for-dollar, public relations expenditures generate greater long-term awareness than advertising and have a higher return on investment (ROI). Instead of thinking of PR as a cost, think of it as an investment.

How can you measure public relations and its effects on consumers?

If you are working with an agency, the impact of public relations efforts may be measured in many ways, including advertising value equivalency.

Advertising value equivalency (AVE) is a statistical measurement tool and an industry standard that takes the subjectivity out of public relations. It makes public relations quantifiable by assigning a dollar value to non-paid media coverage, including press clippings and broadcast media. AVE is calculated by measuring the column inches (in the case of print) or seconds (in the case of broadcast media) and multiplying these figures by the respective medium’s advertising rates (per column inch or per second). This final dollar amount is what it would have cost to place the same size advertisement in the same medium.

Generally speaking, the final dollar amount is usually almost ten times more than out of pocket costs.

Another way to measure the impact of your public relations efforts is to discover how your company’s information is reaching your target audience. When potential clients meet with you, ask how they heard about the company. You may prompt them with current campaign initiatives or common outlets such as newspapers, magazines, or online media sources. Evaluating their responses and comparing your best resources will help determine your ROI.

Review your press coverage monthly. Tally how many times your company was mentioned or featured in newspapers, online news sources, magazines, and trade publications. Are your key messages being communicated? Are your press releases being picked-up? While quantity isn’t always equivalent to quality, it is important that your media message is on-target, positive and creating awareness.

Lastly, request reports from your public relations agency showing its monthly results. These reports should detail press releases that were sent to the media, newspaper, or magazine features, media interviews, and media pitches. Savvy marketing professionals track their activities and can generate reports for your review. Use these reports to discuss how to move forward and/or change your marketing campaign.

A process of checks and balances is important in every area of business and public relations is no exception. Using these simple indicators will help to assess and reaffirm that your investment in public relations is well worth it.

Maxine McBride is the president of Clockwork Marketing Services, Inc., a full-service marketing firm that has provided its premier services to clients in Northeast Florida and throughout the United States for more than 15 years. For information about Clockwork Marketing Services, visit www.clockworkmarketing.comor call 904-280-7960.

By Felicia Wright                

When you see the names Nike, Apple Computer, Publix, and Target, you get an instant image. But, that image didn’t come about overnight. The name recognition of these companies is the result of a lengthy process of trial-and-error, as well as countless hours of strategic marketing efforts to develop them into a brand name.

Branding is not a process limited to only big companies. Small businesses can—and should—brand, also. As you consider developing a brand for your business, remember that a brand image is a created perception, consisting of all the information and expectations associated with a product or service. It is not just a company logo. It is the essence of your company’s image. A brand sets the tone for the type of clients your company wants to attract.

So, what perception or expectation do your clients have when they think of your company? Often, business owners think they are creating a great brand; but unfortunately, the way they see their company or product isn’t necessarily how others see it. It’s important, as a starting place, to focus on the value of what you offer—as appreciated by your customers. Know that value and nurture it. Over time, the brand you create will not only be recognized, but trusted.

Here are 11 tips to help you create a reputable and memorable brand:

1. Think ‘unique.’ Your company name should be unique—“the one and only.” Finding the right name is the first step in distinguishing your company from a competitor.

2. Keep it simple. Just because the name is unique, doesn’t mean it needs to be complicated. If it takes someone more than a few seconds to understand what you do, you may need to find a better way to communicate your message. Simple is always better.

3. Trademark. Now that you have a unique name, get it trademarked. Don’t let another company profit off of your hard work and creativity. Make sure your company’s brand is protected.

4. Choose colors carefully. Most companies don’t consider colors to be a big deal. However, colors project an image and are associated with various emotions. Be careful when selecting a color to represent your company. For example, a janitorial company wanted to use the color brown in its logo, because it was the owner’s favorite color. Do you think of “clean” when you see the color brown? When that was pointed out to the owner, he changed his mind.

The choice of color becomes even more important if you do business internationally or work with an international company, because colors take on different meanings in different cultures. Research the colors you use for marketing to make sure you will not offend clients because of a poor choice. 

5. Select an appropriate font. The fonts—a style of typeface—you choose for printed material and your logo also influence the image your company projects, so take care in selecting them. The first rule in choosing a font is legibility. Make sure the fonts are legible, whether they are used on your business cards or on a billboard. And choose a font that mirrors your company’s brand. For example, if you own a daycare center, you should choose a fun, playful font, and if you own a legal firm, you should choose one that is more formal.

6. Be consistent. Once you have selected your company’s name and logo, have a professional designer develop and create your marketing materials, including business stationery, cards, Web site, brochures, and any other medium. Consistently using the same image elements, fonts, and colors throughout your marketing executes repetition and promotes familiarity with your company’s brand.

(Note: Your printed marketing collateral should be complemented by quality printing. Choose a good printer.)

7. Communicate your message. Clear communication is essential to any business environment. Whether you are communicating with your employees, clients, or vendors, be open and honest. After all, these are strategic alliances and they will affect the way your company’s brand is perceived.

8. Provide good customer service. People buy brands they trust and rely on. Providing great customer service—especially if you have to correct a mistake— gives credibility to your company’s message and goals, while solidifying the value of your brand.

9. Think ‘investment.’ Think of creating your company’s brand as an investment and not an expense. If you are not investing in your company, why should your clients?

10. Consider quality. As you select a designer and printer for your branding materials, don’t choose on price alone. Consider the quality of work the individuals produce. You want your customers to choose you because of quality; likewise, make your selections on the same basis. 

11. Carry your brand with you. A small business’ brand is not confined to its marketing materials. You and your employees are walking brand images. Present yourself and your company in a professional manner. Always dress professionally when you attend meetings and networking events. You would be surprised at how many people underestimate the importance of this issue. Whether you are the CEO or a company representative, having a professional appearance always adds credibility to your company’s brand.

Felicia Wright is CEO and president of Mygani Design Studio, www.mygani.com, a certified minority, woman-owned brand consulting firm that provides creative marketing services to businesses. She can be reached at 904-860-8440 or fwright@mygani.com.

By Lori Wishard       

Engage. Entertain. Educate. Online videos convey meaningful messages in a memorable manner.

Because the Web offers so much, it takes Internet users on average less than six seconds to decide to stay on a site orcontinue searching. Six seconds isn’t much time, so companies that want to capture an audience have to give visitors a reason to stay. Well produced videos give them that reason.

ComScore Inc., a market-research company, reported that in April 2009, U.S. Internet users looked at 16.8 billion online videos, with YouTube.com accounting for almost all of the 6.8 billion views at Google Sites, the country’s most popular online video property.

The growing popularity of Web video is a strong argument for using it to your benefit, since you can improve your company’s exposure and increase sales when you create emotional connections with customers through online videos. But video’s popularity is also reason to “do it right” and make sure you have the best quality possible. As the number of viewing choices increases, Web surfers become more discerning.

Videos that have a defined purpose and strong campaign and are short, informative, and entertaining work best. Viewers won’t finish watching a video that doesn’t meet these criteria.

Here is how you can go about creating an effective Web video:

• Have a defined purpose. Is the video meant to be promotional, to sell, or to train?

Promotional videos are the fastest growing marketing tool. Their use is increasing at double-digit rates while use of traditional media declines. Promotional videos help brand your company or product.

Informational videos demonstrate your products and processes in detail or they tell viewers about fundraisers, events, or your organization. They capture sights, sounds, and emotions. One form of informational video is the training video. It shows customers how to use your products or services to get optimal value from them. Often companies use this type of video when they introduce a new type of product or service that is “foreign” to customers. Before customers buy, they have to be educated.

Videos that are made for the purpose of selling make an offer to viewers—often with a sense of urgency.

• Determine your budget. The amount of your budget will determine if you can produce the video in house or outsource it to professionals. Include in the budget not only film production costs but also cost of writing a script or customizing a syndicated script to your purposes.

• Consider your options. In-house or outsourced? If you have the talent in house to write and produce a video—go for it. But if you don’t, consider the benefits of a professionally produced video. The cost is often less than buying airtime or advertising space in other media or doing a direct-mail campaign. And once the video is produced, you can post it not only onto your own Web site but also to YouTube and other sites to drive traffic back to your Web site at no additional cost. In other words, you can get great mileage from your investment.

• Decide on the cast. Will you be the spokesperson? Or will you use a professional actor? Each has its benefits. Starring in the video yourself may lend credibility, but using a professional who is at ease with the camera can cause visitors to stop, look, and listen to what you are offering. If you decide to go “professional,” you can tap into the resources of a syndicate, which uses many different spokespeople and scripts that can be adapted to your purpose.

• Execute a quality project. Don’t underestimate the value of quality: The quality of the video reflects the quality of your business. Make sure images, which should be shot in high definition, are sharp. The sound should be crisp, clear, and easy to hear. Even the best-written messages get lost when garbled.

Good editing can take care of minor problems. Flubs, glares, and other miscues, no matter how trivial, can detract from the final product. Clean it up, before putting it up. And remember: Every minute of produced video takes an hour to edit.

• Promote. Once the video is edited, you can begin using it to promote your business. Post it to your Web site, and take advantage of Web 2.0 interactivity with your customers. [Editor’s note: For information on Web 2.0, go to “Web 2.0 and you,” http://advantagebizmag.com/archives/1024.]

By using social networking, you can quickly build trust and relationships with customers. Posting links to videos in LinkedIn, Facebook, MySpace and other popular social media sites will bring users of those services to your company’s Web site. Then you can convert them to customers.

Remember, too, that video—good video— is viral. Viewers who like a video will share it with others. Singer Susan Boyle became an overnight success thanks to a Web video. When Carl’s Jr.’s posted a video advertising its mushroom burger, viewers responded with spoofs and their own versions of the burger and presumably an increase in demand for the burger. Nike felt the positive effects of the video showing basketball star Kobe Bryant jumping over a speeding car wearing its shoes. And Levi Strauss & Co. changed its plans for a back-to-school advertising blitz because of the success of its online video teaser.

In all of these cases, videos reached millions of people worldwide, promoting the products for pennies compared to traditional television advertising. 

Affordable, engaging, and effective online video is well suited for small businesses. It drives up sales and makes employees more productive. Remember, though, that bad videos are just as memorable as good ones—only they could have the reverse effect on your business. If you do video, make sure you do it right.

Lori Wishard is president of Media Rapids Inc., a multi-media marketing firm in Ponte Vedra Beach. She can be reached at 904-249-0001 or Lori@mediarapids.com. You can get more information on online video at www.MediaRapids.com.

Sidebar

The latest revolution in the Internet evolution

• Visual ads or messages attract more interest than static text and images.

• Internet users would rather watch a five-minute video to learn about a product or service than to read three or four Web pages.

• Typically less than a single direct-mail campaign, the cost of an online video is affordable, even for a small business.

• Results are trackable and measurable.

The forecast songwriter Bob Dylan forecast made almost 50 years ago has come true in the business world. He wrote:

If your time to you

Is worth savin’

Then you better start swimmin’

Or you’ll sink like a stone

For the times they are a-changin’.

“Change affords opportunities,” Geoff Wilson, CEO of 352 Media told a group who gathered for a meeting of the Executive Advantage (www.theexecadvantage.com), a professional- and business-development group for Jacksonville-area CEOs that provides a forum for growth through coordinated discussion and exposure to expert speakers. In particular, Wilson elaborated on the rapid changes in Web technology, known as Web 2.0.

Wilson, who owns several Ben & Jerry’s ice cream stores in addition to running his Web design company, likened Web 2.0 to Ben & Jerry’s “Everything but the…” flavor.

“Web 2.0 has everything,” he explained. “It’s blogging—which is posting thoughts and ideas on your Web site or other people’s Web sites. It is Facebook, MySpace, and LinkedIn, social-networking sites. It is also Flickr, a photo-sharing Web site; and Twitter, which has become popular in a short period of time. It’s online video—YouTube and Hulu—and user-generated content, like cell phone videos of news events people witness and upload to news sites such as CNN. All of this is part of Web 2.0.”

Social media is about everyone having a voice, said Wilson. “People who are going on Facebook or MySpace or LinkedIn want to have a voice. They want to participate and have a conversation. These people want to form communities and be able to connect with like-minded people who are into the same products or services or who have the same interests.”

In a nutshell—from a business vantage— social media is about engaging customers. “All of these platforms give you as a business owner an opportunity to engage with customers,” he told the executives. The catch? “You can leverage these tools for free, but you have to put in the time to do so.”

So many selections

What is the best Web 2.0 tool—or tools—for a small business owner to use? “It’s not a simple answer,” said Wilson. “The answer depends on the demographic of your customers, because some customers will be “into” one type of social media, such as Twitter or Facebook, than others. He advised:

• Find out where your customers are. Identify their needs—what they are discussing.

• Enter their community. Help customers in ways in which they want to be helped.

• Don’t try to control the message. Just take part in the discussion.

• Don’t hard sell. “You cannot have a hard-sell mentality. You won’t be successful,” admonished Wilson. “Your customers are willing to embrace your business as part of the social interaction, but they don’t want to be sold to.”

• Accept the good along with the bad. If you give customers the opportunity to review your products or services on your Web site, for example, you have to accept the bad along with the good, said Wilson. “Many times, if you are very successful, the positive people will defend your company against the negatives. And they will do the best job of selling for you. That’s ultimately what you are trying to achieve.”

Geoff Wilson, CEO of 352 Media, was recognized as one of “America’s Top 30 Entrepreneurs Under 30” by INC Magazine in July, 2006. He can be contacted at 352-374-9657 or through his Web site at www.352media.com.

SIDEBAR

Use Facebook to promote your business

Web 2.0 includes a variety of social media, from blogs to YouTube. Choosing the best for your business depends on your customers and their needs, but one of the most effective of the social media is Facebook, says Geoff Wilson, CEO of the Web design company 352 Media.

Facebook, MySpace, and LinkedIn are all types of social media in which to network. In all of them, users complete a profile and may join groups. They post short status updates and link to friends and acquaintances.

“A few years ago, MySpace was all the buzz,” said Wilson. Facebook, though, has outpaced MySpace and has become a more sophisticated cyber networking tool, he said. He noted that Facebook users generally visit their pages daily (or more often), while LinkedIn users usually only visit their pages weekly. Because Facebook offers more exposure, he recommends using it as a business-building tool.

He provided several tips for using Facebook to promote your business:

• Create a professional profile. “A lot of people use Facebook for social purposes,” he said. “I use it for more professional purposes.” His advice: Don’t post information about your private life on your Facebook page if you want to use Facebook to promote your business.

• Build a large network. Connect to people you know as well as people you meet and ask to be a “friend.”

• Post business-related information. Give updates about your business and your professional status.

• Post events. Facebook has an “events” tab in which you can create a special event and invite people to it. You can also announce the event as a status update on your “wall,” he said.

• Join groups related to your business. These groups are comprised of like-minded individuals.

•Set up fan or company pages. Companies cannot have profiles, but you can set up a special page that gives information on your company.

• Advertise. “Facebook has really good targeted advertising,” said Wilson. “You can target by city, age, gender, level of education—all of these things.” Consequently, your ads only show up on the pages of people who are likely to buy your product or service. And, ads are relatively inexpensive, he added.

SIDEBAR

Social networking links

Facebook, MySpace, and LinkedIn are social networking sites on which you post short status reports, join groups, and link to friends and acquaintances. Twitter is similar to Facebook, except that users can “tweet” on mobile devices. Tweets are limited to 140 characters.

YouTube allows you to post videos, which can also be an effective method to promote your business, according to Wilson. Flickr is a photo-sharing Web site

• Facebook, www.facebook.com

• MySpace, www.myspace.com

• LinkedIn, www.linkedin.com

• YouTube, www.youtube.com

• Flickr, www.flickr.com

• Twitter, www.twitter.com

SIDEBAR

Confused about social media?

If you are new to using social media as a way to promote your business, go to www.commoncraft.com/socialmedia, where you can watch a three-minute video that explains the basics of Web 2.0 for business promotion.

E-mail is either a blessing or a bane. It’s a blessing, if you are an online marketer and use e-mail as an inexpensive yet effective method of marketing your business or product. But it’s a bane, if you are an online marketer whose e-mail is considered spam.

To use e-mail appropriately and effectively—and not get blacklisted by companies—you have to obey the law—in particular, the CAN-SPAM Act of 2003. CAN-SPAM is an acronym for “Controlling the Assault of Non-Solicited Pornography and Marketing.” It spells out the requirements for those who send commercial e-mail and establishes penalties for spammers and companies whose products are advertised in spam if they violate the law.

If you fail to obey the law, the penalty can be significant—up to $11,000 for each violation. So, it pays to do some homework before you begin sending out e-mails to boost your business.

CAN-SPAM requirements

To stay in compliance of CAN-SPAM:

•           Use accurate header information. Have you ever received an e-mail supposedly originating from someone you knew, or perhaps a celebrity, but when you opened it, you found it was from a stranger? Obviously, it was spam. CAN-SPAM prohibits false or misleading header information. The law says that an e-mail’s “from,” “to” and routing information—including the originating domain name and e-mail address—must be accurate and identify the person who initiated the e-mail.

•           Don’t use deceptive subject lines. Write a subject line that is accurate. The Act bans misleading the recipient about the contents or subject matter of the message.

•           Allow recipients to opt-out. Recipients of your e-mails must have a method to opt-out of receiving them. This opt-out notice must also be conspicuous in the e-mail. Provide a return e-mail address or another Internet-based response mechanism that allows recipients to take themselves off your list. And once they make such a request, honor it.

Honoring that request must also be done in a timely manner. According to the law, you have 10 business days to stop sending e-mails to the requestor’s address, and you cannot help another business send e-mail to that address or have another business send e-mail on your behalf to that address.

Finally, it is illegal for you to sell or transfer the e-mail addresses of people who choose not to receive your e-mail, unless you transfer the addresses so another entity can comply with the law.

•           Give a valid postal address. CAN-SPAM says you must include your valid physical postal address in advertisements or solicitations.

•           Don’t harvest e-mails. Have you ever been tempted to go onto a Web site and “grab” the e-mails you find to use in your marketing? Don’t do it. That’s called harvesting, and it is specifically prohibited by law if a Web site or Web service publishes a notice barring such activity.

•           Don’t use zombie computers. The law also forbids using another computer without authorization (a “zombie computer”) to send commercial e-mail from or through it.

SIDEBAR

Engaging in E-commerce? Here are ‘rules of the road’

The Federal Trade Commission (FTC) is the governmental watchdog over all commerce, including Internet marketing. Here are some of the laws and guides that you should know, if you are planning to engage in e-commerce:

·         Children’s Online Privacy Protection Act (COPPA) The Children’s Online Privacy Protection Act (COPPA), passed by Congress in October 1998, requires the FTC to issue and enforce rules concerning children’s online privacy. COPPA’s primary goal is to place parents in control over what information is collected from their children online. For information on COPPA, go to www.ftc.gov/coppa, where you can find a compliance checklist to help you identify areas in which your privacy policies could be improved.

·         Advertising and Marketing on the Internet: Rules of the Road. This downloadable pdf tells how to comply with truth-in-advertising laws when marketing on the Internet. It is available at http://tiny.cc/webmktg.

·         Big Print. Little Print. What’s the Deal? How to Disclose Details.This brochure describes advertising and disclosure requirements for sellers of “free” or low-cost computers. Available at http://tiny.cc/disclosure

·         The CAN-SPAM Act: Requirements for Commercial Emailers. The requirements of CAN-SPAM are given in this four-page brochure, downloadable at http://tiny.cc/canspam.

·         Dot Com Disclosures: Information about Online Advertising. This brochure describes the information businesses should consider as they develop online ads to ensure that they comply with the law. Download the pdf at http://tiny.cc/onlineads

·         Securing Your Server: Shut the Door on Spam. This pdf encourages computer owners to secure their network servers to prevent unauthorized users from hijacking them to send spam. Download at http://tiny.cc/secure904.

·         Security Check: Reducing Risks to your Computer Systems. This brochure explains the federal requirement to have a security plan safeguarding customer’s personal information. Download at http://tiny.cc/reducerisks.

Additionally, the following business alerts will help you stay in compliance with the law:

·         Childrens Online Privacy Protection Rule: Not Just for Kids’ Sites (http://tiny.cc/coppa)

·         “Remove Me” Responses and Responsibilities: Email Marketers Must Honor “Unsubscribe” Claims (http://tiny.cc/remove691)

·         Selling on the Internet: Prompt Delivery Rules (http://tiny.cc/prompt)

·         What’s Dot and What’s Not: Domain Name Registration Scams (http://tiny.cc/domain66)

SIDEBAR

Spamming fines no small thing

The Federal Trade Commission (FTC) is the watchdog over violations of the CAN-SPAM Act. Each violation can cause a fine of up to $11,000—and those fines can add up quickly. A few examples illustrate:

• In February 2008, a federal judge ordered Sili Neutraceuticals, LLC, and Brian McDaid to pay more than $2.5 million for making false advertising claims and sending illegal e-mail messages in violation of the FTC Act and the CAN-SPAM Act.

• In March 2008, online advertiser ValueClick and its subsidiaries settled with the FTC for $2.9 million because they were allegedly using deceptive e-mails, banner ads, and pop-ups to drive traffic, and they failed to secure customers’ financial information.

• In 2005, a Florida man was fined $120,000 for numerous Can-Spam violations, including falsifying the “from” field in email addresses, using deceptive subject lines, failing to identify the sender, and failing to provide an electronic unsubscribe option.

Have you put a halt to marketing because of the recession? If you have, when the recession ends — and it will — you may find your sales pipeline has dried up, and even worse, your competitors may be making inroads into your existing or potential markets.

Although the prospect of throwing precious dollars at marketing during a recession might be perceived as a risky decision, if you are smart about your strategy, you can position yourself for market growth when the recession lifts.

Here are two things you can do now, to position your small business to ride the economic storm and emerge with a plan to grow for the future:

1. Nurture existing customer relationships. Take proactive measures to hold onto your existing customers and nurture the relationships you already have. This is your low hanging fruit; ignore it at your peril. How to do this: Take a cue from a restaurant owner who called known customers and asked for their mailing address. The reason? He said he wanted to send a $25 gift certificate to thank them for their loyalty as a customer. He was able to do this, of course, because he had already captured customer information— possibly by asking for business cards — and then he mined the data to his advantage.

The gesture won more business and more loyalty.

2. Seek out potential future markets and opportunities. Your company probably has some existing customer profiling information, and while mining this data for potential cross- or up-sell opportunities is a good use of time, external customer data — often available for free — can help you identify similar prospects in new geographies, demographics, or industries. These resources can also help you find profit patterns and trends for your small business while using this intelligence strategically can help position your business for new customer opportunities when the economy bounces back.

The good news is that much of the background work needed to identify new market opportunities   needn’t cost much.

Two sources of market data and statistics for small businesses are Business.gov’s Business Data and Statistics Portal and CensusScope.

• Business Data and Statistics Portal. The good news for budget-conscious small businesses is that the federal government, which is currently the largest producer of data in the –the country, has agencies and offices dedicated to collecting, analyzing, and reporting on business, industrial and economic activity.

Get started by bookmarking Business.gov’s Business Data and Statistics page, where you will find a collection of resources providing free access to business and economic statistics collected by the U.S. Government.

Whether your market strategy is business-to-business or business-to-consumer, on this page you’ll find access to demographics from the U.S. Census Bureau and Department of Labor, economic indicators, and statistics on everything from income, employment, trade, manufacturing, and more. You can also search for data by industry type.

• CensusScope. Another resource for consumer data is CensusScope. Developed by the University of Michigan, this tool allows you to view demographic census data and apply it to your business or metropolitan area.

Source: Business.gov

The world has changed; the economy has changed; and your customers have changed. That means your marketing tactics must also change. The marketing and advertising you did in the past will not achieve comparable results today, says Will Ketchum, principal, partner and chief strategist of Burdette Ketchum, a full-service marketing and creative services company located in Jacksonville, Fla.

Ketchum spoke at a recent meeting of the Executive Advantage (www.theexecadvantage.com), a professional- and business-development group for Jacksonville-area CEOs that provides a forum for growth through coordinated discussion and exposure to expert speakers.

The four P’s of marketing—price, placement, product, and promotion—are still important, said Ketchum, but how you market, place, and promote your products and services has changed with the phenomenal growth of the Internet. Previously, marketing was done through mass communications. Now, to succeed as a marketer, you need to mass customize, he said.

Mass communication—traditional advertising—focused on sending messages to a mass of people for the primary purpose of creating awareness, the first part of the traditional marketing funnel— awareness, consideration, preference, action, usage. The way those messages were sent evolved as technology evolved—from sending messages in newsletters, putting up signs, using town criers, sponsoring radio programs, and doing what is recognized today as advertising in print, radio, and television. But the focus was always the same: create awareness.

In the early days of advertising, awareness was created through repetition, Ketchum told his audience. “The idea was ‘If I blasted the word enough, you’d do what I told you.’ In the 1950s, they used repetition and demonstration, and pneumonic devices. The theory back then was that if you ran the spot long enough and spent enough, the message wasn’t too important. [Advertising] didn’t have a lot of subtlety or creativity.”

Advertising went through a creative revolution in the 1960s, he said. “[Advertisers] realized that as the airwaves got fuller, they had to stand out and be more provocative … You began to see irony, emotion, humor, wit. Advertising got a lot sharper.”

By the 1980s, advertising became entertainment-driven; commercials became almost movie-like, and by the 2000s, “some spots didn’t say the first thing about the product,” he said. “Those types of spots are going to be less pervasive in the future. Few have the resources [today] to pull that off, nor are there enough people watching TV to make sense for a marketer. That’s where mass communication peaked, from a marketing standpoint.”

Enter the digital age

The advent of the digital age changed advertising, said Ketchum. “Brands went from being part of the culture to being the culture. Think about the pace and lifestyle of the Internet age: People live at Starbucks, carry around iPods and laptops, use online properties like Google and Amazon … we live the brands, not just purchase them. … Technology changed us. Tivo allows us to skip commercials; RSS feeds allow us to strip Web sites to the bare core; we can block e-mail; and YouTube gives people a way to look at things differently.”

Technology challenged the old marketing paradigm, he said. “Any marketing professor would tell you the old marketing funnel starts with awareness. In the old funnel, message is king. Everything is about message and awareness. Those are museum pieces now,” said Ketchum.

In the new marketing model, it is still important to create awareness, said Ketchum. But in contrast to the old model in which the message was king, now content is king. That is because once consumers become aware of a product, they want and crave content to make their buying decision. If they don’t find it on your Web site, they will get it somewhere—from consumer reviews, recommendations, blogs. “Anyone who encounters the brand has the opportunity to talk about it,” said Ketchum. “Think about what the Internet does when one consumer has an unfavorable blog review about your product. On the flip side, the new, engaged-consumer also has the potential to become the positive evangelist for your product or service.”

Next step: engagement

Not only do consumers want content, they want customized content. The demand from consumers is to “make it my way.” “That leads up to where we are today, the age of engagement,” said Ketchum. “The mandate for all of us as business centers and marketers is to engage customers, not just seek their awareness, but to engage them. …The way you are going to convert customers is through engagement … not just talking to but conversing with customers.”

The new age of engagement calls for content-rich tactics, he explained, stressing engagement and mass customization must happen online through:

• User-generated content,
• Detailed product descriptions,
• User groups,
• Comparison tools,
• Special media networks,
• Live chats,
• Demonstrations,
• Peer reviews,
• Collaborative communities, and
• Loyalty programs.

“It’s all about adding as much content as you can to the decision-making process, because that’s how consumers want to work today,” emphasized Ketchum.

How to do it

Ketchum left his audience with three take-away tips concerning mass customization:

1. Re-examine your Web presence. Look for its potential to engage. Sites have to be a resource to facilitate a conversation or a demonstration, he said. “If you can’t do this right away, that’s OK, but your site needs to be moving to maximize engagement in a certain context.”

2. Consider viral promotion. Viral marketing taps into the power of social networking, a recent novelty of the Internet. The five top social networking sites today, said Ketchum, are MySpace, Facebook, Twitter, LinkedIn, and YouTube. Each of these offers a unique opportunity. For example:

• MySpace. Create a community around a brand;
• Facebook. Develop a profile page and network for a brand, product launches, events, and press releases;
• Twitter. Send out immediate short news releases and event updates;
• LinkedIn. Gain insights on customers and collaborate on projects;
• YouTube. Post videos to give sneak previews of new products.

Other forms of viral marketing including e-mail campaigns and text messaging.

The key to effective use of these social media and viral marketing is to use it with purpose, emphasized Ketchum. “Be strategic about your use of YouTube media. Have a point. Don’t just throw a video out there. Remember: strategy first, tactics follow. … We are seeing a lot of unprofessional marketers just throwing stuff out there so they are not getting as much as they could if there were to tie it to a larger promotion or idea.”

3. Create offline touch points. If you are service-minded or a retail company, you have the opportunity to create engagement through contests, programs, loyalty program offers. “Look for ways to engage people beyond the initial purchasing intent,” urged Ketchum.

Ketchum left his audience with three final thoughts:

• Make sure your brand does what it promises. Don’t pursue an engagement-driven marketing unless you have 100% confidence in your brand. Weak products will be exposed.
• Always have an online call to action. Use traditional media, especially to help create awareness and drive people to your Web site. But always, offer an opportunity for engagement that lives beyond the message and the offer.
• Give consumers more than messages. They want more than awareness. Give them rich, customized content, said Ketchum. “Create opportunities to engage the customer on their terms. There are going to find this information with or without you, so you’ve got to do your work to give them the information.”

Will Ketchum can be contacted at Burdette Ketchum (www.burdetteketchum.com) at 904- 645-6200 or at learnmore@burdetteketchum.com.