Small Business Marketing

2009-10-19T17:51:00.000-07:00

Fabulous new look, Fantastic new website, Incredible new blog: Same great people!

To see all this excitement click here

I have "WhatToPost" Syndrome

2009-10-10T09:01:00.001-07:00

I suffer from "What to post" syndrome. I sit down to post and my mind suddenly is a blank. I forget what I do for a living...I forget what I like, what ignites my passion, what clever and witty things I talked about with my clients, friends and family that day. I finally walk away from the computer and immediately become the witty, inspired person I know that I am. I Rush back to the computer and...yep, you guessed it. My symptoms return...
I sought help on Chris Brogan's blog. As I knew he would, he came through for me. Just what the doctor ordered! I'll share his tips here for my fellow syndrome sufferers:

How to Blog Almost Every Day

October 10, 2009 · Chris Brogan

I put up a blog post (almost) every day, and sometimes, I put up more than one a day. On top of this, I write for clients, write for other projects, work on books, and other things. Some of you don’t have all these other writing commitments, but still want some ideas on getting more writing out the door. Here are some thoughts into my process that I hope will give you a framework for writing a blog post (almost) every day.

How to Blog Almost Every Day

Read something new every day. Need a starting point? Try Alltop. (Hint: read something outside your particular circle to get new thoughts).
Talk with people every day. I get many of my topic ideas from questions people pose to me, or through conversations.
Write down titles and topic ideas in a notepad file. ( I’ve given you 100 blog topics and another 20 blog topics just to get started.)
Maintain a healthy bookmarking and revisiting habit. I use Delicious.com
Find 20-40 minutes in every day to sit still and type.
Follow an easy framework. Here are 27 blogging secrets to start you on what I mean.
Get the post up fast, not perfect. You can edit if you have to, later. Perfectionism kills good habits.
Dissect other people’s posts to understand what makes them tick. The more you understand of HOW they write, the more you can take the best parts of it into how you write. (hint, my 27 blogging secrets post gives you my patterns.)
Find useful and interesting pictures. I use Flickr photos licensed under Creative commons for most of my photos. This helps me sometimes get a great photo for a post I already have in mind, but it also gives me post material sometimes.
Think about what your customers and prospects need. I write from the perspective of the communities I serve. Every post is aimed at something I believe will be helpful to my community in some form or another. This focus takes some weight off my worries about what I should write about or not. I write about what my community needs.
Mix things up by sometimes blogging on paper first.
Mix things up by writing guest posts for sites that aren’t like yours. This gives your mind new formats to think about. I did this recently as part of a project and I loved it.
Mix things up by changing the lengths of your posts: some long, some brief. Learn what makes an impact how.
Never worry about throwing up the occasional “best of” post, once you get enough material. Example: here’s My best advice about blogging.

It's not going to be easy to kick this thing. I didn't get her overnight and I won't be cured overnight. However, I am grateful to Chris (and others) who truly help us frustrated, well intentioned bloggers. I aspire to get well and get posting!
Wish me luck
P.S. If you have more tips please (!) comment!!!

What is a ThinkMap?

2009-09-28T08:56:00.000-07:00

I've renamed my blog! I've done this because I really have to write about so much more than marketing. I love, live, breath, sleep, shower, walk and talk marketing - but that is not WHO I am. I am a product of my thoughts...Thoughts are happening every minute - it's impossible not to think. Allowing and inviting positive thoughts is advisable, but the negative ones find their way in too.

Everyday I hit the ground running- traveling with my thoughts. While I know I can't control them, I can acknowledge both the positive and the negative thoughts, redirect them if necessary and embrace them when they inspire me. It's the choice to allow my thoughts to roam freely that contributes to my creativity and passion.

ThinkMap is an insight into those thought travels I have during my day. My heart's desire is that my maps provide occasional inspiration, a spring board for your own greatness and maybe a chuckle or two!
Feel free to comment or contact me with your own maps - I am happy to publish them here.

So...what do you think about the new look?

Cheers!
Denise

2009-09-24T09:53:00.000-07:00

I had a fellow follow me today, on twitter, and being the good little social media maven that I am, I checked him out (I never just randomly follow people) by going first to his twitter profile, then to his blog. Am I ever glad I did!

Terry Starbucker's (http://www.terrystarbucker.com) philosophy is all about positivity. He has coined the phrase/term "half-fullism" as in the cup is half full. He says: "I’m a believer in what is sometimes called “the law of attraction” – that is, if I can put a positive enough vibe out there, laced with the possibilities of a path to happiness and fulfillment through a personal philosophy, and infused with encouragement and a genuine desire to help other people, then I can transfer some of that to those who read it."

Just really wanted to pass that along. Have a Full and happy day! :)

Here I go again...

2009-09-21T18:50:00.000-07:00

The big question out there in the blogosphere seems to be whether to blog about what people are interested in or to blog about what YOU are interested in?? This has been tough for me since I am very social and am truly interested in what everyone else is interested in....but that doesn't necessarily translate to an ability write about those topics. So I started this blog as more or less a supplement to my website. Now I am hating that idea. Why would I want to re-write the content of my website on a blog...duh. Dumb idea. And, more to the point - who the heck would want to read it?

So now I find myself writing about a lot of personal stuff ( see blog post from Sunday). I am definitely passionate about that. But I am also passionate about my industry, my clients and the trends that are causing such a "twitter" (pun intended) in the media world.

So here's the deal - a compromise is in order...a little of this....a little of that - how does that sound?
I'm going to talk about -

Appreciation...

Those are two of my favorite people...My husband, Ken and our son Chase...I have recently had a major attitude shift, an epiphany of sorts. I am so grateful for this and owe it largely to the sweet little old couple that walk silently, hand in hand, in my neighborhood. They don't look a day under 90! I was lamenting one morning, as I watched them slowly trudge up our hill, about not having "that" - I decided then and there that THAT was what marriage was supposed to be, dammit, and I wasn't getting it! Then I went down my "what I'm not getting" list and made a mental check next to a whole bunch of stupid petty (seemingly HUGE) items...

I began to cry - not because I was sad about that stupid list, but because I suddenly realized that I wasn't SUPPOSED to have what they had...We hadn't earned it yet! Ken and I have long passed through that "you totally ROCK" phase of our relationship - you know, the phase when all the shit that drives me nuts now was so cute and endearing then. That lovely time when I just couldn't get enough of him....Oh ya, those days are long gone! I realized, standing at my kitchen window, the elderly couple now long gone, that Ken and I are in the "business" phase of our relationship. We are in the business of raising children, raising our businesses, managing a household, a social calendar and our shared responsibilities to our parents and siblings....I thought about who else I could be business partners with and the realization that there truly isn't a soul on this planet that I could manage all of this so well with hit me like a ton of bricks.

Gratitude...

Suddenly my list was stupid and embarrassing! I couldn't wait to tell Ken how much I appreciated him and how grateful I am that he is my partner. In my mind this new attitude removed all the pressure of nurture, sex, passion, etc...off of us. That's not the phase we are in! We are business partners! Hooray!

(Interestingly , he has never been more attractive (okay, HOT), smart, funny and loving....weird how that worked, huh?)

It's been 3 months since that moment in my kitchen and I feel the same right now as I did that day. Ken and I have never been better. We both take time to appreciate the roles we take, the contributions we make and the goodness inside of each of us.

I haven't seen the couple since (odd) - Perhaps they were just angels sent to save me from my ungrateful self.

Dropping our Daughter off at College

2009-09-20T11:42:00.000-07:00

I am in a reflective mood this Sunday morning as I sit here both missing and rejoicing in my daughter's newest life adventure: college. I, like millions of parents across the country, am wondering where the time went?? And to think a few weeks ago I was alternately counting the days until she would leave and wondering how I was going to survive the loss.
Taylor and I had our biggest fight 6 days before we were to pull out of our driveway in Eugene Oregon heading for LA....She had one foot out the door and I was holding on tight. Sigh.... I don't have any regrets, but it was quite a somber experience. I won't go into detail, but I wonder if other parents out there experienced the same thing? Tay and I get along great, always have. She was the EASIEST teenager on the planet....didn't stress about clothes or boys (she's gay, as it turns out) or spend hours on the computer or phone. She is a good student and a happy person. Proud mom? You bet.
Then she suddenly grew up on me. I mean, really grew up! It was what I needed to see and feared.

When she came to us a year ago having firmly decided on Whittier College we told her if she wanted to go to a school that (ahem) expensive, she would have to pay her own way. If she wanted to got to the U of O, we'd help and if she chose to go to Lane Community College - we'd pay AND buy her a car! We also told her that she would have to show us that she could handle the basic necessities of life (do her own laundry, feed herself, etc). My husband and I were of little faith (sorry, Tay) and I'll be darned if she didn't pull it off with honors! Really - this kid, smart but a little lazy, kicked it into high gear and secured scholarships, grants, work study to the tune of 44K!!! And yes, she did laundry on Sunday and made sure she left the house everyday with food and snacks to carry her through her busy schedule.

Taylor was wonderful when we dropped her off. The move into her dorm was such a fantastic experience for our whole family. Whittier is amazing! Her roommate and family were fun and sweet and the whole orientation experience couldn't have been more well thought out , moving or inspiring. The convocation was fantastic (I embarrassed our 8-year old by sobbing through most of it). Tay was engaged and loving.

And now I miss her. She was nice enough to send me an update on her life (thank God for Facebook!) but now she is busy working (2 jobs) going to school and being a well rounded, overwhelmed, intimidated, happy college freshman....

What about ME???

Whittier seemed to know exactly what I needed when they published their parent handbook. I took to heart their advice (which is why, I am convinced, I got that first "update" from Taylor so quickly).

I've printed the advice below - or you can click on the handbook link above.

PARENTING YOUR COLLEGE STUDENT

Each year, more than two million students begin a new phase of their lives as they enter college.
The coming year will be filled with excitement, joy, fear, pain, anticipation, and discovery for you
and your student. While no one can predict what your student’s college experience will bring,
here are a few suggestions that will help you adjust during your student’s years in college.

Expect change
Your student will change. It will happen either dramatically within the first months,
slowly over the college years, or somewhere in between. It’s natural, inevitable, and can
be inspiring and beautiful; though change can be difficult, too. College, and all the
experiences surrounding it, affect changes in a student’s social, vocational, and personal
behavior. You can’t stop the change and growth. You may not understand it, but it is
within your power to accept it.
Remember that your student will basically remain the same person that you sent away
to college, aside from interests and experiences. The changes he or she will experience
are part of a maturation process that doesn’t happen immediately.

Remember, it takes time to adjust
The first few days and weeks at school are packed with new experiences. The
challenges of meeting new people and adjusting to unfamiliar situations take a lot of
time and energy. The transition to a new environment may seem overwhelming to your
student. There may be moments when they long for the tried and true life they have left
behind. Still, most students adapt well to their new environment, and in time, will
become used to the new “norm.”

Write (even if they don’t write back)
While it may seem that your student is eager to embrace the independence that
accompanies college, most students are still anxious for family ties and the security
those ties bring. Some family members may misinterpret the quest for independence as
rejection. Many students would give anything for news from home and family, however
boring that news may seem to you.
There is nothing more depressing than an empty mailbox, so write or send e-mail. Don’t
expect a reply to every letter you write—be prepared for unanswered correspondence.

Ask questions (but not too many)

College students are eager to establish their independence and often resent interference
with their new-found lifestyles. Still, some desire the security of knowing their family is
still interested in them.

Family curiosity can be unproductive and alienating or relief-giving and supportive,

depending on the attitudes of the persons involved. Questions marked with “I have a
right to know” feelings, ulterior motives, and nagging can be harmful. However, honest
inquiries and other “between friends” communication and discussion will most likely
enhance the family-student relationship.

Visit (but not too often)
Visits by family (especially when accompanied by shopping sprees and/or dinners) are
another favored part of the college experience. These visits are a nice time for family
members to become acquainted with, and to gain an understanding of, their students’
new activities, commitments and friends. However, spur-of-the-moment “surprises” are
usually not appreciated; pre-emption of a planned weekend of studying or other
activities can have disastrous results.
Expect and encourage students not to come home every weekend. Spending time on
campus is one of the best ways to make friends.

Call (but not everyday)
Some students, especially at the beginning of their college career, will call you with all
sorts of questions, maybe several times a day. Questions range from how to do laundry
and how to pay tuition, to advice about a roommate situation. Communication is good,
but try to limit telephone calls to no more than once per day. When you do talk to your
student, rather than telling your student what to do, ask questions like, “Who could you
talk to on campus about this problem?” Encouraging independent decision making is an
important skill developed in college.

Don’t say “These are the best years of your life”
At times, your student’s college years will be filled with indecision, insecurity,
disappointment, and mistakes. They will also be full of discovery, inspiration, good
times, and best friends. But, it’s not always the good that stands out. Your student may
not agree that these are “the best years” while he or she is suffering with the trials and
tribulations of adjusting to a new environment. A great deal of pressure can be placed
on students to always appear to be having “the time of their lives.”
Any parent who believes that all college students get good grades, know what they want
to major in, always have activity-packed weekends, have hundreds of close friends, and
lead carefree lives is wrong. So are the parents who think that “college-educated” means
“mistake-proof.” Those who accept and understand the highs and lows of their student’s
reality can help provide the necessary support and encouragement.

Trust them!
Self-discovery and the transition into adulthood are difficult enough tasks without
feeling that the people whose opinions you respect the most are second-guessing you.
You and your student may have differences of opinion. It is important to realize that
these differences are not a battle between right and wrong; rather, they should be
thought of as different points of view. It is vitally important that your student knows
you love, respect, and are supportive of him or her. Your relationship and the college
years will be better for it.

_______________________________________________

I moved my office into Tay's old room (she is ok with that) and it seems to be helping. I only cried once last week! I really like sitting here by her window - looking out at the gorgeous trees (yay Oregon!) and wondering what she is doing.

Fridays At Five

2009-09-18T14:32:00.000-07:00

Hope to see everyone tonight at the new COOL Cafe 440.
Had lunch there today (with the fabulous Pamela Cournoyer (www.communicatewithclass.com) and I was very impressed! Yum on the sweet potato fries!
Owner Todd is cool, personable and fun - See you tonight
Cheers!

D

GREENING your business

2009-09-18T10:53:00.000-07:00

If you are an owner of a small business, you may be interested in knowing that you can make your small business green easier than you think. Using the following tips will not only save you energy costs, but will help the environment. Go Green!

by Steve StraussSteve Strauss, MrAllBiz, author of The Small Business Bible, also writes for USATODAY.com

Here are a few simple ways to make your business greener and save some money at the same time:

Around the office: Yes, those funny squiggly bulbs (called CF bulbs) really do make a difference. Sure they cost a bit more, but they are supposed to last up to 15 times longer. Other simple steps include reusing packaging, packing peanuts, and turning old file folders inside out. Even better: Each of these green steps save money.
Reduce paper use: Consider getting a printer that offers two-sided printing (called duplex printing). By doing so, you cut your paper costs, and paper consumption, in half.
For instance, I recently did some work with Brother and was impressed with a printer that automatically prints on both sides of the paper (the MFC-9840.). It was also Energy Star certified, and fast. How easy, and green, is that?
Also, of course, buy some recycling bins, mark them, and use them.
Install timers and motion sensors: By automatically having lights and computers go off when not in use, you can save lots on energy costs.
Buy green: No, green products are not cheaper, but by the same token, these days, they also should not be more expensive since demand for them has reduced prices. You might also want to check into purchasing green power from your local utility.
Buy Energy Star products: The Department of Energy Energy Star certification means that you know the product you are buying is highly energy efficient, and again, it shouldn't cost any more.
Bottom line: Going green has never been simpler, or more affordable.
______________________________________________________

Here in our own community (Eugene, Or) we are fortunate to have organizations like NextStep Recycling championing the green campaign! Please check out their website www.nextsteprecycling.com

Also, have you heard about one our most informative and fun networking groups, GreenLane?
Check them out:

http://greenlane-sbn.org

(they have a facebook group too!)

Then there are our friends at Green Solutions Printing headed up by Daniel Swantek: www.printgreen.com

(also on facebook)

And, last but not least - go visit Julie at Bring Recycling:

http://www.bringrecycling.org

http://www.youtube.com/BRINGrecycling

http://www.facebook.com/BRINGrecycling

Have a green day!

Denise

Blog or Website or Both?

2009-09-17T18:15:00.000-07:00

I think I'm over the whole Dr. Seuss thing - visit my website and you'll see what I mean. Time to grow up - put on my "Big Girl" pants and really tackle this business of being in business. Don't get me wrong...I've been tackling, wrestling, jumping, cursing, joyful, sweaty and exuberant about my business for 4 years now. But I have been struggling with exactly who I am. Big no-no in the world of branding. I am listening to my clients, prospects and mostly (gulp) my former clients - most who have left because I efficiently worked myself out of a job, by the way - and now I realize what they need most is a coach. Face it, marketing is the fun part of owning a business. No Excel, Quickbooks or calculators needed! Just creativity, tenacity and guts! I enjoy teaching and our small business community seems to really enjoy learning.
So now that I am sure I have the right formula to take my business to the next level I need to decide what to do with my website. I think I'll chuck it.
I love the idea of a blog instead because it's conversational. It's what I do for a living - I have conversations with my clients about their business - I help them strategize and plan. I like this.
I found this great article by Darren Rowse (www.problogger.net) about the benefits of a blog and i have to agree:

1. Blogs give Individuals, Companies and Brands ‘Voice’ - 5 years ago I was a guy with a ‘voice’ that reached a few hundred people on any given week - today what I write and say is sneezed out to hundreds of thousands of people on any given week. My blogs are the vehicle for this.

2. Blogs are Conversational - both in the style of writing, the way they interact with one another and the way that they are designed with comments at their heart blogs are all about the conversation.

3. Blogs build Trust - as a result of being a relational/conversational medium a blogger can build trust with their audience (something that most businesses would kill for).

4. Blogs build Profile - looking to become an ‘expert’ (or at least be perceived as an expert) in your field. Blogs have the ability to showcase your expertise and help you become the ‘go to’ person in your field. Just today my blog brought me the opportunity to appear in Australia’s national newspaper - the result has been numerous other opportunities.

5. Blogs are Immediate - blogs are a great way to communicate with people because they are so quick to use. Have a thought, write it down, hit publish and within minutes it can be being read and commented upon by your readers.

6. Blogs are a doorway to Search Engines and Social Media - one of the great things about blogs is that they are indexed so well by search engines which love sites that are focused upon a topic, updated regularly etc. Social media sites (particularly bookmarking ones) also love blogs.

Client of the Week!

2009-08-24T12:42:00.001-07:00

YAY! My favorite part of the week - I get to talk about the wonderful talented people I work with and give them a little plug...
This week I want to talk about The US Gymnastics Academy
The U.S. Gymnastics Academy (USGA) is a locally owned company. It all started with a dream of helping a former Olympic coach create a world class program right here in Eugene, just as he had done before in his home country of Bulgaria.

The facility is amazing and the coaches are top of the line. In fact, the head coach, Rosen Manilov, was the Bulgarian Men's Team Coach for the Sydney Olympics.
At the USGA children always come first. The aim is to develop in students a positive self-esteem by instilling the values of good sportsmanship, self discipline, respect and accountability.
programs range from "Mom & Me" and Pre-School classes to training Elite athletes, Personal Instruction, Tumbling and Home School Classes.

NATIONAL GYMNASTICS DAY

September 12th is National Gymnastics Day around the country. USA Gymnastics has for the past several years teamed up with Tyson Foods to support fitness for children and to raise funds for the Children's Miracle Network. USGA will be celebrating National Gymnastics Day on Sunday September 13th (Duck Football on the 12th!). We are hoping to have an exhibition at one of the local malls and to raise funds for CMN.
We will give you more details as we have them firmed up.
For more information visit www.eugenegymnastics.com

Fridays At Five

2009-08-07T15:16:00.001-07:00

Summer has been awesome in Eugene and our networking group continues to thrive. Smaller groups mean more intimate discussions and the ability to ask for very specific referrals. We have enjoyed meeting new local tavern and wine bar owners and can't wait to visit the new sushi hot spot at 5th street market tonight! PURE! Sonny, the owner, is not only gorgeous (love the sparkly eye shadow - she should be on America's Top Model!!) but the food is outrageous and they obviously put a lot of work into their comfy space.

Please comment and suggest locations - criteria: LOCALLY owned, beer and wine served, and enough space for us to sort of "take over". Most places aren't that busy right at 5pm so this works in our favor. Believe it or not, I have only met two business owners int he 10 months we've been doing this who hadve said no thanks....WHHHAAATTT?!??! Are they Nuckin' Futs?! Why would you not want between 15 and 40 business owners coming in and spending money at your establishment? Some want to charge us for space...Id on't htink so.
Anyway - let me know (or my trusty assistant, Ashley) if you know of a spot for our group.
Here are just some of the FABULOUS spots we have visited Which was YOUR fave??):

The Broadway
Noli's
Campbell House Inn
The District
Billy Macs
Ratatouille
The Boulevard Grill
UVA
The Loft
Winestyles
Lavelle Winery
Sam's Place
Hop Valley Brewery
Midtown Lounge
Soriahs
Jo Feds (R.I.P.)
Lucky Noodle
B2
Ring of Fire
Oregon Electric Station

More to come!

Cheers

D :)

Client of the Week!

2009-07-20T11:50:00.001-07:00

I love this part of my week. I get to highlight one of the extraordinary businesses I have the privilege of working with. Today I want to bring your attention to Next Step Recycling. I cannot say enough about this amazing organization. They are so valuable to our community and to me. On a personal level, I love the Executive Director for her wit, humor, wisdom and depth. Lorraine Kerwood is a true inspiration and mentor. Lorraine was diagnosed as autistic and a labeled a special education child very early on, Lorraine never believed she could ever "be" anything important - or even that she could compete on an equal footing with other people.

To her surprise, when a friend prodded her into getting a college education she graduated Magna Cum Laude from the University of Oregon, with a bachelor's degree in Family and Community Services. She inspires me to resist those voices that tell me I "can't" and replace them with a resounding "Yes, I Can!!". Thanks for that, Lorraine.
I was so proud when she was honored as the Women Business Leader by the Chamber of Commerce last year.

On a professional note - NextStep Recycling has, with the help of hundreds of volunteers and community support, responsibly recycled more than 800 tons of electronic waste, and refurbished over 18,000 computers and other electronic devices - placing them with people who would not otherwise have access to this technology. They create jobs and bring awareness about the importance of recycling electronics.
We, as a community MUST Step up for NextStep! They need our support and they deserve it. Contact me to find out how you (or you business) can help this fantastic organization. OR, go to www.nextsteprecycling.org
If your organization is interested in having Lorraine speak at a conference or event, please contact me at 541.221.8592

Client of the Week!

2009-07-13T13:03:00.000-07:00

I am on a roll...and it feels good! This whole appreciation thing is working for me! I have always considered myself a happy and positive person but I am realizing that that was more of a persona than the person. I am done lamenting about what I don't have and have really started to focus on what I DO have. It is such a happier place...

One of the things I am truly grateful for are the supportive and brilliant clients who allow me to contribute to their ongoing business development. I appreciate that a person's business is near and dear to their heart. It's not just a service or a product but a dream for their family, a journey they have committed to. My clients are small business owners who truly inspire me.
This week the Client of the week is Brooks Brush Clearing. I cannot say enough about the integrity and commitment that Mark and Julie Brooks bring to every job. They love their work and they love their customers. Julie is one of those people that you instantly want to be friends with and Mark is so committed to doing the right thing no matter what. They have a lovely family and I am honored to work for them. For more information about Brooks Brush Clearing go to www.brooksbrushclearing.com.
Look for more appreciation and gratitude (is that redundant?) right here!

Appreciating your Body

2009-07-10T08:43:00.001-07:00

I recently had a medical scare, which never ever happens to me. I have been in the hospital three times (coincidentally I have three children). I don't have a primary care physician because I have never needed one. I don't go to the doctor. I see a GYN once a year for that wonderful annual experience that we women love so dearly and for my mammo. I am NOT a burden to the health care system.I never thought about it until now but I guess I am proud of that.
SO Sunday I find myself in the emergency room, hooked up to an IV, morphine blissfully easing the abdominal pain I am experiencing. A very uncomfortable CT scan later, there is no evidence of anything horrible. No appendicitis, no pancreatitis, tumors or anything serious like that. Apparently a cyst on my ovary had ruptured causing enormous pain but something I will recover from without any evasive procedures. Whew!

So now I am reflecting on how I view this body of mine. Not very well. I take it for granted at a minimum. Worse, I tell myself that I hate it. I do. I say that to myself all the time. This body that shows up day after day and serves me without pain or illness....I hate it because the shape is wrong. How absurd. I am turning a new leaf. It's time to have gratitude for a perfect body.

Why Are So Many Women Dissatisfied with Their Bodies?

How many women do you know who think their bodies are just fine the way they are? The sad fact is that we live in a world in which it has become normal for women to dislike their bodies, a world in which even healthy eight-year-old girls may worry about their size and shape.

This body has delivered 3 healthy beautiful babies, walked 60 miles for Breast Cancer, run a half marathon for Leukemia Lymphoma, carried hurt children to the car, lifted, pushed, crawled, jumped, skipped, hopped, run and walked on command.

It's time for a little appreciation! It is my intention to love my body - to reward it for all it has given me by taking better care of it. I will drop the extra 30 pounds I have forced it to carry for the last couple of years. How unfair is that!

Anyone care to join me?

SEO for iweb

2009-06-18T08:32:00.000-07:00

I recently purchsed RAGE SEO Software for my iweb sites (www.inkimagetoner.com and www.asanctuaryforhealing.net) and have been struggling with google....Found great tips from Rage and thought I'd share!

1) iWeb Page Titles

As of iWeb 08 (and now iWeb 09), most built in templates have a large header caption at the top of the page. Your website’s title tag will actually reflect what you enter here. Many users simply keep this as the default caption, not utilizing the most important on-page optimization you can use for search engines.

The trick is to give your page a title that includes both the keywords you want to appear for in search engines and that accurately describes your website content. Your web page title appears at the very top of your web browser, and in a search engines results page. Search engines use your title tag to get an idea of what they will find on your website.

iWeb Page Titles are important for SEO

Update: With the free iWeb SEO Tool you can now edit your web page titles, meta tags and alternative image text after you publish your site. You no longer have to worry about how iWeb gets your title tag.

For templates without these header captions, or if you remove the caption, iWeb will use your page file name as its title. Give it a good title using the advice we provided above.
Add Custom Title Tags To Your iWeb Website

2) Navigation bars

One of the biggest problems with iWeb is the way it creates your navigation bars. Instead of using standard HTML which search engines can use to correctly find all files on your website, it uses Javascript which makes it extremely hard for search engines to scan and index your website properly.

Fortunately there is a way you can work around this problem. Select your main page (or the first page that contains your navigation bar) and open the Inspector window. Click the Page Inspector tab (second tab) and deselect the option ‘Display Navigation Bar’ as shown in the following screen shot;
Add Custom Title Tags To Your iWeb Website

Now you’re going to create your own navigation bar with proper links to each of your pages. Create a new Text Box field and place it at the top of your page, while moving all your other content down. To quickly move all content down, go to Edit – Select All. Hold the shift key as you drag all your content down which will help insure you don’t accidentally move the content off center. Put the new Text Box at the top of your page and add captions for each of your pages separated using tabs or spaces so that they look like a proper navigation bar. Then select each caption and go to the ‘Link Inspector’ tab in the Inspector window. Select ‘Enable as a hyperlink’ and choose ‘One of My Pages’ from the ‘Link To’ drop down menu. Lastly select the page you want to link to from the ‘Page’ drop down menu.
Proper navigation bars in iWeb

Although you should do this for each of your pages for best results, insuring you do it on your main page only is extremely helpful for search engines.

3) The Right Content

One of the biggest issues I see with iWeb created websites is users choosing non-standard web fonts for their website. Just to provide some background information, there are a number of fonts that are considered safe for use on the web. These are fonts that are guaranteed to be installed on a users computer no matter what operating system or web browser they use. If a font is not installed on a users computer and you use it on your website, it will not display properly for them. iWeb works around this issue by turning your text into pictures if you use a non-standard font. This is why your webpage always looks the same no matter where you view it. Unfortunately, search engines can not ‘read’ text that is turned into pictures and this will severely impact your potential search engines rankings.

You must stick to the standard web fonts, which are listed below for you. This insures that your website has the best possible chance of ranking high for the keywords you are targeting.

Web safe fonts include;

* Arial
* Courier New
* Georgia
* Times New Roman
* Verdana
* Trebuchet MS
* Helvetica

*Note: Some of the above fonts may not always be installed on a persons computer but will be easily replaced with a very similar looking alternative if they can not be found. That is why they have all been included in the above list.

You want to make sure that your website content contains the keywords you want to rank high for in search engines. It’s not good enough to “be in search engines”, you want to appear when a potential customer types in one of your keywords. Search Engines will not know what your webpage is about unless you include the proper keywords in your web page content.

4) iWeb Landing Pages

Lastly, something I see very often is users making a so called “landing page” as their home page. This is the type of page where it may simply show your company logo with a “Click here to enter link”. Basically anything that requires a user to take one more step in order to see your website is never a good thing.

This applies to search engines as well. Your home page is considered your most important page by default so make sure you are taking full advantage of it. Link to other important pages directly from your home page and make sure it includes keyword rich content.

Remember, search engines will not simply choose your site out of the billions out there and rank them at the top of their search index unless you give them good reason too. Getting high in search engines for the keywords your customers are searching for can be extremely profitable to you and will take some time to achieve. Don’t expect immediate results and keep learning about the strategies you can employ to get high rankings.

Fridays at Five - June 5th

2009-06-03T07:36:00.000-07:00

Can't wait for this week! We are going to be at Lavelle Winery in Elmira - rolling lawns, beautiful surroundings, fantastic hosts....They are staying open late just for us!

Fridays at Five has really turned out to be a phenom (if I do say so myself). I think the reason it works so well is because it's absolutely CASUAL. Perfect fit for small businesses who are intimidated by those huge networking events or by the costs of some of those referral groups or even by the time commitment that is required by some groups. Fridays at Five is just a fun group of business minded folks who enjoy a glass of wine or a beer at the end of a long work week and who, by the design of this program, wish to help other small business professionals grow, learn and succeed. We've called ourselves "A drinking club with a business problem" which cracks people up- but the truth is, we are a fantastic networking group that WORKS! When a business is chosen to speak we encourage that person to ask VERY SPECIFICALLY for whatever it is he or she wants. Example: I want to meet the purchasing manager at the new hospital". Inevitably someone in the group knows that person or can put them in touch with someone who does. Additionally, we don't necessarily offer our product or service up at first pass - as it is done so frequently at other networking events....How annoying is that? You are left with a handful of business cards that you toss, and still have e bunch in your pocket (your own) that no one really cared to ask for....So try this - At your next networking event make it a point to NOT talk about your business - ask about others then ask for more info ("tell me more" works well) then ask how you can help that person succeed or grow. Then watch what happens. Givers Gain!

I love that Fridays at Five is working so well. I am also excited that the spin off group - CEO Roundtable, has been well received. In fact, I'm off to facilitate a roundtable right now. Just thought I'd pop down a few thoughts on this lovely Oregon morning...

Advertising vs. Marketing - What's the Difference?

2009-05-11T13:13:00.000-07:00

At Rossetti Marketing we are proud to work with small businesses - many just starting out, some home-based and a bunch who are ready to take it to the next level. One of the first things we "teach" is the difference between marketing and advertising. It may seem basic, but it's worth posting for those excited entrepreneurs who may not understand.
Knowing the difference and doing your market research can put your company on the path to substantial growth.

Let's start off by reviewing the formal definitions of each and then I'll go into the explanation of how marketing and advertising differ from each other.

Advertising: The paid, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to existing and potential customers.

Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of services or products.

After reading both definitions it is easy to understand how the difference can be confusing to the point that people think of them as one-and-the-same; so let's break it down a bit.

Advertising is a single component of the marketing process.

It's the part that involves getting your word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.

The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside the pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Advertising only equals one piece of the pie in this strategy. All of these elements must not only work independently bu they also must work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.

Social Media Marketing takes that exchange and makes it between consumer and consumer - a 2-way conversation about your business. Coming soon: Social Media Marketing basics

2009-04-26T21:23:00.000-07:00

Social Media Marketing – an alternative strategy in tough times

2009-04-13T16:03:00.000-07:00

Came across a great post by Lance Scoular and had to share. If you want more information about social media marketing or just need an hour long SMM clinic - call Denise at 541-221-8592

To survive the current economic downturn you will need to grow your revenue where possible. Apart from keeping your current customers, the next goals are to increase you customer base and/or perhaps find more cost effective suppliers.

To do this effectively you need to:
1. evaluate your target market and
2. find cost effective ways to reach prospective customers and suppliers.

Whether you have a reasonable marketing/advertising budget or virtually nothing to speak of, Social Media provides some creative ways to make contact with either new suppliers or customers.

The most popular and fastest growing Social Media that can be leveraged by business are Facebook, LinkedIn and Twitter. Businesses that adopt these technologies will have the jump on their competition. Developing a strategy combining these three forms of Social Media can develop three powerful networks without any financial outlay.

Social Media Triangulation
Combing the three media formats provides what can be described as Social Media Triangulating or “smTriangulation the Power-of-3.”

Firstly, this combination provides the development of three separate but complementary networks with the ability to provide exponential growth.

Secondly, it provides a back up situation for your networks, should one of these online companies fail, you still have the contacts on the other networks.

Thirdly, each network has its own strengths which when combined with the others provides quite powerful synergies.

A Brief Overview of these three Social Media Sites

Facebook – facebook.com
Facebook has taken over from MySpace as the fastest growing social media network. Many businesses are creating Facebook Pages for their business and joining Facebook Groups that are relevant to their business. Also, Facebook has multimedia capability for photos and video which can be used for promotional purposes.

LinkedIn – linkedin.com
LinkedIn is a Professional Network using the format of an online Resume. LinkedIn can be used as a reference point for people to check your credentials and for you to check theirs. I see it as a point of credibility in the business negotiation process. LinkedIn also has many groups for various industries or interests you can join.

Twitter - twitter.com
Stephen Collins, (trib) on Twitter, extolled the virtues of Twitter for businesses in general and export organisations in particular, at an Austrade conference in September last year.

Twitter is a microblogging site with a limited text of 140 characters. Messages can be distributed and redistributed rapidly. The other advantage from a business point of view is the capability of building networks fast and also converting those contacts or “followers” to Friends on Facebook or “Connections” at LinkedIn.

There are various applications built for Twitter and a significant one for business is twellow.com. This application classifies Twitter members by their interest or business classification as well as by locality.

Targeted Advertising
Whilst Twitter at the time of writing has no advertising options, both Facebook and LinkedIn have targeted advertising models similar to Google Adwords. The advertiser can target their advertising message utilising the demographic data of the site’s subscribers.

Consider Your Strategy
Whilst these online networking services are free of charge, apart from the advertising options mentioned above, there is definitely a time involvement to be considered. Therefore, when considering this form of Social Network Marketing, consideration should be given to the person/s that would be best allocated to this task.

2009-04-09T12:52:00.001-07:00

No Fridays at Five this week (April 10th)

2009-04-09T12:50:00.000-07:00

The Inside Scoop

There are lots of good frozen-yogurt shops in Simon Glickman's Pasadena, California, neighborhood. But one—21 Choices—seems to enjoy bigger crowds than the rest, and he explains in his Editorial Emergency newsletter how the small storefront keeps customers coming back from more:

It delivers plenty of atmosphere. Unlike most corporate chains, the environment is quirky and inviting—multiple television screens flicker with cooking shows and vintage cartoons while the teenage staff "sing and shimmy" to a Motown soundtrack.
It makes customers feel valued. When the line moves slowly, staffers require no coaxing to hand out samples, genuine apologies and coupons for free yogurt. If it turns out you don't like a flavor combination, they'll replace it without charge, and Glickman's wife once received an extra scoop because an employee liked her sock-monkey key chain.
"But the company's service ethic goes much further," notes Glickman, "and this is where you should put down your Snickerdoodle Swirl and pay particular attention."

Simply put, 21 Choices excels at thinking in terms of community:

Personalized touches include a poster by the front door that lists regulars by name.
Since customers care about environmental issues, the shop made the switch to biocompostable cups and spoons. "A handmade sign explains that this move has added to their overhead and resulted in slightly higher prices," he says. "No one seems to mind."

My Tweeple

2009-04-07T23:39:00.000-07:00

Get your twitter mosaic here.

Social Media Tips

2009-04-07T21:37:00.000-07:00

OK, I admit it - I am NOT an expert on this stuff...but, hey, I'm in the game and I am learning! I have uncovered some compelling reasons to use social media in your marketing mix and a few sensible rules of engagement...

Why incorporate SMM into your marketing mix? Well, as opposed to advertising- SMM is free. It's also credible - peers advising peers.
My role, what I do and what I love to do is promote my client's events, services, products and brand through any and every avenue possible. I have fun doing this because the world of social media allows me to engage with and follow folks who have the same interests and want to hear what I have to say - and vice versa. What you can do with SMM is this; build a community. Engage with your customers, partners, prospects and peers. Have a voice. Listen and learn from others. Use social media tools to help build your brand.

Tips I have found on colleagues blogs and tweets:

1. Know why you’re using a service.
I use Twitter (http://twitter.com/dvendley) to access relevant links to useful knowledge and influential people in my idustry and to reach and develop mutually beneficial relationships with others. Linkedin provides me the ability to tap on or grow the collective knowledge and expertise in my network. This is assuming I've linked up to people I know or trust to be reliable, of course (I have). Then, even if my immediate contact does not know the answer, their contacts down the trust chain may or can refer to people who can help me. Facebook has proven valuable both personally and professionally. I have created groups and connected with long forgeotten colleagues and aquaintances who are now valuable resources, prospects and who can link me into their networks..
2. Know what your followers or friends want - provide value.
Understand what your friends, family, colleagues and customers wnat and give it to them. Simple as that. Keep it relevant and engaging.
3. Cross-pollinate your friends
from one social media service to another. If I tell my Twitter followers I’m on Linkedin or Facebook, I will get new followers “crossing over” from social media service to another.
4. Use the same avatar for each service
so that you’re instantly recognizable by your friends from other services.
5. Help others unconditionally
Doing so attracts people to you and helps you be seen as an expert. I know this doesn’t seem very “markety” but that’s the point: it’s actually the best marketing you can do. If somebody showed they gave a damn and helped you solve a problem or answer a question, wouldn’t you be more inclined to follow/friend that person, maybe check out their blog?
6. Put in the time.
This is the hardest point for many to deal with. They just don’t have the time. My advice is to pick two social media sites that resonate with you and use them.
Take breaks.
ou can wear your followers and friends out if you over-use a service. They’ll get sick of you, even if you’re providing value. It’s like the social media version of that person at the party who just won’t shut up and you want to wring his neck.

Fabulous Finds & Co.: Angels with Wings

2009-03-24T19:37:00.000-07:00

Fabulous Finds & Co.: Angels with Wings

What if

2009-03-11T21:32:00.000-07:00

What if you could get all your marketing and public relations needs met in one place? With a talent pool to choose from who were local, affordable and managed for you?

Just a thought

So Fridays at Five this week is a double whammie....ladies only at four (face it on 5th street) then we join the guys at Jo Feds at Five...See you there

Cheers

2009-02-12T10:40:00.000-08:00

Check out www.wordle.net!

2009-02-12T10:36:00.000-08:00

Get Those Happy Customers Yakkin'
"[M]any companies hesitate to launch customer case studies because they worry about imposing on their best customers," say Barbara Bix and Olga Taylor in an article at MarketingProfs. "To their delight, however, companies often discover that decision-makers are happy to discuss their experiences and look forward to being featured in an article that positions them as a leader in their industry."

If a belief that case studies impose on clients has prevented you from showcasing your best work in public, you're missing out on a host of benefits that could speed a sale along. These include:

Associating your brand with those of high-profile customers.
Attracting reporters hungry for substantive narratives and sources willing to speak on the record.
Enticing prospects who discover case studies in Google searches.
Bix and Taylor recommend providing at least one case study for each product or service you offer in each industry you serve. "Each satisfied customer is a key to several others who are similar, want to be similar, or simply know of your customers," they say. "Can you afford to have them keep their story to themselves?"

The Point: "Customer success stories work by matching your prospects' goals, titles, problems, company characteristics, industry buzzwords, and so on to those of your successful customers," say Bix and Taylor. "That's because customers believe that their situations are relevant to companies that are just like them."

Media Predictions for 2009

2009-01-09T14:47:00.000-08:00

Yesterday I posed the question, Is the sky really falling? Diana Mermigas, editor-at-large at MediaPost has this to say:

Television broadcasters and newspapers have their moment of truth

Many individual and group TV and newspaper properties will collapse under the weight of an advertising recession and legacy costs. Their online and other digital revenues will fail to offset double-digit ad losses. Loan covenants and debt payments will be missed. Some will shut down; a few will sell off in a dismal deal market.

All media will hang on and gear up for post-recession consolidation

When asset values are reset and financing flows, every kind of rollup and startup will abound: TV and radio stations, newspapers, TV networks, production companies, agencies, and everything Internet.

There will be big media sellers

Sacked with thinly valued stock prices, declining revenues and earnings, and a long, painful recovery, many media properties will be sold. Majority shareholders and owners are under pressure to sell or merge assets, including Yahoo, CBS Corp., Time Warner's AOL, General Electric's NBC Universal, New York Times Co., bankrupt Tribune Co., book publishers such as CBS' Simon & Schuster, Take Two and Sirius XM.

There will be big media spenders

Media conglomerates with cash will fill strategic needs buying at attractive valuations. Prospective buyers include Time Warner, News Corp., Google, Microsoft, and Liberty Media. Most likely deals: Yahoo-AOL-Microsoft, NYT-News Corp., NBCU-Time Warner, Viacom-CBS, IAC's Home Shopping Network-Liberty's QVC, Take Two-Electronic Arts. Bank, private equity, venture capital and other capital outlets may begin to thaw by the end of 2009.

Legacy costs, structure and processes are history

The only way may be Chapter 11 bankruptcy for some bigger players. Going digital, going green, and infrastructure redo tech boom will be other ways that companies of all size will wrestle with their legacy demons.

The Long Tail gets squeezed

Only the niche enterprises with the strongest, most lucrative consumer and advertiser following will thrive in The Great Recession. Others may have to align with or be folded into a larger entity to survive. Online niche has not existed long enough to develop a recession-proof business model, but it will continue as a primary element in the connected digital universe.

Advertisers will spend even less than the worst-case decline forecast

More of what they spend will shift online and to other digital platforms, where overall growth could exceed single digits. Advertiser spending will noticeably decline in the broadcast network's upfront, which has its last big hurrah. Cable networks inch closer to ad-dollar parity, but suffer the same online competition pressures. Newspapers continue to tank, unless they participate in the massive contraction and consolidation of cross-platform news.

Major ad categories will never be the same

Major advertisers such as automotives, financial services, retail and real estate will not return any time soon; they will be diminished and different when they rebound a year from now. That is a disaster for local media, which could easily see more than half their ad revenue base wiped out in 2009. For instance, automotives generally have comprised 40% of local TV income.

Consumers continue to embrace and drive digital

Even in a recession, all age consumers will be discriminating spenders on the interactivity that best suits their needs and interests, mostly on devices and services they already own.

Local is the new social

Some local TV broadcasters and newspapers will begin to monetize enough to stay in business. Some Internet players will begin to dabble more in this huge void. Relevant local information, social sharing, retail coupons, school and community data, sports scores, car pools, etc. remain a big missed opportunity.It will be delivered to Internet-connected mobile devices, including smartphones. A new player will emerge and do for local content and services online what Craigslist did for regionalized classified advertising.

At least one broadcast network disappears

The CBS Broadcast TV Network is the most likely candidate to collapse or convert into a general entertainment cable network. It is a possibility whether CBS Corp. remains autonomous, is sold, or is reunited with Viacom, given Sumner Redstone's debt problems. NBC-TV, Fox-TV and ABC-TV also recognize the need to establish a solid second revenue stream that would come from converting their traditional broadcast networks into general entertainment cable hubs. However, cable advertisers and subscribers would probably only support two of the four.

Digital video growth continues

Established long-form TV and film producers will create more intriguing ways to entice consumers with abbreviated five-minute forms of their content for dispatch to all corners of the social-networked Web. Many Internet and media players, such as Time Warner, Google, Yahoo, NBC Universal and Walt Disney, will launch virtual video studios. They will use existing and strategic partner resources to produce original content that will attract new advertising dollars. Some user-generated video will be more enterprising, professional and commercially successful. Online and television video will become more mutually supportive in driving consumers and advertisers.

Refinement of online functions

Search, discovery, e-commerce, social networking and personal relevance become the focus of new value-creation efforts by companies waiting out the recession.

New media economics and business models

Personal relevance and engagement become forces as strong as any marketing brand; e-transactions become as important as advertising revenues and subscription fees.

More accountable, monetizable media metrics

Advertisers demand and get more ROI from interactive digital buys. A new metric that begins to take shape involves mutual monetizable connections that target consumers, advertisers and producers of goods and services. Measurement will extend to tracking what users do with advertising, data, content and connections in ways that generate revenues. Other devleoping new metrics will measure and value user engagement.

Mobile connectivity will become the core platform

The road to universal WiFi and WiMax may be bumpy, but anywhere, anything interactivity on smartphones, video-friendly PDAs and other wireless mobile devices will be the global screen of choice. Primary drivers will include interactive communications, location-based services and e-transactions.

Governments and gatekeepers seek digital cash

New York Gov. David Paterson is just the first to propose an iPod tax on digitally delivered entertainment services--one of nearly 90 new fees and taxes to help close the state's $15 billion budget gap. Other ailing states (including California and Illinois) and the federal government as well as distributors, such as cable system operators, will follow.

From Diane Mirmigas OnMedia Blog: http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticleHomePage&art_aid=97024

I have three words for 2009: Relevance, Permission and Mobility!

2009-01-08T12:47:00.000-08:00

First things first: Fridays at Five this week (1/9) is at Noli's Italian Cafe (located at 5th street Market. See you there!

Now....Is the sky really falling???

I think not. There are some sound strategies out there for marketing through a recession -
I hate to beat a horse to death (really, how gross and inhumane) but here are some tips for yu:

Analyze your efforts. What is working, what isn't? Do more of what's working and eliminate what isn't.
Ensure strategies are integrated and measurable. If they aren't, you have the wrong people doing your marketing. Replace them. And if that person is you, get it together or outsource it. For marketing to succeed, it must feature a strategic plan that integrates marketing tools to maximize success and that measures everything being done.
Ensure that marketing is a long-term effort. Starting and stopping, doing a little here and a little there, is a failed policy. You might as well host a company BBQ and burn money instead of charcoal.
Get a steady hand on marketing and make sure it is working every day of every month of every year. And measure, measure, measure, revise, revise, revise.

Please let me know your thoughts ont his subject - give your tips to the audience and don't forget to join us online or in person at Fridays at Five!
Online: Facebook or Linked in

See you soon

D

Fridays At Five

2008-12-09T22:45:00.000-08:00

December 12th at Azul Wine Bar (next to Koho Bistro) - on Bailey Hill. See you there. Check back for the dish!

Contemporary Marketing

2008-12-03T14:29:00.000-08:00

Meatball Sundae
I'm reading a brilliant book by a brilliant guy, Seth Godin's Meatball Sundae. It is for sure changing (and validating) the way I view traditional marketing. Traditional marketing is like a car alarm- In the 80's if a car alarm went off we all looked out the window to see if it was our vehicle...today an alarm sounds and nobody notices. Not only is the alarm ignored, it's not even heard. Invisible. Well, isn't that what is happening today with traditional marketing? TV, radio, Newspaper even billboards? We are so inundated with messages and they are coming at us so fast and furious in so many ways that we just stop seeing them. I know I do. Godin defines New Marketing as sort of caveman marketing, the sort of marketing that existed before money and corporations took over. New Marketing doesn't understand top-down command-and-control thinking. It's consumer telling consumer what to buy. It's about creating stories that spread because people want to spread them.
Permission Marketing
The term "Permission Marketing" was coined by the afore-mentioned Marketing Guru, Seth Godin. Permission Marketing allows marketers to gain consent from customers or prospects before sending them a marketing message. This type of marketing is a win-win. The advantage to the consumer is that they are in control of what messages they receive and when so the messages are anticipated, personalized and relevant. They can also opt out at any time. The advantage to the Marketer is that cost is low, feedback is instantaneous and they are speaking to a loyal, captive audience who will likely pass the message on. What is more credible that consumers promoting your product?
Does it work?
According to a study done by University of Texas at Dallas Professor B.P.S. Murthi, this marketing method has proven to be two to three times more effective than conventional direct email and ten times more effective than banner ads. According to a survey by Flownetworks, inc
an incredible "94% of consumers opt-in for permission based email".
Is it Easy?
I don't think so. I think you have to be diligent and work just as hard. More to come on this as I explore the world of contemporary marketing and how I can help my small business clients navigate this new world.

Fridays At Five

2008-11-20T08:45:00.001-08:00

We are at Lucky Noodle this week and I am really looking forward to it. Nothing like blowing off a little steam at the end of the week with fabulous, hard working, dedicated business folk. I especially love that we are coming together to help each other - it's the most positive experience in my week. I really hope this group thrives and we can starting sharing our successes! Large or Small!
On a side note, I am encouraging everyone to pop over to 5th street at some point before going home on Friday - They are lighting the trees and our dear friends and amazing super women at NextStep Recycling are launching The Kith n' Kin Project with their very own decorated tree! We must support them. Kith n' Kin is all about recycling and refurbishing your old unwanted technology and redistributing to children in our community (AKA "Kith") who would otherwise not have access to this critical medium. Research has shown that kids who have access to technology are WAY more successful than those who don't. Our kids are our future (I know, I know - so cliche - but ain't it true?!).....
See you Friday!

Lorraine Kerwood

2008-11-13T21:57:00.000-08:00

There are so many times where I am moved to tears....sometimes it's a bit embarrassing - for instance, I have been known to cry at Safeway openings (new jobs and fresh produce has that affect). The truth is, I'm an emotionally connected woman - emotionally connected to my work, my love, my family, my clients, my friends and occasionally a reality show or two. I can't help it...It's just who I am. However there are also truly fabulous moments that not only move me to tears but stick with me forever. I believe I experienced one of those today when Lorraine Kerwood was awarded the Woman Business Leader of the Year Award. The nominees and finalists were amazing - truly women I look up to. But Lorraine is one of those individuals who is so focused on others and on her mission that during her acceptance speech she actually used that platform to recruit from a room of 158 business owners - She asked us to create a mentoring program. You had to be there. Fabulous.
Congratulations, Lorraine. Well deserved. Well done.
Please go to Youtube and search nextStep recycling and watch Lorraine's story as documented by the Vovlo Hero award.

Fridays At Five

2008-11-13T19:06:00.001-08:00

This weeks event is at The Loft - the absolute coolest new Piano Bar in Eugene. Owned by Kate Boney (yes, the very same restaurateur extraordinaire who owns Turtles, home of the best house salad in America!).
Don't miss out on the most fun, laid back and effective networking group in the Eugene/Springfield Area. We are businesses supporting each other...every week we ask how we can help our host as well as the lucky businesses whose cards gets drawn in the drawing. We can' t help you if your card isn't in the bucket!
Check back here every Monday for a full report on who was there, what they said and what happened.

Warren Buffet's 3 I's

2008-11-07T07:37:00.000-08:00

As fallout from the current economic crisis continues to mount, thoughtful people are beginning to ask what we can learn from this experience. In a post at Harvard Business Online, Bill Taylor highlights a Warren Buffett interview on Charlie Rose in which the billionaire investor responds to the question "Should wise people have known better?" in the affirmative, with the note that there's a natural progression when things go wrong:

Innovation
Imitation
Idiocy

An innovator spots an untapped opportunity; the imitator attempts to capitalize on its merit; finally, explains Taylor, the idiot goes and apes the imitator, and with avarice "undoes the very innovations [he is] trying to use to get rich."

According to Taylor, avoiding this cycle means developing the ability to distinguish between "genuine innovation" and "mindless imitation." In other words, he asks, "Are you prepared to walk away from ideas that promise to make money [when] they make no sense?" Taylor, like Buffett, concedes this is easier said than done when you see competition heading in a particular direction and fear you'll never catch up if you don't join the charge. It takes discipline, notes Taylor, to remain conscious of the difference—taking advantage of innovation without getting caught up in the idiocy.

The Po!nt: "[D]on't use the financial crisis as an excuse to stop taking chances or downsize your ambitions," says Taylor. "But do use the crisis as an opportunity to take stock of what really matters—and to stop looking over your shoulder."

Virtual Marketing Manager

2008-10-20T18:47:00.000-07:00

Smart organizations face uncertain times with optimism. It is during chaotic times that fortunes will be made. Out of chaos comes order… and market leadership.

Research indicates that companies who continue to spend on marketing and sales survive a recession better, plus come out of the recession stronger than their competitors.

Research also indicates that companies who reduce other staff before reducing marketing staff have a better chance of surviving than companies who cut marketing first.

If you represent one of those companies with a limited or non-existent marketing staff, how can your company or products come out of this mess as a market leader? The answer is simple… outsourcing.

Outsourcing tasks to an independent consultant is like hiring a Virtual Marketing Manager. You can activate the Virtual Marketing Manager only when you need it, and not have to pay for the gaps in between like a full-time employee. Plus, you get all the experience of a seasoned marketing veteran, unlike hiring a low cost entry-level person.

How Do You Know If You Need a Virtual Marketing Department?
~ Do you have a great marketing goals and no one to implement them?
~ Are you tired of having to select and manage costly web developers, graphic designers and writers to get
your marketing initiatives done?
~ Have you considered hiring a full-time marketing staff person, but can find the right candidate with the
skills you need at a price you can afford?
~ Are you focused on your business operations and have little time to set the strategy and implement
effective marketing programs?
~ Are you read to accelerate your company’s growth?

I really believe that in this stressful (economically speaking) time our small businesses should strongly consider virtual employees or contractors. What is the downside? I don't see one. Save on payroll taxes - Use this person when and if you need them....Objectivity...it makes sense to me...How about you?

Socially responsible Marketing

2008-10-17T13:38:00.000-07:00

Kim T Gordon published a very compelling article about cause marketing....I want to reproduce it here, on my first blog, because I really believe that right now, more than ever, people are looking for a variety of ways to feel good.

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In this new era of social responsibility, what you don't do can cost you. "Cause marketing" is now the norm, and customers who visit your website and see your advertising want to know that you share their desire to make the world a better place by supporting an important cause.

If your business or brand doesn't stand for a cause, consumers may turn to your competitors. The number of consumers who say they would switch from one brand to another if the other brand were associated with a good cause has climbed to 87 percent, a dramatic increase in recent years, according to a Cone Cause Evolution Survey.

Even niche markets, such as the nation's college students, now show a striking preference for brands they believe to be socially responsible. According to a newly released College Explorer study from Alloy Media, nearly 95 percent of students say they are less likely to ignore an ad that promotes a brand's partnership with a cause.

There's a strong connection between entrepreneurship and giving. The challenge is to make your socially responsible efforts a winning proposition for the nonprofit group you support, the community and your business. You can master this marketing challenge by following these five important steps:

Step 1. Give from the heart.
Cause marketing works best when you and your employees feel great about the help you're providing to a nonprofit group. So work with an organization you and your team believe in, whether that means supporting the fight on behalf of a national health issue or rescuing homeless pets. What matters most to you, your team and your customers? You'll work hard to make a difference when you give from the heart.

Step 2. Choose a related cause.
A solid cause-marketing campaign often starts with the right affiliation. So as you go through the nonprofit selection process, look for a cause that relates to your company or its products. For example, when Procter & Gamble's Olay brand skin-care line partnered with the American Society for Dermatologic Surgery, its campaign goal was to inspire women to protect their skin from the sun.. PR support yielded widespread broadcast, print and online coverage, helping the program attract more than 9,000 individuals for free skin-cancer screenings.

Step 3. Contribute more than dollars.
For many types of businesses, cause marketing involves donating products or services and not simply writing a check. This can help form even stronger consumer associations between what you offer and the good work you do. My own firm, for instance, works hard to support two local groups--a shelter for homeless women and children, and an organization that helps cancer patients pay their rent and other bills while undergoing treatment. As a marketing expert, I contribute services that include producing an annual Woman's Hope benefit concert and direct-mail and public relations campaigns that in the past eight months have netted approximately $250,000 for these nonprofits.

Step 4. Formalize your affiliation.
To make your affiliation a win-win for everyone, work with the nonprofit you choose to define how it will help your business increase its visibility, brand or company awareness. If the organization has a newsletter or other communications with its constituents, negotiate for opportunities to do joint promotions. Discuss how you will use the organization's logo and name in your marketing campaigns, and how it, in turn, will use your company logo and name in its press releases, on the organization's website and in other materials.

Step 5. Mount a marketing campaign.
Success in cause marketing often means motivating an audience to take action, such as making a donation or participating in an event.. Using a dedicated marketing campaign, you can reach and persuade the target group while also raising awareness for your business and its commitment to social responsibility. For example, to enhance its relationship with the black community, State Farm created the 50 Million Pound Challenge to educate blacks about the risks associated with being overweight. A special Challenge website was created to provide ongoing advice and support, and has helped hundreds of thousands of people lose weight.

Kim T. Gordon is the "Marketing" coach at Entrepreneur.com and a multifaceted marketing expert, speaker, author and media spokesperson. Over the past 26 years, she's helped millions of small-business owners increase their success through her company, National Marketing Federation Inc. Her latest book, Maximum Marketing, Minimum Dollars, is now available.

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Remember, too (and this has less to do with being philanthropic and everything to do with marketing through this recession) that the cosmetic companies got rich during the depression! Why? Same philosophy, sort of ....People need to feel good in bad times - so offering "affordable luxury" is a great way to accomplish that. So why not combine the "affordable luxury" method with the marketing for a cause method? For instance, a spa could offer a 30 minute chair massage for $10 per 10 minutes with $1 per 5 minutes going to breast cancer research...Makes a woman feel good about pampering herself for a great price and a great cause.