... From Biz2Biz NWA June/July 2009
Face-to-Face Marketing: The 3-D Experience
By Ken Abernathy/ Big Hats Consulting/ Springdale
During the current economic downturn many companies are debating the value of their marketing efforts and making tough decisions on what brings the best return on the dollars spent. With that in mind how do you make an informed decision about face- to- face marketing like events and trade shows?
Trade shows and exhibitions work because they are face-to-face. They provide an opportunity to speed up the selling cycle by matching attendees’ needs with our ability to fill those needs. They also allow us to demonstrate our passion and commitment to give those attendees the best product or service available.
Shows work because adults are visual learners, and events and trade shows are a visual medium with exhibits, graphics, demonstrations, collateral media, promotional products and literature. People are experiential and trade shows can let even the smallest of companies create a great experience.
During my seminars I like to compare a trade show to a shopping mall or a 3-D magazine. Trade shows are no more than temporary malls with targeted shoppers all looking for your products or services all under one roof. Have you ever spent hours, days or weeks trying to design that perfect magazine ad all the time hoping that it attracts attention? A trade show floor is a lot like a flat piece of paper that allows you to have a 3-D ad and interact with prospective clients and say all the things face –to- face that you could never print.
Face-to-face is about human interaction and conversation that will give us a feel for the other person or a company that other forms of advertising never will.
With that in mind, consider these tips when participating in your 3-D experience:
1. Build strategy. Plan your exhibit and approach right down to the eye-catching, eye-candy details. Think of your booth as bait for fishing in the aisles.
2. Go big. Use simple, professional, well-designed signage that zooms right in on what you do.
3. Location, location, location. Choose you spot carefully. A corner, island, peninsula or near the water cooler offer good traffic flow and visibility.
4. Get up network. Remove the chairs from your booth so you won’t be tempted to sit. Instead, leave the booth to a colleague and network the room when you have a slow period. Make quality (not quantity) contacts and be sure to follow up.
Author/ expert Ken Abernathy is president and CEO of Big Hats Consulting, a full service tradeshow program consulting firm in Northwest Arkansas, and has more than 25 years experience in the tradeshow and event industry. Have a question for Ken? Email: ken@bighatsconsulting.com
Sunday, July 12, 2009
HR Talk: Recession offers an opportunity for HR to shine
... From Biz2Biz NWA June/July 2009
By Darrin Coon / Northwest Arkansas Human Resources Association
I vividly recall the day my wife and I embarked on our second canoe trip down Missouri’s Jacks Fork River, one of the top ten scenic float trips in the world. In contrast to our first trip, the water was up. It had rained for several days, and the river was transformed from an amateur-friendly class to a challenge that demanded advanced canoeing skills.
In a matter of minutes our canoe ended up wedged in some tree branches, and it was only with the help of an experienced boater that we were set on our way again. I still recall his wise advice: “If you are going to enjoy your trip today, you had better learn to paddle into the current and navigate the obstacles to your advantage.”
His counsel was right on target. There had been a change in the environment since we had maneuvered that river last, and if we wanted to be successful on this journey, we needed to change our behavior.
During robust economic times there is a tendency in human resources to over-emphasize soft skills and positive employee relations. Everyone likes a friendly, service-oriented HR department where “mission-fit” and “core competencies” work well.
Problem is, when a company is threatened with its own economic survival, the HR department –like a boat on a swelling river – faces a new environment. Pressures associated with layoffs, benefit reductions, hiring freezes, and stressed employees dominate. Instead of viewing it as a problem, consider it an opportunity to confront the challenge and navigate the obstacles to the company’s advantage.
• Encourage employees to think like owners. When times are tough, this mindset makes us more prepared to make the changes needed to support the company’s survival. As the source of staff communications, HR language can encourage everyone to see themselves as stakeholders.
• Take a hard look at succession planning and talent management. HR can help ensure the right people are staying (or leaving), as well as identify and develop future leaders. Use employee appraisal systems that emphasize the business acumen needed to restore profitability.
• Re-work your training programs that rely primarily upon personality approaches. Instead, place greater emphasis on critical business behaviors. It takes more than the ability to read a P&L to know how a company makes money. Training should emphasize behaviors that actually increase sales, reduce costs, and grow market share.
• Rein in out-of-control benefits. HR can shop healthcare providers, educate employees on the value of their benefits, and implement strategies to share the costs.
• Consider the costs and benefits of implementing new technologies. HR can bring cross-functional insights about how tasks get done. As people and technology interact, HR can spotlight how staffing costs might be reduced, quality of work improved, and customer service enhanced.
Author/ expert Darrin Coon, SPHR, is President Elect of the Northwest Arkansas Human Resources Association (NOARK).
By Darrin Coon / Northwest Arkansas Human Resources Association
I vividly recall the day my wife and I embarked on our second canoe trip down Missouri’s Jacks Fork River, one of the top ten scenic float trips in the world. In contrast to our first trip, the water was up. It had rained for several days, and the river was transformed from an amateur-friendly class to a challenge that demanded advanced canoeing skills.
In a matter of minutes our canoe ended up wedged in some tree branches, and it was only with the help of an experienced boater that we were set on our way again. I still recall his wise advice: “If you are going to enjoy your trip today, you had better learn to paddle into the current and navigate the obstacles to your advantage.”
His counsel was right on target. There had been a change in the environment since we had maneuvered that river last, and if we wanted to be successful on this journey, we needed to change our behavior.
During robust economic times there is a tendency in human resources to over-emphasize soft skills and positive employee relations. Everyone likes a friendly, service-oriented HR department where “mission-fit” and “core competencies” work well.
Problem is, when a company is threatened with its own economic survival, the HR department –like a boat on a swelling river – faces a new environment. Pressures associated with layoffs, benefit reductions, hiring freezes, and stressed employees dominate. Instead of viewing it as a problem, consider it an opportunity to confront the challenge and navigate the obstacles to the company’s advantage.
• Encourage employees to think like owners. When times are tough, this mindset makes us more prepared to make the changes needed to support the company’s survival. As the source of staff communications, HR language can encourage everyone to see themselves as stakeholders.
• Take a hard look at succession planning and talent management. HR can help ensure the right people are staying (or leaving), as well as identify and develop future leaders. Use employee appraisal systems that emphasize the business acumen needed to restore profitability.
• Re-work your training programs that rely primarily upon personality approaches. Instead, place greater emphasis on critical business behaviors. It takes more than the ability to read a P&L to know how a company makes money. Training should emphasize behaviors that actually increase sales, reduce costs, and grow market share.
• Rein in out-of-control benefits. HR can shop healthcare providers, educate employees on the value of their benefits, and implement strategies to share the costs.
• Consider the costs and benefits of implementing new technologies. HR can bring cross-functional insights about how tasks get done. As people and technology interact, HR can spotlight how staffing costs might be reduced, quality of work improved, and customer service enhanced.
Author/ expert Darrin Coon, SPHR, is President Elect of the Northwest Arkansas Human Resources Association (NOARK).
Maximize Your Web Site Performance
... From Biz2Biz NWA June/Jul 2009
By Shan Pesaru / Sharp Hue / Springdale
While giant corporations can easily finance elaborate online presences, small businesses and entrepreneurs are pressed to develop their own Web sites. With a little help and insight, business owners can strengthen the digital side of their enterprises. Here are 10 ways to maximize your business web site performance and achieve online success for small business owners.
1. Use professional Web hosting. Your visitors expect speed and continual availability. A professional Web hosting company might charge more than GoDaddy, but prospective customers will have a good experience at your site and become regular customers.
2. Use a professional Web design company. Internet technology changes quickly. It takes an experienced Web designer to keep up with the latest development and design standards so your site looks good on every computer and device. A professionally designed site ties together your online and off-line marketing, branding and identity.
3. Have a visually appealing home page. When people first access your site, they should land on a home page that represents you well. They should know immediately what you have to offer. They also should say, “Wow,” and want to click deeper into the site to learn more. A home page that accomplishes this will be a valuable member of your sales force.
4. Make navigation easy. Don’t frustrate your visitors. Present your navigation in a clear and intuitive manner. Have no more than five to seven main navigation buttons and then create sub-pages below them with relevant information.
5. Optimize for search engines. Your site competes with millions of others for traffic, so your content must be written to attract both search engines and people. Search engines give preference to well-designed, well written sites.
6. Create a call to action. Make sure you drive visitors all the way through the sales pipeline by creating text and buttons that make their next steps clear. Invitations like “Buy Now,” “Sign up” and “Schedule an appointment” keep your visitors’ experience easy.
7. Understand your traffic. The numbers tell the story: Which products interest your visitors? How long do they stay? On what pages do they exit? Install Google Analytics into your site to get the data you need to make informed business decisions.
8. Maintain a blog. A blog can be a great way to communicate with customers on a more personal level.Your blog can educate visitors about your industry or provide fresh perspective on your company. Interesting content keeps visitors coming back for more.
9. Engage your visitors. Use social media such as Twitter or Facebook to keep your customers in the loop and also to let them help you promote your products and services.
10. Keep your site fresh. It is important to add new content to your site so customers and search engines visit your site frequently. If you don’t have the time to do it yourself, engage a professional to keep your site up-to-date.
By Shan Pesaru / Sharp Hue / Springdale
While giant corporations can easily finance elaborate online presences, small businesses and entrepreneurs are pressed to develop their own Web sites. With a little help and insight, business owners can strengthen the digital side of their enterprises. Here are 10 ways to maximize your business web site performance and achieve online success for small business owners.
1. Use professional Web hosting. Your visitors expect speed and continual availability. A professional Web hosting company might charge more than GoDaddy, but prospective customers will have a good experience at your site and become regular customers.
2. Use a professional Web design company. Internet technology changes quickly. It takes an experienced Web designer to keep up with the latest development and design standards so your site looks good on every computer and device. A professionally designed site ties together your online and off-line marketing, branding and identity.
3. Have a visually appealing home page. When people first access your site, they should land on a home page that represents you well. They should know immediately what you have to offer. They also should say, “Wow,” and want to click deeper into the site to learn more. A home page that accomplishes this will be a valuable member of your sales force.
4. Make navigation easy. Don’t frustrate your visitors. Present your navigation in a clear and intuitive manner. Have no more than five to seven main navigation buttons and then create sub-pages below them with relevant information.
5. Optimize for search engines. Your site competes with millions of others for traffic, so your content must be written to attract both search engines and people. Search engines give preference to well-designed, well written sites.
6. Create a call to action. Make sure you drive visitors all the way through the sales pipeline by creating text and buttons that make their next steps clear. Invitations like “Buy Now,” “Sign up” and “Schedule an appointment” keep your visitors’ experience easy.
7. Understand your traffic. The numbers tell the story: Which products interest your visitors? How long do they stay? On what pages do they exit? Install Google Analytics into your site to get the data you need to make informed business decisions.
8. Maintain a blog. A blog can be a great way to communicate with customers on a more personal level.Your blog can educate visitors about your industry or provide fresh perspective on your company. Interesting content keeps visitors coming back for more.
9. Engage your visitors. Use social media such as Twitter or Facebook to keep your customers in the loop and also to let them help you promote your products and services.
10. Keep your site fresh. It is important to add new content to your site so customers and search engines visit your site frequently. If you don’t have the time to do it yourself, engage a professional to keep your site up-to-date.
People on the move
... From Biz2Biz NWA June/July 2009
By Gretchen Laffoon/ Rogers-Lowell Area Chamber of Commerce
Looking for a job or a career change? You can’t beat the traditional method of looking for a job –good old-fashioned classified ads. This tried and true method will never go out of style for job-hunting locally, but there are many ways to find your next big career move.
• Go viral. Social networking sites such as LinkedIn are perfect “fishing” holes for tech-savvy recruiters and a good place for you to connect and get noticed. Recruiters may use these pages to glean tidbits about a candidate’s demeanor, so be careful what you put on your profile. Keep it professional. Think of your profile as on-line resume and heed the warning that “Google never forgets.”
• Enlist the pros. Area staffing agencies are excellent resources for unadvertised positions. Since many NWA offices in the vendor/supplier community don’t have HR departments, they rely heavily on agencies to seek and screen applicants. These professionals strive to place the best and brightest. You can trust they’ll work hard on your behalf.
• Work your network. As much as 25% of positions are never advertised outside the firm. Some companies even offer referral incentives to their staff. Attend area networking groups with your resume or job-seeker card in hand. Let your neighbors, colleagues and friends know you are seeking employment.
• Go global. Job search websites can really get you out there. Some sites are industry specific. Some, like NWA NationJob Network, which is sponsored and accessed through all five area Chambers, is a hub for local and regional jobs. Almost all let you sign up for email alerts when new jobs are posted. You can use the Internet to research potential employers before your interview.
• Shop the job fairs. Get face time with recruiters, tap the enthusiasm, and follow up with the companies participating in the fair. You can tell a lot about a company from one of these events, especially which ones are growing!
• Be your own boss. Turn your expertise into entrepreneurship. From franchise to consulting, you’re in good company. Resources from area chambers, small business development centers, and programs like SCORE can lend a hand to help you get started.
• Stay in the know. Keep your competitive edge with the business pages of area newspapers and magazines. You may read about someone you know, an owner or manager of a business expanding or adding a new product line. You’ll be ahead of the game if you get your resume in before positions are advertised.
• Keep the faith. A positive attitude is essential. Keep in mind that your search will have a happy ending.
Gretchen Laffoon is the Workforce & Small Business Director at the Rogers-Lowell Area Chamber of Commerce. Contact the Chamber at 479-636-1240 or Gretchen at gretchen@rogerslowell.com.
By Gretchen Laffoon/ Rogers-Lowell Area Chamber of Commerce
Looking for a job or a career change? You can’t beat the traditional method of looking for a job –good old-fashioned classified ads. This tried and true method will never go out of style for job-hunting locally, but there are many ways to find your next big career move.
• Go viral. Social networking sites such as LinkedIn are perfect “fishing” holes for tech-savvy recruiters and a good place for you to connect and get noticed. Recruiters may use these pages to glean tidbits about a candidate’s demeanor, so be careful what you put on your profile. Keep it professional. Think of your profile as on-line resume and heed the warning that “Google never forgets.”
• Enlist the pros. Area staffing agencies are excellent resources for unadvertised positions. Since many NWA offices in the vendor/supplier community don’t have HR departments, they rely heavily on agencies to seek and screen applicants. These professionals strive to place the best and brightest. You can trust they’ll work hard on your behalf.
• Work your network. As much as 25% of positions are never advertised outside the firm. Some companies even offer referral incentives to their staff. Attend area networking groups with your resume or job-seeker card in hand. Let your neighbors, colleagues and friends know you are seeking employment.
• Go global. Job search websites can really get you out there. Some sites are industry specific. Some, like NWA NationJob Network, which is sponsored and accessed through all five area Chambers, is a hub for local and regional jobs. Almost all let you sign up for email alerts when new jobs are posted. You can use the Internet to research potential employers before your interview.
• Shop the job fairs. Get face time with recruiters, tap the enthusiasm, and follow up with the companies participating in the fair. You can tell a lot about a company from one of these events, especially which ones are growing!
• Be your own boss. Turn your expertise into entrepreneurship. From franchise to consulting, you’re in good company. Resources from area chambers, small business development centers, and programs like SCORE can lend a hand to help you get started.
• Stay in the know. Keep your competitive edge with the business pages of area newspapers and magazines. You may read about someone you know, an owner or manager of a business expanding or adding a new product line. You’ll be ahead of the game if you get your resume in before positions are advertised.
• Keep the faith. A positive attitude is essential. Keep in mind that your search will have a happy ending.
Gretchen Laffoon is the Workforce & Small Business Director at the Rogers-Lowell Area Chamber of Commerce. Contact the Chamber at 479-636-1240 or Gretchen at gretchen@rogerslowell.com.
“I heard the news today …”
... From Biz2Biz NWA June/July 2009
By Carla Sloan/ Intentional Transitions / Rogers
Job change news doesn’t have to be job change blues. In the midst of tumultuous change there are three basic questions we want answers to.
• How will I, and those who depend on me, survive?
• Why did this happen to me?
• What do I become?
Here are 10 tips to make the most of not-so-good news.
For your financial well being:
• Take advantage of financial wellness workshops. Track all expenses so you can make informed decisions about expenses.
• Write down everything you spend and look for ways to slow your out-going cash flow.
• Check expenses associated with what you use to do and trim as needed. Saturday’s golf game may no longer be a prudent expense. You can still get exercise with a walk in the park.
Getting Closure:
• Find the closure you need to move forward. There may be no obvious answer, and if you find yourself circling the question, seek an objective third party or professional for help.
• Put aside your anger or resentment and focus on what would increase your marketability for the immediate future. Do you need to improve your skills, add training or education?
• Take stock of your work-related relationships. If they are important to you and your family, find ways to continue them. Your friendship doesn’t have to suffer because you no longer share office space.
What now?
• Sometimes being let go is an answer to a prayer. Use the opportunity to look for a new door to open. Be energized by possibilities so you can deal head-on with reality.
• Identify what you are good at, what you enjoy, and possibilities that would bring in necessary income. Look for a niche you can fill and profit from.
• Recognize when it is time to exercise self-care. Relax with a book or take a scenic float down river. Remember to value yourself.
• Be the best person you can be. Focus on the stewardship of your resources, time, relationships, and finances. Volunteer to help others in your community. Look for ways to give and serve rather than take. Remember that what defines American spirit is not how much we earn or spend, but our willingness to help others less fortunate.
Author/ expert Carla Sloan is a life coach and founder of Intentional Transitions. She works with individuals to help them gain clarity, actions, attitudes and expectations. For information email Carla at carla@intentionaltransitions.net.
By Carla Sloan/ Intentional Transitions / Rogers
Job change news doesn’t have to be job change blues. In the midst of tumultuous change there are three basic questions we want answers to.
• How will I, and those who depend on me, survive?
• Why did this happen to me?
• What do I become?
Here are 10 tips to make the most of not-so-good news.
For your financial well being:
• Take advantage of financial wellness workshops. Track all expenses so you can make informed decisions about expenses.
• Write down everything you spend and look for ways to slow your out-going cash flow.
• Check expenses associated with what you use to do and trim as needed. Saturday’s golf game may no longer be a prudent expense. You can still get exercise with a walk in the park.
Getting Closure:
• Find the closure you need to move forward. There may be no obvious answer, and if you find yourself circling the question, seek an objective third party or professional for help.
• Put aside your anger or resentment and focus on what would increase your marketability for the immediate future. Do you need to improve your skills, add training or education?
• Take stock of your work-related relationships. If they are important to you and your family, find ways to continue them. Your friendship doesn’t have to suffer because you no longer share office space.
What now?
• Sometimes being let go is an answer to a prayer. Use the opportunity to look for a new door to open. Be energized by possibilities so you can deal head-on with reality.
• Identify what you are good at, what you enjoy, and possibilities that would bring in necessary income. Look for a niche you can fill and profit from.
• Recognize when it is time to exercise self-care. Relax with a book or take a scenic float down river. Remember to value yourself.
• Be the best person you can be. Focus on the stewardship of your resources, time, relationships, and finances. Volunteer to help others in your community. Look for ways to give and serve rather than take. Remember that what defines American spirit is not how much we earn or spend, but our willingness to help others less fortunate.
Author/ expert Carla Sloan is a life coach and founder of Intentional Transitions. She works with individuals to help them gain clarity, actions, attitudes and expectations. For information email Carla at carla@intentionaltransitions.net.
The Employee Free Choice Act: Is the name deceiving?
... From Biz2Biz NWA June/July 2009
By Megan Cherry / DB Squared / Fayetteville
There has been great controversy about the Employee Free Choice Act, or EFCA. Also called the “Card-Check Act,” EFCA would replace the secret-ballot system currently used during union organized elections. Employees would no longer vote for or against unionizing anonymously. If EFCA passes as is, workers will sign union cards to indicate they want union representation, and those cards will be known.
President Obama is in support of EFCA. As his comment released by the White House explains, “I do not view the labor movement as part of the problem. To me, and to my administration, labor unions are a big part of the solution. We need to level the playing field for workers and the unions that represent their interests – because we cannot have a strong middle class without a strong labor movement.”
John Engler, former three-term governor of Michigan and current President of the National Association of Manufacturers claims the controversy is in the language. “The reason the unions speak in broad, pleasant-sounding phrases is because they know Americans regard secret ballots as a basic, democratic right. No wonder the advocates of the misleadingly-named Employee Free Choice Act do not want to talk about the bill’s substance. To speak openly and honestly about its provisions would mean its quick death,” he writes in The Hill.
Unions, by definition, are organizations workers join to protect their common interests and improve working conditions. Those against the Act point out how it will actually resist these goals. According to James Sherk and Paul Kersey, authors of How the Employee Free Choice Act Takes Away Workers’ Rights published by the Heritage Foundation, unions have been charged with making threats, violence, coercion, and intimidation thousands of times since 2000 and the bill would leave workers vulnerable to threats and intimidation.
Bruce Johanson is a principal partner of the Johanson Group and DB Squared in Fayetteville, an HR solutions company specializing in compensation management. “There are two aspects to this Act that are frightening,” he says. “Elimination of the secret ballot by EFCA will take a piece of democracy and freedom away from the American people. Secondly, businesses can only handle so much cost. I truly believe that this Act is a tipping point that will cause more companies to leave the US and conduct their business in other countries.”
Attorney J. Bruce Cross, a director at Arkansas-based Cross, Gunter, Witherspoon and Galchus, whose primary focus is labor and employment law, has been hosting seminars on how this statute will impact business and economy.
“It is important to understand that despite what propaganda is being said on TV (advertising), it is not the employees’ choice on this matter. The Unions are the ones that decide whether they are going to be certified as the employees’ representative by card check or secret ballot.
According to Cross, this “choice” was available under the NLRA (National Labor Relations Act) when it was first passed in the 1930s. By 1947, the system was already being abused and Congress amended the law.
“EFCA seeks to return to the days of the 1930s,” says Cross. “In addition, with the requirement of binding arbitration, employees and employers may well be stuck with a contract that neither party likes. It could also put the employer in a position where it cannot compete financially. This will potentially lead to employee cutbacks or even the shutdown of the business.”
Richard A. Epstein, a distinguished professor of Law at the University of Chicago and consultant, writes, “EFCA could lead to the partial nationalization of all unionized firms. The immediate job for CEOs is to play tough defense to prevent the passage of a statute that promises to lay siege to every firm in the US. They dare not be caught napping.”
Megan Cherry works with DB Squared in Fayetteville. She is an active member of NOARK, SHRM and the Compensation Association of the Ozarks.
By Megan Cherry / DB Squared / Fayetteville
There has been great controversy about the Employee Free Choice Act, or EFCA. Also called the “Card-Check Act,” EFCA would replace the secret-ballot system currently used during union organized elections. Employees would no longer vote for or against unionizing anonymously. If EFCA passes as is, workers will sign union cards to indicate they want union representation, and those cards will be known.
President Obama is in support of EFCA. As his comment released by the White House explains, “I do not view the labor movement as part of the problem. To me, and to my administration, labor unions are a big part of the solution. We need to level the playing field for workers and the unions that represent their interests – because we cannot have a strong middle class without a strong labor movement.”
John Engler, former three-term governor of Michigan and current President of the National Association of Manufacturers claims the controversy is in the language. “The reason the unions speak in broad, pleasant-sounding phrases is because they know Americans regard secret ballots as a basic, democratic right. No wonder the advocates of the misleadingly-named Employee Free Choice Act do not want to talk about the bill’s substance. To speak openly and honestly about its provisions would mean its quick death,” he writes in The Hill.
Unions, by definition, are organizations workers join to protect their common interests and improve working conditions. Those against the Act point out how it will actually resist these goals. According to James Sherk and Paul Kersey, authors of How the Employee Free Choice Act Takes Away Workers’ Rights published by the Heritage Foundation, unions have been charged with making threats, violence, coercion, and intimidation thousands of times since 2000 and the bill would leave workers vulnerable to threats and intimidation.
Bruce Johanson is a principal partner of the Johanson Group and DB Squared in Fayetteville, an HR solutions company specializing in compensation management. “There are two aspects to this Act that are frightening,” he says. “Elimination of the secret ballot by EFCA will take a piece of democracy and freedom away from the American people. Secondly, businesses can only handle so much cost. I truly believe that this Act is a tipping point that will cause more companies to leave the US and conduct their business in other countries.”
Attorney J. Bruce Cross, a director at Arkansas-based Cross, Gunter, Witherspoon and Galchus, whose primary focus is labor and employment law, has been hosting seminars on how this statute will impact business and economy.
“It is important to understand that despite what propaganda is being said on TV (advertising), it is not the employees’ choice on this matter. The Unions are the ones that decide whether they are going to be certified as the employees’ representative by card check or secret ballot.
According to Cross, this “choice” was available under the NLRA (National Labor Relations Act) when it was first passed in the 1930s. By 1947, the system was already being abused and Congress amended the law.
“EFCA seeks to return to the days of the 1930s,” says Cross. “In addition, with the requirement of binding arbitration, employees and employers may well be stuck with a contract that neither party likes. It could also put the employer in a position where it cannot compete financially. This will potentially lead to employee cutbacks or even the shutdown of the business.”
Richard A. Epstein, a distinguished professor of Law at the University of Chicago and consultant, writes, “EFCA could lead to the partial nationalization of all unionized firms. The immediate job for CEOs is to play tough defense to prevent the passage of a statute that promises to lay siege to every firm in the US. They dare not be caught napping.”
Megan Cherry works with DB Squared in Fayetteville. She is an active member of NOARK, SHRM and the Compensation Association of the Ozarks.
Grief in Workplace
... From Biz2Biz NWA June/July 2009
By T. Kalbas-Schmidt / ASBDTC / Fayetteville
The work environment can either be a breaking point or a healing point for those who are facing grief. By understanding how the workplace culture impacts us, we can pave the way for a healthier, more productive future for employees and the organization.
Executives are now being called to change the culture that doesn’t allow for grief in the workplace. Why should you take steps to promote functional grieving at your company?
Grief impacts people every day. The Grief Recovery Institute claims $75 billion is lost every year in productivity due to grief. Grief creates a wave that ripples through an organization, eventually affecting everyone.
Grief is defined as the full range of an individual’s coping response to any significant loss. We normally think of grief related to death, but grief happens when people divorce, lose a friendship, home or job, or suffer physical disabilities. Grief is also an emotional response to loss, and may include deep and lasting feelings of distress and pain. While common to us all, grief is a very individual process, with several phases that vary from person to person.
Evidence shows that the success a grieving person has in returning to the corporate social structure is directly related to how colleagues react to their grief. Those helped during their bereavement are more likely to give support to other co-workers facing difficulties. Not surprisingly, managers play a critical role in a grieving employee’s time of transition back to the workplace. How can you help?
• Be proactive in creating a supportive workplace. Make sure the employee is neither isolated nor overwhelmed.
• Act as a role model. A manager’s caring support and professionalism will set an example that lasts long after the experience. Support the efforts of others who are helping, and expect the best rather than the worse.
• Communicate concern personally and on behalf of the company. Talk with the bereaved about their return to work and how they want to be supported upon return.
• Show interest and understanding in their situation. Create an atmosphere of trust, helpfulness and loyalty.
• Respect their privacy. Keep your meetings with the individual private.
What should you do when a colleague experiences a loss?
Do:
• Respect their silence.
• Acknowledge their loss.
• Be patient.
• Be flexible.
• Offer to help with the workload if appropriate.
• Encourage them to talk and give them opportunity to do so.
• Acknowledge important anniversaries suitably and sensitively.
• Discourage them from making major decisions early in their bereavement.
Don’t:
• Pressure them to get on with their work.
• Minimize the impact of their loss.
• Limit the time in which support is given.
• Expect them to get “back to normal.”
• Let your embarrassment stop you from offering support.
By T. Kalbas-Schmidt / ASBDTC / Fayetteville
The work environment can either be a breaking point or a healing point for those who are facing grief. By understanding how the workplace culture impacts us, we can pave the way for a healthier, more productive future for employees and the organization.
Executives are now being called to change the culture that doesn’t allow for grief in the workplace. Why should you take steps to promote functional grieving at your company?
Grief impacts people every day. The Grief Recovery Institute claims $75 billion is lost every year in productivity due to grief. Grief creates a wave that ripples through an organization, eventually affecting everyone.
Grief is defined as the full range of an individual’s coping response to any significant loss. We normally think of grief related to death, but grief happens when people divorce, lose a friendship, home or job, or suffer physical disabilities. Grief is also an emotional response to loss, and may include deep and lasting feelings of distress and pain. While common to us all, grief is a very individual process, with several phases that vary from person to person.
Evidence shows that the success a grieving person has in returning to the corporate social structure is directly related to how colleagues react to their grief. Those helped during their bereavement are more likely to give support to other co-workers facing difficulties. Not surprisingly, managers play a critical role in a grieving employee’s time of transition back to the workplace. How can you help?
• Be proactive in creating a supportive workplace. Make sure the employee is neither isolated nor overwhelmed.
• Act as a role model. A manager’s caring support and professionalism will set an example that lasts long after the experience. Support the efforts of others who are helping, and expect the best rather than the worse.
• Communicate concern personally and on behalf of the company. Talk with the bereaved about their return to work and how they want to be supported upon return.
• Show interest and understanding in their situation. Create an atmosphere of trust, helpfulness and loyalty.
• Respect their privacy. Keep your meetings with the individual private.
What should you do when a colleague experiences a loss?
Do:
• Respect their silence.
• Acknowledge their loss.
• Be patient.
• Be flexible.
• Offer to help with the workload if appropriate.
• Encourage them to talk and give them opportunity to do so.
• Acknowledge important anniversaries suitably and sensitively.
• Discourage them from making major decisions early in their bereavement.
Don’t:
• Pressure them to get on with their work.
• Minimize the impact of their loss.
• Limit the time in which support is given.
• Expect them to get “back to normal.”
• Let your embarrassment stop you from offering support.
Sustainability: Not just a fad
... From Biz2Biz NWA June/July 2009
By Janie Pritchett-Clark
Of the belief that the current economy will put the kibosh on sustainability-oriented programs?
Even with crashing profits and jobs at risk, there’s evidence that companies who aggressively pursue sustainability will “put themselves in a position of unique strategic advantage,” writes David Almy, of ADC Partners marketing firm and professor at the University of San Francisco.
Why build sustainability programs into your brand? Here’s ADC’s top five.
1. Green has entered the mainstream. Demographic and psychographic research reveals people who shape purchasing decisions according to green sensibilities are no longer a niche audience.
2. Brands perceived as ethical benefit. Several studies suggest that brands associated with "ethical behavior" and "social responsibility" produce a direct, related benefit to the bottom line.
3. Sustainable brands may increase in value. Rapid consumer acceptance of green products and increased focus on corporate social responsibility has produced real world value for sustainable brands.
4. Consumer and Business focused brands both benefit from sustainability. Business-to-business companies are finding that sustainability and related messaging are no longer restricted to (or beneficial to) consumer-focused brands.
5. Sustainability-aligned brands can weather tough economic times. Research and sales data indicate that sustainable brands continue to perform well (and even outperform conventional products) despite the recent economic malaise.
According to Almy, corporate decision makers and marketing professionals, who suppress sustainability-oriented programs and messages would be akin to selling stocks at the bottom of a market cycle.
Aligning a company and its brand to sustainability has become an integral part of a business case. “Customers, stakeholders, business partners, employees, and others now expect that sustainability is part of a company and its brand. Backtracking on efforts to align with sustainability will ultimately prove more costly than continuing with planned activity,” Almy claims.
By Janie Pritchett-Clark
Of the belief that the current economy will put the kibosh on sustainability-oriented programs?
Even with crashing profits and jobs at risk, there’s evidence that companies who aggressively pursue sustainability will “put themselves in a position of unique strategic advantage,” writes David Almy, of ADC Partners marketing firm and professor at the University of San Francisco.
Why build sustainability programs into your brand? Here’s ADC’s top five.
1. Green has entered the mainstream. Demographic and psychographic research reveals people who shape purchasing decisions according to green sensibilities are no longer a niche audience.
2. Brands perceived as ethical benefit. Several studies suggest that brands associated with "ethical behavior" and "social responsibility" produce a direct, related benefit to the bottom line.
3. Sustainable brands may increase in value. Rapid consumer acceptance of green products and increased focus on corporate social responsibility has produced real world value for sustainable brands.
4. Consumer and Business focused brands both benefit from sustainability. Business-to-business companies are finding that sustainability and related messaging are no longer restricted to (or beneficial to) consumer-focused brands.
5. Sustainability-aligned brands can weather tough economic times. Research and sales data indicate that sustainable brands continue to perform well (and even outperform conventional products) despite the recent economic malaise.
According to Almy, corporate decision makers and marketing professionals, who suppress sustainability-oriented programs and messages would be akin to selling stocks at the bottom of a market cycle.
Aligning a company and its brand to sustainability has become an integral part of a business case. “Customers, stakeholders, business partners, employees, and others now expect that sustainability is part of a company and its brand. Backtracking on efforts to align with sustainability will ultimately prove more costly than continuing with planned activity,” Almy claims.
Arkansas Recycling = Profitability
... From Biz2Biz NWA May 2009
By Bobbie Aldridge
Your Arkansas business can earn a 30% recycling tax credit on the purchase cost of equipment if it is used strictly for collecting, modifying, separating, processing or converting products containing 50% recovered materials. Recovered materials are byproducts that have been used to manufacture another product, such as paper goods, plastic garbage cans, laser print cartridges and wooden pallets.
Government approved recovered materials vary by state. The Arkansas Material Exchange Directory contains a complete list of approved recovered materials in Arkansas. (http://www.adeq.state.ar.us/) The key eligibility requirements are:
• Registered business in Arkansas
• Equipment is used exclusively for recycling products which contain 50% recovered materials and 10% post-consumer wastes – items such as magazines, tissues, used batteries, and aluminum cans.
• Your business must accept a small percentage of materials for recycle from consumers or another business. This can be as simple as a plastic bottle-recycling container available to the public.
• Recycling must take place in Arkansas. Items transported out of state do not qualify.
The tax credit is calculated on the cost of equipment and the installation charges, but is not eligible for equipment used to move the recycled materials. Fees paid to a third party to recycle or transport materials are not covered.
Your business must apply through the Arkansas Department of Environmental Quality to be approved and receive the tax credit. Pre-qualification forms to check eligibility and applications can be found at http://www.adeq.state.ar.us/. Applications for 2009 purchases must be submitted before March 31, 2010.
For more information contact Teresa Bechtel, Marketing Manager of Arkansas Department of Environmental Quality at bechtel@adeq.state.ar.us or (501) 682-0609.
By Bobbie Aldridge
Your Arkansas business can earn a 30% recycling tax credit on the purchase cost of equipment if it is used strictly for collecting, modifying, separating, processing or converting products containing 50% recovered materials. Recovered materials are byproducts that have been used to manufacture another product, such as paper goods, plastic garbage cans, laser print cartridges and wooden pallets.
Government approved recovered materials vary by state. The Arkansas Material Exchange Directory contains a complete list of approved recovered materials in Arkansas. (http://www.adeq.state.ar.us/) The key eligibility requirements are:
• Registered business in Arkansas
• Equipment is used exclusively for recycling products which contain 50% recovered materials and 10% post-consumer wastes – items such as magazines, tissues, used batteries, and aluminum cans.
• Your business must accept a small percentage of materials for recycle from consumers or another business. This can be as simple as a plastic bottle-recycling container available to the public.
• Recycling must take place in Arkansas. Items transported out of state do not qualify.
The tax credit is calculated on the cost of equipment and the installation charges, but is not eligible for equipment used to move the recycled materials. Fees paid to a third party to recycle or transport materials are not covered.
Your business must apply through the Arkansas Department of Environmental Quality to be approved and receive the tax credit. Pre-qualification forms to check eligibility and applications can be found at http://www.adeq.state.ar.us/. Applications for 2009 purchases must be submitted before March 31, 2010.
For more information contact Teresa Bechtel, Marketing Manager of Arkansas Department of Environmental Quality at bechtel@adeq.state.ar.us or (501) 682-0609.
A Sustainable Workplace Can Improve Productivity
... From Biz2Biz NWA May 2009
By Shane Hansen Fernandez, AIA, NCARB, LEED® AP
Corporate Director of Architecture at Crafton Tull Sparks
It’s my opinion that the general public associates the term “sustainability” with energy saving strategies and environmentally friendly practices. Buzzwords such as “recycled content” and “clean energy” flood the media daily and for good reason. Recycling efforts, cleaner fuel sources, water saving fixtures, and glazing systems that reflect sunlight are all tangible examples of the benefits in being green. However, there are intangible and less obvious benefits to being sustainable.
According to the U.S Environmental Protection Agency, people in the United States spend an average of 90% or more of their time indoors. When you consider that salaries and benefits of staff are generally 300% more than mortgages, technology and utilities combined, it’s obvious we need to promote strategies that increase productivity in the workplace.
According to the US Green Building Council, green work environments reduce absenteeism and turnover by creating employee satisfaction in the workplace. Bringing in natural light and outside air, arranging workspaces to take advantages of outside views, and allowing for individual control of lighting and temperature are surefire ways to promote comfort.
The LEED Rating system (Leadership in Energy and Environmental Design) presents a shopping list of design strategies that can create the desired level of sustainable commitment. Each project is unique, and a LEED Accredited Professional is crucial to guide you through your options.
Here are a few ways to increase health and comfort in your existing space:
➢ Most modular office system walls can be lowered or have openings that allow daylight and views
➢ Provide task lighting and ask to remove bulbs from fluorescent lighting
➢ Provide small fans or space heaters for personal space comfort
➢ Provide “Ideating” spaces for employees, and encourage their use for short breaks to relax the mind
➢ Most important – ask your employees what they want to see that’s available
A comfortable “Sustainable” workplace can be achieved with minimal cost by simply looking around to see what you already have available and utilizing it effectively. By involving the employees you give them a greater sense of ownership within your business. Ultimately, it’s a win-win.
By Shane Hansen Fernandez, AIA, NCARB, LEED® AP
Corporate Director of Architecture at Crafton Tull Sparks
It’s my opinion that the general public associates the term “sustainability” with energy saving strategies and environmentally friendly practices. Buzzwords such as “recycled content” and “clean energy” flood the media daily and for good reason. Recycling efforts, cleaner fuel sources, water saving fixtures, and glazing systems that reflect sunlight are all tangible examples of the benefits in being green. However, there are intangible and less obvious benefits to being sustainable.
According to the U.S Environmental Protection Agency, people in the United States spend an average of 90% or more of their time indoors. When you consider that salaries and benefits of staff are generally 300% more than mortgages, technology and utilities combined, it’s obvious we need to promote strategies that increase productivity in the workplace.
According to the US Green Building Council, green work environments reduce absenteeism and turnover by creating employee satisfaction in the workplace. Bringing in natural light and outside air, arranging workspaces to take advantages of outside views, and allowing for individual control of lighting and temperature are surefire ways to promote comfort.
The LEED Rating system (Leadership in Energy and Environmental Design) presents a shopping list of design strategies that can create the desired level of sustainable commitment. Each project is unique, and a LEED Accredited Professional is crucial to guide you through your options.
Here are a few ways to increase health and comfort in your existing space:
➢ Most modular office system walls can be lowered or have openings that allow daylight and views
➢ Provide task lighting and ask to remove bulbs from fluorescent lighting
➢ Provide small fans or space heaters for personal space comfort
➢ Provide “Ideating” spaces for employees, and encourage their use for short breaks to relax the mind
➢ Most important – ask your employees what they want to see that’s available
A comfortable “Sustainable” workplace can be achieved with minimal cost by simply looking around to see what you already have available and utilizing it effectively. By involving the employees you give them a greater sense of ownership within your business. Ultimately, it’s a win-win.
What’s Green in Northwest Arkansas?
... From Biz2Biz NWA May 2009
By Janie Pritchett-Clark
Taking green to the municipal level is an exciting endeavor of leaders from everywhere in the community– from patriots and politicians, to retired CEOs and our youth fervent about protecting the world they live in. Take time to participate in activities that educate, build and promote better community.
Sustaintainbility Spotlight Promotes “Live Green” • KNWA
If you haven’t seen the “Sustainability Spotlight” on KNWA, detour to their website at nwahomepage.com to catch up on at some incredible innovation right here at home.
The feature airs Tuesday at 10 p.m. and spotlights – with award-winning-caliber production– local, national, and global sustainable initiatives from Walmart and its vendor and supplier community.
“What we really enjoy talking about with these companies are the innovations. Every day a new idea is born that can grow into something that changes the way we look at the industry,” says Mike Vaughn, KNWA General Manager.
“One of the unique and amazing aspects of living in NWA is how many people in our community make decisions that have large environmental impact,” says Brook Thomas, KNWA News Anchor. “Something that can be seen through this series is how small steps can have big impact.
A decision about a few millimeters of plastic can equal tons of waste not winding up in a landfill.”
The ‘Sustainability Spotlight, presented by Walmart’ stemmed from the station’s ‘Live Green’ series that began April a year ago. According to Sarah Hickman, Innovative Projects Coordinator at KNWA, they wanted to help educate, advocate and activate viewers with information about how to do their part in taking care of the environment and live in greener, healthier communities. “As we contemplated the success of the program, we began to look for ways to extend the initiative,” says Hickman.
The ‘Sustainability Spotlight’ series serves to educate viewers on what local, national, and global companies are doing to live green; how even the smallest acts can achieve monumental results; and to bring corporations in a platform where we can use sustainability to educate, inform, and serve the community.
Go Green: Working to Produce a Five Star Environment • Names and Numbers
Recycling your outdated phone books is great way to participate in greening our community. Just take them to your city’s recycling center. Names and Numbers is an active participant in the recycle, reuse, reduce approach and partners with companies that also serve similar goals.
In creating their phone books, Names and Numbers uses low basis weight paper to reduce fiber consumption. They used recycled materials, including recycled paper and soy-based inks. They recycle their aluminum printing plates and use non-hazardous solutions and glues.
At Names and Numbers, plastic wrap and boxes are reused, as are office supplies that can find another life. The reduce their impact on the environment by proofing their job on-screen, eliminating paper use and ink, and print close to the market to help conserve fuel in transportation.
Conservation from Arkansas to Africa • The Nature Conservancy
You may not know their work, but you’ve been influence by it. The Nature Conservancy is the world’s largest non-profit conservation organization. It spans more than 50 states and 34 foreign countries, pulling together more than one million like-minded members.
Since its founding in 1951, the Conservancy has worked to create a sustainable planet where natural habitats and human communities coexist. Their drive is a world where natural resources are renewable, plentiful and secure.
Since opening an Arkansas office in 1982, the Conservancy and its supporters have helped protect more than 250,000 acres of natural lands and waters in the Natural State. Today the Arkansas program owns or manages 36 nature preserves of more 22,000 acres.
“The Nature Conservancy is committed to working with a wide array of partners in conserving the natural landscapes of Arkansas– places that provide habitat for plant and animal species and places that keep the environment healthy for people,” says Tim Snell, Associate State Director for Water Resources based in Fayetteville.
“In Northwest Arkansas, the Conservancy is particularly active to keep the streams of the Ozark Highlands clear, clean and healthy. The Conservancy has a team of experts in karst – or cave – conservation, which includes the protection of groundwater. These programs combined help keep the state's water clean for present and future generations.”
The Nature Conservancy is the organization responsible for what has become the Hobbs State Park-Conservation area, along with many other favorite spots throughout Northwest Arkansas. Take a look at nature at nature.org/arkansas
By Janie Pritchett-Clark
Taking green to the municipal level is an exciting endeavor of leaders from everywhere in the community– from patriots and politicians, to retired CEOs and our youth fervent about protecting the world they live in. Take time to participate in activities that educate, build and promote better community.
Sustaintainbility Spotlight Promotes “Live Green” • KNWA
If you haven’t seen the “Sustainability Spotlight” on KNWA, detour to their website at nwahomepage.com to catch up on at some incredible innovation right here at home.
The feature airs Tuesday at 10 p.m. and spotlights – with award-winning-caliber production– local, national, and global sustainable initiatives from Walmart and its vendor and supplier community.
“What we really enjoy talking about with these companies are the innovations. Every day a new idea is born that can grow into something that changes the way we look at the industry,” says Mike Vaughn, KNWA General Manager.
“One of the unique and amazing aspects of living in NWA is how many people in our community make decisions that have large environmental impact,” says Brook Thomas, KNWA News Anchor. “Something that can be seen through this series is how small steps can have big impact.
A decision about a few millimeters of plastic can equal tons of waste not winding up in a landfill.”
The ‘Sustainability Spotlight, presented by Walmart’ stemmed from the station’s ‘Live Green’ series that began April a year ago. According to Sarah Hickman, Innovative Projects Coordinator at KNWA, they wanted to help educate, advocate and activate viewers with information about how to do their part in taking care of the environment and live in greener, healthier communities. “As we contemplated the success of the program, we began to look for ways to extend the initiative,” says Hickman.
The ‘Sustainability Spotlight’ series serves to educate viewers on what local, national, and global companies are doing to live green; how even the smallest acts can achieve monumental results; and to bring corporations in a platform where we can use sustainability to educate, inform, and serve the community.
Go Green: Working to Produce a Five Star Environment • Names and Numbers
Recycling your outdated phone books is great way to participate in greening our community. Just take them to your city’s recycling center. Names and Numbers is an active participant in the recycle, reuse, reduce approach and partners with companies that also serve similar goals.
In creating their phone books, Names and Numbers uses low basis weight paper to reduce fiber consumption. They used recycled materials, including recycled paper and soy-based inks. They recycle their aluminum printing plates and use non-hazardous solutions and glues.
At Names and Numbers, plastic wrap and boxes are reused, as are office supplies that can find another life. The reduce their impact on the environment by proofing their job on-screen, eliminating paper use and ink, and print close to the market to help conserve fuel in transportation.
Conservation from Arkansas to Africa • The Nature Conservancy
You may not know their work, but you’ve been influence by it. The Nature Conservancy is the world’s largest non-profit conservation organization. It spans more than 50 states and 34 foreign countries, pulling together more than one million like-minded members.
Since its founding in 1951, the Conservancy has worked to create a sustainable planet where natural habitats and human communities coexist. Their drive is a world where natural resources are renewable, plentiful and secure.
Since opening an Arkansas office in 1982, the Conservancy and its supporters have helped protect more than 250,000 acres of natural lands and waters in the Natural State. Today the Arkansas program owns or manages 36 nature preserves of more 22,000 acres.
“The Nature Conservancy is committed to working with a wide array of partners in conserving the natural landscapes of Arkansas– places that provide habitat for plant and animal species and places that keep the environment healthy for people,” says Tim Snell, Associate State Director for Water Resources based in Fayetteville.
“In Northwest Arkansas, the Conservancy is particularly active to keep the streams of the Ozark Highlands clear, clean and healthy. The Conservancy has a team of experts in karst – or cave – conservation, which includes the protection of groundwater. These programs combined help keep the state's water clean for present and future generations.”
The Nature Conservancy is the organization responsible for what has become the Hobbs State Park-Conservation area, along with many other favorite spots throughout Northwest Arkansas. Take a look at nature at nature.org/arkansas
What’s Green for your Business in Northwest Arkansas?
... From Biz2Biz NWA May 2009
By Janie Pritchett-Clark
Making green choices in the workplace can be an economic consideration that proves sustainability equals profitability. Global leaders like Walmart have recognized the value of sustainability on every business front – from pleasing consumers to gaining profits-– and are proving such practices as advantageous rather than a burden. No matter your business size, consider adopting sustainable practices wherever you can. You can start by forming a group of dedicated employees, loyal customers and company leaders to serve as your sustainability committee to research and recommend green practices for your business.
Chose Green Hospitality When You Travel • Holiday Inn & Suites
The Holiday Inn & Suites in Pinnacle Hills is one of the prototype inns designed to be the perfect convergence of tradition and innovation for the 21st century business and leisure traveler. The hospitality industry has begun to encourage hotels, resorts, motels, and bed and breakfast facilities to implement environmental initiatives and cost-saving green practices to conserve energy, reduce water consumption, protect air quality, reduce waste, and participate in environmentally preferred purchasing.
Holiday Inn & Suites has taken the challenge and has an on-going sustainability approach, starting with all fluorescent lighting, hotel and room recycling, and low water usage.
The new Holiday Inn & Suites is the NWA Green Expo Hospitality Sponsor and features all two-room suites, complimentary WIFI throughout the property, onsite restaurant and lounge, indoor pool and spa, excellent location, versatile meeting space and many more amenities.
Bring Your Peanuts to PostNet • PostNet Village on the Creeks
Every year, millions of pounds of used packing peanuts end up in landfills. The solution in NWA? Designated an approved collection center, PostNet at the Village on the Creeks in Rogers can now accept those unruly peanuts from customers ready to reduce, reuse, recycle.
“We’re always looking for ways to be more ‘green’ and we know our customers are, too,” says Manager Chad Burghart. The peanuts will be reused in the their day-to-day shipping operations.
Be sure to sift through them thoroughly before you bring them in to make sure you haven’t missed something valuable. “Like the heirloom ring Aunt Gertrude sent you,” says Burghart.
If you want to be extra helpful, separate biodegradable and non-biodegradable peanuts before dropping them off. Don’t mix the two, even though both types are reused. To tell which is which, float a sample in water. If the sample dissolves, it’s biodegradable – made from a vegetable derivative; non-biodegradable otherwise.
“At PostNet, we see it as part of our social responsibility to promote a health and environmentally balance business community,” says owner Phil Swope. “PostNet is constantly striving to reduce the impact of our business on the environment.”
The encourage good stewardship of natural resources at its HQ and store nationwide by recycling paper, toner cartridges, packing supplies and office electronics.
Going Green in the Tradeshow World • Big Hats Consulting
Promoting your business at tradeshows with an eye on green is getting easier. The 2009 exhibitors show in Las Vegas was testament to the industry’s efforts, where new and sustainable products are emerging. Tradeshow expert Ken Abernathy attended and came back to Northwest Arkansas with a bevy of eco-options.
Among his favorites were:
• eco-friendly banner stands made from bamboo, with recyclable graphics;
• corrugated exhibit frames made from recycled materials;
• eco-crates for environmentally friendly shipping to the expo site;
• mini brochures designed to highlight information but use one-quarter of the standard-sized brochure (who reads it all anyway?);
• flash drives that eliminate printing and shipping altogether, and puts copious amounts of information right in the attendees’ pocket;
• LED lighting options to replace heat-hog halogens;
• creative designs in lightweight aluminum frames and fabric graphics;
• expo bags made from recycled juice boxes;
• booth-sized carpet made from recycled soda bottles;
• and eco-friendly rental programs for infrequent show-goers. Rentals could save one-third to one-half the cost, which means going green also saves you green.
Technology and Computer Solutions for Northwest Arkansas • Dozier Technologies Group, Inc.
Software is one of the easiest ways to improve your company’s sustainability scorecard. Automating simple tasks and putting them on the Web can save paper, time, labor and energy– all of which save you money.
If you are looking for software specific to your industry or company’s needs, Dozier Technologies can help. “We work by listening and understanding your needs and then translating our understanding into an application that accomplishes everything you ask for at an affordable price,” says Business Development Manager, Nicole Lynch.
“Our flagship software applications include: atlas, a retail analytical tool for vendors and suppliers; Orbit, a point-of-sale solution for franchise and small to medium size business owners; Orbit Lite, a simple, easy-to-use e-commerce solution for anyone; ampTickets, an e-ticketing solution for entertainment venues; and Portal, a construction document management and distribution solution.
Dozier Technologies Group, Inc. was formed in 2001 with the vision of offering enterprise level custom software development and technology at a small business price. All of their applications are Windows-based for an intuitive user interface and Web-based for mobility and sustainability.
By Janie Pritchett-Clark
Making green choices in the workplace can be an economic consideration that proves sustainability equals profitability. Global leaders like Walmart have recognized the value of sustainability on every business front – from pleasing consumers to gaining profits-– and are proving such practices as advantageous rather than a burden. No matter your business size, consider adopting sustainable practices wherever you can. You can start by forming a group of dedicated employees, loyal customers and company leaders to serve as your sustainability committee to research and recommend green practices for your business.
Chose Green Hospitality When You Travel • Holiday Inn & Suites
The Holiday Inn & Suites in Pinnacle Hills is one of the prototype inns designed to be the perfect convergence of tradition and innovation for the 21st century business and leisure traveler. The hospitality industry has begun to encourage hotels, resorts, motels, and bed and breakfast facilities to implement environmental initiatives and cost-saving green practices to conserve energy, reduce water consumption, protect air quality, reduce waste, and participate in environmentally preferred purchasing.
Holiday Inn & Suites has taken the challenge and has an on-going sustainability approach, starting with all fluorescent lighting, hotel and room recycling, and low water usage.
The new Holiday Inn & Suites is the NWA Green Expo Hospitality Sponsor and features all two-room suites, complimentary WIFI throughout the property, onsite restaurant and lounge, indoor pool and spa, excellent location, versatile meeting space and many more amenities.
Bring Your Peanuts to PostNet • PostNet Village on the Creeks
Every year, millions of pounds of used packing peanuts end up in landfills. The solution in NWA? Designated an approved collection center, PostNet at the Village on the Creeks in Rogers can now accept those unruly peanuts from customers ready to reduce, reuse, recycle.
“We’re always looking for ways to be more ‘green’ and we know our customers are, too,” says Manager Chad Burghart. The peanuts will be reused in the their day-to-day shipping operations.
Be sure to sift through them thoroughly before you bring them in to make sure you haven’t missed something valuable. “Like the heirloom ring Aunt Gertrude sent you,” says Burghart.
If you want to be extra helpful, separate biodegradable and non-biodegradable peanuts before dropping them off. Don’t mix the two, even though both types are reused. To tell which is which, float a sample in water. If the sample dissolves, it’s biodegradable – made from a vegetable derivative; non-biodegradable otherwise.
“At PostNet, we see it as part of our social responsibility to promote a health and environmentally balance business community,” says owner Phil Swope. “PostNet is constantly striving to reduce the impact of our business on the environment.”
The encourage good stewardship of natural resources at its HQ and store nationwide by recycling paper, toner cartridges, packing supplies and office electronics.
Going Green in the Tradeshow World • Big Hats Consulting
Promoting your business at tradeshows with an eye on green is getting easier. The 2009 exhibitors show in Las Vegas was testament to the industry’s efforts, where new and sustainable products are emerging. Tradeshow expert Ken Abernathy attended and came back to Northwest Arkansas with a bevy of eco-options.
Among his favorites were:
• eco-friendly banner stands made from bamboo, with recyclable graphics;
• corrugated exhibit frames made from recycled materials;
• eco-crates for environmentally friendly shipping to the expo site;
• mini brochures designed to highlight information but use one-quarter of the standard-sized brochure (who reads it all anyway?);
• flash drives that eliminate printing and shipping altogether, and puts copious amounts of information right in the attendees’ pocket;
• LED lighting options to replace heat-hog halogens;
• creative designs in lightweight aluminum frames and fabric graphics;
• expo bags made from recycled juice boxes;
• booth-sized carpet made from recycled soda bottles;
• and eco-friendly rental programs for infrequent show-goers. Rentals could save one-third to one-half the cost, which means going green also saves you green.
Technology and Computer Solutions for Northwest Arkansas • Dozier Technologies Group, Inc.
Software is one of the easiest ways to improve your company’s sustainability scorecard. Automating simple tasks and putting them on the Web can save paper, time, labor and energy– all of which save you money.
If you are looking for software specific to your industry or company’s needs, Dozier Technologies can help. “We work by listening and understanding your needs and then translating our understanding into an application that accomplishes everything you ask for at an affordable price,” says Business Development Manager, Nicole Lynch.
“Our flagship software applications include: atlas, a retail analytical tool for vendors and suppliers; Orbit, a point-of-sale solution for franchise and small to medium size business owners; Orbit Lite, a simple, easy-to-use e-commerce solution for anyone; ampTickets, an e-ticketing solution for entertainment venues; and Portal, a construction document management and distribution solution.
Dozier Technologies Group, Inc. was formed in 2001 with the vision of offering enterprise level custom software development and technology at a small business price. All of their applications are Windows-based for an intuitive user interface and Web-based for mobility and sustainability.
What’s Green for your Health in Northwest Arkansas?
... From Biz2Biz NWA May 2009
By Janie Prtichett-Clark
Adopting a green lifestyle at home, at business and in your community may be easier than you realize. Companies from one end of NWA to the other are focusing on the green issue, learning to change their choices to help you change yours. Here’s a sample of what we found to be green in Northwest Arkansas.
Take care of the planet. Take care of yourself. There are many ways to do both, many of which we are learning first-hand and for the first-time at this event. Eat, sleep and be well may well be the Green adage of the 21st century.
Sleep Better, Sleep Healthy, Sleep Natural • Mountain Air Natural Beds
Did you know most mattresses have a planned obsolesence of five years? Most people will toss and turn uncomfortably on it for another four and half years before they give in and shop. In the meantime their mattress could be adding to a myriad of health issues, such as allergies, arthritis, stiffness or knee, back and hip pain.
Mountain Air Natural Beds has a green solution you may want to consider. They are the only place in Arkansas, Oklahoma and Missouri to carry an all-natural, organic, latex mattress. Toxin free, the SavvyRest mattress is better for people with health issues and is designed to provide unmatched comfort for decades. The label reads 98% natural rubber, 2% organic cotton and 2% organic wool. You can’t get much greener than that.
Joyce Robertson is the owner of Mountain Air Natural Beds. “We spend 20-25 years of our lives in bed. Why spend two-thirds living healthy and one-third on a toxic synthetic mattress?” she asks. “Latex provides a healthier and more restful sleep environment. Your pillow is 20% of your sleeping comfort. Organic pillows are incomparable in quality and comfort.”
Latex is a natural hypoallergenic, anti-bacterial, anti-microbial, dust mite resistant material that comes from the sap of the rubber tree. The SavvyRest brand carries the coveted “Rated Greenest” from National Geographic Green Guide and the Confidence in Textiles standard tested for harmful substances.
As a trend Robertson sees more people moving to organic and natural bedding, and matching it with green and organic items for the bedroom as well as the entire home. From pillows to toppers, sheets and robes, organics are taking hold– and Mountain Air Natural Beds carries them.
Customer satisfaction is key, says Robertson. “Our to attention to the health needs of our clients is a relationship, not a transaction.”
By Janie Prtichett-Clark
Adopting a green lifestyle at home, at business and in your community may be easier than you realize. Companies from one end of NWA to the other are focusing on the green issue, learning to change their choices to help you change yours. Here’s a sample of what we found to be green in Northwest Arkansas.
Take care of the planet. Take care of yourself. There are many ways to do both, many of which we are learning first-hand and for the first-time at this event. Eat, sleep and be well may well be the Green adage of the 21st century.
Sleep Better, Sleep Healthy, Sleep Natural • Mountain Air Natural Beds
Did you know most mattresses have a planned obsolesence of five years? Most people will toss and turn uncomfortably on it for another four and half years before they give in and shop. In the meantime their mattress could be adding to a myriad of health issues, such as allergies, arthritis, stiffness or knee, back and hip pain.
Mountain Air Natural Beds has a green solution you may want to consider. They are the only place in Arkansas, Oklahoma and Missouri to carry an all-natural, organic, latex mattress. Toxin free, the SavvyRest mattress is better for people with health issues and is designed to provide unmatched comfort for decades. The label reads 98% natural rubber, 2% organic cotton and 2% organic wool. You can’t get much greener than that.
Joyce Robertson is the owner of Mountain Air Natural Beds. “We spend 20-25 years of our lives in bed. Why spend two-thirds living healthy and one-third on a toxic synthetic mattress?” she asks. “Latex provides a healthier and more restful sleep environment. Your pillow is 20% of your sleeping comfort. Organic pillows are incomparable in quality and comfort.”
Latex is a natural hypoallergenic, anti-bacterial, anti-microbial, dust mite resistant material that comes from the sap of the rubber tree. The SavvyRest brand carries the coveted “Rated Greenest” from National Geographic Green Guide and the Confidence in Textiles standard tested for harmful substances.
As a trend Robertson sees more people moving to organic and natural bedding, and matching it with green and organic items for the bedroom as well as the entire home. From pillows to toppers, sheets and robes, organics are taking hold– and Mountain Air Natural Beds carries them.
Customer satisfaction is key, says Robertson. “Our to attention to the health needs of our clients is a relationship, not a transaction.”
What's Green for Your Home in Northwest Arkansas
... From Biz2Biz NWA May 2009
By Janie Pritchett-Clark
Adopting a green lifestyle at home, at business and in your community may be easier than you realize. Companies from one end of NWA to the other are focusing on the green issue, learning to change their choices to help you change yours. Here’s a sample of what we found to be green in Northwest Arkansas.
You have the most control over your home environment. These companies and their products can help you make greener choices for your family.
The Home Energy Audit • Jim Jones Construction
Saving 25-50% on energy is a strong motivator behind the Home Energy Audit offered b Jim Jones Construction. Added benefits are many. Homeowners may find a more comfortable living environment, with a safer indoor air quality, and increased home value. An energy efficient home is the quickest and cleanest way to extend our energy supplies. A professional audit will detail the improvements needed to create the energy efficient- green living home.
Green Your Home Loans • IberiaBank (formerly Pulaski Bank)
Financial institutions have traditionally been known as anything but green, but IberiaBank is taking action in Northwest Arkansas to change that perception.
“Consumers and businesses alike share the responsibility to recycle, eliminate wastefulness and minimize resource consumption, but banks have the unique opportunity to combine these efforts with community investment,” says Retail Development Officer/Sustainability Coordinator Keaton Smith.
To help homeowners save money on energy bills and reduce their carbon footprint, IberiaBank now offers ‘Green Your Home’ home improvement loans, along with expertise on the incentives available from government and utilities.
“There are so many ways you can improve the energy efficiency of your home,” Smith says. “Simple things like sealing and caulking around doors and windows or adding more insulation to your walls, attic, and ductwork can reduce energy bills up to 50%.” And with the new federal tax credits (30% of total costs), homeowners see ROI for improvements like solar, small wind, and geothermal systems in less than 10 years.
“Green Your Home loans allow the homeowner to make several types of efficiency improvements, with only one monthly loan payment. We try to structure the loan so you can make loan payments with the money saved on your utilities each month. As energy prices continue to rise, using less energy will become even more important, and efficient homeowners will see even greater savings.”
Come Home to an Organized Garage • NWA Garage Solutions
Did you know the garage is one of the largest, most under utilized rooms in the home? Energy efficiency begins with a look at how well you use what you have. That includes all that clutter in your garage. One solution is NWA Garage Solutions, which specializes in turning a cluttered mess into an organized and efficient room.
The approach is to custom design storage to fit your family’s needs with a variety of cabinets, slat wall, flooring options, accessories and bins. The cabinets are made from recycled materials and the floor coatings are zero VOC. And, unlike others, they don’t use muratic acid to clean and prep the floor.
With a solution like this, the house you thought too small becomes bigger– just from opening up the storage inside the home because now it fits in the garage. Now you can find it!
NWA Garage Solutions’ service is a four-part process. They start with a consult to identify your needs, measure and inventory your items. They help with the de-clutter as you sort for reduce, reuse, recycle. They will even make the arrangements needed to haul off discarded and charitable items or schedule storage while the work is being done. Once Installation is done by a professional team equipped to complete the job in one to three days depending on the size of your garage and the extent of the work to be done. And last but not least, they know you will enjoy the results.
As one customer in Fayetteville says, “NWA Garage Solutions are true professionals in every step of the process. They took the time to develop a plan to not only organize my garage but also take it to the ‘next level.’ Rarely does a week go by that I do not receive a positive comment on my garage.”
Enjoy the Green Inside and Out • Spavinaw Stove Company
Now that warm weather is finally here your family will be enjoying the outdoors with backyard barbecues and gatherings. Spavinaw Stove Company wants you to know there’s a green solution to gas and charcoal grills. Traeger barbecue pellet grills uses the same eco-friendly concept used in pellet wood stoves.
The benefits are many. Using a natural biomass fuel means no fossil fuels of any kind are used in the combustion process. The pellets are made from 100% recycled hardwood sawdust and burn at an extremely high combustion efficiency rate. This means low emissions and a lower carbon footprint. And that means it’s the environmentally responsible way to cook outdoors.
It’s healthier, too, because the in-direct cooking system reduces the fat and charring thought to cause cancer. The hardwood smoke created by the pellets produces anti-oxidants similar to Vitamin E.
By partnering with hardwood furniture manufacturers, Traeger adds economic value to materials that were once considered “waste” and in the process creates new business, products and jobs.
With Father’s Day just around the corner, it’s time check out your options. Spavinaw Stove Company is a well-established dealer for stoves, fireplaces and vents from high-quality manufacturers like Harman, Traeger, Lopi, Buck and FPX. They use NFI certified installers and service technicians and have earned a reputation that garners them happy, loyal customers.
By Janie Pritchett-Clark
Adopting a green lifestyle at home, at business and in your community may be easier than you realize. Companies from one end of NWA to the other are focusing on the green issue, learning to change their choices to help you change yours. Here’s a sample of what we found to be green in Northwest Arkansas.
You have the most control over your home environment. These companies and their products can help you make greener choices for your family.
The Home Energy Audit • Jim Jones Construction
Saving 25-50% on energy is a strong motivator behind the Home Energy Audit offered b Jim Jones Construction. Added benefits are many. Homeowners may find a more comfortable living environment, with a safer indoor air quality, and increased home value. An energy efficient home is the quickest and cleanest way to extend our energy supplies. A professional audit will detail the improvements needed to create the energy efficient- green living home.
Green Your Home Loans • IberiaBank (formerly Pulaski Bank)
Financial institutions have traditionally been known as anything but green, but IberiaBank is taking action in Northwest Arkansas to change that perception.
“Consumers and businesses alike share the responsibility to recycle, eliminate wastefulness and minimize resource consumption, but banks have the unique opportunity to combine these efforts with community investment,” says Retail Development Officer/Sustainability Coordinator Keaton Smith.
To help homeowners save money on energy bills and reduce their carbon footprint, IberiaBank now offers ‘Green Your Home’ home improvement loans, along with expertise on the incentives available from government and utilities.
“There are so many ways you can improve the energy efficiency of your home,” Smith says. “Simple things like sealing and caulking around doors and windows or adding more insulation to your walls, attic, and ductwork can reduce energy bills up to 50%.” And with the new federal tax credits (30% of total costs), homeowners see ROI for improvements like solar, small wind, and geothermal systems in less than 10 years.
“Green Your Home loans allow the homeowner to make several types of efficiency improvements, with only one monthly loan payment. We try to structure the loan so you can make loan payments with the money saved on your utilities each month. As energy prices continue to rise, using less energy will become even more important, and efficient homeowners will see even greater savings.”
Come Home to an Organized Garage • NWA Garage Solutions
Did you know the garage is one of the largest, most under utilized rooms in the home? Energy efficiency begins with a look at how well you use what you have. That includes all that clutter in your garage. One solution is NWA Garage Solutions, which specializes in turning a cluttered mess into an organized and efficient room.
The approach is to custom design storage to fit your family’s needs with a variety of cabinets, slat wall, flooring options, accessories and bins. The cabinets are made from recycled materials and the floor coatings are zero VOC. And, unlike others, they don’t use muratic acid to clean and prep the floor.
With a solution like this, the house you thought too small becomes bigger– just from opening up the storage inside the home because now it fits in the garage. Now you can find it!
NWA Garage Solutions’ service is a four-part process. They start with a consult to identify your needs, measure and inventory your items. They help with the de-clutter as you sort for reduce, reuse, recycle. They will even make the arrangements needed to haul off discarded and charitable items or schedule storage while the work is being done. Once Installation is done by a professional team equipped to complete the job in one to three days depending on the size of your garage and the extent of the work to be done. And last but not least, they know you will enjoy the results.
As one customer in Fayetteville says, “NWA Garage Solutions are true professionals in every step of the process. They took the time to develop a plan to not only organize my garage but also take it to the ‘next level.’ Rarely does a week go by that I do not receive a positive comment on my garage.”
Enjoy the Green Inside and Out • Spavinaw Stove Company
Now that warm weather is finally here your family will be enjoying the outdoors with backyard barbecues and gatherings. Spavinaw Stove Company wants you to know there’s a green solution to gas and charcoal grills. Traeger barbecue pellet grills uses the same eco-friendly concept used in pellet wood stoves.
The benefits are many. Using a natural biomass fuel means no fossil fuels of any kind are used in the combustion process. The pellets are made from 100% recycled hardwood sawdust and burn at an extremely high combustion efficiency rate. This means low emissions and a lower carbon footprint. And that means it’s the environmentally responsible way to cook outdoors.
It’s healthier, too, because the in-direct cooking system reduces the fat and charring thought to cause cancer. The hardwood smoke created by the pellets produces anti-oxidants similar to Vitamin E.
By partnering with hardwood furniture manufacturers, Traeger adds economic value to materials that were once considered “waste” and in the process creates new business, products and jobs.
With Father’s Day just around the corner, it’s time check out your options. Spavinaw Stove Company is a well-established dealer for stoves, fireplaces and vents from high-quality manufacturers like Harman, Traeger, Lopi, Buck and FPX. They use NFI certified installers and service technicians and have earned a reputation that garners them happy, loyal customers.
April showers bring May flowers
... From Biz2Biz NWA April 2009
Face-to-Face Marketing
By Ken Abernathy / Big Hats Consulting / Springdale
Springtime is a favorite time of the year. There is nothing more beautiful than a field of wildflowers in full bloom. But even Mother Nature knows you have to plan ahead for a bountiful reward. Trade show exhibiting can be as rewarding. But if not well planned, it can be dead or full of weeds.
How do make your trade event bloom? Make sure the event you participate in actually draws the target prospects and attendees right for you. Create an event committee and appoint one person in charge. Then, set out to develop a detailed plan and a checklist.
Set Your Objectives. What do you want to accomplish? A certain number of sales? Lead generated? Targeted database? Publicity? Image awareness?
Set a realistic investment. Establish a realistic budget and the returns you expect.
Develop an exciting sales message. Create a show-specific message to be used in all sales and marketing efforts surrounding the show, including pre- and post-show mailings, email marketing, exhibit graphics and press packages.
Create a marketing plan. Develop a show-specific marketing plan that includes activity before, during and after the trade show. Be aggressive in pre-selling prospects before the show. Make sure they are fully engaged during the show, and that all leads are followed up on after the show.
Make your exhibit Pop! Your display is what attracts attendees and instantly conveys your image and product message. No matter what type exhibit you have – from large custom unit to tabletop – use it to wow! attendees. Take advantage of today’s technology to create bright, bold graphics. Use professionals to help you create what will make you stand out… for the right reasons.
Location, Location, Location. Exhibit promoters say there are no bad locations on the trade show floor, just some that are better than others. Look at the floor plan closely, paying attention to entrances. The better spots are on a main aisle or a corner, which offer more floor space. Wherever you end up, be ready to work, work and work your location, location, location.
Trade shows are one of the greatest marketing tools available if you
• Plan Well
• Execute aggressively and enthusiastically
• Follow up thoroughly
Author /expert Ken Abernathy is President and CEO of Big Hats Consulting, a full service tradeshow program consulting firm in Northwest Arkansas, and has more than 25 years experience in the tradeshow and event industry. Have a question for Ken? Email: ken@bighatsconsulting.com
Face-to-Face Marketing
By Ken Abernathy / Big Hats Consulting / Springdale
Springtime is a favorite time of the year. There is nothing more beautiful than a field of wildflowers in full bloom. But even Mother Nature knows you have to plan ahead for a bountiful reward. Trade show exhibiting can be as rewarding. But if not well planned, it can be dead or full of weeds.
How do make your trade event bloom? Make sure the event you participate in actually draws the target prospects and attendees right for you. Create an event committee and appoint one person in charge. Then, set out to develop a detailed plan and a checklist.
Set Your Objectives. What do you want to accomplish? A certain number of sales? Lead generated? Targeted database? Publicity? Image awareness?
Set a realistic investment. Establish a realistic budget and the returns you expect.
Develop an exciting sales message. Create a show-specific message to be used in all sales and marketing efforts surrounding the show, including pre- and post-show mailings, email marketing, exhibit graphics and press packages.
Create a marketing plan. Develop a show-specific marketing plan that includes activity before, during and after the trade show. Be aggressive in pre-selling prospects before the show. Make sure they are fully engaged during the show, and that all leads are followed up on after the show.
Make your exhibit Pop! Your display is what attracts attendees and instantly conveys your image and product message. No matter what type exhibit you have – from large custom unit to tabletop – use it to wow! attendees. Take advantage of today’s technology to create bright, bold graphics. Use professionals to help you create what will make you stand out… for the right reasons.
Location, Location, Location. Exhibit promoters say there are no bad locations on the trade show floor, just some that are better than others. Look at the floor plan closely, paying attention to entrances. The better spots are on a main aisle or a corner, which offer more floor space. Wherever you end up, be ready to work, work and work your location, location, location.
Trade shows are one of the greatest marketing tools available if you
• Plan Well
• Execute aggressively and enthusiastically
• Follow up thoroughly
Author /expert Ken Abernathy is President and CEO of Big Hats Consulting, a full service tradeshow program consulting firm in Northwest Arkansas, and has more than 25 years experience in the tradeshow and event industry. Have a question for Ken? Email: ken@bighatsconsulting.com
Corporate Identity, Logos, and You
... From Biz2Biz NWA April 2009
By Shan Pesaru / Sharp Hue / Springdale
When you look at a wall of business cards like this, it’s obvious very few of them will stand out and catch a viewer’s attention. When you hand your card out at networking meetings, conferences, and sales calls, will it stand out from the pack? Does your web site, flyer, e-mail, conference presentation, or letterhead bring your company to mind immediately? One solution will make all these elements of your corporate identity memorable: a well-designed custom logo.
Consistent use of a well-designed logo identifies your brand, establishes trust and recognition, and attracts attention. A well-designed logo makes your clients and customers open that envelope, read that e-mail, and save that flyer, because they know right away that it comes from someone they’re happy to hear from: you.
What is a well-designed logo?
• The basic principles of design apply to logos as with all other designs. Simplicity, unity, balance, repetition, and intentional use of color and theme are essential. With logos, less is definitely more. You want an immediate impact on your first-time viewer, and immediate recognition after that. A professional logo design is a worthwhile investment.
• A logo should be meaningful. When your logo creates the emotional and visual impact, your brand benefits. Your designer will work simultaneously with font, slogan, icon, and color.
• A logo is more than great design on paper. To get the maximum from your design investment, you’ll want to use your logo on all the visible products of your company. You’ll need your design in formats that will work for online, screen, and print applications. It’s also useful to make certain your logo is invertible – that it looks good on both light and dark backgrounds. This level of versatility maximizes the return on your investment.
When is it time to change your logo?
• When your original logo doesn’t capture the image of your organization adequately. In this case, the sooner you change to a better logo, the sooner you’ll see better results.
• When your original logo needs modernization. For example, UPS has redesigned their logo several times over the years, as have many Fortune 500 companies. The basic UPS shield remains and the color scheme is similar, so they won’t give up recognizability, but the new look is sleeker and more modern in appearance.
• When your business has changed. If you have expanded your market, increased your offerings, or changed your delivery systems in exciting ways, it might be time to show those changes in new visual elements.
Author/ expert Shan Pesaru has more than 12 years of web development experience. He is founder of Sharp Hue, a web design, web hosting, web marketing company working to stay ahead of the industry curve, and to continuously revolutionize the industry. You can reach him at shan@sharphue.com.
By Shan Pesaru / Sharp Hue / Springdale
When you look at a wall of business cards like this, it’s obvious very few of them will stand out and catch a viewer’s attention. When you hand your card out at networking meetings, conferences, and sales calls, will it stand out from the pack? Does your web site, flyer, e-mail, conference presentation, or letterhead bring your company to mind immediately? One solution will make all these elements of your corporate identity memorable: a well-designed custom logo.
Consistent use of a well-designed logo identifies your brand, establishes trust and recognition, and attracts attention. A well-designed logo makes your clients and customers open that envelope, read that e-mail, and save that flyer, because they know right away that it comes from someone they’re happy to hear from: you.
What is a well-designed logo?
• The basic principles of design apply to logos as with all other designs. Simplicity, unity, balance, repetition, and intentional use of color and theme are essential. With logos, less is definitely more. You want an immediate impact on your first-time viewer, and immediate recognition after that. A professional logo design is a worthwhile investment.
• A logo should be meaningful. When your logo creates the emotional and visual impact, your brand benefits. Your designer will work simultaneously with font, slogan, icon, and color.
• A logo is more than great design on paper. To get the maximum from your design investment, you’ll want to use your logo on all the visible products of your company. You’ll need your design in formats that will work for online, screen, and print applications. It’s also useful to make certain your logo is invertible – that it looks good on both light and dark backgrounds. This level of versatility maximizes the return on your investment.
When is it time to change your logo?
• When your original logo doesn’t capture the image of your organization adequately. In this case, the sooner you change to a better logo, the sooner you’ll see better results.
• When your original logo needs modernization. For example, UPS has redesigned their logo several times over the years, as have many Fortune 500 companies. The basic UPS shield remains and the color scheme is similar, so they won’t give up recognizability, but the new look is sleeker and more modern in appearance.
• When your business has changed. If you have expanded your market, increased your offerings, or changed your delivery systems in exciting ways, it might be time to show those changes in new visual elements.
Author/ expert Shan Pesaru has more than 12 years of web development experience. He is founder of Sharp Hue, a web design, web hosting, web marketing company working to stay ahead of the industry curve, and to continuously revolutionize the industry. You can reach him at shan@sharphue.com.
Planning for Growth
... From Biz2Biz NWA April 2009
The Business of Promotion: Planning for Growth
By Maxie Carpenter / MVC Advisory / Bentonville
Most business experts conform to a theory of “thirds” – of all small businesses, a third eventually turn a profit, a third break even, and a third never leave a negative earnings scenario. According to a recent study by the U.S. Small Business Administration, only two thirds of all small businesses survive the first two years and fewer than half make it to four.
Why? Within the top ten reasons for their demise is ineffective marketing and self-promotion. In my opinion, marketing is the most misunderstood activity in business because it too often is confused with advertising. The two are very different activities. Knowing the difference can be the distinction between failure and growth.
Advertising, by definition, is “the paid, public, non-personal announcement of a persuasive message by a recognized sponsor for products or services.” Marketing is “the systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually beneficial exchange of products or services.”
The critical distinction is that one activity is focused on selling and the other is focused on building a relationship. How a business goes about developing this relationship and image is the process of “branding.” This is the single most important process in growing a business.
To me, marketing is promoting yourself in the marketplace in such a specific, intentional and consistent fashion that when the need for your service or product arises, you are the first company the client will think of.
That said, it is essential to have a plan that encompasses all the activities necessary to bring the relationship forward. The key word is consistent. There must be consistency across the business model as to how your business is marketed – from the signing of the business and its physical presentation to collateral materials such as business cards, brochures, stationery, direct mail; sales support materials, such as telemarketing scripts, answering messages, invoices, flyers; and even with uniforms, company vehicles and websites.
Consider a “Marketing Plan” versus “just advertising your business,” an overall approach rather than just an ad budget. If marketing is not your forte, consider hiring a professional. Even then you’ll need information only you (or members of your team) can provide.
The cost of doing business is hard to control operationally, and growth hard to achieve without a plan. Recent marketing studies indicate the majority of small business growth comes from 65% of its existing client base, meaning referrals. There is a direct correlation between this fact and the actual cost of marketing and advertising. As your business matures and achieves a significant, recognizable presence in the marketplace, marketing and advertising costs can be reduced each succeeding year of operation until it stabilizes annually at less than 1% of revenue. Without a plan, marketing for growth and profitability are difficult to realize.
Author/ expert Maxie Carpenter is Founder and President of MVC Advisory Resource, Inc., “Your Guide to Successfully Managing Your Business.” He is the author of” I Didn’t Ask You to Dance!” and “Managing Difficult People in the Workplace.” You can reach Maxie at www.mvcinc.org.
The Business of Promotion: Planning for Growth
By Maxie Carpenter / MVC Advisory / Bentonville
Most business experts conform to a theory of “thirds” – of all small businesses, a third eventually turn a profit, a third break even, and a third never leave a negative earnings scenario. According to a recent study by the U.S. Small Business Administration, only two thirds of all small businesses survive the first two years and fewer than half make it to four.
Why? Within the top ten reasons for their demise is ineffective marketing and self-promotion. In my opinion, marketing is the most misunderstood activity in business because it too often is confused with advertising. The two are very different activities. Knowing the difference can be the distinction between failure and growth.
Advertising, by definition, is “the paid, public, non-personal announcement of a persuasive message by a recognized sponsor for products or services.” Marketing is “the systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually beneficial exchange of products or services.”
The critical distinction is that one activity is focused on selling and the other is focused on building a relationship. How a business goes about developing this relationship and image is the process of “branding.” This is the single most important process in growing a business.
To me, marketing is promoting yourself in the marketplace in such a specific, intentional and consistent fashion that when the need for your service or product arises, you are the first company the client will think of.
That said, it is essential to have a plan that encompasses all the activities necessary to bring the relationship forward. The key word is consistent. There must be consistency across the business model as to how your business is marketed – from the signing of the business and its physical presentation to collateral materials such as business cards, brochures, stationery, direct mail; sales support materials, such as telemarketing scripts, answering messages, invoices, flyers; and even with uniforms, company vehicles and websites.
Consider a “Marketing Plan” versus “just advertising your business,” an overall approach rather than just an ad budget. If marketing is not your forte, consider hiring a professional. Even then you’ll need information only you (or members of your team) can provide.
The cost of doing business is hard to control operationally, and growth hard to achieve without a plan. Recent marketing studies indicate the majority of small business growth comes from 65% of its existing client base, meaning referrals. There is a direct correlation between this fact and the actual cost of marketing and advertising. As your business matures and achieves a significant, recognizable presence in the marketplace, marketing and advertising costs can be reduced each succeeding year of operation until it stabilizes annually at less than 1% of revenue. Without a plan, marketing for growth and profitability are difficult to realize.
Author/ expert Maxie Carpenter is Founder and President of MVC Advisory Resource, Inc., “Your Guide to Successfully Managing Your Business.” He is the author of” I Didn’t Ask You to Dance!” and “Managing Difficult People in the Workplace.” You can reach Maxie at www.mvcinc.org.
Postcard Power!
... From Biz2Biz NWA April 2009
By Marty Pierson / The Mullikin Agency / Springdale
Never underestimate the humble postcard. A standard size postcard can quite literally get lost in the mail. But, the larger sizes, 5” x 7” and 6” x 9,” can create an impact and get your message across.
Think about what you notice within your incoming mail, at home and at work. The No. 10 white envelope probably gets ignored, unless it contains a check or a statement and is from a business you recognize. But, the postcard is right there; no opening required. It’s likely to get, at least, a quick glance.
Take advantage of that brief look to capture the attention and whet the appetite of your target audience. Keep the front (side without the mailing address) of your postcard simple and striking in design, but make sure it relates to your business. In other words, a rose is a thing of beauty, but if your business is roofing, a rose just doesn’t make sense. If you think your business is too mundane to provide subject matter for an eye-catching image, hire a graphic designer to help.
Limit your text on both sides of the postcard. In fact, sometimes no text or a few words to “tease” are all you need on the front. The copy on the other side should be brief and to the point. Postcards aren’t meant to tell someone everything you do. Emphasize one aspect of your business, or promote a special offer or event.
In this age of online advertising, the large postcard is an excellent tool. Yes, internet marketing is important, showing up on Google and all of that, but there are still so many websites “out there.” You need to advertise your website. Use a large postcard. The design portion can reflect the branding on your website and the text can simply give the site’s address and a reason to visit. If you update your website frequently, this is a great way to remind current and potential customers to visit often.
You don’t have to be a huge conglomerate to personalize your postcards. Many digital copiers and most digital presses “read” databases. Do some research online and talk to your trusted local printer. You’ll discover that postcards can be printed and addressed at the same time, creating a polished look.
By Marty Pierson / The Mullikin Agency / Springdale
Never underestimate the humble postcard. A standard size postcard can quite literally get lost in the mail. But, the larger sizes, 5” x 7” and 6” x 9,” can create an impact and get your message across.
Think about what you notice within your incoming mail, at home and at work. The No. 10 white envelope probably gets ignored, unless it contains a check or a statement and is from a business you recognize. But, the postcard is right there; no opening required. It’s likely to get, at least, a quick glance.
Take advantage of that brief look to capture the attention and whet the appetite of your target audience. Keep the front (side without the mailing address) of your postcard simple and striking in design, but make sure it relates to your business. In other words, a rose is a thing of beauty, but if your business is roofing, a rose just doesn’t make sense. If you think your business is too mundane to provide subject matter for an eye-catching image, hire a graphic designer to help.
Limit your text on both sides of the postcard. In fact, sometimes no text or a few words to “tease” are all you need on the front. The copy on the other side should be brief and to the point. Postcards aren’t meant to tell someone everything you do. Emphasize one aspect of your business, or promote a special offer or event.
In this age of online advertising, the large postcard is an excellent tool. Yes, internet marketing is important, showing up on Google and all of that, but there are still so many websites “out there.” You need to advertise your website. Use a large postcard. The design portion can reflect the branding on your website and the text can simply give the site’s address and a reason to visit. If you update your website frequently, this is a great way to remind current and potential customers to visit often.
You don’t have to be a huge conglomerate to personalize your postcards. Many digital copiers and most digital presses “read” databases. Do some research online and talk to your trusted local printer. You’ll discover that postcards can be printed and addressed at the same time, creating a polished look.
Promote Yourself!
... From Biz2Biz NWA April 2009
By Randy Mullikin / The Mullikin Agency / Springdale
Watching the news these days is downright depressing. What’s a business to do? You can’t just throw up your hands and walk away. You must look for ways to promote yourself economically, especially during the tough times. Now is a good time to boost your brand. A brand is a combination of name, words, symbols, or design that identifies a product or service and distinguishes it from the competition.
Founder of Amazon.com, Jeff Bezos says, “A brand for a company is like a reputation for a person. You earn reputation by trying to do the hard things well.” Unfortunately, many people cut back their branding efforts as quickly as they cut back on their budgets during a slow economy – exactly the opposite of what they should be doing.
If you must spend less on advertising, there are still ways you can boost your brand. Using your logo and identity consistently creates the illusion that you are advertising in more places than you actually are, simply because your message is consistent.
At the start of each week, ask yourself this question: What can I do to further leverage my brand and increase business? Here are some options to consider:
Use promotional items. Put your logo on everything you can think of – shirts, hats, pens, cups, notepads, and even your invoices. These items keep your name in front of clients, and potential clients, without a huge dollar investment. They are great for sending to clients before a meeting, giving as a gift in person, or leaving behind as a reminder of your visit. Be creative and just get them into people’s hands.
Differentiate yourself. Be able to tell someone in one sentence why you’re different from your competitors.
Live your brand internally. Make sure everyone, including your accountant, understands what your brand is all about and how to use it frequently and consistently.
Create an email signature. Develop a “brand” signature for all employees. Add your logo and/or a tagline/statement, if appropriate, to every email message.
Answer the telephone in a branded manner. Use your company name and consider a very brief image message that conveys your brand and the value you offer.
This list is just a start. Think creatively. Many ideas cost very little to implement. Look at what you can do today, aligned with your brand and business, to show customers the advantage of doing business with you. But most of all, don’t forget to PROMOTE YOURSELF!
Author/ expert Randy Mullikin, owner of The Mullikin Agency, has spent more than 25 years creating some of the most memorable campaigns in this region. 2009 marks the 15-year celebration of Mullikin's full service advertising, marketing, and public relations agency. randy@mullikinad.com.
By Randy Mullikin / The Mullikin Agency / Springdale
Watching the news these days is downright depressing. What’s a business to do? You can’t just throw up your hands and walk away. You must look for ways to promote yourself economically, especially during the tough times. Now is a good time to boost your brand. A brand is a combination of name, words, symbols, or design that identifies a product or service and distinguishes it from the competition.
Founder of Amazon.com, Jeff Bezos says, “A brand for a company is like a reputation for a person. You earn reputation by trying to do the hard things well.” Unfortunately, many people cut back their branding efforts as quickly as they cut back on their budgets during a slow economy – exactly the opposite of what they should be doing.
If you must spend less on advertising, there are still ways you can boost your brand. Using your logo and identity consistently creates the illusion that you are advertising in more places than you actually are, simply because your message is consistent.
At the start of each week, ask yourself this question: What can I do to further leverage my brand and increase business? Here are some options to consider:
Use promotional items. Put your logo on everything you can think of – shirts, hats, pens, cups, notepads, and even your invoices. These items keep your name in front of clients, and potential clients, without a huge dollar investment. They are great for sending to clients before a meeting, giving as a gift in person, or leaving behind as a reminder of your visit. Be creative and just get them into people’s hands.
Differentiate yourself. Be able to tell someone in one sentence why you’re different from your competitors.
Live your brand internally. Make sure everyone, including your accountant, understands what your brand is all about and how to use it frequently and consistently.
Create an email signature. Develop a “brand” signature for all employees. Add your logo and/or a tagline/statement, if appropriate, to every email message.
Answer the telephone in a branded manner. Use your company name and consider a very brief image message that conveys your brand and the value you offer.
This list is just a start. Think creatively. Many ideas cost very little to implement. Look at what you can do today, aligned with your brand and business, to show customers the advantage of doing business with you. But most of all, don’t forget to PROMOTE YOURSELF!
Author/ expert Randy Mullikin, owner of The Mullikin Agency, has spent more than 25 years creating some of the most memorable campaigns in this region. 2009 marks the 15-year celebration of Mullikin's full service advertising, marketing, and public relations agency. randy@mullikinad.com.
Effective Marketing Gives Your Business an Edge
... From Biz2Niz NWA April 2009
By Steve Ferguson / Chapter Chair / NWA SCORE
Marketing consists of more than making some phone calls or taking out an ad. Your marketing effort is the sum total of the sales, pricing, promotional and advertising efforts designed to promote the flow of goods or services from your business to the consumer. Marketing also includes your activities to identify the right merchandise or service, select the right store location, enact effective sales programs, and promote your company to the buying public. In short, marketing is everything you do to get and keep customers.
It is easy for small business owners to find excuses to neglect marketing, particularly in the difficult current economic conditions. Operating on a no-frills budget, many owners begrudge the money. Without marketing, however, it’s practically impossible to get the attention of buying customers. If you do not effectively market your company, brand, image and products or services, you compromise your sales potential every day.
A useful device to assist you in your marketing efforts is known as the four Ps: product, promotion, price and place. Have the right product or service—something people want or, preferably, need to buy. Employ the right promotional elements with the marketing tools available to you. Try your best to set the right price to be both competitive and profitable. Make sure that you’re in “the right place” with your business efforts, which means understanding location issues, availability and ease of access for customers, and so on. These elements need to work in synch to generate consumer interest and trigger the buying response from your audience.
Develop an annual marketing plan within your overall business plan. Understand your primary marketing tools—advertising, sales promotions, personal or direct contact selling, public relations, and then employ them to execute your marketing plans. Analyze when you are likely to need a special price promotion, a new product launch or an advertising awareness campaign. Other aspects of your promotion may be in-store signage, outdoor signs, direct mail pieces, joint promotions and product brochures (which, by the way, your suppliers may very well supply at no charge). Be prepared to define the tools that are most helpful in bringing you business.
Invest in marketing as part of your monthly operating expenses. Don’t spend needlessly, but don’t try to undercut expenses in a way that directly affects your communication with potential customers and those all-important repeat customers.
If you would like to discuss how to develop a marketing plan and budget, contact SCORE “Counselors to America’s Small Business.” SCORE is a nonprofit organization of more than 10,500 volunteers who offer free and confidential advice to veteran entrepreneurs and those just starting out. You may reach us at info@nwascore.org, www.nwascore.org or 479-725-1809.
By Steve Ferguson / Chapter Chair / NWA SCORE
Marketing consists of more than making some phone calls or taking out an ad. Your marketing effort is the sum total of the sales, pricing, promotional and advertising efforts designed to promote the flow of goods or services from your business to the consumer. Marketing also includes your activities to identify the right merchandise or service, select the right store location, enact effective sales programs, and promote your company to the buying public. In short, marketing is everything you do to get and keep customers.
It is easy for small business owners to find excuses to neglect marketing, particularly in the difficult current economic conditions. Operating on a no-frills budget, many owners begrudge the money. Without marketing, however, it’s practically impossible to get the attention of buying customers. If you do not effectively market your company, brand, image and products or services, you compromise your sales potential every day.
A useful device to assist you in your marketing efforts is known as the four Ps: product, promotion, price and place. Have the right product or service—something people want or, preferably, need to buy. Employ the right promotional elements with the marketing tools available to you. Try your best to set the right price to be both competitive and profitable. Make sure that you’re in “the right place” with your business efforts, which means understanding location issues, availability and ease of access for customers, and so on. These elements need to work in synch to generate consumer interest and trigger the buying response from your audience.
Develop an annual marketing plan within your overall business plan. Understand your primary marketing tools—advertising, sales promotions, personal or direct contact selling, public relations, and then employ them to execute your marketing plans. Analyze when you are likely to need a special price promotion, a new product launch or an advertising awareness campaign. Other aspects of your promotion may be in-store signage, outdoor signs, direct mail pieces, joint promotions and product brochures (which, by the way, your suppliers may very well supply at no charge). Be prepared to define the tools that are most helpful in bringing you business.
Invest in marketing as part of your monthly operating expenses. Don’t spend needlessly, but don’t try to undercut expenses in a way that directly affects your communication with potential customers and those all-important repeat customers.
If you would like to discuss how to develop a marketing plan and budget, contact SCORE “Counselors to America’s Small Business.” SCORE is a nonprofit organization of more than 10,500 volunteers who offer free and confidential advice to veteran entrepreneurs and those just starting out. You may reach us at info@nwascore.org, www.nwascore.org or 479-725-1809.
Trends in Business
... From Biz2Biz NWA April 2009
By Janie Pritchett-Clark
Where is your business headed? With the help of Small Business Labs, here’s a look at social, technology and business trends impacting small businesses for 2009.
Economic Trends
1. Small business innovation. Driven to improve productivity and increase customer value, small businesses will re-evaluate, re-design and refine, creating a wave of small business innovation. Look for new opportunities as we focus on cash flow, cost containment, customer retention and survival.
2. Government’s role increases. You could eye corporate malfeasance and regulatory failure as the cause; the effect is greater government intervention. Market capitalism should stay strong, but governments on a global scale will start taking a more active role in managing their economies. That means small businesses will need to stay apprised of all the policy and program changes that will affect them.
3. Infrastructure goes global. Look for small businesses to benefit directly and indirectly from government contracting programs. In the US we’ll likely be focusing on bridges and roads, alternative energy, transportation, clean tech and education. The trend is global. China, Japan, the European Union and other countries have large infrastructure spending programs on the horizon as well.
4. Small businesses numbers rise. The unemployed from the professional sector is likely to turn to self-employment. Failures rates will rise as well, but probably not enough to offset the number of new small and personal businesses.
5. Small business globalization slows. It may be late in the year before small business exports pick up. In the meantime, small business globalization will be affected by the economic slump, currency market, and local market focus.
Demographic Trends
6. Baby boomers go back to work. Retirement plans were derailed for many in 2008 as the value of their homes, retirement savings and inheritances fell through the bottom. Chances are strong they’ll go back to work self-employed.
7. Gen Y goes into business. Look to those Gen Y entrepreneurial minds joining the ranks of small business, gravitating to personal, environmental and technology services.
Technology Trends
8. Mobile computing grows. It’s headed for the US mainstream and there’s no turning back. From laptops to smart phones to netbooks, look for rapid growth in navigation systems, location-based services and mobile search.
9. Cloud computing grows. Small business stands to benefit tremendously from cloud computing – internet based technology where real-time resources are provided to users who have neither the knowledge, expertise nor control over the technology infrastructure (the cloud) that supports them – all those apps you can download and add to your desktop and phone. For small businesses, cloud computing effectively lowers capital costs and turns fixed costs into variable costs.
10. Small business marketing grows online. It’s complex but valuable, and small business will continue to learn how to grow their online marketing skills to improve customer acquisition and retention.
By Janie Pritchett-Clark
Where is your business headed? With the help of Small Business Labs, here’s a look at social, technology and business trends impacting small businesses for 2009.
Economic Trends
1. Small business innovation. Driven to improve productivity and increase customer value, small businesses will re-evaluate, re-design and refine, creating a wave of small business innovation. Look for new opportunities as we focus on cash flow, cost containment, customer retention and survival.
2. Government’s role increases. You could eye corporate malfeasance and regulatory failure as the cause; the effect is greater government intervention. Market capitalism should stay strong, but governments on a global scale will start taking a more active role in managing their economies. That means small businesses will need to stay apprised of all the policy and program changes that will affect them.
3. Infrastructure goes global. Look for small businesses to benefit directly and indirectly from government contracting programs. In the US we’ll likely be focusing on bridges and roads, alternative energy, transportation, clean tech and education. The trend is global. China, Japan, the European Union and other countries have large infrastructure spending programs on the horizon as well.
4. Small businesses numbers rise. The unemployed from the professional sector is likely to turn to self-employment. Failures rates will rise as well, but probably not enough to offset the number of new small and personal businesses.
5. Small business globalization slows. It may be late in the year before small business exports pick up. In the meantime, small business globalization will be affected by the economic slump, currency market, and local market focus.
Demographic Trends
6. Baby boomers go back to work. Retirement plans were derailed for many in 2008 as the value of their homes, retirement savings and inheritances fell through the bottom. Chances are strong they’ll go back to work self-employed.
7. Gen Y goes into business. Look to those Gen Y entrepreneurial minds joining the ranks of small business, gravitating to personal, environmental and technology services.
Technology Trends
8. Mobile computing grows. It’s headed for the US mainstream and there’s no turning back. From laptops to smart phones to netbooks, look for rapid growth in navigation systems, location-based services and mobile search.
9. Cloud computing grows. Small business stands to benefit tremendously from cloud computing – internet based technology where real-time resources are provided to users who have neither the knowledge, expertise nor control over the technology infrastructure (the cloud) that supports them – all those apps you can download and add to your desktop and phone. For small businesses, cloud computing effectively lowers capital costs and turns fixed costs into variable costs.
10. Small business marketing grows online. It’s complex but valuable, and small business will continue to learn how to grow their online marketing skills to improve customer acquisition and retention.
How to Determine your advertising budget
... From Biz2Biz NWA April 2009
It’s not an easy question to answer... how much is enough? when it comes to setting your annual ad budget. Even seasoned CEOs scratch their heads and sigh. Marketing Budget Ratio, or MBR, uses a percentage of overall revenue to figure the amount. Other pundits say it depends solely on market factors:
• The type of business and length in business. New businesses requires an ad investment of as much as 20-30%; older businesses around 7-10%.
• The location of the business and how hard you have to work to get the customer in the door.
• Your competition and how much they spend to compete.
• What you can afford (or can’t afford not to), which means you may have to borrow to allocate appropriate funds.
• Whether you leverage volume or margin. Volume-driven companies tend to require a smaller percentage compared to margin-driven goods.
It’s not an easy question to answer... how much is enough? when it comes to setting your annual ad budget. Even seasoned CEOs scratch their heads and sigh. Marketing Budget Ratio, or MBR, uses a percentage of overall revenue to figure the amount. Other pundits say it depends solely on market factors:
• The type of business and length in business. New businesses requires an ad investment of as much as 20-30%; older businesses around 7-10%.
• The location of the business and how hard you have to work to get the customer in the door.
• Your competition and how much they spend to compete.
• What you can afford (or can’t afford not to), which means you may have to borrow to allocate appropriate funds.
• Whether you leverage volume or margin. Volume-driven companies tend to require a smaller percentage compared to margin-driven goods.
How to get the most out of your printing
... From Biz2Biz NWA April 2009
Planning a print project can seem overwhelming, especially if there’s a lot riding on the results.
In these times, you can’t afford to make costly mistakes. How do you get the most from your print projects?
We asked Chad Burghart of PostNet at Village on the Creeks in Rogers.
• Take time to plan so you have time to create.
• Look at your print marketing as a yearly endeavor, not a series of single events. Plan for how
each piece builds on the other, adding strength to your overall efforts.
• Designate an appropriate budget. There’s no need to overshoot, but allocate enough to do a
good job.
• Seek qualified, knowledgeable, professional resources for your printing projects.
• Always have the end result in mind. Do things intentionally because it serves your brand and the image you want to portray.
Planning a print project can seem overwhelming, especially if there’s a lot riding on the results.
In these times, you can’t afford to make costly mistakes. How do you get the most from your print projects?
We asked Chad Burghart of PostNet at Village on the Creeks in Rogers.
• Take time to plan so you have time to create.
• Look at your print marketing as a yearly endeavor, not a series of single events. Plan for how
each piece builds on the other, adding strength to your overall efforts.
• Designate an appropriate budget. There’s no need to overshoot, but allocate enough to do a
good job.
• Seek qualified, knowledgeable, professional resources for your printing projects.
• Always have the end result in mind. Do things intentionally because it serves your brand and the image you want to portray.
How to plan your company’s signage
...From Biz2Biz NWA April 2009
We asked Carin Reynolds of AMP, Inc. for tips on creating business signs. Here’s her Top 5:
1. Plan ahead. Check with your landlord and city for regulations. You may have to go before an
approval committee, and you may have to apply for a variance, all of which takes time.
2. Define and portray your business image with your sign so it greets your customer before they walk through your door.
3. In designing your logo, remember that what looks good on paper may not look good on a sign. Your logo needs to be clearly legible and to the point. Cheap is not always best.
4. Choose colors that harmonize. Contrasting colors are easier to read at a glance. Avoid colors that are too dark or light.
5. Stay away from “skinny” fonts and curlicues for road or building signage. Neither is easy to read.
We asked Carin Reynolds of AMP, Inc. for tips on creating business signs. Here’s her Top 5:
1. Plan ahead. Check with your landlord and city for regulations. You may have to go before an
approval committee, and you may have to apply for a variance, all of which takes time.
2. Define and portray your business image with your sign so it greets your customer before they walk through your door.
3. In designing your logo, remember that what looks good on paper may not look good on a sign. Your logo needs to be clearly legible and to the point. Cheap is not always best.
4. Choose colors that harmonize. Contrasting colors are easier to read at a glance. Avoid colors that are too dark or light.
5. Stay away from “skinny” fonts and curlicues for road or building signage. Neither is easy to read.
Are you undermining your marketing efforts?
... From Biz2Biz NWA April 2009
By Janie Pritchett-Clark
Whatever marketing for growth you undertake, the final goal is most likely to generate more sales. We use a variety of techniques and strategies to achieve that goal, but sometimes we cripple our efforts before we even start.
How can you avoid expensive self-sabotage? Here are the most common marketing mistakes small businesses make:
• Bad Copy. Whether in advertising, on a flyer, brochure, email or press release, small businesses that fail to write effective, compelling copy are destined to suffer. And woe to those whose copy is full of grammatical and typographical errors. Professional copywriters are worth the price. And professional proofreaders are worth their wait in gold.
• Target Market faux pas. You may think your product is universal, but the message is not. Your marketing messages must be targeted to reach each segment, as well as speak to each segment. One size simply doesn’t fit all.
• Fishing with the “All about me” Hook. Have you ever read copy that goes on and on about how great and wonderful the company is until you wonder just where you fit in the picture? Copy needs to zero right in on why your customers need or want your product or service. You won’t catch many fish with an empty hook. A good copywriter can package your company’s credibility with benefits to the consumer.
• Cheapskate Marketing. Business owners need to watch every dime, but marketing is not the best place to skimp. You wouldn’t go to the pond to fish without a pole or a net. Look for areas where you can cut expenses not directly related to increasing revenue. Buying media based on price alone can be just as disastrous.
• Failing to Deliver. The best marketing campaign on the globe won’t save you if you fail to deliver on the promises made. Outstanding customer or product service should be incorporated into your campaign from the start. Don’t let marketing zealots hype what you don’t have to offer. One of the best ways to keep customers coming back for more is to keep them happy. Give them a reason to launch your next WOM campaign.
Author/ expert Janie Pritchett-Clark has been writing professionally for 30 years and serving as a marketing consultant and strategist for small business for nearly as long. She can be reached for freelance projects at janiepc@cox.net.
By Janie Pritchett-Clark
Whatever marketing for growth you undertake, the final goal is most likely to generate more sales. We use a variety of techniques and strategies to achieve that goal, but sometimes we cripple our efforts before we even start.
How can you avoid expensive self-sabotage? Here are the most common marketing mistakes small businesses make:
• Bad Copy. Whether in advertising, on a flyer, brochure, email or press release, small businesses that fail to write effective, compelling copy are destined to suffer. And woe to those whose copy is full of grammatical and typographical errors. Professional copywriters are worth the price. And professional proofreaders are worth their wait in gold.
• Target Market faux pas. You may think your product is universal, but the message is not. Your marketing messages must be targeted to reach each segment, as well as speak to each segment. One size simply doesn’t fit all.
• Fishing with the “All about me” Hook. Have you ever read copy that goes on and on about how great and wonderful the company is until you wonder just where you fit in the picture? Copy needs to zero right in on why your customers need or want your product or service. You won’t catch many fish with an empty hook. A good copywriter can package your company’s credibility with benefits to the consumer.
• Cheapskate Marketing. Business owners need to watch every dime, but marketing is not the best place to skimp. You wouldn’t go to the pond to fish without a pole or a net. Look for areas where you can cut expenses not directly related to increasing revenue. Buying media based on price alone can be just as disastrous.
• Failing to Deliver. The best marketing campaign on the globe won’t save you if you fail to deliver on the promises made. Outstanding customer or product service should be incorporated into your campaign from the start. Don’t let marketing zealots hype what you don’t have to offer. One of the best ways to keep customers coming back for more is to keep them happy. Give them a reason to launch your next WOM campaign.
Author/ expert Janie Pritchett-Clark has been writing professionally for 30 years and serving as a marketing consultant and strategist for small business for nearly as long. She can be reached for freelance projects at janiepc@cox.net.
Five Principles of Advertising
... From Bi2Biz NWA March 2009
By Randy Mullikin / The Mullikin Agency / Springdale
Five fundamental aspects of advertising should always be considered:
1. Purpose: In advance of any advertisement, promotion, event, or campaign, you should determine what you want to accomplish.
➢ To increase sales? If so, by how much? In what territory? What age demographic? In what time period?
➢ To increase awareness? Of your company? Your product? To what end? How will you measure results?
➢ To communicate a philosophy or approach? To whom?
➢ To invite people to do something? What is the response you seek?
2. Audience: The more you know about your audience, the more likely you’ll be able to reach them through advertising. You must know your typical customer, and to which types of media he/she gravitates.
3. Visibility: Your advertisement will be competing for attention with thousands of messages. There are two well-respected ways to break through all the sensory noise and have your message heard.
➢ Make the ad so unusual that people can’t help taking notice. Use a professional to create the television or radio spot, or design a print ad. It will cost some money, but it will be a worthwhile investment. No matter how creative your ad is, it will have the most impact if it is professionally produced. Quality does matter!
➢ Create a simple ad with a very straightforward message and run it consistently over a long period of time. The idea is to repeat the message so many times that the audience makes it a part of their subconscious. This approach is relatively inexpensive.
4. Frequency: The magical number in advertising is three. This is critical. On average, a person must see or hear an advertisement three times before they are compelled to buy.
➢ The first time “reader” will generally give an ad the once-over-quickly routine. This could be called the “So what” reaction.
➢ The second time “listener” hears the ad, and the credibility of the product or service increases in their mind. We tend to believe what we hear. This is the “What was that?” reaction.
➢ The third time “viewer” has now figured out you have some staying power. There is an inference drawn that someone must be buying your product if you are running this many ads. There really is something that registers in a person’s brain enough to call them to action. It’s the “I’ve got to have it” reaction. That’s the one you want!
5. Measuring Effectiveness: Try to incorporate a measuring device into your advertising to determine how well it is doing. For instance, if you are mailing out postcards, be sure to include a call to action, a coupon, or some special offer. You can keep track of how many coupons were redeemed, or how many asked for the special offer. While not all advertising is geared toward this type of analysis, you can always ask customers how they heard about you and keep track of those responses.
In conclusion, if you stop to consider the five fundamentals above, advertising will not just be an expense on your bottom line. It will greatly add to your return on investment.
Author/ expert Randy Mullikin, owner of The Mullikin Agency, has spent more than 25 years creating some of the more memorable campaigns in this region. 2009 marks the 15-year celebration of Mullikin's full service advertising, marketing, and public relations agency. randy@mullikinad.com.
By Randy Mullikin / The Mullikin Agency / Springdale
Five fundamental aspects of advertising should always be considered:
1. Purpose: In advance of any advertisement, promotion, event, or campaign, you should determine what you want to accomplish.
➢ To increase sales? If so, by how much? In what territory? What age demographic? In what time period?
➢ To increase awareness? Of your company? Your product? To what end? How will you measure results?
➢ To communicate a philosophy or approach? To whom?
➢ To invite people to do something? What is the response you seek?
2. Audience: The more you know about your audience, the more likely you’ll be able to reach them through advertising. You must know your typical customer, and to which types of media he/she gravitates.
3. Visibility: Your advertisement will be competing for attention with thousands of messages. There are two well-respected ways to break through all the sensory noise and have your message heard.
➢ Make the ad so unusual that people can’t help taking notice. Use a professional to create the television or radio spot, or design a print ad. It will cost some money, but it will be a worthwhile investment. No matter how creative your ad is, it will have the most impact if it is professionally produced. Quality does matter!
➢ Create a simple ad with a very straightforward message and run it consistently over a long period of time. The idea is to repeat the message so many times that the audience makes it a part of their subconscious. This approach is relatively inexpensive.
4. Frequency: The magical number in advertising is three. This is critical. On average, a person must see or hear an advertisement three times before they are compelled to buy.
➢ The first time “reader” will generally give an ad the once-over-quickly routine. This could be called the “So what” reaction.
➢ The second time “listener” hears the ad, and the credibility of the product or service increases in their mind. We tend to believe what we hear. This is the “What was that?” reaction.
➢ The third time “viewer” has now figured out you have some staying power. There is an inference drawn that someone must be buying your product if you are running this many ads. There really is something that registers in a person’s brain enough to call them to action. It’s the “I’ve got to have it” reaction. That’s the one you want!
5. Measuring Effectiveness: Try to incorporate a measuring device into your advertising to determine how well it is doing. For instance, if you are mailing out postcards, be sure to include a call to action, a coupon, or some special offer. You can keep track of how many coupons were redeemed, or how many asked for the special offer. While not all advertising is geared toward this type of analysis, you can always ask customers how they heard about you and keep track of those responses.
In conclusion, if you stop to consider the five fundamentals above, advertising will not just be an expense on your bottom line. It will greatly add to your return on investment.
Author/ expert Randy Mullikin, owner of The Mullikin Agency, has spent more than 25 years creating some of the more memorable campaigns in this region. 2009 marks the 15-year celebration of Mullikin's full service advertising, marketing, and public relations agency. randy@mullikinad.com.
Funnels, Conversion, and Google Analytics Goals
... From Biz2Biz NWA March 2009
By Shan Pesaru / Sharp Hue / Springdale
A well designed website encourages visitors to take action: make purchases, sign up for a newsletter, subscribe to a blog. Your site should funnel visitors smoothly toward completion of these actions, without frustrations or distractions.
Is your website doing its job? The first step in building a better funnel is to find out what your visitors are doing now. The Google Analytics “goals” function makes this easy.
Google Analytics measures the success of goals by tracking when readers visit a particular page: the “thank you” page after they place an order or leave contact information, for example.
You can set up as many as four goals for one Google Analytics website profile, and each goal can have up to ten steps. These steps are called a “funnel” because they narrow visitors from those who are browsing, those interested in your products or services, and those actually ready to make a purchase.
When you add these steps to your analytics goal, you can see when potential shoppers leave, and you can adjust your web site accordingly. For example, if your shoppers visit the catalog, put items in their cart, and enter their credit card information, but leave at the shipping screen, then there must be something about the experience at this screen that is losing you customers. If plenty of visitors make it to your product information, but few go on to the sign up page, then the product information page may need changes.
It was exactly this type of information that led to the development of Sharp Hue’s Visual Cart e-commerce system. By analyzing the experiences clients had with their e-commerce solutions, we were able to design a very smooth experience adaptable to many different business goals. You can use the same kind of data to fine-tune the parts of your visitors’ experiences that are specific to your web site.
The goals function at Google Analytics also allows you to discover which pages of your web site inspire visitors to take action. You can tell which of your pages helped your visitors make up their minds. You can see which keywords led to browsing and which led to conversion.
You can even set up your goals using dollar amounts. Assigning dollar goals allows you to keep track of the return on your investment. You can compare the value of your newsletter to that of your blog, or of visitors who reach your web site in different ways. Knowing whether your pay-per-click (PPC) visitors bring in enough value to justify a PPC campaign compared with an e-mail campaign, for example, allows you to allocate your marketing dollars to best advantage. If a redesign of your web site or a change in your newsletter would increase the rate at which your subscribers converted to customers, it would be worth the investment. Seeing your goals in dollar amounts can help with these decisions.
Author / expert Shan Pesaru has more than 12 years of web development experience. He is founder of Sharp Hue, a web design, web hosting, web marketing company working to stay ahead of the industry curve, and continuously revolutionize the industry. He can be reached at shan@sharphue.com.
By Shan Pesaru / Sharp Hue / Springdale
A well designed website encourages visitors to take action: make purchases, sign up for a newsletter, subscribe to a blog. Your site should funnel visitors smoothly toward completion of these actions, without frustrations or distractions.
Is your website doing its job? The first step in building a better funnel is to find out what your visitors are doing now. The Google Analytics “goals” function makes this easy.
Google Analytics measures the success of goals by tracking when readers visit a particular page: the “thank you” page after they place an order or leave contact information, for example.
You can set up as many as four goals for one Google Analytics website profile, and each goal can have up to ten steps. These steps are called a “funnel” because they narrow visitors from those who are browsing, those interested in your products or services, and those actually ready to make a purchase.
When you add these steps to your analytics goal, you can see when potential shoppers leave, and you can adjust your web site accordingly. For example, if your shoppers visit the catalog, put items in their cart, and enter their credit card information, but leave at the shipping screen, then there must be something about the experience at this screen that is losing you customers. If plenty of visitors make it to your product information, but few go on to the sign up page, then the product information page may need changes.
It was exactly this type of information that led to the development of Sharp Hue’s Visual Cart e-commerce system. By analyzing the experiences clients had with their e-commerce solutions, we were able to design a very smooth experience adaptable to many different business goals. You can use the same kind of data to fine-tune the parts of your visitors’ experiences that are specific to your web site.
The goals function at Google Analytics also allows you to discover which pages of your web site inspire visitors to take action. You can tell which of your pages helped your visitors make up their minds. You can see which keywords led to browsing and which led to conversion.
You can even set up your goals using dollar amounts. Assigning dollar goals allows you to keep track of the return on your investment. You can compare the value of your newsletter to that of your blog, or of visitors who reach your web site in different ways. Knowing whether your pay-per-click (PPC) visitors bring in enough value to justify a PPC campaign compared with an e-mail campaign, for example, allows you to allocate your marketing dollars to best advantage. If a redesign of your web site or a change in your newsletter would increase the rate at which your subscribers converted to customers, it would be worth the investment. Seeing your goals in dollar amounts can help with these decisions.
Author / expert Shan Pesaru has more than 12 years of web development experience. He is founder of Sharp Hue, a web design, web hosting, web marketing company working to stay ahead of the industry curve, and continuously revolutionize the industry. He can be reached at shan@sharphue.com.
Choose Green... Always
Q: What's happening on the Green front in paint and painting supplies?
A: “As the green movement continues to gain momentum, we will see an increased interest and demand from designers and facility managers for environmentally responsible coatings,” says Jackie Jordan, Director of Color Marketing at Sherwin-Williams. “In particular, green initiatives and products are being mandated at a local, regional and even national level, especially for corporations, commercial and government facilities.
“Advances in technology have brought a new generation of green paints to the market that not only exhibit environmentally preferable characteristics such as low- or zero-VOCs and formulations without silica, but that also offer the application and performance attributes expected in a high-quality coating.”
A: “As the green movement continues to gain momentum, we will see an increased interest and demand from designers and facility managers for environmentally responsible coatings,” says Jackie Jordan, Director of Color Marketing at Sherwin-Williams. “In particular, green initiatives and products are being mandated at a local, regional and even national level, especially for corporations, commercial and government facilities.
“Advances in technology have brought a new generation of green paints to the market that not only exhibit environmentally preferable characteristics such as low- or zero-VOCs and formulations without silica, but that also offer the application and performance attributes expected in a high-quality coating.”
Perception versus reality…
... From Biz2Biz NWA March 2009
By Marty Pierson
He just couldn’t understand it. Why did everyone constantly question his progress on their projects? Of course, he was working on them – of course, they would be completed on time. He found the entire situation very frustrating.
Take one step into this employee’s office and the answer becomes clear. There are stacks of paper everywhere! The desk is not visible; only the keyboard and monitor peek out. The floor is covered. The piles aren’t even neat. When asked a question, he searches frantically for your information. What would you expect from this person?
Although the individual in this example is an extremely competent employee and does get work completed in a timely manner, the condition of his office space conveys a different message. Even if clients never enter your space, coworkers do. Their perception of your work habits will be influenced by what they see.
Does this mean your work area must be pristine? No. A space with everything carefully out of sight also leads to a perception that may vary greatly from reality. Is a person working in totally clear surroundings actually accomplishing anything? Perhaps, he/she doesn’t have much to do. Certainly, there seems to be time to organize and put everything away.
As with most things, there is a balance. Take a look around your immediate work space. Whether you are by nature a “neatness freak” or a “messy casual,” remember that you are sending a message and the recipient may end up with a perception that you did not wish to convey.
Author/ expert Marty Pierson has extensive experience in most facets of marketing.
By Marty Pierson
He just couldn’t understand it. Why did everyone constantly question his progress on their projects? Of course, he was working on them – of course, they would be completed on time. He found the entire situation very frustrating.
Take one step into this employee’s office and the answer becomes clear. There are stacks of paper everywhere! The desk is not visible; only the keyboard and monitor peek out. The floor is covered. The piles aren’t even neat. When asked a question, he searches frantically for your information. What would you expect from this person?
Although the individual in this example is an extremely competent employee and does get work completed in a timely manner, the condition of his office space conveys a different message. Even if clients never enter your space, coworkers do. Their perception of your work habits will be influenced by what they see.
Does this mean your work area must be pristine? No. A space with everything carefully out of sight also leads to a perception that may vary greatly from reality. Is a person working in totally clear surroundings actually accomplishing anything? Perhaps, he/she doesn’t have much to do. Certainly, there seems to be time to organize and put everything away.
As with most things, there is a balance. Take a look around your immediate work space. Whether you are by nature a “neatness freak” or a “messy casual,” remember that you are sending a message and the recipient may end up with a perception that you did not wish to convey.
Author/ expert Marty Pierson has extensive experience in most facets of marketing.
Location, Location, Location
... From Biz2Biz NWA
If your business is selling to other businesses – B2B, for short – then having effective marketing and distribution mechanisms may be more meaningful to your success than the actual physical location of your business. Businesses selling directly to consumers – retail or B2C – need to address the location of their business more specifically because it directly affects selling success.
How many times have you heard that “location, location, location” mantra for retail success?
Assuming you know what you need – and if you don’t, a commercial REALTOR or SCORE counselor can help you – the trick is finding that ideal location. While it does require some degree of research, much of the information is readily available from a variety of sources. And the process will serve you well; most other types of business decisions require the same steps of information gathering, analysis, and careful thought.
Here are some steps to help you. Define the type of retail business you want to operate. What sort of business do you want? What target market do you intend to appeal to? How do these people behave (that is, shop)? Where are other, similar businesses located? Have they been successful in those locations or is there frequent failure and turnover?
Also, is your potential location and store compatible with other stores already in the area? Neighborhood business can help your store or hurt it. You've got to understand what types of businesses generally cluster together and which are incompatible. Auto dealers tend to cluster and generate traffic for one another. A good restaurant in a small shopping center may generate visitors for other stores. However, an upscale boutique may not fare well next to a super store or discounter.
Unless you have these basic questions answered in your mind, you will not be able to make a sound decision about an appropriate location for generating revenue for the business. To aid your decision process, you can obtain location demographics by visiting your local library, chamber of commerce or city hall. You can also obtain this type of information from the Census Bureau at www.census.gov.
After evaluating these issues, you can drill down to detail questions that help you move from selecting a desirable location and building to working out the details that make the decision a reasonable business arrangement.
Although new construction is an option, in this market it may be more economical to consider leasing space. Again, this is an evaluation with which your Realtor can help. Be sure to take full advantage of the information resources available to you before you make a decision – or sign on the dotted line.
And remember, business location is just one factor affecting your probable success. To learn more, contact NWA SCORE at info@nwascore.org, www.nwascore.org, or 479-725-1809.
If your business is selling to other businesses – B2B, for short – then having effective marketing and distribution mechanisms may be more meaningful to your success than the actual physical location of your business. Businesses selling directly to consumers – retail or B2C – need to address the location of their business more specifically because it directly affects selling success.
How many times have you heard that “location, location, location” mantra for retail success?
Assuming you know what you need – and if you don’t, a commercial REALTOR or SCORE counselor can help you – the trick is finding that ideal location. While it does require some degree of research, much of the information is readily available from a variety of sources. And the process will serve you well; most other types of business decisions require the same steps of information gathering, analysis, and careful thought.
Here are some steps to help you. Define the type of retail business you want to operate. What sort of business do you want? What target market do you intend to appeal to? How do these people behave (that is, shop)? Where are other, similar businesses located? Have they been successful in those locations or is there frequent failure and turnover?
Also, is your potential location and store compatible with other stores already in the area? Neighborhood business can help your store or hurt it. You've got to understand what types of businesses generally cluster together and which are incompatible. Auto dealers tend to cluster and generate traffic for one another. A good restaurant in a small shopping center may generate visitors for other stores. However, an upscale boutique may not fare well next to a super store or discounter.
Unless you have these basic questions answered in your mind, you will not be able to make a sound decision about an appropriate location for generating revenue for the business. To aid your decision process, you can obtain location demographics by visiting your local library, chamber of commerce or city hall. You can also obtain this type of information from the Census Bureau at www.census.gov.
After evaluating these issues, you can drill down to detail questions that help you move from selecting a desirable location and building to working out the details that make the decision a reasonable business arrangement.
Although new construction is an option, in this market it may be more economical to consider leasing space. Again, this is an evaluation with which your Realtor can help. Be sure to take full advantage of the information resources available to you before you make a decision – or sign on the dotted line.
And remember, business location is just one factor affecting your probable success. To learn more, contact NWA SCORE at info@nwascore.org, www.nwascore.org, or 479-725-1809.
Smaller exhibits can be slam-dunk winners
... From Biz2Biz NWA March 2009
Face to Face Marketing
By Ken Abernathy / Big Hats Consulting / Springdale
As a basketball fan, I have always been involved in the game – as player, coach, or official – and am amazed by the lessons the game can teach us about everyday life. I am reminded of a high school player I use to watch in Dallas where I grew up. The player was “too short” for varsity but proved his merit on the JV team before moving on to varsity. During his senior year, standing only 5’5”, he threw down his first dunk. He beat the odds, played Division One college ball and was drafted to the pros, where he had a 12-year career averaging 10 points and 5 assists per game. In 1986 he won the slam-dunk contest.
That player was Anthony “Spud” Webb. In a game where players are giants, Webb succeeded.
Being a smaller exhibitor at a large trade show can be intimidating. Just like Spud, as long as you are on the same floor you have a chance to compete, win and deliver just as much ROI as exhibitors ten times your size.
How? Here are 10 ways to make the most of a small or tabletop exhibit.
1) Prepare. Know your target audience, prepare your message and interact with as many visitors as possible. Set up a mock exhibit prior to test your materials, lighting and layout.
2) Create One Main Image. Be clear about and communicate what you are and what your company does.
3) Limit Text. Use the billboard rule: if your message takes more than three seconds to read it’s too much. Deliver the message in six to ten words that go with a great graphic. Choose powerful words that convey what’s in it for them. Remember to keep text within the average sightline, about 2’ below the top of the exhibit.
4) Choose the Right Fonts. Fonts should be easy to read. Use your image as art, not the text.
5) Keep it Clean. Keep the booth area clear of clutter, and keep materials organized. Keep literature stands neat and stocked. Remove chairs, extra tables and anything that doesn’t communicate a message.
6) Shed Some Light. Lighting your exhibit properly should be a priority. Floor and table lamps with 100-watt bulbs can do wonders to attract attention and highlight benefits and features.
7) Train Your Staff. Draft a game plan for the event to make sure staff understand your goals for the show, what’s expected of them, and how this will be achieved. Educate them on product, policy and customer service.
8) Promote Before and After. Include pre-and post-show promotion in your game plan. Look for ways in pre-publicity materials and advertising to drive attendees to your booth. Plan for how you will follow up on qualified leads. Incorporate ways attendees “earn” promotional giveaway items by giving you information that helps you achieve your goals. Giveaways cost money, and if you are not using them to reach a goal, you may as well be handing out money.
9) Plan for Extras. Consider adding your own custom table skirt to give your logo more branding opportunity, or shelving for samples and literature. Some tabletop displays allow you to mount a monitor for video demonstrations, infomercials or promotional video and slides. Think about what will give you the on-court advantage and a slam-dunk presentation.
10) Plan for a Win. Set your sights on a successful tradeshow program with winning results, and you’ll discover an effective way to increase sales, gain branding exposure and customer loyalty.
Author/ expert Ken Abernathy is president and CEO of Big Hats Consulting, a full service tradeshow program consulting firm in Northwest Arkansas, and has more than 25 years experience in the tradeshow and event industry. Have a question for Ken? Email: ken@bighatsconsulting.com
Face to Face Marketing
By Ken Abernathy / Big Hats Consulting / Springdale
As a basketball fan, I have always been involved in the game – as player, coach, or official – and am amazed by the lessons the game can teach us about everyday life. I am reminded of a high school player I use to watch in Dallas where I grew up. The player was “too short” for varsity but proved his merit on the JV team before moving on to varsity. During his senior year, standing only 5’5”, he threw down his first dunk. He beat the odds, played Division One college ball and was drafted to the pros, where he had a 12-year career averaging 10 points and 5 assists per game. In 1986 he won the slam-dunk contest.
That player was Anthony “Spud” Webb. In a game where players are giants, Webb succeeded.
Being a smaller exhibitor at a large trade show can be intimidating. Just like Spud, as long as you are on the same floor you have a chance to compete, win and deliver just as much ROI as exhibitors ten times your size.
How? Here are 10 ways to make the most of a small or tabletop exhibit.
1) Prepare. Know your target audience, prepare your message and interact with as many visitors as possible. Set up a mock exhibit prior to test your materials, lighting and layout.
2) Create One Main Image. Be clear about and communicate what you are and what your company does.
3) Limit Text. Use the billboard rule: if your message takes more than three seconds to read it’s too much. Deliver the message in six to ten words that go with a great graphic. Choose powerful words that convey what’s in it for them. Remember to keep text within the average sightline, about 2’ below the top of the exhibit.
4) Choose the Right Fonts. Fonts should be easy to read. Use your image as art, not the text.
5) Keep it Clean. Keep the booth area clear of clutter, and keep materials organized. Keep literature stands neat and stocked. Remove chairs, extra tables and anything that doesn’t communicate a message.
6) Shed Some Light. Lighting your exhibit properly should be a priority. Floor and table lamps with 100-watt bulbs can do wonders to attract attention and highlight benefits and features.
7) Train Your Staff. Draft a game plan for the event to make sure staff understand your goals for the show, what’s expected of them, and how this will be achieved. Educate them on product, policy and customer service.
8) Promote Before and After. Include pre-and post-show promotion in your game plan. Look for ways in pre-publicity materials and advertising to drive attendees to your booth. Plan for how you will follow up on qualified leads. Incorporate ways attendees “earn” promotional giveaway items by giving you information that helps you achieve your goals. Giveaways cost money, and if you are not using them to reach a goal, you may as well be handing out money.
9) Plan for Extras. Consider adding your own custom table skirt to give your logo more branding opportunity, or shelving for samples and literature. Some tabletop displays allow you to mount a monitor for video demonstrations, infomercials or promotional video and slides. Think about what will give you the on-court advantage and a slam-dunk presentation.
10) Plan for a Win. Set your sights on a successful tradeshow program with winning results, and you’ll discover an effective way to increase sales, gain branding exposure and customer loyalty.
Author/ expert Ken Abernathy is president and CEO of Big Hats Consulting, a full service tradeshow program consulting firm in Northwest Arkansas, and has more than 25 years experience in the tradeshow and event industry. Have a question for Ken? Email: ken@bighatsconsulting.com
Tips for Creating the Business of Space
... From Biz2Biz NWA March 2009
What does your office say about your business?
By Maxie Carpenter / MVC / Bentonville
What makes a small businesses succeed or fail? It’s difficult to separate fact from fiction. But it is possible to determine what contributes, and on the top-ten list is location, location, location.
We’ve heard this basic principle in one way or another since the earth cooled. At the same time, we know it’s not always possible to have an office at the best location. We have to consider marketplace dynamics and economies of scale. However, it is possible to have an office that reflects the message you want to send your clients about what you are, who you are and what you do.
It’s not uncommon for business owners to give little thought to the impact office environment has on the client. In this case, the word environment refers to three factors: physical, visual, and the most important – psychological.
As a business consultant, I’ve walked into hundreds of offices over the years only to marvel at how many mixed messages are sent – all simply by what clients see, or more important, don’t see when they walk in the door. What does your office say about you?
The Physical
Coining the term space management – a simple principle that imparts a simple message – your space needs to be maintained and your space is wherever you happen to be. Consider a logical and strategic placement for office furniture, equipment, pictures, bookshelves, file cabinets, coffee tables, and personal items, all of which influence perception from the minute clients walk in the door. At first glance you want to be inviting, efficient, and organized.
The Visual
Scientific studies support the belief that the most influential form of communication is not what is spoken, but what is seen. Your office “speaks” to clients visually whether you realize it or not. And this is where businesses often miss the opportunity to market their brand and image. Here are a few ways to incorporate branding into your environment.
• Display your company’s mission statement so that it’s visible to clients. This reinforces the intent of the company as relates to them. Be sure your display is appropriate and attractive.
• Choose a strategic location to display your business’s core values so that clients, customers and employees can see what your company stands for and strives for in meeting standards of behavior and service. Keep your vision statement in front of employees to continually reinforce commitment about where your company is headed.
• Create attractive displays of products and awards, contributions to the community, marketing and advertising campaigns, and stories published about your company and your clients throughout the office, lobbies, hallways, and conference areas.
The Psychological
Color and space have a tremendous influence on our perception without us even being aware. The color green, for example, creates a warm, relaxed feeling. Red incites energy. Interior space planning and arrangement influences productivity; it can generate a feeling of chaos and claustrophobia or one of comfort and flexibility.
• Plan your space carefully. The decisions you make about paint colors, objects, décor and placement have the most visceral impact on clients, and may be the most overlooked element of the office environment.
• Make the transition from physical office to “virtual” office smooth by choosing colors, styles and graphics that are similar and consistent. This applies to your website, business cards, stationery, brochures, and company vehicles… anywhere you conduct business.
Addressing these three environmental influences may answer questions about your business the client may never ask you directly: Do I feel good here? Do I feel welcome here? Do I want to be here?
As a business owner, the one question to ask yourself is: What does my office say about my business?
Author/ expert Maxie Carpenter is Founder and President of MVC Advisory Resource, Inc., “Your Guide to Successfully Managing Your Business.” He is the author of “I Didn’t Ask You to Dance!” and “Managing Difficult People in the Workplace.” You can reach Maxie at www.mvcinc.org.
What does your office say about your business?
By Maxie Carpenter / MVC / Bentonville
What makes a small businesses succeed or fail? It’s difficult to separate fact from fiction. But it is possible to determine what contributes, and on the top-ten list is location, location, location.
We’ve heard this basic principle in one way or another since the earth cooled. At the same time, we know it’s not always possible to have an office at the best location. We have to consider marketplace dynamics and economies of scale. However, it is possible to have an office that reflects the message you want to send your clients about what you are, who you are and what you do.
It’s not uncommon for business owners to give little thought to the impact office environment has on the client. In this case, the word environment refers to three factors: physical, visual, and the most important – psychological.
As a business consultant, I’ve walked into hundreds of offices over the years only to marvel at how many mixed messages are sent – all simply by what clients see, or more important, don’t see when they walk in the door. What does your office say about you?
The Physical
Coining the term space management – a simple principle that imparts a simple message – your space needs to be maintained and your space is wherever you happen to be. Consider a logical and strategic placement for office furniture, equipment, pictures, bookshelves, file cabinets, coffee tables, and personal items, all of which influence perception from the minute clients walk in the door. At first glance you want to be inviting, efficient, and organized.
The Visual
Scientific studies support the belief that the most influential form of communication is not what is spoken, but what is seen. Your office “speaks” to clients visually whether you realize it or not. And this is where businesses often miss the opportunity to market their brand and image. Here are a few ways to incorporate branding into your environment.
• Display your company’s mission statement so that it’s visible to clients. This reinforces the intent of the company as relates to them. Be sure your display is appropriate and attractive.
• Choose a strategic location to display your business’s core values so that clients, customers and employees can see what your company stands for and strives for in meeting standards of behavior and service. Keep your vision statement in front of employees to continually reinforce commitment about where your company is headed.
• Create attractive displays of products and awards, contributions to the community, marketing and advertising campaigns, and stories published about your company and your clients throughout the office, lobbies, hallways, and conference areas.
The Psychological
Color and space have a tremendous influence on our perception without us even being aware. The color green, for example, creates a warm, relaxed feeling. Red incites energy. Interior space planning and arrangement influences productivity; it can generate a feeling of chaos and claustrophobia or one of comfort and flexibility.
• Plan your space carefully. The decisions you make about paint colors, objects, décor and placement have the most visceral impact on clients, and may be the most overlooked element of the office environment.
• Make the transition from physical office to “virtual” office smooth by choosing colors, styles and graphics that are similar and consistent. This applies to your website, business cards, stationery, brochures, and company vehicles… anywhere you conduct business.
Addressing these three environmental influences may answer questions about your business the client may never ask you directly: Do I feel good here? Do I feel welcome here? Do I want to be here?
As a business owner, the one question to ask yourself is: What does my office say about my business?
Author/ expert Maxie Carpenter is Founder and President of MVC Advisory Resource, Inc., “Your Guide to Successfully Managing Your Business.” He is the author of “I Didn’t Ask You to Dance!” and “Managing Difficult People in the Workplace.” You can reach Maxie at www.mvcinc.org.
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