Surviving to Thriving

To Discount or Not To Discount?

2012-01-24T10:52:00.000-08:00

If one word ruled 2011 marketing, it would be "discounts". From Groupon to LivingSocial to a dozen-plus other options, business owners had the chance to draw in new customers...but at deeply discounted rates.

Discounts are a fine-edged sword. Many business owners worry that discounts and/or participating in a program like Groupon bring in "low quality" customers: customers who might come once (at the deeply discounted rate), and then never come back again. What's more, these "low quality" customers often suck up time, energy, and effort the business could be spending on "high quality" customers.

So are these programs worth it? The answer, of course, is "it depends."

Here's one business's success story with a low-rate program, one that produced unexpected positive consequences.

The Wine Country Inn is a high-end Napa Valley boutique hotel. It has 24 rooms and five luxury cottages. Guests come from all over the world to stay at the Inn and experience all that the Napa Valley has to offer. The Wine Country Inn had great occupancy during its "high season" -- during the harvest months of September and October, and during holiday weekends. But as with almost all businesses these days, it is continually seeking ways to book business during the off-season and during weekdays.

After much consideration, the Innkeeper, Jim Smith, partnered with LivingSocial to create and then offer to LivingSocial members a Wine Country Inn-specific offer for December 2011 - March 2012. Here are the good things that have happened to date from this LivingSocial program:

* The Inn sold more than 100 of the LivingSocial special offers, driving business to the Inn during the very-quiet months of December and January and beyond.

* Yes, the LivingSocial guests have been younger than the Inn's traditional guests. But this has led to several benefits:

~ These younger clients, having loved their stay at the Inn, are highly likely to return at later dates, when they are more financially well off (and at regular rates).

~ These younger clients are much more social media-oriented. The Inn's Facebook "Likes" have jumped dramatically, as has the number of people who have "checked in" via Facebook. This offers the Inn a great opportunity to expand its Social Media marketing efforts over time.

~ These younger clients are promising to tell their friends about the Inn...and also their parents, who ARE the Inn's primary demographic market.

Utilizing a discount program must be done carefully -- you don't want to de-value your offerings, or attract only "discount seekers". But as seen with the Wine Country Inn, partnering with the appropriate partner can generate new revenue and new customers, and lead to positive unanticipated results.

Notes from a Google Conference

2011-10-11T10:11:00.002-07:00

I recently attended a three-day marketing conference focused on Search Engine Marketing (SEM) in general, and the 800-lb gorilla in this field, Google. Here are some of my key marketing-related takeaways from this event:

* Every business that wants to build an online reputation/following MUST understand and utilize Google.

* Bing will become a bigger and bigger SEM player.

* Facebook offers a plethora of marketing opportunities, including very targeted advertising.

* People LOVE testimonials. These should be placed on a company's web site home page.

* People REALLY LOVE video testimonials.

* Search Engine Marketing (SEM) is a combination of: SEO (organic searches, driven by high-quality content/keywords), links, and pay-per-click (PPC) campaigns.

* Google still places a high priority on links, both having links on your web site and, even more importantly, having links to your web site on other web sites relevant to your business.

* The highest marketing return-on-investment (ROI) still comes from email marketing done to existing customers.

* What is the second largest search engine behind Google? YouTube. Be there or be...lost.

To learn more about Google and online marketing, please contact me at (707) 568-7322.

To online success!

Winning in Your Niche

2011-06-07T10:19:00.001-07:00

Here is a link to a recent article I wrote for the Riches in Niches blog, talking about web content and Search Engine Marketing:

http://richesinnichesblog.com/2011/05/guest-blog-content-marketing-7-steps-to-winning-in-your-niche/

The Element of Surprise

2011-04-12T11:21:00.001-07:00

I've been drawn to Chef Eric Ripert (see pic) of Le Bernardin in New York City for the simple fact that Le Bernardin has, in my opinion, a KILLER web site. (I've been researching web sites for a client, who is in the process of re-designing their own site.) The Le Bernardin site features fantastic photography, great navigation, and I LOVE LOVE LOVE the "background sounds" on the cuisine page. Killer, killer, killer.

And then last night I happened to see Chef Ripert on a food/travel show, and he said something during a meal that really struck home with me: He said (and I'm paraphrasing a bit), that during a special meal, people "...want to be surprised, and to have an experience." Yes and yes!

One of the great delights I have when dining out is to see something new/different on the menu. And then when I try this new "thing" and its fantastic, yes! (I had this experience recently at the French Garden Restaurant in Sebastopol. I tried, for the first time, their Salmon Rillette, and WOW -- fantastic!...to the point where I have now sought out the perfect glass of wine to go with it, for my next visit.)

Chef Ripert's comments go beyond food and restaurants. EVERY BUSINESS could benefit by focusing on "surprise" and "an experience." All consumers WANT to be (pleasantly) surprised (at the quality of customer service) and have a great (buying) experience.

Want your restaurant -- or business -- to grow? Create surprise and a great experience for your customers, and it will.

One New Idea

2011-03-10T09:05:00.000-08:00

Here's one idea from Tim Polk Communications to help jump-start your marketing efforts:

People Still Read (Really?) Newspapers

Yes, they do. For local marketing efforts, don't neglect the power of your local newspaper. With staff and budget cuts, and the addition of online blogs, newspapers and reporters are LOOKING FOR CONTENT. This is particularly true for restaurants, as most papers have a food and wine section. One of my clients recently ran a week-long special, and tracked (via a customer survey) where people heard about the special. A few said our radio ads, a few were regulars...but the vast majority of customers said that they saw the short (three paragraph) note in the local newspaper's Food & Wine section.

To get short notices -- or, perhaps, an actual article -- in your local newspaper, consider the following:
1. Send short, concise, fact-based information in an email.

2. Send the email to a specific person (most newspapers and blogs now list email addresses, either in the paper itself or on their web site).

3. Include your information in the body of the email, NOT as an attachment (too many concerns about viruses, causes extra steps, etc.).

4. Send information regularly.

5. Don't take it personally if a mention about your news-worthy event did not make the paper; keep sending news notes.

Good luck with your PR efforts!

New Site for Authors Launches

2010-10-26T11:05:00.000-07:00

I'm excited to be a part of a new web site/service created to assist authors with writing/editing, publishing, and marketing. Check it out!

AuthorAlly.com

P + F = Success

2010-09-07T14:07:00.000-07:00

Three weeks from today, my client, Silverado Brewing Company, begins their biggest week-long celebration of the year: their annual Oktoberfest celebration. (That's our head brewer, Ken Mee, in the pic to the right. Funny hats are a part of our Oktoberfest tradition.) Not only do we feature daily German food specials (all of which go great with our special Oktoberfest lager), but we put on two big special events: a Community Dinner (where we turn the restaurant into a giant beer hall) and a Brewer’s Dinner (where we pair five courses with a different Silverado beer).

As the Marketing Guy, I should be SLAMMED, right? I should be CRAZY.

No, I’m not. It’s all good. In fact, the focus of our marketing meeting tomorrow will be to begin discussing the components of a new customer loyalty (locals) program we want to implement soon.

So why am I NOT c-r-a-z-y? Preparation. We began planning Oktoberfest six weeks ago. During that time, we created the various flyers, email blasts, press releases, and Facebook/blog posts that we will use to publicize this event. We also work off of a checklist complete with due-by dates. As a date comes up…boom—the marketing element, already created, is simply implemented. The only outstanding Oktoberfest item at this time is a postcard, and that is due to go to the printer by Monday.

Want more bang for your events? Prepare. Use a checklist. Meet regularly to review goals, timelines, and resolve any issues. Get the word out in as many different ways and formats as possible.

If you do these things, not only will your event be more successful, it will be much less stressful.

Preparation + Fun = Success

Staff Training: A Critical Piece of Marketing

2010-04-25T12:40:00.000-07:00

The goal of marketing focuses on getting customers or prospects to take action--go to your web site, or come in to your restaurant or pet store or country inn.

Today I want to talk about an important, if not critical component of a company's overall success--once that prospect comes into your store, your staff should be trained to (1) treat that prospect in a professional, customer-oriented manner, and (2) have basic sales skills to enhance the prospect's visit and, and course, drive sales higher.

With this in mind, I have developed a three-part staff training program. The parts are:

1. Customer Service

This includes everything from the initial greeting to what I believe is one of the most important customer service areas: THANKING the customer as they are leaving.

2. Cross-Selling

This simple concept trains staff to suggest other, complimentary, items. If a client orders a dessert, the server should suggest coffee, espresso, or an after-dinner drink. If a man decides to buy a suit, the store associate should suggest a shirt and tie.

3. Up-Selling

Again this is a simple, yet extremely effective, designed to increase what a customer spends at your location. Up-selling involves exposing customers to higher priced (and, more times than not, best value) items. For example, if a customer walks into a pet food store, and then asks the clerk, "What type of dog food do you suggest for my dog?", the clerk should ask several questions to determine the type of dog, then suggest the premium dog food available. If the customer doesn't want to spend that much money, the clerk can then offer a lower-priced version.

To really get the most from your marketing efforts, consider on-going staff training focused on customer service and basic sales skills.

Note about the picture: from the Oktoberfest Celebration 2009 at Silverado Brewing Company. Why this pic? Have some FUN with your staff, too!

Guerrilla Marketing Insights_part 2

2010-03-26T00:36:00.000-07:00

More marketing insights from Guerrilla Business School....

Three keys points to the Ultimate Marketing Strategy:
1. Market
2. Message
3. Medium (HOW you reach your market)

If you can't define your market, you can't find them.

Your best market is someone who has purchased a similar product or service before.

Messaging is about answering two key questions:
1. Why buy this?
2. Why buy from us?

A company's Number One assest is their database/customer list.

"Up-level" your marketing -- create a higher-ticket product/service for your clients.

{ - end - }

Guerrilla Marketing Insights_part 1

2010-03-24T22:10:00.000-07:00

How you do anything is how you do EVERYTHING.

To be successful, you must surround yourself with successful people.

Way to create a "new" product:
Take an existing product, add a needed new enhancement or feature, and make it unique.

FOCUS is critical to business success. Opportunities can become obstacles...as they cause you to lose focus.

In life, you don't get what you want -- you get what you are committed to.

Every business should tell their story. Story telling is really story selling.

Guerilla Marketing

2010-03-21T13:35:00.000-07:00

...off on Tuesday (Mar 23) to a Guerilla Marketing program put on by the Peak Potentials folks.... Stay tuned for some great info....

Winners...

2010-03-01T16:29:00.000-08:00

...forget that they're in a race, and just run.

Becoming an Expert

2010-02-16T16:53:00.000-08:00

During my recent Virtual Marketing Program (Professionals Need Coaches) group phone call, I led a discussion on how to create the most effective solution for your clients. To create great solutions for clients, you need great information from them regarding their specific needs. To receive this information, you must first build trust and rapport. How do you do this? By building your reputation as an expert. Once you become the expert, clients will place greater value on your time, your insights, and, most importantly, the value of your services (i.e., solutions).

One way to become an expert is to act like an expert. How? By asking lots of questions and then listening intently to the answers. Once the prospective client sees that you truly care about their business, they will be more open. When they are more open, you are better able to identify and understand their specific needs.

Are you asking enough questions of your clients/prospects? Who talks more: the prospect, or...you?

To care more, ask...and then listen more!

VMP Launches!

2010-01-22T14:10:00.000-08:00

I'm excited to announce that my Virtual Marketing Program (VMP) had a successful test-launch a week or so ago. In addition to some North Bay (CA) folks, we had people attending from places like Colorado and Las Vegas, NV.

Again, the purpose of VMP is to assist business owners and sales professionals who want to grow their business. For more information and to register, visit here.

VMP Payment Options

2010-01-03T12:50:00.000-08:00

The Virtual Marketing Program has three payment options:

Monthly: $75.00
3-Month: $199.00 (Only $66 per month)
12-month: $699.00 (Only $58 per month)

To purchase the VMP:
1. Mail a check to:
Tim Polk Communications
Attn: Tim Polk
2436 Quail Hollow Drive Santa Rosa, CA 95403

2. Purchase online through the secure PayPal program:

Monthly: $75.00

3-Month: $199.00

12-Month: $699.00

For questions, please call 707-568-7322. Thanks!

VMP Calendar of Calls

2010-01-03T12:26:00.000-08:00

The Virtual Marketing Program (VMP) monthly group coaching calls will take place as follows:

January 2010:
Tuesday Jan 19 and Monday Jan 25

February - December 2010:
The second and fourth Mondays of each month

Phone Call Times:
Calls will begin at 11:05 a.m., and end at 11:55 a.m. PST

When you sign up for VMP, you will receive the call-in phone number and other information.

The Virtual Marketing Program

2009-12-29T13:30:00.000-08:00

Professionals Have Coaches

My name is Tim Polk, of Tim Polk Communications (TPC). For the past 15+ years I have been helping business owners and sales professionals launch or grow their business. To date, all of my client interactions have been face-to-face. Now, though, in 2010 I am launching a new Virtual Marketing Program (VMP). Through VMP, you can receive monthly marketing and sales coaching, guidance, and brainstorming, and direction easily and at an affordable price.

What You Receive
When you commit to VMP, each month you will receive:

* Two (2) telecoaching sessions led by myself. We'll cover the key topics necessary to grow your business, discuss your specific needs, goals, challenges and opportunities, and you'll receive my expert feedback, guidance, and support.

* Two (2) Marketing Action Plans (MAPs) sent to you via email which correspond to each telecoaching call.

* Access to me via email throughout the month for questions, review and feedback, and so on.

* Access to my network of professional marketing service providers.

Benefits to You
By having myself as your "Virtual Director of Marketing," you will receive focused guidance from a seasoned sales and marketing professional, leading to a greater ability to attract more prospects, achieve higher sales, and grow your business. I also am a great resource to brainstorm new ideas with, and will help provide "teammate" accountability to help ensure that you follow through as needed.

VMP Costs
VMP has a monthly cost of $150 per person. For a limited time, you can sign up for only $75 per month. For those who will commit to three-month increments, you will save even more, as the three-month fee will be only $199. Want to commit to a full year? Only $699--just $58 per month.

Take Action Now
To enroll in the Virtual Marketing Program, simply:
1. Mail a check payable to "Tim Polk" to: Tim Polk, 2436 Quail Hollow Drive, Santa Rosa, CA 95403. (Be sure to provide me with your name, telephone number, and email address.)

2. Send an email to tpcresults@gmail.com, and I will contact you.

3. Register online using a credit card or PayPal account via secured transmission by clicking here.

Professionals Have Coaches. Make your 2010 a stellar one by joining the Virtual Marketing Program (VMP) today!

Thinking About 2010

2009-12-29T11:28:00.000-08:00

Yes, the holidays are here, which means time for family, fun, and relaxing. But this time of year also excites me business-wises, as it’s a fun, creative time for planning for the new year ahead, too.

I’m particularly excited about 2010 after having recently completed a three-day seminar with wonder-trainer Doug Nelson, of Peak Potentials. Doug shared some amazing insights on personal missions, entrepreneurship, financial freedom, and much more. (I have it on the skinny that he is working on a book—more details to follow soon.) Here are a few of Doug’s insights that I found particularly energizing, and which I want to share with you:

Everything is one thing—energy. Do you want more sales? More revenue? A better business? Expend more energy on marketing-related things. How? Begin by creating a written marketing plan with goals, time lines, and tactics. Then create daily—and I do mean daily—marketing-related activities (even something as simple as scheduling a lunch with another professional to discuss each other’s business).

To achieve new heights, get uncomfortable. Our mind wants to keep us safe, i.e., in our comfort zone. We must continually push to move beyond our comfort zone to continue growing and thriving. What would be a risky move for you in 2010? DO IT!

How you do anything is how you do everything. What is marketing? EVERYTHING. How you answer the phone. How you schedule lunch meetings with clients or colleagues. How your email signature looks, and the information it contains. And so on. Look at every interaction as a form of marketing yourself or your business. I know this can make many uncomfortable; just remember, if you are providing a valuable service, at a fair price, why not make this known to people with problems, looking for solutions?

The first 10 people who send me an email at tpcresults@gmail.com with “2010 Marketing Jump-Start” in the subject line, I will spend 30 minutes on the phone at no charge helping you craft your 2010 marketing plan.

To success!

Holidays: Wasted Time, or Marketing Time?

2009-11-25T10:39:00.000-08:00

I say marketing time. Here are three quick reasons why:

1. The holidays give you a great excuse to reach out and “touch” your clients.
I see many entrepreneurs so caught up trying to attract new clients that they neglect their current clients. Your best clients are your best clients. In other words, existing clients are ideal prospects not only for new business, but also referrals. Use the holiday time to say “thank you” to your clients. I suggest avoiding an (impersonal) email message, and instead sending a holiday card. Gifts can be tricky. I avoid the “obvious” (fruit baskets, chocolate, etc.) and instead try to give something of value related to my business, such as a business-building book, a marketing-related White Paper, etc.

2. People have more time…which allows them to think about their business/personal life.
Most businesses slow down during the holidays. This gives business owners time to collect their breath…and think about their business, especially as it relates to 2010. Likewise, most people know that they need to de-stress/eat better/get more exercise/get a better mindset, etc. Focus on this thought: People need your solutions—now you must simply introduce them to how they can move forward to obtain the benefits you offer.

3. Party on.
I feel holiday parties are positives—people are more relaxed, (generally) in better moods, and more open to talking. Stay positive, stay professional, and have fun. Don’t come on as a hard-sell. Instead, look for opportunities to “plant seeds”—ask a question, make a comment, etc. Your goal should be to grab someone’s interest, then receive their permission for you to contact them later. (Avoid at all costs having them contact you—this rarely happens.)

Happy Holidays from TPC!

To help jump-start your 2010 marketing efforts, or to discuss a book writing/editing/publishing project, please contact me at 707-568-7322.

Customer Connections

2009-07-20T14:55:00.000-07:00

I just wrote about how important I believe Facebook is becoming to the marketing world. But it's really just one piece of an what I call an overall Customer Connections program, which I believe should include at a minimum:

1. An online newsletter/database

2. A Facebook page

3. Management of online client reviews (Yelp!, TripAdvisor, BiteClub, etc.)

Savvy organizations also will take advantage of these applications, as they apply to your business:

4. A blog

5. Twitter

6. RSS feeds

TPC has developed a Customer Connections program to keep your business interacting with your most important asset -- your clients -- and to outreach to new, potential clients and customers. Contact me for more information.

Facebook is for Real, Folks

2009-07-20T14:48:00.000-07:00

I specialize in communicating with customers, and soon-to-be customers. For some reason, I had been reluctant to jump on the Facebook bandwagon in terms of recommending this to my clients (for a variety of reasons). Now, though, I’m convinced—Facebook is for real, folks.

It can be a powerful tool for the vast majority of businesses. It is particularly powerful, in my opinion, for restaurants, wineries, and businesses with a social aspect to them. I am aggressively recommending, and helping build, fun, upbeat Facebook pages for my clients, and managing them.

Managing your Facebook page becomes the key. I have developed four “golden rules” to follow in terms of how often, and what, to discuss. For more information about this, contact me.

Your business might not become as popular as Starbucks – it has, as of this writing, 3,605,413 friends – but created properly, and then run effectively, a Facebook page will help you build stronger bonds with customers, and generate new customers.

Why You Want Your Marketing Guy to Play Poker

2009-06-11T16:09:00.000-07:00

As many of you know, I have won a free entry into a World Series of Poker (WSOP) event, which will take place next week (June 18-20) at the Rio Casino in beautiful Las Vegas, Nevada. I have been playing poker for the past 2.5 years, and obviously have obtained a certain level of skill in the game. As I've been thinking of late about both poker and marketing, two things dawned on me: 1) the similarities between the two (in broad terms) and 2) my belief that it's a GOOD THING if your marketing consultant or marketing person is a great poker player. Why?

Reason 1: Both involve strategy

Both marketing and poker involve creating and then executing a strategic course of action. In the poker tournaments I play, for example, I have very specific ways I play the different tournament stages (early play, mid-level, final table, final three, heads up). Your marketing as well should be written down, and have specific elements for different phases and/or customers related to your business.

Reason 2: Both involve reading people

Poker isn't about just the cards; a large part of the game hinges on your ability to guess (called 'reading') what cards the other person has. Likewise, you want your marketing expert to be a good reader of people, i.e., someone who understands customers and prospects and, even more importantly, can quickly determine the messages they send to a business.

Reason 3: Both involve spending money to make money

In poker, you can't play a hand unless you call the minimum bet at that time (called the 'blind'). Likewise, marketing often involves spending some money (X) with the idea of making more money than your initial investment (X+Y). Good poker players --and great marketing folks -- invest money wisely, understand percentages, and have the experience to limit, as much as possible, your exposure to risk.

Reason 4: Both involve (or should!) a bit of a gambler's mentality

At some point in poker, you will be making bets with nothing, in hopes of winning a pot by having the other player fold. That's gambling. Likewise, marketing often involves trying something new in hopes that it will work out. That's gambling too (not just the money invested in the new venture, but also the time and energy required). The key is this: great poker players/marketing consultants aren't reckless gamblers; yes, they'll try something new, in hopes of hitting it big. But they are savvy enough to limit exposure and investment, and wait until something is a proven winner before going full-bore.

For quick marketing-related information, please follow me on Twitter:

http://twitter.com/tpcresults

If you want to follow my poker exploits at the World Series of Poker, follow me on Twitter:

http://twitter.com/will2winpoker

See you at the tables/in the meeting room!

Great Resource

2009-04-28T11:44:00.000-07:00

I'm excited to share that Steven Campbell's new book, Making Your Mind Magnificent: Flourishing at Any Age, is now available. I helped edit Steve's book, and as I was going through this, I was blown away by the great information on how to make your mind work FOR you, not AGAINST you. This book is particularly ideal for seniors, students, and entrepreneurs.

This 242-page, softcover book has a retail price of $19.95. To order a copy, please send a check made out to "Steven Campbell" for $24.00 (book price plus tax and shipping and handling) to:

Steven Campbell/An Intelligent Heart
P.O. Box 197

979 Golf Course Drive
Rohnert Park, CA 94928-2404

Please allow 2-3 weeks for delivery.

You also can order Steve's book on Amazon.com.

"I don't like marketing."

2009-01-23T15:31:00.000-08:00

"(Success) is the birth of a new reality through the union of thought and action."
~ Author Dennis William Hauck

I attended a business networking lunch meeting today in San Francisco, and when I introduced myself to one business owner by saying I have my own marketing communications company, the woman quickly said, "Oooo, I don't like to do marketing." I hear this frequently. Most entrepreneurs would rather spend their time doing what it is they love do -- taking photographs, providing nutritional information, running a business, etc. -- than trying to hustle up (in their mind) new customers. My response to these folks?

You have a valuable product or service; as many people as possible should know about you/your business. That's marketing. Once a person makes this mental adjustment -- shifts their thinking that little bit to where marketing becomes a solution rather than a bother-- they usually learn to not only do, but embrace marketing: marketing that's creative, effective, and ongoing.

Post a comment here or contact me with thoughts and questions: tpcresults@gmail.com or 707-568-7322.

It's Beginning to Look a Lot Like...

2008-09-02T13:14:00.000-07:00

...well, fall, actually. Leaves are turning brown, falling. Tomato plants are bursting with yellows, reds, and oranges. Grape clusters are hanging heavily on the vines. It's easy to get caught up in enjoying the abundant fall. But for savvy marketing organizations (like TPC and my clients), now is the time to begin thinking about, and planning for... the holidays. That's right--they're just around the corner, and coming quickly!

The end-of-year holidays are, in my Surviving to Thriving opinion, an extremely fertile time to reinforce and build your branding and your marketing. Why?

1. It's a chance to thank the most important people related to your business--your best customers.

2. It's an excuse to reach out and "touch" prospects and those you want to do business with in the future.

3. It's a chance to differentiate yourself among all the other holiday cards and boxes of chocolate.

The question then becomes, What to do? Again, a few tips:

* Stand out from the pack. Be creative. Don't just send a holiday card; send a card wrapped in y and accompanied by z.

* Be genuine. I invite my best clients to a dinner in late November. Last year, I also splurged and bought rooms for everybody at the hotel where we were dining. Why? I truly wanted everyone to not have to rush home, and not have to worry about drinking and driving. Not only did the group have a fantastic time, we all had brunch together the next morning, for more bonding and fun times.

* Have a higher purpose in mind. As much as possible, attempt to show that you do realize the "why" behind the holidays. This doesn't have to be (nor should it be!) religious. Instead, give thanks. Show gratitude. Express joy. Have fun.

* Whenever possible, utilize your existing customers. One of my clients is a massage therapist; I also work with several wineries. Hmmm, do you think a gift certificate for a hot stone massage would be a great gift? How about some high-quality Napa Valley wine? You bet! Not only do the people receiving my gifts receive something of value, my clients benefit as I am purchasing from them.

The end-of-year holidays can be an extremely important time to differentiate yourself in the marketplace, to say "thanks" to important clients and business partners, and to help jump-start your 2009. Don't delay, begin planning now. Should you need some brainstorming help, contact me.

Discounting vs. Value-added

2008-07-13T14:19:00.000-07:00

My clients know that I'm NOT a fan of discounting, for several reasons. One, people come to expect it; they not only want discounts all the time, you continually have to offer deeper and deeper discounts to keep them "interested." Two, discounting, to me, sends the subliminal message that your products or services aren't "worth what you're asking."

Instead, I like to focus on value-added. This is a key part to telling your "story" to clients and prospects. With value-added, you don't discount, but instead offer one or more tangible "extras' to help make a prospect feel good about buying your product or service (at full price). An example would be the Wine Country Inn's new series of food and wine events, which will kick-off in early August. Guests come to the Wine Country Inn from all over the world to experience the Napa Valley's beauty, wine, and food. Why not offer several small, fun events at the Inn itself, rather than let guests wander around on their own? These "extras' will, over time, make a significant difference in (in this case) occupancy; if given the choice between two beautiful Napa Valley properties, wouldn't you be more likely to select the one holding a paella party (see pic)? Or to picnic in a Napa Valley vineyard and taste the grapes that go into a fantastic Napa Valley cab? I know I would!

Executing a value-added strategy takes energy, creativity, and commitment. But the results over time are well worth the effort. To learn about ways your company can add value, feel free to contact me to brainstorm.

The Power of Positioning: Part 1

2008-06-10T09:19:00.001-07:00

I'm off today to speak to the Sonoma Mountain Business Cluster. My topic? The Power of Positioning. Later I'll post my presentation here. For now, enjoy this marketing-related Dilbert cartoon!

The Power of PR

2008-05-26T15:39:00.000-07:00

Public Relations, or PR, consists of two elements: having the media write stories about you, and having your by-lined articles printed by another media source. While PR doesn't necessarily (though it can) make your phone ring off the hook with orders/sales, it does have several significant benefits, namely:

* It gives you/your company greater credibility. By appearing in a "third-party's" magazine, newspaper, blog, etc., others get to talk about you... not you talking about you.

* You can use the articles in your marketing and customer communication efforts. For example, you can post links on your web site, mail copies of the article to clients, include mentions in your blogs and newsletters, and so on.

* It can lead to other media opportunities in larger publications. In other words, start small. Begin with your local newspaper, then seek out regional magazines, then attempt to reach national publications. Over time, with a "portfolio" of articles, you'll be positioned as someone who focuses on the local, yet has nationwide reach/importance.

Congratulations to Nord Vineyards, who via a press release landed a positiv e article about the company complete with a pic of Nord manager Jon Kanagy (see right) on today's front page of the Napa Valley Register. Well done!

SEM: Part 1

2008-04-23T19:33:00.000-07:00

Just returned from an all-day conference in San Fran about one topic: SEM. What, pray tell, is SEM? Simply what I believe -- along with a LOT of other people -- is the KEY for almost every business to not just survive, but thrive in today's market: Search Engine Marketing. In other words, building a really cool, even great web site isn't enough; the real "thing" -- the real art (and science) -- is not just getting people there, but getting the right people there: the people who will want to read what you have and see what you have and listen to what you have to listen to and, yes, BUY what you have to buy.

My two quick take-aways from the day (much more to come soon) are these:

Quick-take No. 1:

Buy stock in Google. Please, hurry. Buy all you can. Trust me on this: you'll thank me later. Big time. Why? Only that online advertising is expected to grow from approximately $1.6 Billion currently (yes, that's Billion) to roughly $4.5 Billion... in three years. And Google currently owns 78% of the search engine market share, with no signs of slowing down.... Buy Google stock. NOW.

Quick-take No. 2:

Every business should focus on the two critical components to creating a successful email/online campaign:

1. Have a great story to tell and use great graphics and photos to highlight that story, and

2. Have a specific, clear, easy-to-see-and-understand call to action

That's all you have to do to move to thriving.*

More about the conference soon....

*I know, I know, I'm being "funny" when I say that's all you have to do. Why? Because doing those two things well is EXTREMELY difficult. Trust me, I live-and-breathe this stuff. It's a knife fight in the back alley-kind of difficult. If you need help, or at least a resource to bounce ideas off of, contact me.

P.S. I have no idea why I added this pic, with this post; I just thought it looked cool. It's the school house in the town of Bodega that was part of the set of the movie The Birds. It's still there. If you wanna find out more, Google it.

Benefits to a Marketing Plan

2008-04-07T15:36:00.000-07:00

I met with Nancy E. and Ray H. last week to begin the process of mapping out a marketing plan for their just-launched business of high-end, one-of-a-kind wine chests. Here are a few of the reasons they say they're excited to have -- very shortly -- a new plan:

* "gives us a clear path"

* "we don't have to do everything at once"

* "things are clear and more structured"

* "we needed the help prioritizing what to do, in what order"

* "we're honing in on what's most important"

* "Tim gave us new ideas/new thoughts"

Plans aren't dry, lifeless pieces of paper (at least not mine!). A well-conceived marketing plan helps clients sleep better at night by giving them clear direction on what to do, and in what order. Don't want to plan? That's your choice.... Just remember, if you don't know where you're going, any road will take you there.

The "A" Word

2008-03-17T13:33:00.000-07:00

More and more in my marketing-goings-on-around-town, I'm drawn to and see the positive results of one word critically important to the success of any business (or any venture, for that matter). The word?

Authenticity.

The more a company tries to "fake it" in terms of over-blown marketing hype or "I-don't-care-enough-to-care" marketing materials (outdated web sites, poorly done brochures, etc.), the more difficult it will be for that company to thrive. So the next time you sit down and ponder your next marketing "thing", consider this question: What would we do where our true passion and sense of adventure and fun poured out onto the paper or screen? Passion, authenticity, and a sense of fun aren't just nice-to-haves anymore in the marketing world--they are ESSENTIALS.

Easter decorations, Dining Room, Sonoma Coast Villa & Spa

The Power of the Pen

2008-03-01T15:21:00.000-08:00

As my clients know, I'm a huge proponent of professional, powerful images. While critical to catching attention and creating a mood, images only go so far, however. I'm an even bigger believer that "content is King." What you say, and how you say it, are vital to having a successful business. I call this focus on content/words "the power of the pen."

Here's another quick but powerful power-of-the-pen tip. When you're meeting with a prospective client or a customer, have a pen and paper and take notes. Why? This sends positive messages to the client that: (1) you care about what they have to say, and (2) you pay attention to details and won't trust your memory to remember every little item.

Try taking notes the next time you're with a client or prospect. In fact, make a big deal of it: take long notes, ask qualifying questions, confirm statements. The more you care about what your customers or prospects say, the more likely you'll be able to deliver a solution to meet their needs.

Your Best Customers Are...

2008-02-25T14:52:00.000-08:00

...your best customers.

So what do I mean by this? Simple. Boil it all down, there are two ways for a business to grow its revenue: sell more products and services to new customers, or sell more products and services to existing customers. Most business owners focus on finding new customers. I'd like to suggest that you also focus on part 2: creating new products and services of interest to your existing customers.

The Wine Country Inn, wonderful St. Helena bed and breakfast inn, is a great example of this. Three or four years ago, the Inn would generate revenue from a guest staying there pretty much one way: via the nightly room rate. Over the past three years, however, WCI has sought to expand its guests services... and in the process, generate additional revenue from its best customers (those people already staying at the Inn). Now in addition to the room rate, WCI receives revenue from guests who purchase:

* spa services (massages, facials, etc.)

* beer and wine

* its day-long wine tours (see photo at right)

Talk about win-win. The just-mentioned products and services are all things any visitor to the Napa Valley would be interested in, and the Inn is now generating an additional $200,000+ in revenue per year from these items. That $200,000+ of course, is what guests were spending at other places throughout the Napa Valley... but are now spending at WCI.

Think about additional, related products or services that you could deliver to your customers. For example, a massage therapist might also sell massage oils and lotions, and candles; a photography store might begin a series of photography workshops; and so on.

Before you go to bed each night, and immediately upon waking, this mantra should be going through your mind:

Our best customers are our best customers.

...

As always, you can contact me to brainstorm or with questions.

Priorities

2008-02-19T09:36:00.001-08:00

Yesterday I met with the owner of the Sonoma Coast Villa and Spa (a wonderful resort near Bodega Bay), and over the course of our discussion J. told me seven or eight of the marketing "opportunities" he's been thinking about doing to help grow the Villa. I hear this often from business owners: lots and lots of ideas and opportunities. Two questions immediately come to mind about this:

1. Which opportunities do you focus on (or, more likely, in what order)?

2. How do you implement each?

Let's focus on the first question. Prioritizing your marketing outreach is one of the most important components of successful marketing. It's also where many business owners mis-step. My suggestion is this: create a meeting solely to list all opportunities (brainstorming) and then pick three to focus on in the coming year. Of the three, one should be something you can implement within 30 days, one within a quarter, and one within the year. In other words, think "quick", "quarterly", and "long-term". Then schedule and hold a separate meeting (as soon as possible thereafter) to begin building the plans to implement each of the three.

Yes, this is a little like Las Vegas, in that you're "gambling" that the time, effort, and money you devote to implementing an idea will pay off. How do you pick the three ideas to focus on? Well, either bring in a marketing expert for assistance or do what I tend to do more often than not: listen to my gut.

The Power of Pictures

2008-02-14T09:17:00.000-08:00

Do you like the photo above? Did it catch your attention? It would catch mine, and that's what I'd like to discuss now: The Power of Pictures in marketing.

Yes, yes, I know: boil it all down, I'm a word guy. I'm a firm believer that the words you use in marketing and business communications (called messaging and positioning) are critical components in moving your business from surviving to thriving. That being said, I'm also a very strong believer in the "power of pictures", and thus always advise my clients that, when creating marketing tools, to spend as much money as their budget allows on hiring and using a professional photographer.

Why? Words are great, but they also only go so far. A photograph, on the other hand, can create an instant visual appeal and positive emotion. The following are a few pics from friends at Studio on Main as examples.

Pretend that you're a bride-to-be (!), excited about your coming once-in-a-lifetime event. Would this photo generate positive emotions in you?

What about if you love vintage jewelry? Would this photo entice you?

I personally would answer "yes" to those questions. Again, I know that hiring a professional photographer requires an investment. But I firmly believe that your marketing tools (brochures, web sites, blogs, etc.) are only as good as the pieces (your content, photos, graphics, etc.) you create. So here's a Savvy Marketer insider's tip: Want better marketing tools? Create better marketing pieces. Yes, you need a word guy like me. But you also need high-quality photography. It will pay for itself many times over in terms of more and better customers.

Savvy Marketer: Power of Blogs

2008-02-07T10:37:00.000-08:00

Almost every business needs, in my opinion, a Web site to help the business grow. Many businesses I believe also could utilize a blog--such as this one!--as a key marketing component.

Here's why. Web sites are great, but they also simply provide information. There isn't much interaction possible with visitors. (This 'generation' of Internet usage is called Web 1.0.) For Web 2.0, however, interaction with visitors is critical. A blog is a great way to facilitate this interaction with your customers and prospects, as people can post comments or questions, which you can respond to.

Blogs also have these other advantages:

1. They can be updated quickly and easily, which make them ideal for specials, announcements, etc.

2. Key "search engine optimization" terms can be used, assisting with your Google search engine ranking.

3. They're fun, and I believe fun is a critical element to almost every business.

Take some time to consider creating a blog for your business. Yes, it will take time to build it, and there will be a learning curve. But once you have it established, a blog can become an essential part of your marketing program.

Blog Examples:

Every Meal A Feast

The Wine Country Inn

Savvy Marketer: Customer Communications

2008-02-04T15:31:00.000-08:00

One of the missed opportunities (notice I didn't say "mistakes"; it's the PR guy in me!) I see so many business owners make is this: spending too much time, effort and money on acquiring new customers...at the expense of communicating with, and servicing, existing customers.

Repeat this Savvy Marketer mantra after me: Your best customers are your best customers.

With TPC, I suggest a systematic, regular system of customer communications. Here's how to build this marketing program:

1. Create a database. This records the customer's key information, such as name, email address, etc. This can be as simple as Excel spreadsheet, or utilize one of the many software programs or online resources.

2. Regularly and at every opportunity add to and refine your database. This includes both updating and adding information for contacts already in the database, and adding new contacts.

3. Communicate regularly with your database. The key here is "regularly". I suggest client communications should happen ideally every month, and at the worse one time per quarter. The communication doesn't have to be expensive or always the same. In fact, I suggest variety. It would be easy to plan for the year ahead an every-other-month customer communication program made up of emails, printed materials (such as a letter or newsletter), a holiday card, a 'thank you' gift, and so on.

4. Provide value. Your communication should ideally be something the customer would want to receive. Avoid way-too-generic information, or information that's obviously pulled from an association or other third-party. (My dentist sends me every quarter a newsletter. I struggle -- struggle -- to find one piece of that newsletter that (a) engages me in any way and (b) is personalized for his dentist office. KEY TIP: Sending generic information to your customers sends the message that you provide generic service.

To build your business, begin by establishing a regular communication program with existing customers, then and only then focus on reaching new clients.

Insider Interview: J. Michael Drewes

2008-02-04T14:36:00.000-08:00

J. Michael Drewes is a Business Development Officer for North Coast Bank. A former business owner himself, he provides business owners with both business banking advice and business growth consulting.

What do you see business owners "missing" when it comes to their financial needs?
I think the number one thing is that business owners under-utilize their bankers. In the case of North Coast Bank, we're about educating business owners in business best practices, from financial reports to management issues. You're banker shouldn't just be the 'numbers' guy, in other words.

So you suggest a business owner take the necessary steps to develop and deepen the relationship with their banker?
Absolutely. Not only do most Business Development Officers like myself have business ownership experience, we're free!

What's a 'quick tip' you can provide, something you see savvy business owners doing?
That would be setting up a Money Market Account in which excess funds in your checking account get 'swept into' the money market at the end of each day. It's a way to keep more of your money in interest bearing accounts rather than in a checking account. Now the the amount of interest might not be much, but over the course of a year, or two or three, it can really add up.

What else would you suggest a business owner do to take control of their finances?
We do a lot with Lines of Credit. Those are excellent for businesses with cash flow issues, such as seasonal businesses. A general rule of thumb is that you can obtain a Line of Credit that's 10% of annual sales. So if your sales are, say, $100,000 in one year, you can expect to receive about a $10,000 Credit Line. Now what most people don't realize is that this is expected to be at zero for 30 days during every 12-month period. Again, this isn't necessarily for a loan. If a business owner needs a loan for a longer period of time, a Credit Line probably isn't the best solution.

Marketing: A Definition

2008-01-28T13:10:00.000-08:00

Marketing:
The art of spending dimes to make dollars

To learn how to spend your dimes more wisely, contact TPC.

Successful Planning: Key Elements

2008-01-25T10:04:00.000-08:00

Does the thought of planning out your marketing and business growth strategy for the coming year have you holding your head in pain and agony? Well, it shouldn't! Creating and then executing a sound marketing plan will pay huge dividends throughout the year, not only in terms of greater sales and stronger relationships with customers and prospects, but also for the simple fact that you can sleep a little better at night knowing that you're operating from a written plan and not "flying by the seat of your pants."

O.K., so what should go into a marketing plan? The marketing plans I help my clients develop are 1-2 pages in length, and focus on these big-picture areas:

1. Develop an overall "theme" for the year. This can take many forms, such as: A new product launch or a new focus on X. I strongly recommend that you develop a theme, which will give you a launching-off point for your marketing.

2. Develop a specific revenue target. Again, this usually is something like: We want to increase sales 15% over the previous year.

3. Develop a series of related marketing activities. Just like you can't eat a single meal and never be hungry again, marketing is not a one-time thing. The best marketing plans feature a series of related activities over the entire year. I usually like to think in terms of: one major marketing event per quarter. And ideally, each of these marketing events will be tied to your overall theme for the year.

4. Focus on an ongoing communication program to your best clients. Too many business owners focus, in my opinion, on landing new clients...and forget to market to their existing clients. I believe you should contact your clients ideally once a month, and at the worse, every other month.

5. Try at least one new "thing." Again, this can be anything from launching a new product (such as, for example, a blog to help business owners [!]) to trying a new marketing tool, such as an email newsletter. Trying new things keeps your ideas fresh and your juices flowing, and also sends a message to your clients and prospects that you are fresh, current, and cutting-edge.

6. Always be thinking about the following year. Is your web site getting outdated? Do you want to mount a major PR campaign? These things take time to develop and launch. If planned in advanced, however, they can be developed creatively, with as little disruption to your current activities as possible, and with the costs spread throughout several months.

Again, these are big-picture topics. Your marketing plan will have specifics, too. Yes, planning takes time and energy, but it is worth it. A sound marketing plan will point you in the right direction this year, and the following year. If you don't plan, however, you'll fall into the trap which Yogi Berra once so elegantly described (as only Yogi could!): "If you don't know where you're going, any road will take you there."

Successful Planning: Review

2008-01-22T12:47:00.000-08:00

Though the trees are dormant right now, there is still growth going on below the surface. You should think of your business in the same terms--business growth planning now will lead to business growth successes later this year. January is a great time to create business growth and/or marketing plans. (I believe September and October are the perfect times to begin planning for the next year, but that'll be a topic for another post.) Before we jump into planning for this new year, however, there's an important step to take first: reviewing the previous year. Here are some questions to ask regarding your business results for the past year:

What were total sales? By segment or product? Were sales greater than or less than the previous period, and by how much?

What worked particularly well (new product, marketing initiative, etc.) last year?

What didn't work as well as we had planned for?

What new business or revenue opportunities "jumped out at us" last year?

What business weaknesses (be it staffing, web site, etc.) also jumped out at us, in terms of needing to develop or improve?

Once you have specific answers to the just-asked questions, you can begin to move forward with your planning for the coming year.

Next time: 2008 Planning

Success Story: Wine Country Inn

2008-01-22T11:09:00.001-08:00

Coming soon...

Motivational Quotes

2008-01-22T11:00:00.000-08:00

We'll add our favorite quotes a few at a time. Check back for inspiration, ideas, and guidance.

Life shrinks or expands in proportion to one's courage.
~ Anais Nin

We make a living by what we get. We make a life by what we give.
~ Winston Churchill

Just What IS This?

2008-01-10T12:05:00.001-08:00

Welcome to the launch of Surviving to Thriving. Our goal is simple: to provide ideas, information, and resources to help entrepreneurs launch and/or grow their business. You'll want to check back here frequently, as new content will be added two to three times each week.

Now I know that some of you are looking at this and thinking: What exactly IS this? Is it a blog? Is it a Web site? Or is it ______?

The answer is: All of the above! I call this my "Web Presence." It functions like a Web site, with the added features of a blog. So... (and I've had many, many business owners ask me this) what IS the difference between a blog and a Web site?

Here goes... A Web site provides information. It's a great marketing tool (and almost, in my opinion, imperative for almost every business these days). Web sites, however, have two big (again, in my opinion) limitations though: one, they don't promote interactions with visitors, and two, you need to be a fairly sophisticated programmer/designer (or hire one) to create and manage a Web site.

A blog, on the other hand, functions as a Web site, with these two added features: Blogs are much easier for the average person to create, run, and update frequently; and blogs promote two-way interaction between the blog "owner" and visitors. The blog owner hosts an "Internet diary" of sorts and visitors are allowed to read and comment on anything posted. The tool provides constant and instant feedback.

So again, check back here frequently for great info and ideas on moving your business from "surviving" to "thriving" and don't be shy about posting a comment (such as asking a specific question) on this... this... well, let's just call it a web resource!

Our Mission/Services

2008-01-10T11:32:00.002-08:00

Mission
Tim Polk Communications (TPC) empowers entrepreneurs to realize their dreams by moving their business from "surviving" to "thriving."

Services
TPC provides creativity with a proven process to produce result$. We do this with our clients by creating and implementing results-focused marketing plans. Specific services include:
~ Marketing Plan Creation, including goals, budgeting, and measurement
~ Messaging / Positioning Development
~ Content Development
~ Marketing Tools Creation (web sites, brochures, etc.)
~ Public Relations (PR) Plans and Implementation
~ Corporate Identity (logos, tag lines, etc.)

Contact us today for a no-obligation assessment of your current marketing efforts.

Portfolio

2008-01-10T11:28:00.000-08:00

We are happy to show you examples of our work and discuss the various "success stories" TPC clients have had. To arrange this review, please contact us.

Can We Help You?

2008-01-10T11:25:00.000-08:00

We like to think so! To learn more about TPC's services and capabilities, or to discuss with no obligations your business launch or growth challenges, contact TPC today:
Phone: (707) 568-7322
Email: tpcresults@gmail.com