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Tourism Pemberton launches Media Gateway

Betsy Linnell Marketing Management client Tourism Pemberton, is prepared to promote Pemberton & District Area as a vacation destination during the 2010 Olympic and Paralympic Winter Games with the launch of their new Media Gateway.

Originally planned as a traditional printed media kit, after reviewing project objectives and the budget available, Betsy Linnell Marketing Management recommended a shift in the project direction. Key strategies were revised to avoid the high cost of printing and postage for distribution, focusing instead on the use of technology and the Internet to reach the broadest audience possible. Leveraging the newly created Tourism Pemberton website www.tourismpembertonbc.com, the Media Gateway was born.

The Tourism Pemberton Media Gateway was designed to provide members of the media, access to information and resources about Pemberton & District Area including media releases, story starters, an image bank and key contacts for more information. Content for the Media Gateway was developed locally by writers and photographers who call Pemberton home. The fact that all the contributors are local, added an additional layer of content for the project, reinforcing that Pemberton is more than just a big potato farm or a bedroom community for nearby Whistler.

To ensure that media visiting Vancouver and Whistler for the 2010 Olympic and Paralympic Winter Games know about the resources available, the project includes a distribution strategy that leverages relationships with other tourism partners to reach key media. A media specific postcard was developed for distribution at both the Accredited and Non-Accredited Media Centres in Vancouver and Whistler. In addition, a downloadable digital version of the Gateway will be available.

The Tourism Pemberton Media Gateway will be a valuable tool to promote Pemberton as a vacation destination both during and after the Games in 2010. Based on the same content management system platform as the Tourism Pemberton website designed locally by the Custom Fit Online Marketing, the Media Gateway is easily updated. Moving forward content can be added as required leaving Tourism Pemberton with a marketing legacy that will provide long term benefit to the community long after the Games have come and gone.

Pemberton Valley Wellness Celebrates their One-Year Anniversary with “Patient Appreciation Day”

I often council my clients to seek out opportunities to build relationships with their clients. In the marketing sense, developing or deepening relationships is really about branding – connecting with your target audience in a meaningful way that reinforces what your business is all about. In the case of Betsy Linnell Marketing Management client Pemberton Valley Wellness (PVW), Dr. Shannon Paul is doing just that. The Pemberton Valley Wellness brand is build upon a solid framework of trust, caring and patient-centered collaborative care. By inviting patients to celebrate with the PVW team in their office Shannon is demonstrating what the PVW brand is about in a meaningful way, providing useful information in a friendly, comfortable setting, aimed at improving the quality of life of patients. Even better, she is maximizing the opportunity to share with patients some of the other services that the team offers in order to grow the business.

Patient Appreciation Day is being held on Friday November 27^th from 5:00 PM – 8:00 PM. The event includes cupcakes, refreshments, prizes and kids games. In addition, Dr. Paul and her team will offering massage and spa demos as well as providing wellness information sessions including: a Backpack Check for kids to ensure that backpacks are being packed and worn properly; Ergonomic Desk Set Up and Acupressure Points for Everyday Life.

Congratulations to Dr. Shannon Paul and the Pemberton Valley Wellness on a successful first year. Happy Anniversary!

Tourism Pemberton hires Betsy Linnell Marketing Management

We are thrilled to announce that Tourism Pemberton is the newest addition to the Betsy Linnell Marketing Management (BLMM) client roster.

Tourism Pemberton, a subcommittee of the Pemberton Chamber of Commerce has contracted BLMM for Project Management services for the development of a Media Kit to assist in the promotion of tourism in the Pemberton & District Area. With the 2010 Olympic and Paralympic Winter Games being hosted in Vancouver and Whistler this coming Feb / March, the opportunity exists for Pemberton to leverage the unprecedented amount of visitor and media exposure that will benefit not only Vancouver and Whistler, but the entire Sea to Sky region. The Tourism Pemberton Media Kit is being developed as a tool to maximize this opportunity.

Work on the kit is beginning immediately and will not only promote the area, but also provide a vehicle to showcase the incredible talent of local writers, photographers and filmmakers. The Media Kit will be produced in both print and digital formats and will be supported with images and video footage.

Stay tuned for updates!

Prioritizing by the Revenue Line

As a small business owner, mom, wife, community supporter etc. I often feel like I’m performing a complex juggling act. As a result, I’m always on the lookout for time management solutions to help me keep all the balls in the air. This week in particular, I have a lot going on so when I read about this concept last night as my eyelids were drooping, I paid attention.

In her book “Never Check e-mail in the Morning” author, professional organizer and time management expert Julie Morgenstern provides strategies to help us prioritize based on delivering the greatest results. She calls it “Dancing close to the revenue line”. Essentially, “everything you spend your time on should be assessed in terms of its proximity to the revenue line.” That means, either making money, or saving money. Ideally, the greatest portion of your day should be spent one or two steps from the revenue line. That way, you knock off the most important tasks first, which are the ones that deliver results that are most valued in your business.

Based on this concept, writing this post first thing in the morning is not the most effective use of my time… better read that chapter again!

A Grand Opening for AC Petroleum.

"Pemberton's Own" Norm and Pat Le Blanc next to one of of the brand new state-of-the-art fuel dispensers at the Pioneer Junction Gas Station & Store.

Pemberton Mayor, Jordan Sturdy on hand to cut the ribbon.

AC Petroleum marked their new management of the Pioneer Junction Gas Station & Store in Pemberton today with a Grand Opening Celebration. Mayor Jordan Sturdy was on hand for a ribbon cutting ceremony and to cut the cake along with Councillors Lisa Ames and Susie Gimse. The event featured refreshments, face painting for kids of all ages and a draw for prizes.

The Grand Opening was scheduled as part of the Launch Campaign as recommended in the plan prepared for AC Petroleum by Betsy Linnell Marketing Management. Since taking over the management of the Pioneer Junction location, AC Petroleum has replaced the existing pumps with brand new state-of-the-at fuel dispensers. They have also re-stocked the store and are featuring local products where possible. Locally owned and operated AC Petroleum is proud to be a member of the local community an to offer an independent alternative for fuel.

Everyday Pearls E-Store is Open for Business

Ladies, get your credit cards ready! Everyday Pearls new e-commerce website is now fully functional and open for business. Following the launch of www.everydaypearls.net in June, the e-store recently opened allowing customers the luxury of shopping for that perfect piece - from home. Previously only available at local markets, craft fairs and from Whistler retailer "Ruby Tuesday", the launch of the new website and e-store marks the next phase of growth for the business. Expanding distribution is one of the key goals for owner and jewellery creator Borgi Rayen who contracted Betsy Linnell Marketing Management to develop a Strategic Marketing Plan and to develop the new website in conjunction with Ink Design.

For those in the Whistler area who want to browse Everyday Pearls collection, Borgi has recently renovated her studio and is offering personal shopping by appointment.

For more background on Betsy Linnell Marketing Management and Everyday Pearls, click here.

AC Petroleum Expands Locally.

Betsy Linnell Marketing Management recently completed a new project for local client AC Petroleum. Independent Esso supplier of fuel and lubricant products and solutions for commercial, farm and residential customers, AC Petroleum is expanding in the Pemberton area. AC Petroleum is the new contracted management company for the Pioneer Junction Gas Station & Store. Following the brand strategy development and new logo launch, Betsy Linnell Marketing Management was contracted to develop a short term Campaign Strategy to launch the new business. With objectives around establishing a loyal, local customer base, Betsy Linnell Marketing Management developed a comprehensive campaign plan designed to build brand awareness locally, generate trial, encourage repeat sales and attract tourist traffic.

The campaign is being rolled-out internally by AC Petroleum staff. Look for ads starting this week in the local papers and on Mountain FM.

Follow up: MyUS.com

Here's a quick follow up on my last post. I just received an e-mail from PayPal with the above offer for MyUS.com. I may have to do some "research"! I would love to hear feedback about the service so let me know how it goes if you use it.

Happy shopping!

Key to Success: Meet the needs of your customers.

I enjoy shopping. This will not be a shock to anyone who knows me! Growing up in Toronto, I had a wide selection of stores to choose from. Now that I live in Pemberton, BC with two young children, a day trip to Vancouver to go shopping is a major event. So, I've become an online shopper. This is why I was so excited to receive an e-mail this week about a company that will forward items you order from companies who don't offer shipping to Canada.

MyUS.com allows you to order items from the United States using a US address. MyUS.com receives your packages and forward them along to you - for a fee. Their fees are based on the amount of merchandise, parcels, mail that you receive and provide a range to satisfy everyone from the one-time user to the frequent shopper.

This service fills a need that I identified for myself about 7 years ago. I even had the though that it would be a great business concept... Fortunately for me, someone else also had the same idea. I have no doubt that there is demand for this service - because it satisfies a consumer need! This is one of the fundamental requirements for business success. That's not to say that every business that meets a consumer need will succeed. Sound management practices are also critical. But, meeting a need definitely makes the road to success a lot smoother.

I haven't had an opportunity to use this service yet, but stay tuned, I will let you know how it goes!

Launching: Crossover Coaching

This week Betsy Linnell Marketing Management completed a Business Launch Plan for Crossover Coaching. Owned and operated by Caterina Alberti CEC, Crossover Coaching brings a unique approach to business coaching recognizing the inter-connection between an individual's business and personal lives. To find out more about Crossover Coaching, check out Caterina's new blog or follow her on Twitter.

Measurability of Social Media

With any marketing initiative, the ability to monitor and track effectiveness is critical. The emergence of social media channels has given marketers some new tools to work with which is very exciting. It's tempting to just go for it and get out there! Hold on - just for a minute. These tools are cool and it's fun to participate in this new channel, however you can spend a lot of time (time = money) to the detriment of your marketing and business objectives. So, my message today? Social media channels have a place in your marketing plan - but the basics of marketing still apply.

Start with your objectives - Realistic, understandable, measurable, beyond normal, achievable and time bound. Ex: Increase awareness levels for XYZ brand by 20% over the course of ABC marketing campaign by December 31, 2009.

From here, build you strategies and assign tactics that fit and will achieve your objectives. Great.

Now comes the challenge - measuring the impact and effectiveness of your social media tactics. Here are a few thoughts:

• Track the increase in fans, followers, comments etc. This is pretty straight forward and can be effective to measure things like "awareness" or "engagement". It can also be valuable for future initiatives since you are increasing your audience.
• Be bold. Implement an offer, promotion, contest exclusively through one of more social media channels. You obviously need an audience for this to be effective, but you will know really quickly if your offer is compelling and resonates with your customers.
• Use one of the new tracking tools that are available such as Viral Heat, an analytics tool to track and measure your efforts in the social media space. http://mashable.com/2009/07/07/viralheat/

So, add social media channels to your marketing toolbox. Ensure that they fit with your objectives and determine how you will measure and track your success.

AC Petroleum Launches New Logo

Pemberton based AC Petroleum hired Betsy Linnell Marketing Management to develop a brand strategy for their business including an update for their logo. The new look is part of strategically positioning their business for growth. The project included a brand review, the development of a brand strategy, the design of a new logo and the development of new stationary and collateral templates. Lisa Komuro of Sumire Design was an integral part of the project, translating the strategy into a design that accurately communicates the character of the AC Petroleum Brand.

Jumping In. Twitter for the Timid.

I've been spending lots of time lately considering the value of the various social media channels, how to use them, how to get the most out of them, and what their value is to my own business. I've been on Twitter for a few months now and it's been a slow, and tentative introduction.

As I was reviewing the various e-mail newsletters that I receive daily, this particular article on Twitter really resonated with me - particularly since I seem to be following the pattern. "Learning Twitter - Come on in, the water's warm!" is a great overview and guide to entering into the world of Twitter.

This channel can be a valuable tool. I recommend deciding what you want to use it for - what are your objectives? That will help give some focus to your exploration. For me personally, being a one-women show based in my home, my objectives include staying informed and expanding my network of resources. I'm enjoying my slow entry and am doing lots of listening. Join me! @betsylinnell

Everyday Pearls Launches New Website!

www.everydaypearls.net is now live!

The launch of www.everydaypearls.net is the culmination of months of work with Borgi Rayen, jewelry designer and creator of Everyday Pearls. A client since February 2009, Betsy Linnell Marketing Management developed a Strategic Marketing Plan for Everyday Pearls to expand distribution, grow the business and increase profits. The development of a new e-commerce website for the business is just one of the tactics that will be implemented over the next few months.

Developed by Chantal McCulloch of www.inkdesign.ca the site's clean design is a perfect backdrop to let the jewelry take centre stage. The site features a gallery to act as a showcase for the unique, handcrafted pieces that are designed in Whistler, BC using freshwater pearls, sterling silver, semi-precious stones and Swarovski crystals. The website is the foundation of the marketing strategy that will see Everyday Pearls selling online directly to consumers as well as wholesale to retail partners.

Today marks the "soft launch" of the site with the e-store scheduled to open for business July 1, 2009. Stay tuned for the opening so that you too can "Liven up your everyday."

Leveraging Social Media

I'm on a quest to learn more about social media and how it can be leveraged to boost brand engagement and generate quantitative campaign results.

On my radar this morning are two interesting posts:

1. Top 5 Twitter Trends to Watch: http://mashable.com/2009/06/14/twitter-trends-3/

2. The Hidden Benefits of Blogging: http://www.ducttapemarketing.com/blog/2009/06/15/9-hidden-benefits-of-blogging/

I'm also following an e-course offered by Mari Smith http://www.marismith.com/. One of the tips was to use a photo of yourself rather than your logo on your Facebook page. From the perspective of building relationships with your clients (current and potential) this makes a lot of sense given that your picture announces your participation in all that you do on Facebook. In my business, I am the brand - so I am going to update my Facebook page replacing my logo with my photo. I want my clients to relate to me more so than my logo.

Whistler Film Festival Society hires Betsy Linnell Marketing Management

We are pleased to announce that the Whistler Film Festival Society has hired Betsy Linnell Marketing Management to work on the 2009 Festival Campaign. This year's campaign promises to be very interesting with an integrated strategy that relies heavily on social media marketing. Stay tuned for updates as the campaign unfolds. For more information on the Whistler Film Festival Society and the 2009 Film Festival check out http://www.whistlerfilmfestival.com/