Betsy Linnell Marketing Management

Holiday Schedule and news for the New Year...

2011-12-13T16:24:00.000-08:00

The holidays are fast approaching and the team at Betsy Linnell Marketing Management will be taking a short break to enjoy the season with friends and family.

We will be working reduced hours the week of December 19th to 23rd. We won't be accepting new projects at this time and will do our best to respond to any urgent needs.
We will be closed from Monday December 26th until Tuesday January 3rd.

As we look forward to the New Year, Betsy Linnell Marketing Management is preparing for some exciting changes. My recent clients have been part of the evolution so things won't be changing much... Stay tuned for a new company name, and expanded service offerings to better serve you!

Name Power

2011-12-13T16:09:00.000-08:00

Case Study: Mile One Eating House, Pemberton, BC.

We all do it, shorten names to a quick, easy to say sound bite. We rarely use full, proper names when we speak. This is an important consideration when naming your business. Equally important is making sure that your proper “given-name” represents your business, your brand and your product or service.

Mile One Eating House in Pemberton, BC discovered this first hand and made a quick, strategic change to harness the potential power of their name.

Commonly referred to as “Mile One”, the new Pemberton restaurant originally opened with the name “Mile One Roadside Café and Basecamp”. The name was decided on to describe the location at the main intersection of highway 99 in Pemberton, to convey a casual tone and reference the outdoorsy, adventurous spirit of the area. One small problem; it confused the customers they were trying to attract. The word “café” in itself is problematic in the restaurant world. Mile One doesn’t have an Espresso machine, a strategic decision to not interfere with neighbouring Mount Currie Coffee Co and Black Bird Bakery. Unfortunately, customers didn’t understand this and routinely walked in looking for coffee. Further, “Basecamp” didn’t inform customers about what kind of food to expect.

Mile One offers a fine dining approach to comfort food classics using quality ingredients sourced regionally. Features include the Pemberton Meadows Natural Beef Burger Collection and Gourmet Mac & Cheese.

Chef / Owner Randy Jones hired Betsy Linnell Marketing Management to help develop a marketing strategy for the restaurant. Issues around the name were identified and a project team was assembled to develop a brand strategy for Mile One including a new name, revised logo as well as the creation of a tag line, key messages and advertising copy. Local graphic designer Brigit Sirota-Goldammer and writer Lisa Richardson along with Betsy Linnell formed the trio to address the opportunity. The result, “Mile One Eating House” was born. A tag line was also created to further support the name and let customers know what to expect. “Get Well Fed”, is now used in addition to the logo.

“Eating House” is straightforward and clear. Confident and playful. “Get Well Fed” is an active statement that assumes that the customer is in need of a good meal. This tag line helps to position the quality of the food and provides a direct benefit to the customer who will be well nourished and taken care of.

Local patrons still say “Meet you at Mile One”, but visually, the name change helps to market the restaurant to those not already in the know. Located on the corner as you turn into town, potential customers are clearly aware that they can eat here. It’s a casual spot with good food. The design of the logo further supports this. Styled like a trail marker the logo references the outdoor, adventure nature of the area and the clientele.

Two days after the name changed on the sign, Randy Jones reports that the shortened name and new sign are more visible and clearly communicate the food message. “I’m really happy with the revised name and sign. I’m sure we’ve already attracted some driving travelers because of it.”

Tourism Pemberton: Adventure Begins Here. Now On Video!

2011-05-10T14:28:00.000-07:00

In July 2010, Tourism Pemberton hired Betsy Linnell Marketing Management (BLMM) to provide Project Management for two exciting projects to market Pemberton & area as a tourism destination and to promote Tourism Pemberton members. These projects included the development of a Promotional Video as well the implementation of a comprehensive Internet Marketing Campaign.

Made possible by funding obtained through the Ministry of Tourism, Culture and the Arts Community Tourism Opportunities (CTO) program and the Pemberton Economic Development Commission, BLMM was challenged to provide the greatest marketing value possible with these funds.

BLMM defined and documented the project objectives, developed a detailed creative brief and RFP documents and managed the project to completion on time and on budget.

Promotional Video Development

Randy Lincks Custom Photography in conjunction with local writer Lisa Richardson and Whistler based editor Darryl Palmer were contracted to write, direct and produce the video portion of the project. This included the development of one 6-minute feature video, one 1-minute summer vignette and one 1-minute winter vignette. Associated with the project Tourism Pemberton developed intro and extro segments for each piece and now has a stock of B-Roll footage to maximize future media opportunities.

These video segments will be used for the ongoing promotion of Pemberton as a tourist destination. They will be used on tourismpembertonbc.ca as well as in the Visitor Info Centre here in Pemberton. Copies will be distributed to our tourism partners and made available to Tourism Pemberton members for additional promotional use. To footage will allow for the maximization of many future promotional and media opportunities.

Internet Marketing Campaign

Custom Fit Communications Group of Pemberton were contracted to manage the Internet marketing portion of the campaign. Targeting late summer and winter visits, the campaign was developed to drive traffic to tourismpembertonbc.com and increase engagement levels through the use of social media. Key components of this campaign included pay per click advertising, ongoing social media activities, link building, content development, data collection and e-mail marketing. Overall, the Internet Marketing campaign resulted in an increase in total website traffic to tourismpembertonbc.com of 32% over the same period last year.

See for yourself why Adventure Begins in Pemberton.

Feature Video: “The Ultimate Destination”

Vignette: Pemberton Summer Magic

Vignette: Pemberton Winter Thrills

Hope to see you here soon!

Choose Squamish: A new brand and website for Realtor Lisa Ames

2011-04-13T16:05:00.000-07:00

A move to a new town means change all around. For Realtor Lisa Ames, that meant evolving her brand.

When Pemberton resident and Realtor Lisa Ames decided to move her family and business to Squamish, she contracted Betsy Linnell Marketing Management to help her evolve her brand and launch her business in this new market. The project included brand strategy development, logo development and website design.

As a successful Realtor, Lisa has lots to offer her clients. Having lived and worked in the Sea to Sky corridor for over 24 years, she has a demonstrated commitment to the region, experience, a wealth of knowledge and professional resources in the Sea to Sky community and a proven track record of delivering results to her clients. The challenge was how to best leverage all these strengths and deliver a benefit to her new clients. "Choose Squamish. Choose Lisa Ames." is the result.

The logo, developed in conjunction with Sumire Design works towards building brand awareness for Lisa in the Squamish Market. The tag line demonstrates her choice to make Squamish her home too.

ChooseSquamish.com was the ideal url to communicate Lisa’s new brand. Designed by Sumire Design, the new website design incorporates brand elements with new graphic standards. The resulting website is strong, professional and easy for potential clients to navigate.

Holiday Happiness from Betsy Linnell Marketing Management

2010-12-17T10:03:00.000-08:00

Free digital slideshow generated with Smilebox

Is social buying a good fit for your business?

2010-12-14T09:33:00.000-08:00

Social buying is pretty hot right now. Sign up for 'Groupon' or other social buying sites and you will be bombarded with screaming deals on goods and services in your geographic area. Sounds like a great way to boost business. It is right for yours? It can be - if you use it wisely based on your strategic direction and tactical objectives.

Social buying is based on volume. Businesses provide a substantial discount on a product or service to members of the network. The 'offer' is based on achieving a minimum number of purchasers. When the minimum is met, the offer is "ON". From a revenue perspective, the assumption made is that additional volume generated will exceed the cost of the discount provided. That depends on your strategic direction and your tactical objectives.

Some reasons to participate include:
- Attract new customers
- Generate trial of a new product / service
- Increase traffic to your location (awareness, exposure to your other products and services)
- Move inventory
- Fill white space (generate business during typically slower times)

Sounds great right? Now we just have to develop an offer that will deliver on your objectives - here lies the challenge. Fortunately, you have lots of variables to play with to ensure that you are not simply discounting sales to your existing customer base. Product, time of day, location, and valid dates are just some of the tools that you have to craft an offer that meets your needs.

When used strategically, social buying is a really exciting new marketing tool that can help to boost business. If you are thinking this might be right for your business, give me a call. I would love to work with you to ensure your business gets the boost you want.

Leveraging your Fan Base

2010-11-13T13:40:00.000-08:00

I frequently advise my small business clients to start blogging. It’s a great way to add content to your website and provide additional information to support your brand position and key messaging. Blog posts also tend to be a bit less formal so they have a different feel. A voice that is consistent with your brand can go a long way towards deepening the reader’s connection with your brand / product / service.

More often than not, clients are reluctant to blog. At first, I interpreted this as a fear of technology. That’s not what it is – it’s time. Small business owners are already doing a little bit of everything and don’t want to take on one more thing. That is where leveraging your fan base comes in.

As consumers, we already know that a 3^rd party product endorsement is seen as more authentic than messaging direct from a particular brand. So, why not leverage the power of your fan base to help develop content for your website? Invite your customers to contribute!

Whistler Blackcomb is in the process of doing just that. In a recent ad in Pique Newsmagazine http://www.piquenewsmagazine.com/pique/index.php?cat=C_Classifieds&content=careers+1745, Whistler Blackcomb advertised “Bloggers Wanted”. In exchange for weekly blog posts about their Whistler Blackcomb experiences, successful bloggers will receive a season pass, VIP access to special events and WB swag. What a great way to engage your fans, develop website content and benefit from 3^rd party endorsements!

The goal is to deepen the relationship that customers have with your brand. Putting your customers to work and rewarding them for their efforts is a great way for small businesses to benefit from social media AND save time.

Marketing Tips from the Yellow Toilet.

2010-05-05T11:49:00.000-07:00

There is a yellow toilet on my front lawn! I didn't put it there, I didn't ask for it, yet I am about to pay to have it taken away. I'm also glad to do it!

I LOVE this campaign. A local group of Pemberton women who call themselves "The Good, The Bad and The Bubbly" are participating in the Canadian Cancer Society's Relay for Life. They have set an aggressive goal to raise $20,000 and this is one of the ways they are doing it. Here's how it works: The yellow toilet arrives on your lawn with an note telling you how you can help to "Flush Away Cancer". For a minimum donation of $25, the toilet can be removed and you get to decide where it is delivered next.

This is a great fundraising initiative. It is also a great marketing tool in action. The yellow toilet is raising awareness, involving community, demonstrating support AND generating revenue. In practical terms, we can learn a lot from the yellow toilet. The team has created a need for their toilet removal service and have priced it well to appeal to their target market. They have built a compelling story that their target market can relate to and they have made the campaign fun so that people want to be involved.

There is a lot to be said for being true to your brand, meeting the needs of your market, keeping the message simple and having fun. What is your "yellow toilet" going to be?

Cutting Through the Idea Clutter

2010-04-30T13:54:00.000-07:00

Betsy Linnell Marketing Management is pleased to announce that Betsy will be participating as a "storyteller" in a really interesting workshop that is being offered next Tuesday May 4th by the Whistler Chamber of Commerce and the Women's Enterprise Centre.

"Path Clearing: Cutting through the Idea Clutter" is about helping you determine your most direct path to achieving the business results you want. The session is being facilitated by Heather Martin of the Women's Enterprise Centre and will include "stories" and real life examples from several local business women including myself. Also participating are Kendra Mazzei of Burnt Stew Computer Solutions and Connie Millard of Millard Consulting Group. We had an opportunity to speak with Heather earlier this week and discuss the content to be covered and I'm really excited about it. You will leave with some practical ideas as well as a few different strategic tools to help you put the theory into practice. This is a great opportunity to learn from each other. I hope you'll join me!

For more information and to register click HERE.

Spring Forward.

2010-03-05T09:14:00.000-08:00

I just had the winter tires taken off my car. It's only the beginning of March but there is no more snow on my front lawn, I've been running outside again for about a month and the trees are starting to bud - Achoo! So, changing my tires seemed like the logical thing to do. How does this relate to business and marketing? Lots!

Just like your car, your business needs regularly scheduled maintenance. With spring coming early this year, this transition for my vehicle was natural. It was triggered by the weather. What are the maintenance triggers for your business?

Here in the Sea to Sky, February was dominated with Olympic fever. The event took over our lives and we celebrated along with the rest of the country and the world. So, all of a sudden it's March and I'm realizing that I haven't accomplished all my goals for Q1 and Q2 is right around the corner. Just like the weather triggers my car maintenance, March 1 has me thinking about my business. Here are a few of the questions I'm asking:

1. What were my Q1 goals?

2. Am I on track to accomplish them?

3. What has been going well and what hasn't?

4. How can I build on the strong and improve the weak areas?

5. How has Q1 impacted my progress on my annual goals?

6. What do I need to accomplish in Q2?

7. How am I going to do that?

Ideally, I will set aside time to work through the above questions and document my plan moving forward... But, I'm feeling time crunched so can't I just think about it? While thinking about it will help move me in the right direction, I have a much better chance of actually achieving my goals if I write them out. This is proven - and not just by me! So, I will walk the walk and set aside a few hours to devote to my business. I am going to Spring Forward!

2010 is Gaining Momentum!

2010-01-08T13:23:00.000-08:00

Well, 2010 is certainly off to a brisk start! The New Year has signalled a fresh start for many local businesses and Betsy Linnell Marketing Management clients are no exception.

Many of our projects from the end of 2009 have now launched and we have lots of new stuff on the go for 2010.

AC Petroleum launched a brand new website right before the holidays. The site at www.acpetroleum.com showcases their new logo and look. The site was created in conjunction with Ink Design, provides information on the company's range of services as well as the ability for commercial customers to order their fuel deliveries online.

The Tourism Pemberton 2010 Media Gateway launched in late November and has received great reviews to date. Most recently, the story starter content was updated and a press release has been distributed locally to share news of the site with the community.

Spierings Automotive expanded in late 2009 opening a second service facility in Pemberton. The new shop located on Hwy #99 across from the Industrial park increases their capacity and range of services to better serve Pemberton and surrounding area. Spierings ran ads locally along with the distribution of a press release to local media. 2010 will see promotion of the new location continue. Stay tuned for more!

Finally, Whistler Dental has hired BLMM to develop a Strategic Marketing Plan for their busy dental practice. Welcome aboard! This plan will include a full situation analysis and strategic direction and action plan for the business.

We're also in discussion with several other local businesses - 2010 is going to be a great year. Stay tuned for more on what we're up to in the coming weeks.

Happy Holidays!

2009-12-17T21:33:00.000-08:00

Make a Smilebox greeting

Tourism Pemberton launches Media Gateway

2009-11-30T13:38:00.000-08:00

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”

2009-11-22T07:56:00.000-08:00

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

2009-09-11T10:07:00.000-07:00

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

2009-09-02T09:30:00.000-07:00

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.

2009-08-29T14:11:00.000-07:00

"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

2009-08-20T10:51:00.000-07:00

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.

2009-08-20T10:23:00.000-07:00

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

2009-08-05T13:16:00.000-07:00

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.

2009-08-02T20:14:00.000-07:00

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

2009-07-23T15:21:00.000-07:00

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

2009-07-08T09:58:00.000-07:00

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

2009-06-24T14:34:00.000-07:00

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.

2009-06-18T21:43:00.000-07:00

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!

2009-06-15T12:49:00.000-07:00

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

2009-06-15T08:51:00.000-07:00

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

2009-06-12T09:30:00.000-07:00

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/