Evaluating Advertising Opportunities

Many of my clients ask if they should advertise in the Yellow Pages or other phone directories.  Typically, the cost to participate is quite high compared to other publications so many business owners look for guidance to make this decision.  They feel obligated to advertise, but don't really want to.  

Here are a few things to consider when evaluating any advertising opportunity: 

• Your target market - Who are they, how do they find out about you, what are their habits when it comes to media?
• Your sales strategy - How are you attracting new customers / clients?  What tactics are already in place?
• Past advertising results - Have you advertised in phone directories in the past?  Did it generate new business?
• Your online strategy - Do you have a website?  Is your website optimized so that search engines can find you?   
• Your marketing budget - Have you planned to advertise in phone directories?  Do you have the budget to participate?

As a business owner, you are continually bombarded with advertising and promotional opportunities.  Without a plan, these decisions can be pretty tough, especially when you are already busy running your business! 

Here are a few red flags to watch out for:

• Feeling that you don't want to miss out.
• Choosing to participate because your competition is participating.

Keep in mind that just because other businesses are there, doesn't mean it works!  If you need assistance with your marketing strategy,  please give me a call. 

Business Book Review: The 4-Hour Workweek

I take part in a Mentor Network through Lighthouse Visionary Strategies in Whistler.  My group is made up of some fabulous women who are all champions of their own businesses.  We get together to share ideas and expertise and to support each other through the challenges associated with entrepreneurship.  One of the requirements of the program was to read and review for our group, a business book of our choosing.  With all the great business books out there, this has been a great way to get the inside scoop and fine-tune my own reading list.  So, I’m going to pay it forward and share my review.

The 4-Hour Workweekby Timothy Ferris

I approached this book with cautious curiosity.  As nice as a 4-hour workweek sounds, that’s not really what I’m looking for.  What I wanted to know, and found, was insight into how to work more efficiently and make my business more profitable. 

For those ready to make drastic changes in their work / life, this book provides step-by-step guidance to make it happen and join the ranks of the “New Rich”. 

“The New Rich (NR) are those who abandon the deferred-life plan and create luxury lifestyles in the present using the currency of the New Rich: time and mobility.”

Through real-life examples Ferris outlines how to design your life in such a way that you can enjoy it now AND continue to earn an income.   

Starting with identifying what you want, and ultimately what this will cost, Ferris provides tools (most available free on his blog) to help plan how to get there.  The book then goes on to explore steps to put the plan into action.  The book explores topics such as time management, outsourcing, automation, technology / tools, working remotely and even how to identify and work with the big idea that will allow you to break free.  

As I read the book, I found myself thinking about my work and my life differently.  I’m now thinking about building my business for the long term, so that it can continue to be productive and generate revenue when I’m not personally working (or doing revenue generating work).  I’m starting to leverage other people’s time and resources in a way that meets the needs of my clients and allows me the flexibility that I was looking for when I started my own business 4 1/2 years ago.  I’m also doing my best to introduce productivity measures to make the most of the time that I am working.

Some of the key questions that got me thinking:

-       Am I being productive or just active?

-       Am I inventing things to do to avoid the important?

-       What tasks can I remove from my workday that won’t have any impact in my bottom line?

-       What / who are the 20% of people / projects that produce 80% of my enjoyment / contribute to achieving my goals?  What / who are the 80% that detract from this?

This book was worth the read – especially if working 4 hours a week is your goal.  Even if you’re not, you will find something of value that you can apply to your own situation.

Find out more about the book on Tim Ferris's Blog or through Amazon.

Holiday Schedule and news for the New Year...

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

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!

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

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

Free digital slideshow generated with Smilebox

Is social buying a good fit for your business?

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

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.

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

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.

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!

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!

Make a Smilebox greeting

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.