Tired of the doom and gloom November 22, 2008

I am tired of the doom and gloom that I am inundated with on an hourly basis – hell every other nano-second.  The reality is when people hear doom – they freeze. Life is over, I’m going to be homeless.  Have you ever noticed that some people, some companies simply thrive when everyone else is struggling. Why is that? They think outside the box -they reinvent themselves – they realize the reality and move beyond it. They do not become the proverbial “deer in headlights”.

I have that attitude. I am busier than I have ever been, and will finish this year on a really high note.  Life is good. Yes,  I thought outside the box and I also worked pretty damn hard.  Oh work – yea, some people forgot that’s how you make it to the top. You have to work hard.  You have to work weekends – note I”m writing this on a Saturday from my office.  You have to work nights, you have to work when your friends are playing.  You have to be patient – something that I’m really not that good at. Hell I’m awful at being patient. Dead rats are more patient than I am…but I’m trying.

Recession – I’m ready!

CD

One shot marketing – don’t bother. May 13, 2008

Why do companies start a great ad campaign and then stop short?  I see it all the time – and often battle with my clients on this very subject.  Branding takes time, effort and the big one PATIENCE.  We live in an instant gratification society – people want results NOW. When it comes to branding – you can’t get it now. You have to be patient.

You have to:

Create an advertising campaign that is cohesive and spans not only time but different advertising venues – such as print, web, air etc

You have to know your target market – who are you trying to sell to? 

You have to know what makes you different than your competition – why would someone buy from you instead of Competitor B down the street?

You have to realize that marketing is very cumulative – people typically need 7-9 “hits” before they will consider using you.  “Hits” being a sales call, a view of an ad, an email, a referral etc…

When a client tells me that they want to run some newspaper ads and only do it for 3 weeks and then that’s it – I try valiantly to explain the above. Some listen…some don’t.  But I try.  Ultimately they might get some buzz for a bit – but it will disappear. I guarantee it.

Think about the ad campaigns that you remember – we all have a jingle that sticks in our heads – an ad that is forever branded in our brains. And I will guarantee that we have made purchases based on it. Why?  Because those ads ran over and over and over again – sometimes for years.  Those companies didn’t quit – they had patience.

My Mantra… Advertising is all about getting noticed.  It’s true.

Have a game plan and stick to it.  Don’t quit because no one called you from one magazine ad. Run a series, and you will see results. Learn the art of patience…and you will be rewarded.

What makes a community? May 13, 2008

Did you ever wonder why some communities thrive while others don’t?  Did you ever stop and think what truly makes a vibrant community? 

It’s not the developers who spend millions and billions of dollars.  It’s not the landlords who either are great or the not so great.  It’s not the merchants who own the big box stores or even the little mom & pops.

It’s the people that live there – the people that make their neighborhood, their city, their town a community.

A vibrant community needs people who care living there. People that will watch out for their neighbors, pick up the garbage on their street corner even though they didn’t put it there, people who will become activists.

Success for a community is some what like success for a company.  It takes passion, dedication and effort.  Yes, money does help – but it surely isn’t the answer. Well in my book – money never is the “end-all”, and it surely doesn’t measure happiness or success.

Do me a favor – get involved.  Join a committee, plant some flowers, say hello to a neighbor. Grass roots efforts exist because they DO make a difference.  If someone tells you that one person can’t make a difference…simply smile and say “Watch me”.  Works for me all the time.

Enough of my soap box….

Campaign spending – I could run a country! May 13, 2008

I love Barak Obama – he’s great. I voted for him. But I didn’t give to his campaign financially.  I think it is absolutely crazy that millions upon millions of dollars get spent every election just to ” Get the word out”.  I could literally run a small country with the money that has been donated. I could supply kids with college tuition, feed the hungry, build a school, provide health care to those that don’t have it. I could probably find a cure for some fatal disease.

I can’t be the only person that feels this way. Or am I?

Am I missing something?  Why have we become such a materialistic society? Why do I get an email every day from Barak Obama asking for $50 to support his efforts. I would be ok if either Barak, Hilary or McCain filled the seat in the oval office – they are all admirable people. 

I propose that we cap campaign spending to 1 million dollars per candidate. That is still a hell of a lot of money – each would start and end on equal ground. 

Don’t get me wrong, I’m all for standing up for what I believe in, for voicing my opinion – but imagine what those 3 candidates could accomplish in this country with ALL THAT money.  A lot of lives could be changed…

Just my two cents.

 

 

I’m a publisher… April 11, 2008

I have given birth to the best new magazine in Litchfield County “Seasons of the Litchfield Hills”.  I saw the first copies today from the printer.  Yes, I saw the proofs before they went to the printer, stared at the copy for days, had panic attacks over ads and have been worried sick about that typo that I have yet to find…..but seeing it in my hands was magical.

There is nothing like working really hard, dreaming of the end product and then having your dreams come to fruition.  It is truly an amazing thing. The magazine is so “me”. It is all about community, family and friends. I’m not a materialistic person – don’t get me wrong I like having money, but I’ve lived without it and survived. It’s not the end all. I love the fact that our magazine doesn’t talk about doom and gloom – doesn’t focus on  the rich and famous – we are all about the average folk – the happy stuff.

Being a publisher has been a new experience. First of all I had to sell the magazine – I had to cold call again. Not my favorite thing – but I had to do it.  I called people, I went door to door, I emailed – I did just about everything except sit in the middle of town with a sandwich board and say “Buy a 1/2 page please!” It wasn’t easy – we are a new magazine, with no track record. People just had to trust me that they were going to get a return on their investment. Some people bought ads because of me – which is even more pressure!

But, the magazine looks great. I’m incredibly proud of it – and of all the creative people behind it.  It just goes to show, if you really want something bad enough – the sky is the limit. You can accomplish the impossible. Once again, people looked at me like I was crazy when I told them of my latest venture. I smiled, like I always have and said “Failure is simply not an option – the magazine will be great” And it is.

On to Issue 2!! Watch out Oprah!

 

 

Being an expert… April 11, 2008

I’m an expert.  Now that I am an expert, people listen to me, the phone rings off the hook in my office – people  asking me if I am taking on new clients, and I’m asked to speak at conferences and events. Five years ago I dreamed of this moment..alas it has arrived.

 I was on a panel of “experts” at one such event the other night, and on my drive home I said to myself “How did that happen that I am now considered an expert in my field?” But more importantly I discovered that this “expert” thing has been a vital part of my company’s growth.

Here’s how it happened – and if you haven’t yet become an expert in your field, you better get moving.

1. When my company was in its infancy – I joined the Chamber of Commerce and got on every committee they had, I volunteered and got to know every important person in my neck of the woods.  They now all know me, know my company and know what I do.  This was a very important first step

2. I started making a “list” of people I needed to do business with – the one’s that would make a difference in my portfolio.  I made the list – and crossed off those “wish customers” one at a time.

3. I got invovled in the community – in a big way.  Beyond the great feeling I get from giving back to the community and the importance of giving back – the community gives back to me ten fold – maybe even one hundred fold.  I sit on a few Board of Directors, Advisory Committees and more.  Now people in the community know me – average people, elected officials – you name them, they pretty much know me. 

4. I became a public speaker. This was important – more important than I originally thought it would be.  I held a series of seminars on marketing at the local chamber – we sold out the room. It was great!  Yes, I got a few clients out of the deal but the most important thing that became of the seminars is that my title of expert was solidified.  The phones started ringing.

You see, perception is everything. Yes, I am very good at what I do – but unless people view you as the expert, the trusted advisor ( as my friend Ed would say) then you are simply just another vendor. Now this isn’t magic, I had to work very hard,  I spent a lot of sleepless nights and I have to make sure my customers are happy – but that’s what you should do when you own a company.

Confidence sells.  I’m not saying become an egomaniac – but be self assured.  Be the expert, and watch your company grow, and grow, and grow.

CD

 

 

 

On being an Entrepreneur February 9, 2008

When I was younger, I looked up to those individuals who owned their own businesses – I thought they were the rich, the powerful and the brilliant  – and they had that cool title of “Entrepreneur”.

I never thought I would be one of those elite cool named people. I really never knew what I wanted to be when I “grew up”.  ( Truth be known, my teenagers are probably a tad more conservative than I am – so I guess I’m still in that growing stage).  I remember taking one of those tests in high-school, you know the ones that tested all your skills, added up all your interests and told you what you should do?  Well, I was a nerdy good student who excelled in math and science, I also like biology.  I was to be a doctor. I entered college pre-med. Changed my major a million times and never found myself at the University of Connecticut.

I got married, had children and when my youngest went to pre-school, I got a temp job at a printing company doing customer service. Mr. Art Weber, the owner of Sir Speedy Printing in Winston-Salem NC told me printing was an ugly business, that most people hated it and frankly most people don’t last but a few weeks.  That job changed my life.  I admired Mr. Weber – and I liked him and he liked me.  He took me under his wing and taught me how to be a sales person, and damn it I was pretty good at sales!  I found myself.

 I won’t fill in the next 10 years – but a lot changed. I ended up leaving my sales career to go into business with a friend. We all know where that ended up, because you aren’t suppose to go into business with friends.  When that ended – I started Brookhollow Marketing, my very own advertising firm.  I was an Entrepreneur.

I wasn’t rich, I wasn’t powerful and everyone told me I was far from brilliant…but I showed them.  I persevered through many a hard time, sleepless nights and damn near poverty. I simplified my life, worked hard and decided that “I can do it”.  There were many days – hell many months – of self doubt. I had some key people in my life who made me look in the mirror and see the eternal optimist, the go getter and the NON QUITTER that I am.

Brookhollow Marketing isn’t a multi-million dollar company – yet. I love what I do, and I’m proud of my accomplishments.  I actually, for the first time in 6 years, took a mini vacation. It was wonderful.  I’m almost there.

The moral - Don’t give up on your dreams, Don’t listen to people when they tell you that your idea won’t work, Do what you love and love what you do.  All will add up to success.

See you at the top!

Cindy 

Marketing for Non-Profits August 28, 2007

I have quite a few non-profit organizations as clients, my company also supports several in our community. Most hate spending money…especially on marketing – although I do try valiently to make them understand marketing is vital to their existance.

Now there’s a difference between the big dogs – ie the American Heart Association, or Juvenille Diabetes etc – they spend BIG TIME on marketing. They get it.

Most small non-profits can’t “justify” spending money on promotional items, bill boards, printed material that is half way decent or a functional website.  I hear this over and over again. We can’t afford it…I tell them they can’t afford not to.

Non-profits need to advertise to not only their potential client base, but also to their potential donors. Many non-profits will get subsidies from the government – or if it’s health related they will get insurance reimbursements; but those typically don’t pay all the bills.

I also hear…”If we only had more funds..the differences we could make in peoples lives!”….Advertising is your answer.

If they listen here is what I tell those non-profits sitting on the proverbial budget fence:

• Have a cohesive Corporate ID package – logo, business cards etc. that is unique 

• Have a marketing plan and budget

• Have a community relations point person

• Have a great relationship with the press – PR is free if its done in-house 

• Have a website that accepts donations on-line.

• Have an agency brochure

• Have a newsletter, e-newsletter or both

 

Now this may seem overwhelming – but its not. Do one thing at a time. As you raise more awareness, more people will support the cause, more money will come in, and more advertising can be done.  Its a great circle to be in!

Non-profits need to be creative. I often get asked to donate my services – and I do. I choose my causes and support them year after year.  Printers will do the same. Non-profits can’t expect it all for free – but they will find if they pay for some, they will get some freebies in return. 

Advertising agencies typically support the non-profits that use them. I do. I also have my other causes – but I absolutely give back to the non-profit agencies that are loyal clients. 

 Thats what makes a great community – people helping people.

Cindy 

 

 

I’ve hopped on the Blog-wagon! August 7, 2007

 

Here we go! I’ve hopped on the Blog-wagon. It’s been on my proverbial list forever and since its birthday week I thought – what they hey I might as well just do it!

Birthday week – well for those of you that know me, I tend to celebrate my birthday for days and sometimes weeks. I’ll be 45 on Friday – wow that sounds so old, but in fact I still feel like i’m 20 something.  My life has been a true adventure, I’m one of those risk takers who tends to jump first and think later. Sure it has cost me a few times, well in fact it has cost me dearly a few times – but absolutely no regrets.

I really don’t think of mistakes in life as awful things – they are simply bumps in the road that should teach you a few things.  I guess at the age of 45  – well almost – I’ve learned a few things.

I’ve learned that material pocessions are just that pocessions and really don’t have any intrinsic value. You can’t take them with you and truly they can be lost in a heart beat – so why fret over having them or not having them. Who really are the Jone’s anyway? And why do we continuely try to compete with that proverbial family down the street? 

I’ve learned that the people who truly care about you are the ones that are there for you no matter what the circumstance is. They don’t ask questions – they just “do”. Now that is friendship.

I’ve learned that you only get one shot at something. That this second in time is now gone forever, so you better make the most of it.

I’ve learned that when you wake up in the morning you have the choice to be either happy or sad…..choose the happy. It makes the day so much nicer.

I’ve learned that it is important to give back to your community – that one person can make a difference.

I’ve learned that it is ok to love someone unconditionally.

I’ve learned that your children are an extension of you, and to always say “I love you”. 

I’ve learned that you can’t change someone…people can only change themselves.

 You would think at my age I would have it all figured out, but I learn stuff on a daily basis, I guess that’s what life is all about.

 Well, Happy Birthday Week everyone! It’s going to be a great year!