Agent for the Arts

The 3/50 Project

I'd like to take this opportunity to promote a nation-wide effort to "buy local." The 3/50 Project supports local entrepreneurs by encouraging shoppers to spend their money at home. Check out their website...

Basically, the project is creating awareness for how money flows through our economy...

For every $100 spent in independently owned stores, $68 returns to the community through taxes, payroll, and other expenditures. If you spend that in a national chain, only $43 stays here. Spend it online and nothing comes home. - 3/50 Project flyer

Just something interesting to think about as we close in on the holiday shopping season. Cheers!

Notre Dame High School

If you're not familiar with the "Twin Tiers," you wouldn't know that the only private high school here is Notre Dame. It's been in the community for over 50 years, and some of those have been roaringly successful.

But the school hasn't been as popular over the past decade. They've had a few state championships since 2000 and have always had some pretty impressive graduation statistics, but students and parents are looking for a different experience these days. They're becoming less impressed with the strict, no-questions-asked, shirt-and-tie style of schooling and more intrigued with the interactive, hands-on, "state-of-the-art" techniques.

The funny thing is, the teachers and staff at Notre Dame have worked tirelessly to learn new technology, take new approaches to learning, and hire young teachers to balance wisdom and discipline with energy and innovation. But you won't find that in any of their marketing. Instead, you'll see graduation stats, grade point averages, history, tradition, and uniforms.

Seth Godin wrote one of my favorite quotes about marketing: "Songs about romance don't tell you how to make out, they merely encourage it." If someone needs to learn a process or wants the data to prove it works, they can look it up. If they need statistics about Notre Dame's graduation rate, they can call the school and ask. If the internet has taught us anything, it's that information is free and readily available.

So why spend time and money to advertise your stats when they're already on your website? Inspire people with your message. Get them in the mood. If you teach them something, they'll learn... but if you give them something to talk about, they'll share.

Sage advice from local entrepreneurs

Last week, I attended a short marketing seminar, which was more of a conversation with local entrepreneurs on some marketing tips and tricks that work for them. The presenters were Peter Wallin from Wallin Insurance, Julie Delgrosso from the Christmas House, and Alan Fusco from the Holiday Inn (Elmira and Horseheads).

Julie Delgrosso made a nice presentation about maximizing existing customers. She owns a niche retail store in a refurbished victorian home on Elmira's south side. One of the best tips she shared was to "use those four magic words: 'did you see this?'" Rather than being a pushy salesperson, Julie suggested using "did you see this" or "did you try this" or "did you hear about this" to promote new products to existing customers. She also shared some public relations tips that can take place right at the sales desk, like correcting errors quickly, remembering customer's names, and always providing a fun experience.

Alan Fusco shared some extraordinary customer service stories that make him proud of his employees, from the front desk staff to the maintenance crew. His main focus, however, was to stress the importance of the Internet. Alan keeps a close eye on his competition with Google Alerts, manages relationships with social media, and generates business by keeping track of regional events and collaborating with planners.

Peter Wallin wrapped up the presentation with three basic steps to building business: "sell, up-sell, and keep customers." Statistics prove that his local insurance agency retains more customers when they sell more policies. For example, someone who only has auto insurance is much more likely to leave after 5 years than someone who has auto, home, and life insurance. Peter's biggest asset, like Julie's, is his list of existing customers. He feels that if he can be a friend to them, or a "friend in the business," he can maximize his selling power.

Please check out these small businesses (links at the top) for more information about how they're staying connected to their customers and their community!

Website: Launched.

Thanks to everyone who has been supportive of my business venture so far, and to those who have inspired me to get my a%# in gear, I finally launched my website: CreAgentMarketing.com

Thanks, especially, to the clients who have been willing to work with me at the very early stages:

Bobby K Entertainment
First Presbyterian Church of Elmira
Pipeline 4 Progress
Buyers and Kaczor Reporting Services
Committee to Elect Paul Sartori, City Court Judge

Can't wait to share some marketing insights from local entrepreneurs... stay tuned!

How much is your brand worth?

Check out this highlight from a recent article on Yahoo. You've probably never heard of TreeHouse foods, but their products are everywhere. That doesn't seem possible in a marketing-driven world where the quality of a brand dictates the quality of a product. But this is an interesting business model, and it obviously works for them.

Private-label salad dressing. The jar might say Kroger, Safeway, Wal-Mart, or Trader Joe's, but it's probably made by a private-label food company like Illinois-based TreeHouse Foods. Sales of cheaper store brands have surged during the recession, but consumers have also gotten used to higher quality. TreeHouse has capitalized on that trend, since it specializes in upscale dressings, sauces, soup, salsa, pickles, and organic products that top retailers can sell as their own. But you'll never know you're eating a TreeHouse product: The company won't say which foods it supplies to which stores. The secrecy seems to be good for business. Revenue is up 30 percent since the recession began, and the stock has soared 68 percent.

via finance.yahoo.com

Is your product so good that other companies want to attach their hard-earned brands to it?