Plenty of advice for building a brand
More than 40 people attended The
Golomb Group’s “Branding
Your Business Without Breaking the Bank” conference held
at the Hilton Suites in Oak Brook Terrace, IL, in October.
Industry consultant Kenney Slatten was
the M.C. for a slate of speakers that included Ron Strauss and
Eric Hutchinson, who are frequent speakers and instructors for
the American Marketing Association’s branding
conferences. They provided easy to follow directions for
building a business into a brand.
Dan Martino, chairman of the board of the
International Fabricare Institute, detailed the methods he and
his wife, Phyllis, used to brand their Martino’s Master
Drycleaner in Kenosha, WI.
Dana Vanden Heuvel, founder of Pheedo.com
and BlogSavant, spoke about website design and e-mail
marketing. His experience has shown that “once a
month’ is the ideal frequency for e-mail communications
with current customers.
Tiffanie Williams, president of Tiffanie
Williams & Co. in Quincy, MA, explained the benefits of
public relations in building a brand image. “PR is about
what is happening internally, within your company, and about
how your company is interacting with your community,” she
said.
Trudy Adams, director of customer service
and sales for Cleaner’s Supply, discussed how packaging
the work increases customers’ perceived value and,
ultimately, receives the highest prices.
Jason Loeb, owner of Sudsies.com in Miami
Beach, FL, explored the question “Is your business
communicable?” In other words, how accessible are you to
your customers? His entire management team carries networked
Blackberries and is in constant communication with customers in
their homes and offices.
George Vaselokos, owner of Poly Cleaners
in Oak Park, IL, shared his many years of experience in
different facets of the industry. He could say, from first-hand
experience, that a 10 percent pre-pay discount encourages 92
percent of customers to pre-pay.
The Golomb Group offers information and
programs to enhance profitability, improve corporate image,
grow customer bases, and maximize sales through effective,
targeted marketing strategies.
