The Employment & Training Center
1905 E. Main Street, Quincy, CA 95971
(530) 283-1606
www.aworkforce.org

"The mission of the Employment & Training Center is to provide a comprehensive array of quality employment services, job-related education, and training opportunities to job seekers, business, and the community."

"Laurie Wann was very professional, enthusiastic and helpful. She is inspiring, yet realistic."

"I would like to say thank you. The speaker was very good and knew exactly what she was saying."

" The presentation was excellent, great job!"

These quotes plus an overall rating of "9 out of 10" on the evaluations sum up the awesome presentation by Laurie Wann at the October Quarterly Conference held on October 3rd in Portola at 7:30am, Quincy at 11:30am, Greenville at 5:30pm and again in Chester on October 4th at 7:30am. The following article from Indian Valley Newspaper Editor, Alicia Knadler captures the essence of this packed 1-1/2 hour presentation:

Earning success in a troubled economy is difficult, and several Plumas County business owners, their employees, as well as some nonprofit representatives, now have some fresh ideas thanks to free quarterly workshops sponsored by the Workforce Development Team.

"Master Your Marketing" was the most recent free workshop offered, along with free meals, in all four major towns of the county over two days. "Marketing is so much more than advertising," marketing coordinator Laurie Wann said. Marketing attracts the customer's attention, defines and promotes products, and it creates and maintains customer relationships.

Marketing is a business, a vital activity for any business, can be as simple as shaking hands with people, wearing T-shirts that promote the business and giving away magnets and calendars. Word of mouth is also a good marketing tool, but Wann warned people that bad words spread a lot faster and a lot father than good words do. After a good restaurant experience, for example, one might share words with maybe five friends. But after a bad experience, one likely spreads complaints to as many people as possible. Changing conceptions and misconceptions is tough, Wann said. After all, perception is reality in the mind of the beholder. The Employment & Training Center in Quincy, for example, is still thought of as the Unemployment Office to many, instead of as a clearinghouse of resources for better business.

Unique Aspect: One of the most important first steps in marketing is to figure out just what is unique about a business that others cannot compete with, and what makes it stand out from the competition. Input from employees and friends is useful when trying to figure this one out.

The "unique" aspect can not be the best customer service, the most variety or anything else the competition might also be able to say about itself. Sometimes it helps to identify the competition first, and list what their unique offerings are. Also important is deciding who the best target audience, or customer is. Some business people might say all people are their target customers, but that is an unrealistic goal.

A local bed and breakfast, for example, has mostly couples between the age of 40 and 60 stay over. If more "honeymoon" couples are wanted, marketing needs to be directed specifically to them. Placing brochures in bridal chops is one way to get their attention, or maybe getting their addresses from the wedding license bureau and then sending the prospective bride a brochure or special offer would work well.

Planning Ahead: "Get in the habit of planning ahead," Wann said. "Quit being reactive and be proactive." Deciding on a budget and sticking with it is also important in a successful marketing strategy. Wann suggested starting out with a "pie-in-the-sky" scenario where money was no object, so that thinking "outside the box" would be an option.

Awareness: Besides creating the desired perception in the minds of customers, successful marketing also creates top of mind awareness (TOMA), so that customers think of your business first instead of last.

Developing marketing plan is like drawing a blueprint for business success, and it is not a difficult task, like most business owners may think. Free help in creating marketing plans is available through the employment center and other organizations like the Small Business Development Center. The marketing plans help define ways to replace customers lost each year due to relocation, death and other losses.

Besides ways to generate new customers, successful marketing also lets customers know what businesses have to offer. Some successful marketing tools used locally include Web sites, window displays, brochures, signage, sector-specific mailing lists and many other methods. Business cards are another marketing tool, and Wann said not to forget the back of the cards, that are usually empty. Notes can be written on the back for a personal touch, a discount offer or freebie, or even a list of services can be added to the back of business cards. Media advertising is another tool that Wann said is important, and if not used, the result might be having to advertise a "going out of business" sale.

Marketing tools take careful thought, Wann said. She offered a story that was met with sympathetic groans: There once was a funeral director who passed out free coffee cups to mourners with the saying "Have a Nice Day" on them. Instead, she recommended magnets, since two-thirds of workshop participants said they have magnets on their refrigerators at home.

She said that not one marketing tool will be all-powerful, but when used in combination, they help create the all important TOMA. Think up a variety of things to do that could increase business, such as giveaways and wild and crazy promotions. Then work backward and prioritize. Although it is hard to track the success of strategies, such as radio and newspaper ads, there should be a 15-20 percent return on advertising dollars invested. When using several marketing tools, such as signs, brochures, and advertising in newspapers and on the radio, it is hard to test the results, even when asking the customers where he or she found out about the business. Usually, the customer has seen a weekly ad in the paper and the sign outside on the way to work everyday, and heard radio advertisements. When asked where they "heard" about a business, the most likely response is going to be radio, since the question was phrased in an auditory way, or if radio was the most recent tool the customer noticed.

Benefits, not facts: When promoting features and services of a business, the features need to be shown as benefits, not facts. Instead of saying "we're open late," the business should be promoting "you can shop at your convenience here." Instead of saying "we have more than 30 years experience," the business could promote the feeling of security that comes from using a well-established business and not a new, possibly fly-by-night one that could leave the customer in the lurch.

Whatever mix of marketing tools are used, customers should see, touch or hear something about the business three times a week, according to Wann. And, business owners or managers should keep in mind what they want their customers to remember most about the marketing and advertising campaign. For specific promotions, the customer should be offered something good, not 10 percent off a low-budget item. Complimentary businesses could partner with each other, sharing the cost of an advertising campaign designed to be a winner for both. For example, dinner and a movie to go; a honeymoon suite filled with flowers; or, stretching the imagination a bit--how about an oil change and manicure; or, fresh paint, clean furniture and new floors " while you're away" on a locally booked vacation. The combinations and complimentary products and services are endless as the imagination.

Wann also suggested business owners let media representatives help with promotion ideas, ad copy and other advertising needs; not only is it their job to create successful campaigns, it is what they are trained to do.

No matter what, Wann said, think of marketing and advertising as long-term, fixed investments. "The more you clarify where you want to go, the likelier you are to get there," she finished.