A Tale of Two Novembers

Last November, things started getting scary around here. Clients began putting us on “hiatus.” A few closed up shop altogether. The word on the street was that businesses were responding to the economic meltdown with massive layoffs. As grim as the news was, the uncertainty made it worse. And we couldn’t do much about it because of the holidays. Short term, the only strategy was to hang on, ride it out and try to make it to 2009 in one piece.

As the New Year dawned and we surveyed the situation, we took a series of prudent, proactive measures to keep the Imagine Marketing ship afloat: cutting internal fat (but thankfully no team members), streamlining operations, improving our client relationships, becoming more visible in the community, putting more emphasis on social media and other Web-based solutions, adding even more value to everything we do.

I’m pleased to say that this November feels different. More hopeful. Nobody’s saying we’re out of the woods, but instead of losing clients, we’re re-engaging with old ones and picking up new ones. My theory is that, like us, companies are grateful to still be around. Now that they know they’re going to survive, they realize they’d better put the word out.

Looking into my extremely cloudy crystal ball, I also believe this holiday shopping season will be better than the last. With increasing confidence comes pent-up demand. I can already see crowds returning to shops and restaurants to take advantage of some exceptional deals.

Although many economists proclaim the Great Recession officially over, statistics certainly don’t tell the whole story. If someone’s out of work or struggling to get by, the recession isn’t over for them. Still, once things get back to some semblance of “normal,” (although I hope we never return to the previous overheated boom/bust economy), I trust we will always remember the lessons we’ve learned.

Here are a few of mine:

Hard work really does pay off. Sometimes, when you’re deep in the weeds, it doesn’t seem like it. But if you keep chipping away over time, you can see movement in the right direction. It’s empowering to know that we have a measure of control.

Smart work pays off, too. Crises are a time for reinvention and innovation. Many of the tactics we’ve implemented should have been put into place long ago. It’s easy to get complacent when times are good. The meltdown may have given us the painful but necessary kick in the pants we all needed. I know we’re a better company for it and I’m sure yours is, too.

Relationships rule. Bad news brought us all closer together. Foxhole mentality, misery loves company, call it what you will; I’m optimistic that the bonds we’ve forged will be permanent ones.

Steadiness saves the day. It’s good to keep everything in perspective. I often tell our team, halfway jokingly, “I’ll let you know when it’s time to panic.” So far, so good. We’re not surgeons or cops or firefighters facing life or death decisions. During the worst of the crisis, nobody died. (Once I contemplated jumping out my window but it’s only a 15-foot fall.) Business is important, but it’s only business after all.

That’s it. I’m keeping my fingers crossed and knocking on wood that 2010 will bring more balance into our lives, that there aren’t any more nasty surprises lurking around the corner. In some of the presentations I’ve delivered, I sometimes mention that “This year seems like one long day.” I get appreciative nods and the occasional chuckle from the audience. But at the end of the (long) day, we’re all still here. That’s reason enough to be grateful in my book.

Thank you all. I wish you a healthy and happy holiday season. And a good night’s sleep.

Brian Rouff is the Managing Partner for Imagine Marketing.
Contact Brian at brouff@imnv.com

"Can You Feel the Love Tonight?"

On Halloween this year instead of dressing up and pretending to be other people, a friend and I took advantage of the half-price tickets offered for the live Broadway production of “The Lion King.” I have always had a love for the theater, but this was by far one of the most creative theatrical events I have ever attended. Everything from the costumes to the set design to the music and the actors working together seamlessly to tell the story of how Simba overcame his fears and defeated his evil Uncle Scar to become King of the Jungle

As I sat wide-eyed in my seat taking in every detail the show had to offer, I began to think about the creative process it took to take “The Lion King” from an animated feature film to a musical concept and finally translating it to the magical experience that was unfolding before my eyes. I imagine an elaborate conference room somewhere in the heart of the Disney studio filled with a mixture of executives and the best creative types the world has to offer. This is how I imagine the conversation went down.

The executive at the head of the table stands and proudly addresses the group:

“We have brought you all here today to discuss taking one of Disney’s most beloved animated films of all time and turning it into a musical.”

Everyone nods in agreement.One guy whispers to no one in particular: “Piece of cake, we made Peter Pan fly.”

One of the creative guys yells: “So, which one, Boss?”

The head honcho proudly declares: “The Lion King.” And the room falls silent.The tension and excitement in the room builds as each person considers the tasks that have been handed to them.

Because it’s Disney, I doubt anyone declared openly that the idea was impossible, but at least one person in that room had to have been thinking, “But there aren’t any humans in that movie. How are we going to do this?”

What Disney has done right, especially in the case of “The Lion King,” is find people who buy into the vision of the project and place these people in the right positions to succeed. The creators of the musical not only adapted the animated film to the stage, but they did it in such a way that it has taken on a life of its own. Don’t be fooled; this is not a performance just for the kids. As part of the audience, you are invited to be part of the show by using your imagination to truly capture the story.
The applicable lesson that can be applied to business from my magical experience is this: Make sure your employees understand the vision of your company and are taking on tasks that feed to their strengths. Empowering your employees to be invested in their projects will not only create a better working environment, but will positively affect the outcome of work on a daily basis.

Megan Lane is an Account Executive for Imagine Marketing

Contact Megan at mlane@imnv.com.

CUSTOMER SERVICE: Lessons from the hospitality industry

There’s no other industry that demands high levels of customer service quite like hospitality – especially if you’re working in Las Vegas. I know. I worked in the industry for a handful of years until I leapt over to the small business sector in 2000 (although I would describe it more as more of a quick darting action rather than simply a leap.)

While I admit that I enjoy no longer working for “the hotel man,” I often miss the deep-rooted understanding hospitality workers employ when it comes to providing great customer service. Perhaps it’s why I find it amusing that so much focus in today’s new business environment is on how to provide clients with great customer service when every business should have been doing it all along.

The secret? Constant communication and results. Really. It’s that simple and it’s that difficult. Yes, difficult.

For many, maintaining customer service can be a daunting task because it takes effort, which, translated for most, means moving out of their comfort zone.
For me, it’s a bit of a game. (I know how mental I sound. Thanks.) It’s fun, challenging and you’re always on your toes. I think I’ve done a pretty good job at keeping folks happy over the years. That being said, people often ask me how I get things done so quickly, or how I’ve been able to get in touch with someone and get results when they were unsuccessful at doing the same for so long – just a couple of examples which have enabled me to keep clients satisfied.

You’re out of luck if you’re looking for secret tips from Tony Robbins. Instead, I humbly offer suggestions that have worked for me over the years and have enabled our company (as many here share these philosophies) to maintain a high level of customer service:

Get results: It’s the primary reason your clients are with you. If there are no results, there will be no clients to provide customer service to. (Flattering the client only gets you so far.)

Understand how each client communicates: This is of growing importance as the workforce employs different generations of workers who prefer to communicate in various ways. The rule of thumb: If you’re the vendor, communicate with each client as they prefer. This is how you make yourself convenient and responsive to their needs. After all, they’re paying you to work for them.

Do not use email as a primary way of providing customer service: Yes, it helps, but I view email as, primarily, a means to get things done. Face-to-face interaction, phone conversations etc. are what help solidify and grow client relationships. I enjoy the flexibility email provides, but no one should underestimate the power of a phone call or meeting.

Always be pleasant, but get to the point: Pleasantries are appreciated, but everyone works frighteningly fast and although you have a great relationship with your client, they don’t want to read (rather “weed”) through your novel-length emails or listen to 10-minute phone messages. Make your statement and move ahead. And please, avoid being a repeat “email forwarding” offender. If you’ve done the legwork and need a question answered, do not forward email threads to coworkers and clients stating “see below” and expect a timely response – if any response.

Ask if you’re doing a good job: It’s valuable to your client satisfaction levels. It doesn’t have to be a formal affair. Just ask them, “Are you happy with us?” You’ll learn if they’re happy or if there’s an issue you need to address to improve the relationship.

Be the expert: Nothing’s more frustrating to a client than having them feel as though they’re having to tell their hired expert how to do their job. While it’s a working partnership, never forget that they’re looking for your advice and ideas and that, ultimately, your job is to ease their pain and help them succeed.

Just as in the hospitality industry, responding to guests (i.e. clients) is at the heart of great customer service. Moral of the story: communicate!

Amber Stidham is the Director of Strategic Planning at Imagine Marketing
Contact Amber at astidham@imnv.com

Pickiness is next to…annoying?

This morning I’ve been cleaning up some leftovers from reconciling our VISA bill. As the Company Mom, I do the cleaning up (I just don’t do windows). And because I seem to be the picky sort and these leftovers are costing us money, I get annoyed. I try not to let my annoyance shine through as I deal with the people/companies involved. Sometimes it’s hard, but I’ve found that if I am clear in stating my concern and in making a specific request, and maintaining a high degree of professional “niceness”, I get done what needs to be done.

In the overall scheme of things, if I let it ride, it would only cost our company a few hundred dollars. Only a few hundred? Our CFO, Jeff, probably just fell to the floor gripping his chest for that one. But it seems this is what some companies count on, the “only a few dollars or cents” mind set, that we are too busy to be either dollar foolish or penny wise. (For those of you younger than 35, it’s an old saying from when pennies actually were worth something.) In this economy, it might seem foolish to waste time tracking down the pennies, even when they add up to dollars. After all, isn’t our time worth more than that?

Yes and no. Our time is worth every penny we put into it and every penny we receive back. While some corporations might be cavalier in how they spend their money—and ours—we can’t be. We owe it to ourselves, to our vendors and especially to our clients to pay attention. If we are so nonchalant that we are struggling to make ends meet, or if we don’t care that we have been over-charged because we can simply pass it on to the client, we just wrote ourselves a ticket to failure.

This past year (has it been a year already?) our country, indeed much of the world, has struggled to make it through one of the biggest down-turns in decades. The horror stories of businesses closing, lost jobs, foreclosed homes and displaced families continue even now, even as a glimmer of economic recovery peeks over the horizon. We at Imagine Marketing can look with pride at what we’ve accomplished in the past year, and that many of our clients have continued to move forward with our help. Our vendors remain loyal and continue to provide quality products and service to their customers, keeping them in business. It’s a balancing act to be sure, but it’s working.

So I will keep poring over the statements, examining the invoices, making the phone calls and expecting phone calls back. If a client calls to find out why a certain item is included in their invoice, I will do my best to explain it or at least pass it along to their account executive for clarification. And we’re going to continue to be penny wise and dollar wise, as we move into 2010, still going strong and still offering our clients the best service we know how.

Sue Burkholder is the Company Mom for Imagine Marketing.
Contact Sue at sburkholder@imnv.com

Contact us, but not really

Have you ever been at a networking event and asked someone for their business card and, in place of their contact information, were given a clue to a scavenger hunt? Chances are your answer is no – and for good reason because the point of networking is to develop new contacts that hopefully will turn into business leads, and you can only start off this type of relationship with being easily accessible. So, the serious question is this: if you wouldn’t make it this difficult for someone to contact you when you first meet them in person, why would you want to make it difficult to get the same information from your Web site?

Often what I find under the “contact us” link on many Web sites is an obscure form that limits what I can say, and I have no idea who will receive it once I hit “send.” Recently I read a blog entry by marketing heavy-weight Seth Godin (a blog I would recommend subscribing to) that hit on this same issue. In his article Godin says, “E-mail contact is like a first date. If you show up with a clipboard and a questionnaire, it's not going to go well, I'm afraid. The object is to earn permission to respond.”

When I go to a Web site and am forced to hunt for contact information and am unable to easily find a phone number or e-mail address, I often find myself looking for an alternative company that offers a similar service, especially if I haven’t already built a personal relationship with the company in question. Most Web sites are built with the hope to engage visitors enough to pick-up the phone, but if this information isn’t easily found, it makes all the effort in creating a great Web presence null and void.

The best thing a company can do is to make sure both an email address and phone number is listed under the “contact us” page on its Web site. Having an e-mail or phone number listed in small font at the bottom of every page isn’t such a bad idea either. If the e-mail address listed is a generic contact such as info@abccompany.com, make sure someone is checking these e-mails on a regular basis and responding to any non-spam e-mails. An account like this may attract a lot of spam, but your Web site developer should offer some tips to make it more manageable.

Megan Lane is an Account Executive at Imagine Marketing.
Contact Megan at mlane@imnv.com/

Lessons in leading through serving

For the past nine months I have been part of the planning committee for a Christian community event called Free to Worship. The concept was to bring together Christian churches throughout the valley for a half-day event to worship through music. On Saturday, Sept, 19, over 1,000 people of all ages, ethnicities and Christian denominations came together to watch 11 bands perform. It was an amazing day and a lot of work, but very humbling at the same time. It was after everyone had left that I learned a lesson that can be easily applied to many areas of my personal and professional life, especially areas where I am called to lead.

After being at the Clark County Amphitheatre for well over 12 hours, completely exhausted but pleased with the outcome of our efforts, I – along with the other 10 or so people that had worked so hard in the 100 degree-plus Vegas weather – was ready to go home and crawl into the comfort of my own bed when we found out the cleaning crew had left. This was the crew hired to pick up trash, empty all the trash bins and deposit all the garbage into an off-site dumpster, and clean the greenrooms used by the bands – all tasks that had to be completed before we could leave the venue. So, before the high of putting on a successful event could even truly sink in, the realization came that it was up to us to clean the facility. As I was mopping up gooey puddles oozing out of a leaky trash bag left on the greenroom floor, I began to laugh. I realized the best leaders are the ones that serve others. This isn’t a complicated lesson, but it’s hard to understand when our lives are wrapped up in titles, positions and power.

So, what does it mean to lead through service? It’s leading by example and not being afraid to get your hands dirty just because the title on your business card or job description might not imply or include specific tasks. People are more willing to follow a leader who not only lives by example but ultimately strives to provide for the greater good of the group without letting their ego get in the way.

Next June I will become the president of the Las Vegas chapter of the International Association of Business Communicators (IABC/Las Vegas). I am excited by the challenge but admittedly scared by the title. I am one of the youngest members of the organization and often wonder how I am going to get these people to follow my lead. I am starting to realize it’s not about getting anyone to follow me, it’s how I can serve my fellow board members and ultimately the members of IABC/Las Vegas. This is such a backwards philosophy to how so many organizations are run, but it feels so right.

What would happen if, in every role we had, big or small, leader or follower, we focused on serving others rather than getting them to follow?

Megan Lane is an Account Executive for Imagine Marketing.
Contact Megan at mlane@imnv.com.

Don’t let panic alter a solid formula

2009 has been especially hard on the restaurant business. Since becoming empty-nesters, my wife and I eat out more than we used to. In some ways, it’s cheaper than eating at home, especially with the proliferation of coupons and two-for-one deals that are one positive byproduct of the New Economy, at least from the consumer standpoint.

Unfortunately, many of our favorites are no longer with us. One night, a few months ago, we drove to three different establishments, only to find each one dark and empty. These were all mom-and-pops, a sector that has been particularly hard hit. By the time we pulled into the parking lot of the last one, it was time to give up and go home. It would have been comical if it weren’t so depressing.

Another time, we drove up to Carlos’ Mexican Café in Boulder City to satisfy our craving for the greatest fish tacos in the world. We had been talking about it and looking forward to it all week. As we headed down Hotel Plaza and noticed the dearth of cars surrounding the café, we experienced that familiar “oh-oh” moment. Sure enough, one glance through the window revealed the by-now familiar scene of chairs stacked on top of tables and fixtures piled haphazardly in the corner. Sadly, we’ve never found a replacement for those halibut delicacies. If you know of any, please don’t hesitate to contact me. We’ll drive for food.

The larger chain restaurants are by no means immune either. Last year, I tried to order a side of chili at Chili’s, only to be told they were out of it. Marketing note: If you’re going to name your place after a certain item, please make sure the item is always in stock. I had a sneaking suspicion that something was wrong even then. Sure enough, most (if not all) of the local Chili’s are gone.

More recently, one of my lunch stand-bys bit the dust. Evos, a healthy fast-food diner just down the street from our office, was always my fallback place when I needed a quick, guilt-free meal. Their baked chicken fingers and fries were always crisp, never soggy, and satisfied my craving for fried food without all the grease.

A few months before closing up shop for good, they changed their name to “Fast and Fresh” – or something along those lines. That was part of the problem. It sounded too much like “Fresh and Easy.” Not only that, but people naturally assumed they had changed hands, even though it was still under the same management. To make matters worse, they messed around with the menu. Some things were better; a lot of things weren’t (like their chili. What is it about chili, anyway?). They also got rid of their ketchup bar (which included mesquite and fiery hot flavors) and their excellent selection of organic iced teas.

The first day I walked in after the change, I knew it was their death knell. Not because I’m psychic, but because they allowed panic to alter what I knew to be a solid formula. Admittedly, as an outsider I had no knowledge of their financial situation. All I know is that changing the name and menu is a risky move even under the best of circumstances. You spend a certain amount of time building a reputation, an identity and a storehouse of good will, only to eliminate it overnight. This decision did not seem to be well thought-out, and the subsequent customer drain hastened their departure.

So, my favorite restaurants have dwindled to a precious few. The economy seems to be improving in some areas, so I hope they can hang in. In the meantime, when you send me suggestions for fish tacos, please drop in a couple of recommendations for baked chicken fingers. I’m really struggling here.

Brian Rouff is the Managing Partner for Imagine Marketing.
Contact Brian at brouff@imnv.com.

We are journalists who just happen to work in PR

A few weeks ago our Media Relations Department received a great compliment from one of our contacts at a local publication, who told a client of ours: “We like Imagine Marketing because they know how to write newsworthy releases.” This person also said they just toss releases from some local firms because of the poor quality.

This compliment was so meaningful because producing newsworthy content is something we in the Media Relations Department strive for every day – sometimes even to the point of receiving teasing for my unyielding adherence to the AP Stylebook.

So why is it so important to our firm to produce newsworthy content? There are several reasons, actually, but here’s a few:

· Providing media contacts with newsworthy story ideas, which is all they’ll accept anyway, builds trust. Anyone our firm has worked with at any point in time in the past knows that we aren’t going to waste their time. We understand they receive hundreds of PR pitches every day or every week and, if we waste their time, they will no longer give us, and as a result – our clients, the time of day ever again.

· Writing press releases in AP Style and inverted pyramid format, which is the style our media friends write in, makes it easier for them to find the most pertinent information fast. They won’t recognize the newsworthiness of a press release if it’s written so poorly that they can’t quickly find the relevant information (because they won’t read it to the end to figure it out).

· Newsworthy press releases and story pitches give our company, and thus, our clients, credibility in the eyes of the media. Because they deal with tons of PR people all the time, many members of the media don’t always have a favorable view of our industry. However, newsworthy information written concisely and in their style demonstrates that we “get them” and aren’t here to waste their time.

· Newsworthy media pitches referencing hot topics show our media contacts that we know what’s going on in the world and in the community and will actually be worth working with.

· And finally, by combining all of the aforementioned reasons, pitching only newsworthy content builds good will. Although it doesn’t happen often, we do sometimes have to go back to our media contacts and, regardless of who’s to blame, take responsibility for a mistake – a mistake that publicly, our media contact will probably end up taking the blame for. In these situations, we have to draw from our “good will” bank account and, fortunately, there’s plenty of good will left to keep our relationships strong.

Really, as our founder D.J. Allen always says, “We are journalists who just happen to work in PR.”

Melissa Rothermel is the Director for Media Relations for Imagine Marketing.

Contact Melissa at mrothermel@imnv.com

Follow the leader or follow the rules?

Lately I have tried to be more aware of what’s going on around me, especially when on the road. Which leads me (albeit ambiguously) to the question, do we need to only be conscious of life’s rules and try to live by them, or do we need to be proactive in following those rules? The same question can apply to marketing – do we just follow the rules or are we proactive in our quest to provide our clients with the best we can?

As I left for work, I saw a driver actually smile as we executed our car ballet through a six-way stop. Why was anyone smiling at 7:15 a.m.? What did he, or any of us, have to smile about? Well, probably a lot, no matter what our present circumstances. Do we carry that smile into our customer service? I hope so, because a smile is an invitation to connect – either as a part of the morning commute, the human race, or in our case, in creating a vital relationship with our clients.

I noticed lots of dog walkers, and I wondered if they had their little blue bags with them. Not only because the law says so, but because courtesy dictates it. Do we care enough about those around us to “clean up the droppings?” Do we shrug away rude behavior as “what do you expect?” or do we work overtime to overturn the rudeness that we experience, and not simply reflect it back?

It’s easy to break common sense traffic rules on the way to work. I stopped for quail crossing the road, irritating those behind me. I wove in and out of traffic to get a little bit ahead of those not quite going the speed limit. While I know it’s not a good idea to brake for animals, some rules seem made to be broken, and I think missing the quail is one of them. But I knew I probably wouldn’t get to the next light any faster than the cars I passed, so why did I try? Like passing those slow cars, do we feel the need to rush, to be first, causing us to take short-cuts with our clients, or be impatient with our vendors?

How many rules do we break when dealing with our clients? Little rules like showing up on time for a meeting or not returning a phone call right away are easily broken. But what about the big rules such as meeting deadlines, accurate billing and honest communication with the client, even if it’s not quite what they want to hear? Breaking those kinds of rules will bring a marketing firm, and their clients, down faster than…well, fill in the blank. At Imagine Marketing, the rules have been etched in stone (okay, brass) in our mission statement, vision and values that were established as the foundation of Imagine Marketing.

At the freeway off-ramp, the first car in line didn’t move when the light turned green. What were they waiting for? Not paying attention? Or maybe they were acknowledging the inordinate number of red light runners, waiting those few extra seconds that could save a life.

I believe that in our business, while it may seem that we need to work at break-neck speed, be the first, get the most, ignore the obvious, taking the time to wait a few seconds can do wonders. Maybe it won’t save a life as it would at the traffic light, but it might save an account, a relationship or a valuable contact by just taking a metaphorical breath before jumping out into traffic.

Sue Burkholder is the Company Mom for Imagine Marketing.
Contact Sue at sburkholder@imnv.com

With true partnerships, anything is possible

Over a year ago our firm identified a need in the marketplace for organizations to be able to produce cost-effective commercial-like videos that could be used to tell a story in a fun, creative, thought-provoking and, sometimes, tear-jerking way. As a result, Imagine Marketing launched Imagine Shorts, a service creating highly targeted branded entertainment videos to help clients reach their targeted audience in a creative new way.

By partnering with talented video production teams (many who have been involved with our firm for years) we are able to provide the highest quality product that is created with marketing strategy in mind. Fast forward to today. Despite the downturn in the economy and smaller marketing budgets, we are finding that developing videos for clients is more in-demand than ever before, especially with the strong upswing of social media and branded entertainment marketing.

DESERT COMMUNITY BANK:
I have had the opportunity to work with a few of my clients on developing shorts to assist in reaching their marketing goals. One of these projects was the Desert Community Bank, “Money Under the Mattress” shorts. We met with the bank last November, and they explained that they were searching for a way to differentiate themselves from other banks in the valley, especially during the uncertain times in the banking industry. They wanted to communicate the bank’s commitment to customer service and security. After a creative meeting with our team, we developed the idea that would eventually grow into a three-video campaign starring Desert Community Bank president, Jim Howard, as a miniature version of himself who resides under a couple’s mattress. The short have been distributed virally through e-mail, social media tools like Facebook and YouTube and are also on the bank’s Web site. The videos have also been the subject of a few news articles.

NEVADA STATE COLLEGE: Another project that we are proud of is the testimonial shorts created for Nevada State College. The college is in the process of redesigning its entire Web site and wanted to supplement the site with student, alumni and faculty profiles that would tell the story and share the spirit of the school. When we initially met with the college, they showed us samples from other schools. The sample videos came from well established institutions that have beautiful campuses and programs that have been around for decades. Because Nevada State College is a young school, focusing on campus shots presented a huge challenge. As we began interviewing subjects for the video, it became clear that what we lacked in scenery we made up in people. The stories students, alumni and faculty shared with us were not only inspiring and interesting, they were relatable on many different levels. By utilizing the creative vision of our team, as well as our video production team, we were able to create testimonials that truly speak to the heart of the college. These videos will be an integral part of the college’s recruiting strategy in the next year as we find ways to take the existing footage and repurpose them for advertising, recruitment and presentation needs.

The most important lesson I have learned through the process of these two projects is that when we are able to partner with clients and really understand what they need, and they are willing to trust our strategic thinking and creativity, anything is possible.

I enjoy the process of creating shorts for clients from beginning to end and am looking forward to many more projects in the near future.

Megan Lane is an Account Executive with Imagine Marketing.
Contact Megan at mlane@imnv.com

Goal setting: does it have its place? I think so.

Ah, goal setting. What a helpful, glorious idea – even if it doesn’t always seem like it.

I’ve been a goal setter all my life. For the past several years, when the mood strikes me, I sit down about once a year and begin listing my goals. (Last year I discovered, when looking at the dates of all my previous lists, that I always do this in September. Something about fall coming inspires me I guess.)

Sometimes creating these lists is exciting. I begin looking forward to all the things I’m going to do in the upcoming year or two. But sometimes, it can be frustrating – especially when certain goals make an appearance each year, reminding me that another year has passed without completing a goal I’ve already had for so many years.

One of those reoccurring goals has been: “Earn my second degree black belt.” In fact, it’s been on the list since I earned my first degree black belt six years ago.

Each year, as I again write “Earn my second degree black belt” I feel a little pang of regret. By now I should be testing for my fourth degree – not my second! And so it goes.

The same can begin to happen in our jobs, businesses or organizations. We begin our journey full of goals, plans, dreams and ideas.

Increase ROI
o Determine what’s working and what isn’t. Do more of what’s working and less of what isn’t.
o Establish a marketing plan
o Create a more efficient billing system
o Attend more networking events
o Reach out to more potential clients
o Invest more money into myself and my team
o Join a new professional organization

Sound familiar?

But as the dust settles and we get into a rhythm, it’s easy to let those goals slide, especially if things are going “OK.” Suddenly having some down time looks a lot more appealing than adding more things to your plate – or your company’s plate.

However, how long is “OK” going to cut it for you and your team? What happens if the economy takes a further plunge – like we’ve all recently witnessed? A lot of companies that were doing “OK” are now out of business.

At the beginning of this year, for some happy reason, I decided I didn’t want to face another September of “shoulda, woulda, coulda” and started in on actually checking things off my list.

Skydiving (been on the list since high school) - Check
Go to El Salvador with church (same) - Check
Earn my second degree black belt (six years) - In the process of being a Check

Although the last item is not a “check” yet, I did complete my pre-test for it last week with the hopes of testing for the belt (finally) in October. Regardless of whether I pass the October test, I know my preparation for the pre-test – and the test itself – has significantly increased my skill and also inspired me to begin eating better and get into better shape so I can actually make it through the test.

So as I look at my list this month, I don’t feel that usual pang of regret. Instead I’m wondering, “What new goals should I establish?” And I’ve gotta tell you, that feels good.

Do you have goals for yourself or your business that have been on your list a little too long? If so, what time is better than the present to begin moving forward on accomplishing some of the goals?

Carpe diem!

Melissa Rothermel serves as the Director of Media Relations for Imagine Marketing.
Contact Melissa at mailto:mrothermel@imnv.com.

Recycle your PR

Making the most of what you’ve got is always important. This is especially true these days.

If you are creating new releases to promote your company to media, here are a few quick tips that will help not only extend the life of your PR efforts but help you grab a little extra attention while you’re at it.

Post releases to your Web site: If you haven’t already, add a “news” section to your site and regularly post fresh articles to it. Not only will this enhance your site’s search engine optimization rankings, but it gives visitors a reason to come back to your site on a regular basis.

Hyperlink your e-mail signatures: Most of us already include our primary company Web site address in our e-mail signature. It’s time to beef it up. If you’re regularly updating your site with newsworthy content, regularly update your e-mail signature to include a headline, of sorts, that hyperlinks directly that article on your Web site.

Create news release one-sheets or order reprints of published pieces: Having media publish a glowing story about your company is like hitting a marketing gold mine. Take that story and share it with your other contacts who may not have seen it in the paper or on TV. Include copies of the piece within your sales kits and proposals. Post a link to it on your Web site and hyperlink your e-mail signature to it. If your story wasn’t published, create a news release one-sheet with your logo on it and continue to use in the same fashion for your sales kits, etc.

Post article/TV spots to your social networking sites: Your social networking sites are the perfect venue to post PR successes. Engage your community of contacts by posting your PR successes and news releases online. You’ll be pleased to see their response.

Turning a news release and successful PR opportunities into a multiple use piece for your company is easy to do if you’re willing to venture into new marketing territory.

Amber Stidham is the Director of Strategic Planning for Imagine Marketing.
Contact Amber at astidham@imnv.com

Bring value to yourself now, in the future by building relationships

Since the dawn of what we’ve come to call the “New Economy” in 2008, not a week goes by that I don’t get at least one resume crossing my desk. These are from people formerly employed by ad agencies, marketing firms, graphic design houses, public relations companies, media outlets, print shops and related fields. Most are local, although some come from as far away as the east coast. Many of these folks occupied high-level positions at their respective firms. I’ve interviewed more than a few, although “interviewed” isn’t exactly the right word. I let them know up front that we’re not hiring at the moment, but things could change at any time. So “meet and greet” is probably more like it.

Here’s what I’ve learned. Some of them are impressive individuals. In better times, we’d be talking seriously. (Of course, in better times, they probably wouldn’t be looking for work.) Most, if not all, have a tremendous amount of industry-specific knowledge. The graphic designers, for example, all have nice portfolios. One woman I spoke with knew more about print production than anyone I’ve ever met. A few former media reps have engaging personalities and appear to be highly motivated. All good things.

But. Only a handful have what we as a company really need. And that’s access to prospective upper echelon clients. Now, I don’t mean to say that any new Imagine team member needs to come with a stable of ready-to-roll clients in tow. But it would be helpful if they were a couple degrees of separation away from a few movers and shakers.

Instead, I’ve discovered that most of them sat in an office or cubicle and performed their jobs admirably. No more, no less. It never occurred to them that part of the value they bring to an organization is in the relationships they’ve built and developed over the years. The print production woman I referred to earlier never actually met any of her clients. It’s a shame.

So here’s my two cents worth of unsolicited advice: If you’re still gainfully employed (and, as a friend of mine likes to say, “If you’re working, you’re winning”), make it a habit to get out more. Tag along with the account reps. Schedule a lunch or coffee or drinks after work with a client or prospect. Check out a networking opportunity. Turn yourself into a resource. It’s not too late. Until it is.

Brian Rouff is the Managing Partner of Imagine Marketing.
Contact Brian at brouff@imnv.com.

The Good, The Bad, The Ugly

Perception of ourselves and others is as powerful as it is delicate. It is governed by the information that is presented. Everyone processes things in different ways. Marketing is the delivery of information in a way that everyone will understand and empathize with.

A few weeks ago, there was a day I too learned that being good, when faced with bad, eliminates the ugly.

The Good: July 27 - 12:30 p.m.
I was truly pleased when my friend Kendra Perry called me to see if I would contribute my time to a group of kids in an after-school program she was running. They were working on comic books this summer to promote literacy. The kids were very receptive and had a lot of fun. I’ve always felt that the act of creating art is an effective way to exercise the trouble shooting portions of the mind. Actively creating art improves decision making skills and builds confidence.

The Bad: July 27 - 3 p.m.
Later that same afternoon, I was scheduled for a root canal repair. I was prepared for drama. Everything was fine until half way through the procedure. As he was drilling and grinding, he kept squirting blue liquid into the hole in my face. Suddenly the syringe cracked and the liquid poured directly into my nasal cavity and left eye. At first I felt a drowning sensation but then it began to burn. I heard the doctor say as I rose to my feet in pain, “That stuff is pretty much Clorox! Are you okay?” For whatever reason I felt a need to make him feel at ease immediately. Thirty minutes of rinsing and gargling, I returned to my dental chair all the while trying to let them know I was not angry and that I understood it was equipment failure and a rare occurrence. I immediately evaluated my impression of the doctor: his excellent bedside manner and empathy during the process before the syringe broke and after, and the fact that it clearly wasn’t intentional or avoidable. He even went to the extent of calling my Lasik surgeon to make certain my eye would be okay. I headed home.

The Ugly: July 27 - 5:50 p.m.
On my way home I noticed an accident. The damage was significant to both vehicles. A man stumbled out of the smaller car and went into the back seat to reveal a baby carrier. Hands bloodied he pulled the baby out of the vehicle and stumbled toward the sidewalk. I pulled over and ran down to them as I called 9-1-1. The man was clearly in shock and appeared to have two broken thumbs. The baby seemed to be fine. The dispatcher had me check the child and give her a synopsis of the situation. After running into the Walgreens nearby, I handed out cold drinks for all the accident victims since we were in Henderson in July and, thus, it was about 110 degrees. I got into my car and left once the firemen arrived. Why is this ugly? The entire time this was happening, other people in vehicles surrounding the accident were honking and annoyed about the traffic jam.

Is it honest of me to think that I am doing as much as I can for my community, just because I contributed an hour of my busy schedule to some inner city kids when there are others who contribute so much more? Did I react civilly to my dentist because I wanted to be seen as a calm and understanding guy? Am I better than the angry “honkers” because I pulled over to help others in an accident? Isn’t it likely that they regretted the honking once they discovered the reason for the delay as well as noticing that a child was involved in the accident?

Regardless of all these instances, the most important lesson to learn is that most people are innately good, and when problems arise, it’s typically the result of unfortunate circumstances. This is why we should all take a moment to take a step back and assess a delicate situation from all sides before we pass judgment. Empathy is key.

Alex Raffi is the Creative Director for Imagine Marketing.
Contact Alex at araffi@imnv.com

How to treat a client

Recently, Brooke Borg of Lubbers & Borg Attorneys paid us the ultimate compliment: “You guys make me feel like I’m your only client.” In more than 30 years in this business, that might be the nicest thing anyone’s ever said to me. It’s certainly the most meaningful, because it indicates we’re doing our jobs.

We’re in a unique position at Imagine Marketing. At any given time we’re either serving clients or we are the client. Sometimes the shift happens in mere moments. We need to be comfortable wearing many hats. When we deal with vendors, media reps, editors, publishers and the like, the tables get turned because we’re on the receiving end of customer service. That’s the reason we tend to stick with the same relationships unless someone repeatedly drops the ball. It’s like going to your favorite restaurants. Why risk making a change unless absolutely necessary?

I don’t think we ask for much. When we’re on the client side, here’s how we like to be treated:

• When we leave a message, please get back to us in 24-hours or less. I don’t think that’s too much to ask.
• Don’t make excuses or throw someone else under the bus. If you make a mistake, please admit it and fix it. Everyone messes up; it’s how you handle it that counts.
• Respect our knowledge and experience. You don’t always have to agree with us (because, believe it or not, we’re not always right), but let’s keep things civil and professional.
• Work with us. Sometimes we need a rush job or something picked up. We’ll try not to take advantage of your good nature. But the occasional “extra mile” really helps.
• Tell the truth. If a particular job will take seven working days, don’t tell us “five.” We’d rather you give us the bad news up front so we can deal with it.

That’s about it. This is how we treat our clients and how we like to be treated in return. In today’s New Economy, it’s absolutely essential to provide better client service than in the past. Retention is key. Don’t give anyone a reason to look elsewhere. If you can make every client feel like your only client, you’ll be way ahead of the game.

Brian Rouff is the Managing Partner of Imagine Marketing.
Contact Brian at brouff@imnv.com

PERSONAL PUBLIC OUTREACH CAMPAIGN: Making yourself invaluable

In my profession, I have the unique opportunity to talk with “big wigs” and be among “the people.” Most of all, I have the opportunity to be a part of both sides to every story. Right now, the story everyone is talking about is their frustration at the workplace.

I consider this blog a public service announcement to help my fellow “people” and share with you precisely what employers are thinking and how it may impact your job (primarily if you’re working at a small business like so many of us do).

There’s a common grumbling from both sides.

SIDE ONE: Business Owner/Director – “We’re not going to survive until everyone takes ownership in this company. Where is the ‘whatever it takes’ attitude? Do they understand we all don’t take home paychecks unless we all work together to make this happen?”

SIDE TWO: Employee – “Why is my boss asking me to do things that are not my job? I’m already on a reduced salary. There’s no incentive to me to do more for less.”

I know it’s difficult to hear, but there IS an incentive to do more. The incentive? Job security. This is why making yourself invaluable is absolutely critical to you today.

Here’s the part I get stirred up about: While listening to employers tell me their frustrations over the last eight to 12 months, I’ve been most concerned about their perception of their staff. Instead of telling you their frustrations, I’ve opted to list suggestions on how to create a sense of “security” in their mind when it comes to your employment with them.

If you have financial responsibilities – which is likely everyone reading this blog – there is no worse mistake to make at this economic time than to overlook the need to make yourself invaluable at your place of work.

Create your own personal public outreach program to give you an added sigh of relief when it comes to your job.

Here are small, yet impactful, tactics you can take:

• Embody the “it takes a village” vs. “it’s not really my job” philosophy. These days, no one can afford to have a sense of entitlement. Do your best to take on new work, new challenges – even if it means picking up copy paper at an office supply store. You WANT to be wedged into every possible nook and cranny of your business.
• Get out more. If you want people, including your employer, to take you more seriously, you need to be involved. I suggest connecting to an association related to your trade, a group that can generate business leads for you and at least one charity cause you can sink your teeth into. Church groups and knitting classes are great, but won’t do the job you’re looking for it to do at the workplace.
• If you’re not the one hustling for business, then make certain you are hustling to be a team player in EVERY other way. Do not isolate yourself. Good professionals bring a company money, relationships or a constant flow of ideas. Invaluable employees do all three.
• Be an idea machine. This is especially important if you work as a “specialized” professional, as oftentimes you are (unfortunately) perceived as simply a producer – someone considered “a dime a dozen.” Set aside time each week to brainstorm ideas that can help your company, even if they’re not related to your department. How can you improve processes or results at your company? Employers will love you. They will love you even more if your ideas are easy to implement, low cost and help save the company money.
• Expand your skill set. There are hundreds of people vying for your job right now, and you don’t even know it. People who are hungry for work, are more experienced and have a handful of skill sets you don’t are sitting at the forefront of your employers’ minds as we speak. The more diversified you make yourself (be an innovator), the less likely your employer will think about ever letting you go.

Amber Stidham is the Director of Strategic Planning at Imagine Marketing.
Contact Amber at astidham@imnv.com

If It Fits…

I had a few opportunities lately to observe how things fit—primarily with elderly women driving really big cars, and not being comfortable with where they are on the roadway. But it got me to thinking about how we fit into our world, or how we want the world to fit us.

Most of our internal conversations are concerned with “fit.” Do my clothes fit? Does my car fit my image? Does my job fit my abilities? Does my partner fit my ego? Does my religion fit my spiritual needs (or do my spiritual needs fit my religion)? Do my friends fit my lifestyle? Does my lifestyle fit my budget?

It seems our quest is to be comfortable, to not have things constrict or bind or interfere. If the pants don’t fit—and I’m assuming a weight gain here—put them to the back of the closet and buy some more. If the job is boring or unfulfilling, get another one. The minister makes you uncomfortable on Sunday mornings? Find another church. Friends don’t make you happy? Look for some new ones. Budget too tight? Use a credit card.

This sounds pretty grim and cynical, doesn’t it? But just how comfortable have we become? Or should I say complacent? We are a nation of wonders and wealth. So much of our focus is on gaining more … whether it be money or cars, friends or free time, titles or tax credits. So when do we start giving? When does our “fit” become a little too tight, a little too uncomfortable, and when do we start to look at the bigger picture, to see what is pressing in on us? When do we decide to let out the seams of our comfortable lives and expand a little?

The Imagine Marketing team has created a role in the bigger picture, both personally and professionally. Individuals at our office give back to their communities in many ways by volunteering in areas that will create a better world—traveling to Central America on a medical mission, helping to clean up the environment, participating in the Race for the Cure or autism awareness functions, being an advocate for a child, finding ways to bring hope to an adult or by being a part of the world-wide community and all that entails. They volunteer their time by sitting on governing boards of organizations focusing on better lifestyles for everyone, or they participate in “hands-on” projects. They volunteer their time in churches and in social ministries to feed the disadvantaged. They create awareness through their gifts of art and writing.

The Imagine Marketing team has had the opportunity to work together with some of our clients to help bring awareness to the community, to change lives and to make a difference. Our monthly newsletter has a “Get Connected” column that shows how you too can take action, either by connecting with one person at a time or one world at a time. Take a little of your time to click through the links and see what is out there that you can do. It’s worth it!

Sue Burkholder is the Company Mom at Imagine Marketing.
Contact Sue at sburkholder@imnv.com

"More White Space"

Here at Imagine Marketing, we like to think we’re a different kind of marketing firm. I know everyone says that, but we back it up every day.

What makes us different? Our attitude, for one. Even in these challenging times, you’d be hard-pressed to find even a hint of negativity among our team members. We call it “realistic optimism,” and it’s something our clients, strategic partners, vendors and prospects can’t help but notice. Some of them even find it refreshing.

In the areas of graphic design, public relations, copy writing, strategic planning and overall creative thinking, this is the best group of people I’ve ever worked with. And that’s saying a lot. I’ll stack our quality, our follow-through and our communication skills up against any organization in any field. Can we improve? Sure. We’re still a company in progress. There’s no complacency around here.

Here’s another thing. We do what we say we’re going to do. When founder D.J. Allen said he wanted to write a book about coaching, business and life with Coach Lon Kruger, he made sure it got done. The result is the “Xs and Os of Success,” one of the best books of its kind. Read it and you’ll understand that success doesn’t happen by accident.

Likewise, when the Imagine team said they wanted to establish a video division, they did it. If you’ve seen any of our “Imagine Shorts,” you’ll know why I’m so proud of their accomplishments.

On our staff, we have a nationally-known award-winning editorial cartoonist, a best-selling novelist, a respected golf columnist, two MBAs, a slew of outstanding public speakers, and a company Mom to keep us all in line. With a group this talented, you should sit in on one of our brainstorming sessions. In fact, consider this your invitation. The door is always open. It’s the most fun you can have at the office. It’s the reason we got into this business in the first place. Not art and creativity for its own sake, but in the name of commerce and results. We’re good at striking just the right balance.

Okay, I’m done bragging now. Except for this – A few years back, we decided that Imagine produced so much funny, quirky material, it could be its own sitcom. Rather than waiting for some Hollywood honcho to discover us, we wrote our own script, “More White Space.” While it generated some L.A. interest and even took top honors in a script-writing contest, you won’t see it on TV anytime soon. But I’m confident it will get filmed, even if we have to do it ourselves.

In the meantime, here’s a link to the script. It’s based loosely (extremely loosely) on the people and events at Imagine Marketing. I hope you enjoy reading it as much as we enjoyed writing it. Let us know what you think!

Brian Rouff is the Managing Partner of Imagine Marketing.

Contact Brian at brouff@imnv.com

Real Estate Taught Me About Business

Similar to Batman’s multiple career roles, when I am not spending my time as an adman in Las Vegas by day, I spend my nights and weekends as a Realtor around town.

Needless to say, it is amazing how many business lessons and sales tactics you can learn from working in real estate and how those tactics can be applied to other business industries. Here are just a few examples:

Strong Communication – A simple success strategy in business is to have open communications with clients and peers. If you are working with a client, be sure to keep them updated on the process as things progress. Leaving them in the dark (even when you are working hard) can give the perception that nothing is happening. Keeping clients in the loop is instrumental in your long-term success and top-of-mind awareness. Remember to do this not only to your customers, but with your business peers and partners as well. Good communication helps the relationship move forward a lot smoother.

Make a Promise and Keep It - If you say you are going to do something, DO IT! There have been so many instances where I am given false promises about deadlines and processes, and in the end they never happen. When things come up or deadlines need to be pushed, just be honest. Referrals and future business are earned by your performance.

Be Clear, Simple, and Prepared – What better way to work with a client than to make everything as streamlined and easy as possible? One of my biggest pet peeves in real estate is the direction ability of agents. On several accounts I have followed directions to a property only to find that they are either very unclear or incorrect. I have had a few instances where the directions just say “go west on Charleston” (from where?) and then “turn right” onto a small obscure neighborhood street. This is just lazy business. The worst thing you can do in business is to have an interested buyer and then lose the sale because of a lack of preparation and clarity.

Present Your Expertise to Clients/Peers – If you are representing a client to help sell a product, make sure you work with them and give them your expertise. That’s what they hired you for. Your expertise will help them succeed. For example, I have tried to set up home showings with Realtors who relay me off to their sellers. In talking with the sellers, sometimes they only give a two-hour window on only one day in the week to show the house. Other times, I have had sellers say that if I were to come over right now, they would walk around naked in front of my clients. I even had one seller open the door as my client and I were standing in front of her house, and she said that she was doing yoga right now and it would not be a good time for us to view the home. This is after an appointment was already set up! It’s just bad business and could easily have been fixed if the seller’s Realtor had properly educated his client.

These are just a few simple tidbits I’ve picked up along the way. Just remember, to have a strong sales technique in the business world, you have to work hard and build a strong reputation.

Warren Buffett has a great quote I love and follow, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

Ehsan Kaveh is an Account Executive at Imagine Marketing.
Contact Ehsan at ekaveh@imnv.com

PERCEPTION MARKETING: Generate an image people are receptive to

Do you have days when you feel far less than satisfactory at the work place? I do. We all have some less-than-desirable personality traits to work on, but we all do our best to challenge ourselves to be better every day – although some days are better than others. Last week I had one of those challenging days.

After receiving the most respectfully honest feedback I’ve received in a while from co-workers, I thought to myself, “It’s time to hunker down and really work on my worst trait. Now is certainly not the time, personally OR professionally to neglect correcting my flaw.” (For flaw details contact my husband or work “family” – all of whom have known me for years and can easily answer your question.)

It wasn’t until this weekend, after updating our firm’s Facebook Fan Page, that it occurred to me to write this blog. There was an ad on the screen that said “Cartoon yourself” with a mugshot of Angelina Jolie and her cartoon “twin” mugshot, which, by the way, looked nothing like her. This got me thinking about businesses today and their perception marketing efforts. Does your perception meet the reality you are trying to create?

As cliché as it may sound, perception IS reality – or at least reality for everyone else but you. This is why, in today’s marketplace, businesses need to evaluate what their perception is among their own audience. What I mean is: How is your company perceived by others? How do you rank in quality, service, flexibility and more?

In today’s marketplace, companies must choose the perception they desire and make it reality to remain competitive in business. Make yourself – and your company – attractive to do business with. Your organization may have everyone’s best interests at heart. You may think you are doing all the right things to service customers. However, all of it doesn’t mean a lick unless your customers, or even your own co-workers (who deal with customers), feel the way you do.

People buy what and where they want from people they want to do business with, so be attractive and useful.

All this doesn’t mean you need a perception marketing overhaul. It’s simply a gentle nudge suggesting you evaluate the outside perception of your company. Perhaps it’s time to talk to your best “co-workers” (i.e. clients) and ask them what they think about your business. The feedback may be jarring at first, and let’s face it, no one wants to hear about their own flaws, but progress and improvement cannot be made unless we address our weaknesses and improve upon them. And in today’s economy, we could all use a little honest feedback to kick start improvement. (You may be surprised to find your client relationships improve after asking them for their qualitative feedback too.)

Our entire team is comprised of highly-talented, motivated, passionate marketing people. Still, despite all our successes, there’s always room for improvement – collectively and individually. I know I’ll be taking a deeper look into how I, personally, am perceived and try to work harder at being better – just as any professional or business should.

Amber Stidham is the Director of Strategic Planning for Imagine Marketing.

Contact Amber at

astidham@imnv.com

Conversations, Conservation, Communications

After my grandmother died in 1975, I found some 3-cent stamps tucked away in her desk. I thought it amazing that the cost of a first-class stamp had increased to only 10¢ in the 18 years since she had last used those three-centers. She had been a letter writer, and had no qualms about using stamps – no matter what the cost – on as many envelopes stuffed with as many typewritten pages as she needed to keep in contact with her friends and family.

Not me. My wedding invitations were sent with 5-cent stamps, but we cut our Christmas card list by three-quarters when stamps reached 10 cents. If my high school math is right, there has been a 1,467 percent increase in the cost of stamps during my lifetime. And with less expensive long distance calling, my letter writing has become non-existent.

But I’m not alone. According to the USPS 2008Annual Report, in one year the post office saw a decline of 9.5 billion pieces in their mail volume. Those decreases devolved to 50 million fewer work hours during the year, the equivalent of 25,000 work years.

Of course, postage costs aren’t the only thing that has increased over the past half century. Most of the basics and many of the luxuries have also skyrocketed. Added to that is a global awareness that our resources are finite and conservation – going green – is the new buzz word. How has that changed our communications and the way we do business?

Online banking has had a huge impact on how we do business. Despite the economic downturn of the past year, most people still do not tuck their money under their mattresses or walk to the utility company to pay their bills with cash. According to the 2008 Consumer Banking and Bill Payment Survey, over 63 million online households are now regularly using online bill paying services. Paperless statements are available through a majority of financial, retail and utility sites. Online purchase confirmations and receipts, whether for $25 or $25,000, are e-mailed.

Along with online banking is online shopping. In 2008, retail sales for the Top 500 online retailers reached $115.85 billion. During the same period, gross sales through e-Bay were $21.6 billion and $40.7 billion for retailers not in the Top 500. And the merchandise is more often delivered by carrier services rather than the post office.

Finally, how do we communicate these days? Letter writing is a waning art, perhaps even a lost art. We e-mail, blog, Tweet, post and text. Facebook, MySpace and Twitter (and two dozen other social networks) let us keep up with our 283 closest friends on a minute-by-minute basis.

Rather than compose a letter sharing a week or a month’s worth of moments in our lives, we send a two-line e-mail. Texting shorthand has destroyed our spelling. Traffic laws warn us about texting on the go, and future employers warn that what’s posted on MySpace (and its kin) stays on MySpace. We hit the send button a micro-second after realizing there is a misspelled word or it has been sent to the person we’ve just ripped to written shreds.

We live in a minute-by-minute world, and since our first postage stamps were issued in 1847, our communication platforms have evolved to a level our ancestors could not envision. At Imagine Marketing, the focus is on how our clients can communicate to make sure their message reaches all of their customers. New communication skills are constantly being learned and then passed on to our clients. And the Imagine team is having a lot of fun doing it. TTYL & hav a gud da.

Sue Burkholder is the Company Mom at Imagine Marketing.
Contact Sue at sburkholder@imnv.com

Everything I Know, I Learned from Advertising

I admit it. I’m an ad geek. All of us at Imagine Marketing are. Some of my earliest memories are of watching TV commercials (60 second black and white) on our old Zenith console. I can still recite the words to the Cracker Jack jingle or sing (off-key) the Rice Krispies song (“I insist that pop’s the sound…”). A well-written tagline, to my way of thinking, is more eloquent than a haiku. And it sells a lot more product.

The best TV and web-based spots are like little movies. Problem, solution, pay-off. All in a tidy 15 to 60-second package. Trust me, it’s harder to write short than it is to write long.

Sometimes ads can touch on universal themes that go beyond the product or service. A classic local Las Vegas campaign is for Al Phillips the Cleaner. Owners Phil and Mel Shapiro ended each commercial with this interchange:

Phil: "Mel, I want Al Phillips to clean every shirt in Las Vegas."
Mel: "How do we do it all?
Phil: "It's easy when you know your business."

Think about that for a moment. “It’s easy when you know your business.” Sure, it’s hokey. But that doesn’t make it any less true. Whether we’re talking about dry cleaning or orthodontics or, well, marketing, it sure helps to know what the heck you’re doing. Product knowledge. Customer relations. Communication skills. Industry trends. Internal systems and processes. Money management. The list goes on and on.

It’s like the best baseball players. Guys like Ken Griffey, Jr., make everything look easy. That’s because we don’t see all the sweat, hard work and endless hours that went into perfecting their craft. By the time we, as consumers, experience the final product, all we notice is how effortless it seems.

It’s a simple but important lesson. Know your business. And I learned it from a series of low-budget local ads. I’ll have more examples in blogs to come.

Brian Rouff is the Managing Partner for Imagine Marketing.
Contact Brian at brouff@imnv.com

A busy life doesn’t mean a productive one

Before a top fuel dragster can make a pass the driver heats up the tires and lays down rubber to improve traction by feverishly spinning the tires in place while making little forward progress. The smoke and nitromethane fuel billowing into the air is an exciting sight. This is appropriately known as a burnout. But when the driver makes their run, they want minimal tire spin to launch their dragster toward the quarter mile marker in as little as 4.5 seconds at speeds near 330 mph. That's productivity.

It's important in every industry to differentiate between being busy and being productive. In the new economy results take precedence over appearances. Focusing on being productive has the potential to reduce stress and improve the end results. While making the common mistake of believing in our own abilities to achieve anything we set our minds to can lead to unnecessary disappointment, stress and unaccomplished goals.

David Allen, author of Getting Things Done offers some helpful tips for effective time management. He recommends grouping tasks and writing them down to prioritize your workload and reduce the time that’s wasted from task switching in your brain. Do this before the end of the evening and sleep better knowing the next day can start with productive tasks.

Another piece of advice, increase focus by setting internal rules for how often points of contact are checked. Since I can't ignore an unopened e-mail, I've setup my e-mail preferences to show me new e-mails only every hour.

Lastly, take uninterrupted time to complete complex tasks so that the distraction of less complex tasks doesn't diminish the quality of important ones.

Multitasking may be unavoidable, but minimizing it and even just being aware of its pitfalls can produce results. Reducing the number of concurrent task or open computer programs to only two will immediately increase effectiveness and work quality by concentrating focus.

Busy people commonly set unrealistic goals that cannot be delivered upon. It’s frequently said that we all have the same 24 hours in a day. Set realistic goals to ensure that expectations are delivered upon. And sometimes we have to say "no." No matter how good the intentions, we cannot be everything to everyone all the time. Doing occasional favors in infrequent situations can be a positive thing. But, saying no when necessary frees up time for the tasks that deserve attention the most and solidifies expectations.

Implement some of these ideas to accomplish more, with less wasted energy and a reduced chance of burnout.

Wes Thurman serves as Art Director for Imagine Marketing.
Contact Wes at wthurman@imnv.com

GAINING EXPOSURE: Making the most of your workshops and speaking gigs

Dare I say that there is an upside to the economic downturn? Yes.

Any professional out ‘n’ about knows there is a new information sharing environment that exists as a result of the new economy. Professional development seminars, industry-specific discussion panels, mixers, luncheons – the list goes on. There is an overabundance of information for the person willing to spend a bit of time learning something new – often at no cost, making attending these events very attractive.

For those of us searching to learn more, protect our business and increase sales, these events are an opportunity to do so. More importantly, for the sake of this blog anyhow, it’s an opportunity for businesses to gain added exposure.

If you are a business looking to maintain and grow your market share, please pay attention. Take advantage of speaking opportunities. Your audience is searching for advice (The kind of advice that cannot be gained from Internet searches alone.), personal interaction and relationships with businesses they trust. There is no better way to achieve these goals than to be the “expert” providing the information to them.

“How do I find a platform or venue to give a presentation?” you ask? Here are a handful of ideas you can start with.

• Host a workshop at your office. Don’t have space? Find a friendly business who will host a workshop at their location for you.
• Contact your local chamber of commerce and offer your presentation for free to their members. Be sure to showcase how your presentation can serve as a value-added member resource to a majority of the chamber’s members.
• If you belong to a trade or professional association, contact their respective representatives and ask if you can host a workshop for members.
• Partner with one to two other like-minded businesses that offer similar, but non-competitive, services to yours and host a joint workshop or presentation for all combined colleagues, clients, vendors and contacts you share.

Critical note: Make certain your workshops are educational and not used as a sales platform for your company. If you provide an educational opportunity to people, they will better trust your expertise, respect you as a professional and will connect with you to do business. Rest assured.

“I have a place and a time. Now how do I get butts in seats?” you ask? Some more helpful tips.

• Announce your upcoming workshop/speaking engagement to your contacts, whether by e-mail, e-newsletter or in person. Do it several times.
• If you’re partnering with a business or organization, be certain they are announcing the event to their lists. Also, offer to submit a short written description or verbal announcement during events taking place before your presentation date.
• Write a press release and send out to news outlets. Many news outlets regularly publish business calendars. Don’t forget to submit to non-traditional outlets such as local professionals who host their own highly-visible Web calendars, like-minded trade/professional organizations as well as those you belong to and to sites such as Craigslist.
• Blog about your upcoming event.
• Post event details your Web site and any social networking profile you have, such as Facebook.
• Use Twitter to announce your event and post a link to your blog or Facebook within your “Tweet” to ensure readers can get event details and how to RSVP their attendance.

Workshops and speaking gigs are a great place to start when you’re looking for new contacts to generate new business. It is a powerful business growth tool – and a low-cost one at that.

Amber Stidham is the Director of Strategic Planning for Imagine Marketing.

Contact Amber at astidham@imnv.com