Northeast California Connection Magazine (Fall 2023, Issue 4)

Northeast California

Fall, 2023

Connection Magazine

Meet our Board of Directors The 4 C’s of Trust

10 Holiday Marketing Ideas to Boost Brand Engagement and More!

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Included with your membership at The CEO Forum Group: Access to thousands of past interviews with Top CEOs New CEO interviews every week Weekly CEO Survey Report Exclusive access to attend special quarterly CEO Summit events The CEO Forum Magazine And much more – all at no cost to you because of your BBB Accreditation.

CLICK HERE TO GET STARTED

Celia Surridge at csurridge@sacramento.bbb.org or text "I'm in!" to (916) 307-4199

GET TO KNOW US We asked some of our team members fun holiday questions to get to know the creative minds behind the work!

Northeast California

Connection Magazine

Published and produced by BBB serving Sacramento & Northeast California

Celia Surridge Marketing & Communications Manager

What’s best apple or pumpkin pie?

🎃

If you could have any other job in the world for one day, what would it be?

I want to be the CEO of a company that provides meaningful help to small businesses and freelancers to make their business dreams and goals a reality.

MANAGEMENT Lynn Conner CEO Daniel Stiner Director of Standards & Marketplace Ethics Celia Surridge Marketing & Communications Manager DESIGN

Julie Planas Lead Graphic Designer

What song is at the top of your holiday playlist?

The entire *NSYNC Home for Christmas album If you could have any other job in the world for one day, what would it be?

Graphic Designer for TV and Film

Julie Planas Lead Graphic Designer Katy Karns Production Specialist EDITORIAL Kyle Dean Lead Copywriter MAGAZINE ADVERTISING Ryan Barlow Marketing Assistant

Katy Karns Production Specialist

CONTACT US Which two celebrities would be on your snowball fight squad?

Drew Barrymore & Christina Ricci

10399 Old Placerville Rd., Sacramento, CA

If you could be any character in a holiday themed movie, who would you be and why?

I think I'd to be Cindy Lou Who because she was someone who really believed in bringing people together.

8am to 4pm Tues - Thurs Monday & Friday by appointment only Please direct inquiries and questions to marketing@sacramento.bbb.org.

WEBSITE AND SOCIAL MEDIA

Lead Copywriter

What’s at the top of your Black Friday shopping list?

Waiting for Giving Tuesday, see page 29.

What’s your holiday themed drink of choice?

Winevent calendar

BBB.org/Sacramento | #BBBSacramento Northeast California Connection Magazine is a quarterly publication for Northeast California BBB Accredited Businesses and the communities they serve.

FALL, 2023 | ISSUE 4

Kyle Dean

(916) 443-6843

Northeast California Connection Magazine Fall 2023

CONTENTS 3 Get to Know the BBB Team 5 BBB Resource: Scam Studies 6 2023 BBB Accomplishments 7 BBB Snapshots 10 Meet the BBB Board of Directors 14 The 4 C’s of Trust 18 Torch Awards Ceremony and Finalists

The 4 C’s of Trust

14

20 Navigating the Upscale World of Luxury Limo Service 23 How to Host a Webinar 26 10 Holiday Marketing Ideas to Boost Brand Engagement

23

32

BBB Tip: How to Host a Webinar

How to Prepare for the Holiday Shopping Season

30 Wise giving on GivingTuesday 32 How to Prepare for the Holiday Shopping Season

NORTHEAST CALIFORNIA CONNECTION MAGAZINE | 4

As the year wraps up, let's highlight some recent big wins here at BBB of Northeast California!

Here are some notable accomplishments of the year so far:

We’ve helped more than

Assisted the FTC with their investigation into a student loan debt relief scam which

$9 million in refunds led to provided to the victims.

900

BUSINESSES become BBB Accredited We published more than

We’ve closed more than

600

40 consumer alerts to business profiles, warning consumers about problematic businesses in the community.

COMPLAINTS Our marketing department has increased access to complimentary video and photography support.

Your BBB continues to work hard to provide more and more support for our Accredited Businesses and community.

Stay tuned for more!

On top of that, we’ve increased

our video output by 200%.

NORTHEAST CALIFORNIA CONNECTION MAGAZINE | 5

BBB Snapshots Here are some of our favorite moments of the year so far!

HOW WE SUPPORT OUR ACCREDITED BUSINESSES

MONTHLY EVENTS @ THE BBB MARKETING MORNINGS

COFFEE WITH THE CEO

Join Celia Surridge, Marketing & Communications Manager of BBB Sacramento, for an informal discussion about all things marketing!

How well do you know your BBB? Join us at our office for a one-on-one networking opportunity with Lynn Conner, CEO of BBB Sacramento.

Second Tuesday of every month at 8:30AM

Sign up for the next Coffee with the CEO

Sign up for the next Marketing Mornings

Take advantage of our new exclusive opportunity SHARE OUR BOOTH AT TRADE SHOWS! Accredited Businesses who wish to participate can simply reply to the email notification and fill out the form provided. Don’t miss out on this opportunity for a shared booth for networking and collaboration.

Time slots go quickly, so keep an eye on your emails and on social media!

Quarterly events are now happening monthly.

Come see us!

PROFESSIONAL HEADSHOTS Second Tuesday of every month 10AM - Noon

You can now get your headshots after Marketing Mornings!

Our headshot event is teaming up with Marketing Mornings at the BBB office to provide you more opportunities for a complimentary headshot with our in-house photographer.

PROFILE VIDEOS Third Tuesday of every month at 10AM - Noon

Record a short 1-minute elevator pitch to be uploaded and featured on your BBB Profile.

REGISTER FOR EVENTS

BBB® RESOURCES

Click below to learn more about these studies!

Scam Studies In-depth investigations by the BBB were conducted to give consumers and businesses a better understanding of how each scam works. BBB looks at how scammers trick their victims by using social engineering and playing on emotions.

Check out all of the Scam Studies that the BBB has available!

Credit Repair and Debt Relief Study

BBB.org/ScamStudies

Rental Listing Study

Puppy Scams Study

NORTHEAST CALIFORNIA CONNECTION MAGAZINE | 9

MEET THE BBB BOARD OF DIRECTORS Will you join our board in 2024?

In order to continue the growth and stability of Better Business Bureau (BBB), the BBB recruits a group of loyal, capable Directors who will commit their time and expertise to aid the BBB’s management in operating an effective, resultoriented, and fiscally sound BBB. These Directors must be affiliated with an Accredited Business and serve as individuals.

Each year these Directors are voted on by the membership of the BBB and must possess the following qualities:

Trustworthiness Leadership and commitment to ensuring a prudent and sound BBB. Integrity Responsibility to the BBB, Accredited Businesses, consumers, media, BBB management and its employees.

EXECUTIVE BOARD

Archie Milligan

Chris Higdon

Jake Ice

Pat Velasquez

Board Chair, At Large

California Moving Systems, Inc.

Ice Insurance Agency LLC

Chase Chevrolet Co.

BOARD MEMBERS

Don Ajamian

Hermy Almonte

Adrian Blanco

Luba Chosenko

Emergent 3D

Berkshire Hathaway Home Services

Adrian Blanco Jewelry, LLC

Afisha Media Group

Betsaida LeBron

Pete Mazzuca III

Carol Pritchard

Brenda Rejamand

ImprovEQ

Cal-Vintage Roofing Company, Inc.

Waldo Bowers Floor Covering

BD Tax & Finance Group

Mike Rogers

Mike Wisby

Jason Youngs

Creative Media Partners

Two Trees PPC

Youngs Real Estate

LEARN MORE ABOUT OUR BOARD

IS SERVING AS A BBB DIRECTOR RIGHT FOR YOU? Are you the right fit?

If you possess the following qualities, serving as a board member may be the right opportunity for you:

Trustworthiness

Leadership and Commitment

Demonstrating a consistent track record of honesty, reliability, and ethical behavior is paramount in maintaining the credibility of BBB and its mission.

We seek individuals who are passionate about ensuring a prudent and sound BBB. Your leadership skills and commitment to our organization’s goals will play a crucial role in driving our success.

Responsibility to the Constituents

Integrity

As a board member, you will be accountable to the BBB, Accredited Businesses, consumers, media, and BBB management and employees. Your decisions should prioritize the best interests of these stakeholders.

Upholding the highest level of integrity is nonnegotiable. Our directors must act with transparency, fairness, and a strong sense of moral character.

Why Consider Serving as a BBB Director?

Make an Impact: Joining the BBB Board of Directors gives you the opportunity to shape the future of the marketplace. Your insights and expertise will help us create an environment where businesses and consumers can thrive.

Contribute to Trust and Integrity: BBB’s mission is centered around creating a marketplace built on trust and integrity. As a board member, you will play a crucial role in upholding and promoting these values, fostering greater transparency and accountability.

Expand Your Network: Serving on the BBB Board of Directors provides you with access to a diverse network of business leaders, industry experts, and professionals. This networking opportunity can open doors to new partnerships, collaborations, and insights that can benefit your own business endeavors.

Are you ready to commit?

We welcome and encourage applicants from every county within our service area.

No matter where you're from, your unique perspective and expertise can help us achieve our mission of creating a marketplace built on trust and integrity.

We are formally accepting applications until the end of November 2023.

Scan the QR code to apply today!

SCAN HERE

Looking to increase your visibility?

Advertise in the next edition of Northeast California Connection Magazine.

Quarter, Half, and Full Page options available.

Interested? Contact us today!

Contact our marketing team at marketing@sacramento.bbb.org or call 916.443.6843.

The 4 C’s of

TRUST

The 4 C's are the foundation of trust in the marketplace.

Learn more about Character, Culture, Customers, and Community at BBB.org/all/trust-hub/deep-dive-into-trust.

CHARACTER

BBB studied trust in organizations and did a correlation analysis regarding Character, Culture, Customers, and Community.

In an organization, character is demonstrated by how much a company's staff trusts its leadership.

Honesty, accountability, and leading by example were the top three attributes that had the highest correlation with the likelihood of reporting trust in leadership.

CUSTOMERS

CULTURE If an organization has trust, its employees feel good about the future. We correlated the dimensions measured under culture in relation to the statement, “I feel good about the future of our organization.”

Delivering on promises, being an enjoyable place to work, and encouraging honesty with each other were the top three attributes that had the highest correlation with the likelihood of reporting trust about the future of the organization.

If customers trust the business, those customers will come back. Employees who see leadership treating customers well are more likely to trust leadership.

Communicating well with customers, meeting customers’ expectations, and respecting customers’ time were the top three attributes that had the highest correlation with the likelihood of reporting customer loyalty.

COMMUNITY If an organization has trust, the community trusts the business.

Being respected in the community, being transparent about community impact, and clearly communicating community impact were the top three attributes that had the highest correlation with the likelihood of reporting community trust.

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An interview with Ray, our Accredited Business Support Specialist: What is your name, and what do you do at the Better Business Bureau?

What do Accredited Businesses value about BBB?

Hi, my name is Raymond. I'm a business support specialist who has been helping accredited businesses for two years. I reach out to business owners and follow up with appointments to help them take advantage of the tools and benefits that we have to offer with their accreditation.

I think accredited businesses value the seal above anything just because of the symbolism it has and the kind of history it's had. It puts them in the community of trustworthy businesses and it kind of holds them up to a higher standard that's respected by the public.

What tools do you think are most important for Accredited Businesses?

When I first started, one of the big projects we did was revamping the Business Portal, just because that's what is used most by our Accredited Businesses. We've also reintroduced a Review solution app, which makes it a whole lot easier for customers to get onto the profile to leave reviews. And then we've also increased our team here in our marketing and communications department, and they've done a good job of hosting in-person events, which is a way for us to meet Accredited Businesses, but also for them to network with one another.

What was the best interaction you've had with an Accredited Business?

I've had a lot of good interactions with businesses.

I don't think there's one in particular that stands out above the others. I take pride in getting a lot of the small wins with a lot of the different small business owners that I talk with.

How can our Accredited Businesses reach out to you?

We're here to help you with any of your questions.

Accredited Businesses can reach out to me directly through the business portal, or by clicking the "Ask Me" button in our emails.

T E E M E H T M A TE RAY MONTOYA An Accredited Business Support Specialist

NORTHEAST CALIFORNIA CONNECTION MAGAZINE | 18

Sonya Hernandez Recover Restore Gro

Victoria House House Medical Billing LLC

NORTHEAST CALIFORNIA CONNECTION MAGAZINE | 16

Navigating the Upscale World of Luxury Limo Service A Buyer’s Guide Article written by BBB Accredited Business, KJW Limo Services Edited for inclusion by BBB of Northeast California

As we propel into the digital age, the market for limousine services has become increasingly diverse and competitive. We at KJW Limo Services want to share some critical insights about the industry, enabling you to make informed decisions when booking a limo service and how to avoid scams that are, unfortunately, prevalent in our sector.

Understand Your Needs

Read Reviews and Testimonials

Before seeking out a limo service, it's vital to understand your specific needs.

Are you looking for a sophisticated ride to a corporate event, a stylish drive to a wedding, or a reliable service for airport transfers? Each occasion might demand a different type of vehicle or service package. By identifying your requirements, you can save time and resources when comparing limo services.

In the age of online review platforms, it's easier than ever to check a company's reputation. Look for customer reviews on third-party sites and check for testimonials on the company's website. These real-world experiences can offer valuable insights into the company’s reliability, professionalism, and service quality.

Ensure Transparency in Pricing When booking a limo service, look for complete transparency in pricing.

Hidden fees for fuel surcharges, administration costs, or driver gratuities can significantly inflate your final bill. A reputable limo service, like KJW, will always provide a detailed, all-inclusive quote up front, helping you avoid any unpleasant surprises.

Verify Licensing and Insurance

Beware of Too-Good-to-Be-True Deals Scams often lure potential customers with unbelievably low prices. If a deal seems too good to be true, it probably is.

Always remember that quality service comes with a cost, and it's better to pay a fair price for excellent service than to fall for a scam.

Examine the Fleet

At KJW Limo Services, we're not just committed to providing an elite level of service, but also to raising industry standards by promoting transparency, integrity, and customer education. As a proud BBB Accredited Business, we're dedicated to upholding these values, contributing to a more trustworthy marketplace.

A reliable limo service company maintains a diverse and well-maintained fleet, offering clients the flexibility to choose a vehicle that best fits their needs. It's also crucial to know how frequently the vehicles are serviced and cleaned to ensure a comfortable and reliable experience.

Choosing a limo service doesn't need to be a daunting task. By being informed and vigilant, you can find the right service that meets your specific needs, provides value for money, and offers a seamless, luxurious experience.

In the limousine industry, licensing and insurance are non-negotiable. Check the company's license status and make sure they have adequate insurance coverage.

This can help you avoid scam operations and ensure your safety and protection.

A Guide to Hosting Effective Webinars Tips and tricks on how to confidently plan and execute webinars.

By Celia Surridge, Marketing & Communications Manager Better Business Bureau of Northeast California

In recent years, webinars have become a powerful tool for engaging with audiences, sharing valuable insights, and fostering meaningful connections.

While some may have thought webinars were losing their luster, the reality is quite the opposite.

Statistics show that at least 83% of United States marketers find webinars effective. Effective webinars are key to a successful marketing strategy, but how do you get started?

Choosing Your Topic: Precision Is Key The first step in hosting a successful webinar is choosing a specific, focused topic. While it's tempting to cover a broad range of subjects, it's essential to remember to keep it simple. One-topic webinars are easier for the audience to digest. Consider contacting your audience, clients, or email list to generate topic ideas. What challenges or pain points are they facing in their everyday activities? The aim is to ensure attendees leave the webinar with a clear understanding of the subject.

Want to host your own webinar with the BBB? You provide the expertise and we’ll provide the platform. Fill out this form if you’re interested and we’ll take it from there!

FILL THE FORM

Crafting an Engaging Description: Setting Expectations Once you've settled on your topic, the next step is to craft a description that communicates what attendees can expect.

Your description should outline the content, including key discussion points and takeaways. Create a bulleted list of the critical elements attendees will learn during the webinar. What can they expect to achieve by participating in your webinar?

NORTHEAST CALIFORNIA CONNECTION MAGAZINE | 24

Preparing Your Equipment: The Technical Side You'll want to check your equipment to ensure a professional presentation. Start with finding a quiet space where you won't be interrupted. Familiarize yourself with device features like "do not disturb" to minimize disruptions. When it comes to audio, consider using quality headphones with a microphone or a high-grade podcasting microphone for better quality.

Decide if you want your camera on or off during the webinar, considering your comfort level and the context of your presentation. Additionally, make sure you have the necessary software installed and updated. Zoom is widely accepted and utilized for webinars, but other options are also available.

Promotion: Spreading the Word Share the webinar on social media, email newsletters, and other channels. If you’re collaborating with an organization like the Better Business Bureau, often the digital promotional materials, online registration, and notification of subscribers are done on your behalf. The more you can promote your webinar, the higher the chances of a robust attendee list.

Dress Rehearsal: Ironing Out the Kinks Before the big day, consider conducting a dress rehearsal. You can test your presentation with a few trusted colleagues or clients who can provide honest feedback and address any potential issues. Record yourself to review and make improvements.

Hosting Your Webinar: Engage, Educate, and Act When it's time to host your webinar, aim to create an engaging and interactive experience. Encourage attendees to participate by asking questions, commenting in the chat, or raising their hands. Remember to stay on topic, and most of all, have fun with it.

ALWAYS LOOK FOR A BETTER BUSINESS.

BECAUSE THEY’RE LOOKING OUT FOR YOU. BBB* Accredited Businesses are committed to operating with integrity, honoring promises, and telling the truth. Makes you wonder why all businesses aren’t BBB Accredited?

Always look for the BBB Accredited Business Seal, because it’s looking out for you. That’s why it’s The Sign of a Better Business*.

Find a Better Business anytime at BBB.org.

Find a Better Business *Trademark(s) of the International Association of Better Business Bureaus used under license.

Become a Better Business

Holiday Marketing Ideas to Boost Brand Engagement Focus on your digital marketing strategy to increase your brand engagement this holiday shopping season.

It is imperative that you revisit your marketing strategy before the holidays and implement some of the following ideas to drive engagement and sales.

The holiday season offers small business owners a unique opportunity to connect with customers and increase brand awareness.

Whether you're planning an e-commerce site, social media campaign, or holiday party, increasing your brand engagement can help your business grow.

Here are 10 holiday marketing ideas that will help your brand generate more engagement throughout the season:

Run a holiday-themed giveaway With a giveaway, you can incentivize customers to participate in your marketing efforts by offering them free products, discounts, or gift cards as a reward for engaging with your brand.

Create a customer appreciation campaign Customer appreciation campaigns are a great way to build trust and lasting customer relationships.

Participate in a holiday charity Giving back to your community is a great way to generate brand awareness and improve your customer engagement. Community involvement also helps you gain brand advocates and develop better customer relationships.

Encourage user-generated content Encourage your audience to create and share photos and videos of themselves utilizing your products or services. Take it to the next level by creating a holiday-themed hashtag for your customers.

Collaborate with influencers in your niche Collaborating with influencers is an excellent way to increase brand awareness and engagement, as they can introduce your products to their audience.

Boost engagement through gamification You can create an interactive app that lets children create and send gift lists to their parents or interactive cards to their family and friends.

Create a holidayrelated checklist Everybody needs a little help staying on track during the holiday season. So, why not create a fun, free downloadable holiday checklist for your customers?

Run holiday-themed email remarketing campaigns You can use email remarketing campaigns to highlight holiday discounts and seasonal products and services.

This will drive more traffic to your site and boost sales.

Design campaigns that target users' emotions By targeting your audience's emotions through your marketing campaign, you will help them feel more connected to your brand and influence their purchasing decisions.

Include gifts with a purchase Another great way to increase brand engagement is to include gifts with purchases as part of your holiday marketing campaign. This will not only improve customer loyalty and inspire future purchases, but it will also help you create brand advocates.

Get more holiday marketing tips from the BBB.

Wise Giving on It may be hard to believe but GivingTuesday, the charity event which takes place on the Tuesday after Thanksgiving started ten years ago, in 2012. It evolved into a movement that has helped raise over $1 billion for online charitable giving around the globe and is now promoted by an organization devoted to this cause. To help donors in this spirit of generosity, which takes place on November 28th this year, BBB Wise Giving Alliance offers the following advice.

Check BBB’s Give.org before contributing.

There will be many options and opportunities to donate on GivingTuesday, but our best suggestion is to find out more about a charity before you contribute. Charities can demonstrate they are trustworthy by agreeing to in-depth evaluations in relation to the BBB Standards for Charity Accountability.

Get free access to charity reports by visiting Give.org to find out if an organization is BBB Accredited (i.e., meets all 20 BBB Charity Standards.)

Be cautious about name confusion. When charities seek support for the same cause, the names can sometimes appear similar.

Before you give, be sure you have the exact name of the charity to avoid a case of mistaken identity.

Understand registration requirements. In the U.S., about 40 states require charities to register with a government agency, usually a division of either the Attorney General’s office or the Secretary of State’s office. Keep in mind that registration with a government agency does not mean the government approves, recommends, or endorses the charity.

Consider tax-exempt status. There are over 1 million organizations that have applied for and received charitable tax-exempt status under section 501(c)(3) of the Internal Revenue Code. In part, this means these groups are eligible to receive gifts that are deductible as charitable donations and will file an annual financial form with the IRS. It does not mean the IRS approves, recommends or endorses the charity.

Watch out for overly emotional appeals. If an appeal brings tears to your eyes, make sure it is also clear about what the charity intends to do to address the issues. Visit the charities website for details about their program services.

The Heart of Giving Podcast Produced by the BBB Wise Giving Alliance BBB Wise Giving Alliance (BBB’s Give.org) is a standards-based charity evaluator that seeks to verify the trustworthiness of nationally soliciting charities by completing rigorous evaluations based on 20 holistic standards that address charity governance, results reporting, finances, fundraising, appeal accuracy and other issues. National charity reports are produced by BBB’s Give.org and local charity reports are produced by local Better Business Bureaus – all reports are available at Give.org.

Check out The Heart of Giving Podcast!

On this show we unveil the motivations behind why we give.

Find it anywhere you listen to podcasts!

BBB BUSINESS TIP

Fix any bugs in your online presence.

Make sure your website and online shop are up-to-date and running smoothly. Work out any bugs before holiday shopping really picks up. Consider investing in online advertising or social media marketing.

Entice shoppers to buy – without resorting to discounts.

High inflation has made shoppers priceconscious. But before you resort to sales, try other ways to entice them. These may include in-store events or gifts with purchase.

Save money and staff time by focusing on your top sellers.

Small businesses can streamline their operations by offering fewer – but bestselling – products or services. For example, a restaurant with 12 entrees could reduce its menu to six top sellers. This will enable businesses to buy in larger amounts and negotiate better supplier deals. The same strategy goes for retailers and other business types.

Offer curbside pickup.

Make a seasonal marketing strategy.

Curbside pickup can help you and your customers save on shipping costs. In addition, this service can help you win over many consumers who got used to the service during the pandemic and want to continue saving time and money. Start planning your curbside pickup system as soon as possible and let your clients know it is available.

Think up seasonal offers and spread the word.

Some retailers sell gift certificates, hold holiday events, or offer discounts customers can use in January and February when the holiday shopping season dies down. If you have a brick-and-mortar store or a pop-up tent, plan your decorations and storefront ads. Use social media, local coupons, and your Google business profile to let customers know what you have to offer.

Consider flexible payment options.

PayPal encourages business owners to take a proactive approach this holiday season by embracing digital payments and flexible payment options for consumers to keep sales coming in. Buy now, pay later options, or the option to pay in smaller installments, could encourage consumers to make a purchase they wouldn’t have made if they had to pay upfront.

Keep your website, mobile app, and social media channels secure.

Update admin passwords and enable twofactor authentication to keep your data, and your customers’ data, secure during the busiest time of the year. Train your employees in cybersecurity to help them recognize scams and to avoid cyber hacks.

FEATURED TIP

Embrace Small Business Saturday.

Many communities take the Saturday after Thanksgiving to support local small businesses. If your community does, take advantage and make sure to get involved in any activities or promotions taking place in person, online, or on social media.

To learn more ways to help your business succeed, visit the BBB Small Business Resource page.

NORTHEAST CALIFORNIA CONNECTION MAGAZINE | 33

Better Business Bureau® Serving Sacramento & Northeast California 10399 Old Placerville Rd., Sacramento, CA 95827 #BBBSacramento | BBB.org/Sacramento