Torchlight - Summer 2024

TORCHLIGHT

BBB® | Summer 2024

Ozark Mountain Trading Company goes above and beyond - pg 4

CARTEL builds trust through design - pg 8

Maximize your BBB Business Profile - pg 6

New BBB study: Phishing scams on the rise - pg 11

Bruce Jenkins Ozark Mountain Trading Company

The official magazine of Better Business Bureau® Serving Eastern & Southwest Missouri & Southern Illinois

YOU HAVE THE POWER OF TRUST

moving and storage companies (46 percent), general construction (45 percent) and electricians (42 percent).

Our data showed that businesses who were BBB Accredited in those categories were much more likely to resolve any disputes. BBB Accredited general construction companies were 18 percent more likely to resolve their BBB complaints, followed by 15 percent of Accredited moving and storage companies, 14 percent of Accredited electricians and 13 percent of Accredited roofing companies.

As a BBB Accredited Business or Charity, do you realize you have the power of the Better Business Bureau with you?

Whether it’s showing the BBB Seal on the front door of your business, company vehicles, marketing materials or website, you have the power to show consumers that you have made a commitment to act honestly and ethically in the marketplace.

Displaying a third-party endorsement like the BBB Accredited Business seal on your site helps show customers that you are a trustworthy business. The BBB seal ranked among the top seals in a 2023 trust study done

by Baymard Institute.

Why is using the seal important? It can help your bottom line by drawing customers to your business and giving you a leg up on your competition.

For consumers, that seal is a sign of a better business.

The Baymard Institute study asked consumers, “Which badge gives you the best sense of trust when paying online?” Nearly 15 percent of the respondents chose the BBB Seal.

This helps show the power of the BBB Seal. For many consumers, dealing with a BBB Accredited Business gives them a peace of mind. Should something go wrong, the consumer knows they won’t be ignored and that their issue will be addressed by the business.

BBB’s Standards of Trust include making a commitment to addressing marketplace disputes quickly, professionally and in good faith.

BBB St. Louis held its second quarterly webinar for Accredited Businesses this spring. This seminar, “BBB Data Deep Dive: Complaints, Reviews & Managing Customer Expectations,” gave attendees an opportunity to hear about findings from BBB Senior Business Data Analyst, Dr. Kay Thompson.

Dr. Thompson recently analyzed nearly 45,000 “negative experiences” that customers filed with BBB between July 2020 and July 2023. Those “negative experiences” included both customer reviews and complaints filed against businesses in the St. Louis BBB service region. The review showed there is a chasm between Accredited Businesses and non-Accredited Businesses and how they handle complaints.

Nearly 20 percent of complaints filed against non-Accredited Businesses were not answered by the business, whereas all complaints filed against Accredited Businesses were answered. Some of the worst offenders among non-Accredited Businesses were roofers (who failed to answer 55 percent of their complaints),

Dr. Thompson’s research also showed us consumers’ reasons for filing a complaint or a customer review. The

BBB STANDARDS FOR TRUST • • • •

Build Trust Advertise Honestly Tell the Truth Be Transparent

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Honor Promises Be Responsive Safeguard Privacy Embody Integrity

BBB TIPS, RIGHT IN YOUR INBOX. Scan to sign up for BBB’s weekly email newsletters for businesses and consumers!

← Business owners can get:

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News, insights and exclusive BBB business tips Updates on BBB events Learning opportunities including webinars and courses

2 | BETTER BUSINESS BUREAU

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Consumer tips for safe shopping, cybersecurity and finding trusted businesses with BBB 1-minute polls to help make businesses better

top three areas in which businesses were criticized the most were communication, delays and pricing.

Businesses may not have total control over two of those things: Mother Nature or supply chain issues could lead to delays, and pricing also could have factors outside the business’ control.

However, every business has total control over how it communicates with its customers. Successful businesses will keep their customers informed every step of the way.

BOARD OF DIRECTORS Carolyn Beard

Callier & Thompson Kitchen Bath Appliance

Blake Birner

Renewal by Andersen

Don Brown

Don Brown Chevrolet

Angela Courtwright More for Less Remodeling

By keeping your customer in the information loop and setting expectations up front, you head off the potential for any complaints or negative customer reviews online.

Terri DeMent

By letting your potential customers know that you are Accredited with BBB you are telling them even before they buy that you mean business when it comes to doing the right thing.

Joe Fisher

Nestlé Purina

Jill Falk

Schnuck Markets DH Pace Company, Inc.

Holly Francois Maritz

Tom Gershman

Gershman Mortgage

Seth Goldkamp Design Aire Heating & Cooling

You may have noticed BBB’s latest marketing campaign, “The Sign of a Better Business.” The BBB Seal is the centerpiece of that effort.

Barry Grant

Gonzalez Companies, LLC

Katie Hopkins Truck Centers, Inc.

We want consumers to know that by looking for that sign they are dealing with a business or a charity that they can trust. One that will listen and communicate with them. One that won’t disappoint them. One that is committed to doing the right thing should something go wrong.

Greg Kendall

I encourage you to take a look at how you’re using the seal in your marketing. If you’re not displaying the seal, consider how you can fit it in to help consumers know that your organization is one with which they want to spend their hard-earned money.

TREND Manufacturing Co.

Michelle L. Corey President & CEO, CAE

TORCHLIGHT

Commerce Bank

Tom Linhares

Dodge Moving & Storage

Ben Lynch Ameren MO

Meghan McClure RubinBrown

Rose McDaniel Graybar

Stefan Sigurdson Allen Roofing & Siding

Heidi Singleton*** New Honor Society

Todd Smith*

Waterway Carwash

Katie Statler** Caleres

Ben Stegmann Second Mile Service Company

Mary Schwartz Westerhold

Madison Communications

Aaron Windholz McBride Homes

Adriane Yates Spire

Michelle L. Corey**** Better Business Bureau

John Legens Drury Hotels

Ted Liebig

* Chairman of the Board ** Immediate Past Chair *** Advertising Club President **** President & CEO

Better Business Bureau Serving Eastern & Southwest Missouri & Southern Illinois 211 N. Broadway, Ste. 2060 St. Louis, MO 63102 Phone: (314) 645-3300 Fax: (314) 645-2666 Hannah Kloppenburg, Editor Email: hkloppenburg@stlouisbbb.org Cover photo by Visionary Events and Photography Photos on pages 8-9 by R.J. Hartbeck, provided courtesy of CARTEL Torchlight (ISSN 1547-2043 USPS 053-540) is published quarterly

by Better Business Bureau, 211 N. Broadway, Ste. 2060, St. Louis, MO 63102. Subscriptions are available to BBB Accredited Businesses only. Periodicals Postage Paid at St. Louis, MO. Postmaster please send change of address to: Torchlight, Better Business Bureau, 211 N. Broadway, Ste. 2060, St. Louis, MO 63102.

SUMMER 2024 | 3

OMTC’s roots are humble, but its impact is widespread.

Brothers Larry and Bruce started out by selling a few canoes in front of their Garfield, Arkansas RV sales and service business in 2004. It began as a hobby, but things really took off after the 2008 recession: Americans were seeking forms of outdoor recreation that didn’t require expensive gasoline, and kayaking fit the bill.

Since then, the family-owned OMTC has grown to become the largest specialty retailer of recreational, fishing, whitewater and inflatable kayaks in the U.S. for many manufacturers. The brothers credit the expertise of Bruce’s wife Diane, who took OMTC to the next level by launching its online store and spearheading its digital marketing efforts.

The company currently has three store locations – one in Ozark, Missouri and two in Arkansas – and boasts 20 years in business and 10 years of BBB Accreditation.

Co-owner Bruce Jenkins attributes a “right place, right time” effect to OMTC’s initial success. “[The Ozarks] is one of the meccas in the whole United States for kayaking,” he says. “We’re right in the very center of some great kayaking rivers and lakes.”

But the business’ longevity is likely tied to its highly personal approach to customer service.

OMTC deals in large purchases of canoes and kayaks – and when a lot of money is at stake, trust is paramount.

BBB studies have found that trust is a differentiating factor that will motivative a customer to choose one business over another.

Brothers and co-owners Bruce and Larry Jenkins pose with Ozark Mountain Trading Company kayaks at the company’s Ozark, Mo. retail location.

RISING WATERS How a family-owned business became one of the largest paddlesports retailers in the U.S.

Summer: The most wonderful time of the year for anyone with a love of water. People across the region will be savoring the Ozarks’ stunning array of rivers, lakes and streams in the coming months.

That means a busy summer season is in store for Ozark Mountain Trading Company (OMTC). The ownership team, consisting of Bruce, Diane and Larry Jenkins, are preparing to outfit adventurers with the kayaks, canoes and gear they need for a successful summer on the water.

4 | BETTER BUSINESS BUREAU

It’s the foundation of OMTC’s sales process, and Jenkins says it starts the moment the customer walks in the door.

“I learned many, many years ago when I first got into sales that body language [is key], and a lot of it is in your eyes.

In the first 10 seconds, somebody should know whether they’re going to buy a boat from you or not,” Jenkins says.

He says that they’ve always trained staff to show they care within those first crucial seconds: “When you approach a customer, you want to say ‘I’m so happy you’re here,’ without saying that. You have to do it with your eyes, your body and your voice.”

From there, OMTC sales staff get to know the customer and what they’re looking for, asking where they plan to float (Lakes? Rivers? Streams?) and what activities they’d like to do (Floating? Fishing? Whitewater?). They help the customer try out boats for size and comfort, accounting for their age and individual needs.

This process takes a great deal of staff time and expertise.

In one five-star online review, a customer mentions that a salesperson spent an entire hour talking with her to help her find the right kayak.

The result? Happy return customers. “We just put our arms around folks when they walk in or call on the phone, and people can tell that,” Jenkins says. “It’s absolutely

service, from the minute they walk in until the minute they no longer kayak. We have customers still coming in from 20 years ago.”

That said, good service isn’t the only thing that makes a retail business go ‘round – you have to back it with a quality product at a good price.

Jenkins says customers appreciate that all hard boats OMTC sells are made in the USA. “We take a lot of pride in what we carry,” he asserts. The company stands behind their products by offering a rare lifetime hull guarantee.

They’ll repair any damage you incur to the hull of an OMTC boat for free, so long as you’re the original owner.

And as far as a good price goes, transparency is key. OMTC labels each boat with a large, yellow, smiley-face price sticker. Jenkins says these highly visible stickers help customers skip the pricing guesswork so they can focus on factors like comfort and fit instead.

Of course, there may be situations where a customer isn’t satisfied. At those times, OMTC leans on that same policy of transparency to prevent negative reviews. Behind the counter is a sign with Bruce and Larry’s personal cell numbers, urging customers to reach out with any concerns.

Jenkins says it’s important to set expectations with customers – especially during the busy summer months, when repair and other services might take a little longer than normal. When a negative review does happen, he says they react quickly, asking the customer what they can do to fix it.

“I would say we’ve been able to make 95% of the people happy again,” he estimates.

Service, communication, transparency: All of this contributes to the running of an ethical business. Jenkins alludes to his upbringing, saying it guides the family’s approach to business ethics.

“We were raised that way. The world didn’t teach us that – the world wants to teach you just the opposite,” he says.

“It’s absolutely service, from the minute they walk in until the minute they no longer kayak.”

- Bruce Jenkins, OMTC OMTC backs the hard work they’re doing to run an ethical business and build consumer confidence with BBB Accreditation and the BBB Seal. “It gives customers more confidence to buy from your company when they see it,” Jenkins says.

In addition to BBB Accreditation, OMTC is involved with local Chambers of Commerce, canoe and paddling clubs, and other community organizations. Co-owner Diane Jenkins was recently named to the Board of the Paddlesports Trade Coalition.

Community involvement and Accreditation, Jenkins says, give a business more influence. “It’s like having a passive tool that works all the time to be Accredited, to be in the community as much as you can and have the support of Chambers and Better Business Bureaus and folks like that.”

“It’s a natural fit for a small business,” he concludes. BBB

Colorful, U.S.-made watercraft line line the walls at Ozark Mountain Trading Company. Yellow smiley-face stickers call attention to pricing.

TORCHLIGHT

SUMMER 2024 | 5

MAKING THE MOST OF YOUR BBB BUSINESS PROFILE

Your BBB Business Profile is your chance to make a great first impression on customers searching for a trusted business.

As a business owner, you want to make sure you’re meeting customers where they’re at — and most customers are online.

Customers turn to BBB.org to search for trusted businesses, and your BBB Business Profile is an opportunity to show them what you’re all about.

That’s why 84% of Accredited Businesses in BBB St. Louis’ service area say their profile brings their business “good” or “outstanding” value.

But for new customers to see your BBB Business Profile, they need to be able to find it. Updating and optimizing your profile helps show customers why they should work with you.

Why optimize your BBB Business Profile?

1. Visibility The more high-quality information your profile has, the better its chances of ranking higher in search engine results — making your company easier to find.

6 | BETTER BUSINESS BUREAU

2. Credibility Other Accredited Businesses say that the top reason they’re BBB Accredited is that it shows credibility. Your Business Profile is the online face of that credibility, letting customers know right away that your business is one worth trusting.

3. Contact The contact information on your BBB Business Profile makes it easy for customers seeking a trusted business to get in touch quickly.

So, what updates can you make?

1. Add content Include a clear, brief overview of the nature of your business and select a business category. Provide a list of your services. Make sure your contact information and business hours are up-to-date. You don’t want to miss out on a new customer just because they can’t reach you!

2. Add images Images like your company logo, photos of your business or products can help bring life to your profile.

3. Add social media Invite potential customers to create an ongoing relationship with your brand by linking your social media accounts to your BBB Business Profile.

Ready to get started? Update your BBB Business Profile at BBB.org/stlouis/login.

BBB BOARD GAINS AI INSIGHTS In April, the BBB St. Louis Board of Directors received a crash course in generative artificial intelligence (AI) for businesses, courtesy of Tyler Kelley, Chief Strategist at SLAM! Agency.

Businesses can use AI to their advantage for content generation, customer service, business management and more. Kelley explained that as AI technology rapidly advances, it’s crucial for businesses to keep up with new tools and learn how to use them ethically.

Want to learn what AI can do for your business? Contact tyler@slamagency.com.

LEARNING OPPORTUNITIES FOR YOUR BUSINESS FREE WEBINARS

BBB LEARNING COURSES

BBB is holding free, exclusive webinars for Accredited Businesses during 2024. Those who attended in Q1 learned how businesses can use AI ethically, and Q2 attendees took a deep dive into the reasons why consumers file complaints and negative reviews with BBB.

BBB’s online Learning Hub has courses, certifications and resources to help you boost your business!

We hope you’ll join us for more upcoming webinars! Keep an eye on your inbox for registration information: • Q3: Customer Communication • Q4: Business Ethics

Featuring a built-in ethics curriculum, these courses are available at a special 25% discount for Accredited Businesses.

Visit BBB.org/Learning Use discount code BBBSTLOUIS30

CATCH OUR PAST WEBINARS Did you miss our first two webinars?

Scan to watch the recordings!

Q1 topic: How to use AI ethically and efficiently for business growth Q2 topic: Deep dive into exclusive BBB data on top industries for complaints/negative reviews and why customers complain

Stay tuned: We’re keeping up the momentum with more free webinars this year, just for Accredited Businesses.

TORCHLIGHT

SUMMER 2024 | 7

CARTEL’s downtown opening party featured its first tabloid, a collection of the agency’s best and favorite work to date alongside a reflection on “design culture and inclusive development.”

TRUST BY DESIGN “Cartel”: In Cuba, it means “poster.” In the city of St. Louis, it has another meaning.

CARTEL is a branding and design agency with poster art at its core.

And while the CARTEL team is the creative force behind posters you might recognize from some beloved St. Louis institutions, they also bring the lessons learned from poster design into the broader art of branding.

Carlos Zamora, chief creative officer and founder of CARTEL, says that any type of business can benefit from the exercise of understanding and re-framing their brand.

“The advantage of a firm like ours is that we do the strategic thinking, and then we’re able to visualize that information into something that aligns who you are as a business to the audience you’re trying to reach,” he explains.

8 | BETTER BUSINESS BUREAU

Zamora began his professional journey as a design student in Cuba. He moved to Quito, Ecuador to design for nonprofit and cultural organizations, and eventually arrived in St. Louis, where he leveraged his passion and expertise into a full spectrum of award-winning creative roles.

The spark for CARTEL came partly from what Zamora describes as a “fantasy” many designers have of owning their own agency – a difficult undertaking, and rarely a successful one.

Leading up to 2020, Zamora had established a steady flow of freelance work, including illustrations for the New Yorker. But when the pandemic hit, freelance illustration jobs dried up.

“That fantasy that I had of creating an agency became a need,” he says. “Sure enough, the business community in St. Louis showed up, supported us and provided us with growth.”

CARTEL’s impact since its founding is a testament to its work. The agency has played a major role in the city’s Downtown North Insight District – it spearheaded the new brand identities of the Globe and Post Buildings, the former homes of St. Louis’ daily newspapers.

Its new podcast, Insight City, focuses on conversations about downtown.

Today, CARTEL calls the Post Building home. “We made a conscious effort and decision to be here,” Zamora says.

“Downtown is in need of businesses like

ours...there’s a beautiful camaraderie between businesses downtown to make it thrive.”

Aside from architecture and development, CARTEL’s clients span healthcare, nonprofits, and arts and culture organizations across the country. Zamora hopes to soon expand into other realms like construction, pharma and agriculture. Several CARTEL clients are giants of St. Louis arts and culture: The National Blues Museum, St. Louis Shakespeare Festival, the Tennessee Williams Festival, Cherokee Street Cinco de Mayo.

When working with clients in any industry, Zamora acknowledges a non-negotiable need for trust. He says CARTEL imbues every new business presentation with a clear statement: “We aim for creative trust.” “[Branding] is a very vulnerable process,” he says. “You have to open up about the intricacies of your business and share your secrets, your approaches, what makes you unique for a design firm to latch on that and understand how to present it to the marketplace.”

“Basically, trust is everything,” he concludes.

Zamora lists a few ways CARTEL builds – and keeps – strong customer relationships. He says the agency’s tendency is to over-deliver. The team treats the review process as an ongoing conver-

sation: They provide multiple design options and return to the table if a client isn’t happy, asking questions to get to the root of the issue.

They take their time to develop trust with clients, usually undergoing a threeto six-month branding process.

He also says that good service stems from a committed staff. CARTEL educates young designers in the company’s ethos and celebrates its diverse staff.

“how”: How we work. How we treat our employees. How we treat clients.

He speaks to CARTEL’s principle of “inclusive development” and the idea that design, rather than being a linear, bridge-like process, should be more akin to a room where conversation takes place.

- Carlos Zamora, CARTEL

“I like the notion of design as a conversation because there are so many problems that can be solved by talking about it, creating a bond, and from that establishing more solid business relationships,” he explains.

“There is an ethical and social responsibility that every business must have. As a firm, we have to keep up our margins – so how do you create a business model where design is affordable and bring all those voices?”

“That diversity component helps with the client as well,” Zamora says. “When you don’t get it, you bring in a person who has a different cultural background, and it gives you a different perspective where you might have a blind spot.”

For a company like CARTEL, guided by a strong ethos, BBB Accreditation just makes sense. The BBB Seal was “the first sticker on our door,” Zamora jokes. The agency first looked into BBB Accreditation at the recommendation of Zamora’s business mentor.

“There are so many problems that can be solved by talking about it, creating a bond.”

All in all, great design + great client service = high client retention. “That’s a testament to the component of trust,” Zamora says.

Zamora also maintains that design must have an ethical component. He says it’s not always about the “what,” but the

Zamora says that the seal sends a strong message: “BBB was one of the first certifications out there, and our clients recognize that,” he says. “The Better Business Bureau has this legacy of old-school tradition...There’s something beautiful in St. Louis, which is this old-school tradition of business and the humility of that.” BBB

The CARTEL team, including Zamora (third from left), pose with St. Louis Mayor Tiashura Jones (fourth from left) during the opening of CARTEL’s downtown office space in the historic Post Building.

TORCHLIGHT

SUMMER 2024 | 9

YOUR BBB IN THE COMMUNITY

BBB team members are out and about, connecting with businesses and educating the public about marketplace trust! Left: Springfield Regional Director Pamela Hernandez and Springfield-area Accredited Businesses mingle at a “Get to Know Your BBB” event in May 2024. Right: Quincy Regional Director Don O’Brien after an April presentation to the Hannibal Lions Club.

Want to schedule a presentation for your organization? Contact outreach@stlouisbbb.org.

SAVE THE DATE!

St. Louis

Wed., October 16, 2024 11:30 a.m. - 1:00 p.m.

Missouri Athletic Club 405 Washington Ave. St. Louis, Mo. 63102

Springfield

Wed., October 23, 2024 11:30 a.m. - 1:00 p.m.

The Old Glass Place 521 E. St. Louis St. Springfield, Mo. 65806

Join BBB for a celebration of trust!

BBB’s Torch Awards for Ethics events honor individuals and organizations in our communities who uphold the highest standards of trust and ethics. Lunch will be provided.

These events and our Student of Ethics scholarships are made possible by the generous support of local businesses. Scan the QR code for your region to learn about our sponsorship benefits or make a reservation!

10 | BETTER BUSINESS BUREAU

NEW BBB STUDY: PHISHING Phishing is one of the oldest and most common online scams. In 2023, phishing reports to BBB nearly doubled — hitting a record high of over 9K. BBB’s newest study finds that scammers are using new technologies such as text messages and AI to convince people to take the bait.

2021-2023 Reports

19.8K

Reports to BBB Scam Tracker

962.5K

Reports to the FBI Internet Crime Complaint Center

$18.7M Funds stolen in 2023

Reports by Type Phishing: 8,346

Smishing: 3,486

Vishing: 7,416

Pharming: 315

RED FLAGS Watch out for emails, text messages or phone calls that: • Make claims about suspicious activity or fraudulent logins • Say there are unexpected problems with your account • Ask you to confirm your financial information • Tell you to click a link to make a payment • Offer you government refunds • Send coupons you didn’t ask for • Use generic messages paired with the logo of a well-known company • Speak in typo-filled and urgent language

Business Email Compromise: 200* *In 2023, businesses lost a total of $2.9B to business email compromise — an average of $174K.

How businesses can protect themselves: • Verify emailed invoices before paying • Confirm emails before sharing private information, even if they appear to be from a trusted source • Implement multi-factor authentication for all payment to vendors • Train employees on spotting and reporting phishing scams

Read the complete study at BBB.org/scamstudies TORCHLIGHT

SUMMER 2024 | 11

Better Business Bureau Serving Eastern & Southwest Missouri & Southern Illinois 211 N. Broadway, Suite 2060 St. Louis, MO 63102

Search Engine Marketing When customers search, help them find YOU.

Special service for eligible BBB Accredited Businesses: • Auto Body • Auto Repair • Carpet Cleaning • Carpet Store • Concrete & Asphalt • Deck Builders • Electrical Contractors • Gutters

• Home Builders • Home Health Care • HVAC • Landscapers • Mason • Painting • Pest Control • Plumbing

• Power Washing • Property Management • Remodeling • Roofers • Siding • Tax Services • Waterproofing • Windows & Doors

For more information, contact Glenn combines Hoyt BBB Search Engine Solution consumers' trust in BBB Phone: 314-584-6747 with the power of Google to give your business a boost on the Email: ghoyt@stlouisbbb.org

search results page — making consumers more likely to click.

You worked hard to earn your BBB Seal.

SIGN UP TODAY!

Make sure it’s working as hard as it can for you.

For more information, contact Glenn Hoyt | 314-584-6747 | ghoyt@stlouisbbb.org