22
business & tech
WH! Glenview
January 2013
IN BUSINESS
Be Memorable This Year In business, like in life, it is really important to stand out from the crowd...so be memorable this year. When meetings have adjourned, what have you said so people will remember who you are and what you do? Here are a few ideas from Larry Bloom, president of ATI Graphics, Inc. in Highland Park, to help Vicki Gerson business owners/ managers think about you in 2013.
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Improve your shortcomings Identify and improve your shortcomings that keep you from making that “memorable” impression. If you don’t have what it takes to really leave a “knockout” impression on people, invest in some skill building. This can be accomplished by finding a mentor or coach to guide you. Another way is to actually get training on how to present yourself to an individual or a small group. Spend smart “Spend smart...but spend. You can’t be memorable if nobody even knows you’re out there,” says Bloom, “so invest in the effort.” Bloom recommends the following four marketing activities to accomplish this goal. 1. Be traditional. Consider print advertising, premiums, event sponsorships and association memberships to maintain an offline presence. 2. The website. All points lead to the website. Social media, LinkedIn, advertising, TECHLIFE, PAGE 19 that evening. Spot the Station provides the maximum height in degrees, which combined with where it will appear and disappear gives you a viewing path to find the ISS. A simple hint: the horizon is zero degrees and straight above you is 90 degrees. I bisected those two spots to find the approximate 45 degree mark, which helped. Also, the letters of where it will appear and disappear relate to a compass’ markings. What am I Looking For? The ISS is a small dot, since it is more than 200 miles from the surface of the Earth. Seen with the naked eye it appears to be a shooting star, moving pretty fast and evenly like an airplane. Mission Control calculates 4,600 sighting locations and suggests picking a nearby town if yours isn’t listed. Due to how far it is from Earth, your location need not be the exact city listed. Don’t worry if you don’t get notified for a while. Mission Control only includes what they consider “good” sighting
word-of-mouth, etc., land people at your site. Your site should be optimized to greet and convert visitors. 3. Search Engine Optimization (SEO). Only invest in SEO if you need it. Don’t spend on SEO without knowing what you are getting and what goals must be met by the provider. It is a waste of money to spend on SEO if it won’t bring you the right leads. 4. Social media. “You don’t need to invest a lot of money on social media,” says Bloom. “Find somebody to keep your profiles active and engaged to help you grow your following. When you have content to blast, you’ve already got their eyes and ears.” Expose Yourself – Early and Often 1. Get out there and network in a variety of groups, organizations and venues. Make sure you meet a lot of people and leave them with a clear understanding of what you do and how you help people. 2. Lead if you are a leader. If you don’t feel comfortable leading a group, lead from behind the scenes as a member of a committee or board. 3. Create a following online as well as offline. Invite people to follow you and your company on active social media platforms such as Facebook, Twitter and LinkedIn. Use interesting content to make sure people will keep following you – not just a pitch to hire you or buy your product. Vicki Gerson is president of Vicki Gerson & Associates, Inc. a Northbrook-based web/ print writing and public relations firm. For info, visit vickigerson.com, email writer@ vickigerson.com or call 847-480-9087. opportunities. This means you might go a few weeks without getting notified. It’s a great family or coworker event opportunity, as well as a chance to learn more about what they are doing up on the ISS. Let the ISS staff and Techlife know what you see. What is Online? Techlife is both a print and online experience. Visit dkworldwide.com/techlife and search for “Space” to see a diagram on how to “Spot the Station.” Did you get out and see the ISS? Snap a photo or some video? Share with us how it worked for you. Dave Kaufman, a syndicated columnist, owns DK Worldwide, a design, web, print, and social media marketing firm that helps clients with online and offline challenges. Contact Dave, it’s easy: techlife@dkworldwide.com, or follow him on Twitter – @dkworldwide. You know you want to. Email questions and comments to editorial@whatshappeningonline.com.