Magazine February 2015
The biggest tribe in pop culture right now is here, engaged & spending $$$ DELIVERED TO BUSINESS LEADERS THROUGHOUT SHREVEPORT-BOSSIER
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BIZ. Magazine • February 2015
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What is your ‘Tribe’?
How to cultivate & lead your followers tribe is a group of people connected by a leader and an idea. Tribes, in one form or another, have been around since the dawn of man. The only thing that changes is who’s leading, what idea they all share, and how they connect with each other and their leader. For the caveman, a tribe was a way to stay alive. For us, it can be talking about our love of sports, beer, or troubles raising kids.
The Internet has removed the barriers of geography and the costs in connecting with each other — social media has made tribes get bigger and new ones pop up every day. We have evolved from needing tribes to function at a basic level, to needing them to serve as an outlet for our passions, educational resources, or even buying/trading. I always think about those yard sale groups you see on Facebook. That is a tribe — people bound by the idea of selling unwanted or unneeded goods with a leader who moderates the group. They are able to easily communicate with one another thanks to a click of a button either by personally “friending” other members, or sending a private message, in addition to communicating on the group. And the best yard sale groups are the ones with constant interaction among members and the leader(s). Communication in a tribe is at its best when it goes from leader to member, member to leader, and member to member. The ones that are thriving has everyone encouraging and cultivating clear, easy, constant communication about their mission and the love of their mission. And business, even your business, is no different. We always say that you need to love what you do, not only for your sanity, but for your bottom line. The Tribes mentality is based off this. No one loves your product and your mission more than you. So be fervent about it. Find others who get it. Get them fired up about it. You’ll be shocked at how because you were the first one to take a step out from the crowd, how quickly your tribe will grow and how passionate everyone will be about who you are and what you do. If you sell cars, figure out why you sell cars, what sets you apart from the dealership 50 feet down the road, and who your tribe is. Then go passionately tell your message to those people on Facebook, Twitter, Instagram, email, podcasts, appropriate publications *cough*BIZ.*cough*. Make it easy for others to share your message with you and outsiders. Then, those people who hear your message and agree with you will automatically connect with others who do the same and your tribe grows by merely talking about who you are and what you do (and if you’re a business owner, I know you love to talk about your business). By cultivating and leading a tribe, you have created fans and customers who are loyal, rabid, and walking billboards for your company. In this edition of BIZ. we’ll look at businesses that profit off the Tribes mentality and how they have engaged their tribe and keep them engaged. We’ll also look at businesses who have successfully used this type of marketing and seen big benefits.
Sean Green Sean is vice president/publisher of BIZ. You can reach him by emailing sean@thebiztools.com.
As I say all this, I know this can be scary. Taking a different approach to your business is change and change is uncomfortable. Taking a risk is scary. Staying the course is difficult. But read on and we’ll show you that taking the initiative when it comes to the unknown has dividends.
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February 2015 • BIZ. Magazine
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Contents 14
The Tribe of Geek
The biggest tribe in pop culture right now is here, they’re engaged, they’re passionate, they’re motivated, and they have dollars to spend.
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Cheap gas is awesome, but...
While consumers love paying lower prices for gasoline, there’s a downside.
On the Cover The February BIZ. discusses the tribes philosophy of marketing by examining how one major
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built-in tribe of beer lovers has led to one company’s success and another’s opening.
Stop doing your books!
Online company provides the solution to bookkeeping and payroll needs for small business owners.
Creating a brew-haha
Great Raft Brewing and Flying Heart Brewing see the benefits of a built-in tribe.
1= N +
BIZ. News Online
The BIZ. website at www.bizmagsb.com is Shreveport-Bossier’s home for business news, updated as it happens. In addition, users can sign up for a free BIZ. Daily Report to keep up with BIZ. news from the comfort of their Inbox.
Contact Us: sean@thebiztools.com Volume 6, Number 2 | ©Copyright 2015 by Specht Newspapers, Inc. All rights reserved. BIZ. is published each month by Specht Newspapers, Inc. at 4250 Viking Drive, Bossier City, LA 71111. Telephone (318) 747-7900. Information in this publication is gathered from sources considered to be reliable, but the accuracy and completeness of the information cannot be guaranteed.
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tribe has shaped pop culture, and another
BIZ. Magazine • February 2015
Regulars 3
What is your ‘Tribe’?
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Top Performing _______
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Answering the call
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Relationship marketing
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Electrifying news
How to cultivate and lead your followers.
What it takes to be the best in your field.
Are you setting up your team for success?
The key to keeping business is making connections
Annual Consumer Electronics Show reveals trends.
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Pity the proposition
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Let them eat cake
Fall out of new hotel/motel tax vote failure & how to fix it.
Celebrate Mardi Gras with a King Cake from the relocated Lilah’s Bakery
Win-Win Powertools
Top Performing ________
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What it takes to be the best in your field he BIZ is all about growing your skills in business…ALL BUSINESS. I’ve spent my career in sales. As you know, I believe that we are ALL in sales, we’re selling all of the time and our #1 product is us. Whatever your title, I hope you want to be a TOP PERFORMER. You fill in the blank above and let’s look at what it takes to be a TOP PERFORMER.
They set HIGH TARGETS and Goals. They carefully PLAN their quarter, month and week, as well as their daily schedule. They set OBJECTIVES for every sales call. They ASK high-value questions that probe to the heart of the issue. They LISTEN carefully to what their prospects and customers say. They CLARIFY the issue when they are unclear what the prospect means. They WAIT TO PRESENT their product, service, solution or idea until they know exactly what their prospect’s situation is. They begin every sales presentation with a brief RECAP of their understanding of the prospect’s situation. They know how to ADAPT their sales presentation if their prospect’s situation has changed. They know how to properly and effectively POSITON their product, service or solution. Their sales presentation FOCUSES on the prospect. They are PREPARED for potential objections. They always establish their NEXT STEPS after the presentation. They FOLLOW-UP after the initial call or meeting. They PROSPECT continually to keep their pipeline full. They deal with the DECISIONMAKER when possible. They look for ways to KEEP IN TOUCH with their customers.*
Jerry Frentress Speaker & Coach, Win-Win Power(ful) Tools for Sales, Service and Employee Interviewing. Website: www.WinWinPowerTools.com.
*”17 Best Practices of Top Performing Sales People” by Kelly Robertson / Seen at Changingminds.org
Business Facebook: www.Facebook.com/WinWinPowerTools . 453-6080 / Bossier City
How about you? Want to be “Top Performing ___________”?
February 2015 • BIZ. Magazine
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Marketing B-S (Bossier-Shreveport)
Answering the call
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Randy Brown
Advertising/Marketing Guru He is the Publisher of the Bossier Press-Tribune, as well as Advertising Director for Bossier Newspaper Publishing Company, Inc., publishers of the BPT and BIZ. Magazine. Randy may be reached at rbrown@bossierpress.com
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BIZ. Magazine • February 2015
Are you setting up your team for success?
s the leader of your team, you are a cheerleader. In my role as a Sales Team Manager and now the Publisher of a newspaper, part of my drive to do what I do revolves around the many opportunities that I get to cheer for our team. However, in our positions as leaders, we all experience the dynamics of team existence. Good days, bad days, team members with personal difficulties, etc. Thus, we sometimes fall short of our goals due to the roadblocks and obstacles that get in our way. On the other hand, we get on an extreme emotional high of all highs when we achieve or even exceed our goals. In short, the good times far outweigh the bad. And, as leaders, we should always be able to find something deep within ourselves that makes us keep driving and striving to do the jobs that we
all love so much. However, are we extending that same passion.....that same “umph” that drives us to our team members? Essentially, are we setting our team up for success? One of the main essentials for success is a clearly defined strategy. If you have no strategy or plan, you do not know where you are going and then, it is easy for any roadblock or obstacle to throw you completely “off-course.” Define what you expect from your team and where you expect your team to go moving forward. If you fail to share your vision with your team, your team will become frustrated and fractured. Then, they will start to fall away from their purpose and the driving force that gives them their initiative to succeed will begin to fade away.
In view of this, one of the most important things that you can do is to establish clearly defined goals for both your overall team and your individual team members. Your goals should be tied to your vision/strategy/plan. Furthermore, you need to develop a plan of action based upon your goals (with target achievement dates). Also, encourage your team to establish personal goals as well. Finally, hold your team accountable. Hold frequent brief meetings both as a team and individually in order to discuss where you are and what lies ahead. As the leader, you must be a coach. Discuss all shortfalls/obstacles and develop a way to overcome these roadblocks (which are most certain to occur).
Uncommon Sense Marketing
Relationship marketing
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The key to keeping business is building a personal connection
ou can't sell to everyone. You don't have the time, money or resources to do that. Nor does everyone want to buy your product. The old days of "spray and pray" marketing are gone. It's all about relationship marketing now. Stop wasting your resources on people who will never be your customers and start showing your clients who you are on a personal level.
Amy Kinnaird
Marketing Strategist Trainer and Speaker With over 35 years experience in marketing and training, Amy helps business owners put together the right plan. If what you used to do isn’t working anymore…If it’s time to come up with a good plan…call Amy at 318-7950520 or visit her website: www.UnCommonSenseMarketing.com
In relationship marketing, you are building relationships an inch wide and a mile deep. That means you'll have fewer people (an inch wide) in your tribe and develop very strong relationships with them (a mile deep.) You are connecting with those who love who you are and what you do, and that will be a smaller number than the masses. Your tribe isn't everyone who buys from you, but
rather those who sing your song and buy multiple times from you and refer you over and over again. Some people are connectors or more social in nature, so they are often in your tribe. Those people are the ones who love you and will be your "sales soldiers!" You've probably heard the adage, "it's easier/cheaper to keep an existing client than to find a new one." That is how to build a tribe. You know you have a tribe when they share your Facebook posts, retweet you on Twitter and actually read and comment on your blog and newsletters. Take the time to give the love back to them. This is a give and take kind of thing. Survey your happy clients and find out how you can help them even more. What do you need to do to increase customer satisfaction?
When I ask clients what kind of marketing they have going on, often they say, "word of mouth." That tells me a couple of things. 1) They are doing something right if people are referring them and 2) they need to have an established referral system in place. How are you building on the word of mouth marketing? What are you giving back to them to show your appreciation? Formalize a little system you can use for referrals. Maybe you send a thank you card with a gift card in it for coffee or lunch somewhere. Maybe you actually treat them to lunch, or perhaps you send a gift basket. Let your tribe get to know the real you and feel like they are part of your success. Because they are!
February 2015 • BIZ. Magazine
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Biz Tools
Do Something
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The speed of business is ever increasing. The successful business leader stays on top of the tools and information to help his/her company grow.
Book of the Month
tribe is any group of people, large or small, who are connected to one another, a leader, and an idea. For millions of years, humans have been seeking out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads). It's our nature.
Now the Internet has eliminated the barriers of geography, cost, and time. All those blogs and social networking sites are helping existing tribes get bigger. But more important, they're enabling countless new tribes to be born—groups of ten or ten thousand or ten million who care about their iPhones, or a political campaign, or a new way to fight global warming. The Web can do amazing things, but it can't provide leadership. That still has to come from individuals—people just like you who have passion about something. The explosion in tribes means that anyone who wants to make a difference now has the tools at their fingertips. If you think leadership is for other people, think again—leaders come in surprising packages. Tribes will make you think (really think) about the opportunities in leading your fellow employees, customers, investors, believers, hobbyists, or readers. . . . It's not easy, but it's easier than you think. — Amazon.com
On the BIZ. Tools Podcast This Month:
How traditional marketing has died BIZ. Book Club
Last Month Hiring Part 2: Welcome Aboard Live! From the BIZ. Breakfast Listen to the BIZ. Tools Podcast at: www.thebiztools.com/thepodcast
App of the Month Kik
Kik Messenger is a free, instant messaging app for Apple, Android, and Windows phones that only requires a username, not a phone number, to text. Kik also allows users to manage their conversations and share photos, sketches, mobile webpages, and other content. It gives brands and developers the opportunity to be part of the conversation. Kik is the only mobile-first viral sharing network and the first smartphone messenger with a built in browser. Since Kik's 185 million users are already sharing content as part of their conversations, it makes sense that leading brands, content providers and gaming companies are teaming up with Kik to engage current users and attract new ones by engaging in 1:1 conversations with their followers in real time.
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BIZ. Magazine • February 2015
#WorthFollowing @bizmagsb @20X49 @TwistedRoot @CoolDowntown @bossierchamber
More Tools
This month: “Hiring: What to Do and What Not to Do”
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Friday, Feb. 13 9 a.m. CoHab in Red River District Join us for coffee, breakfast & a lesson
iring is one of the most crucial elements of your business. It is an opportunity that can reap huge rewards if you get the right people on your team. It’s also a minefield that can mean further damage and lost profits if done incorrectly. David Specht and Sean Green will share the lessons they have learned and want to hear from you about what you’ve learned. February 2015 • BIZ. Magazine
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From the Bossier Chamber
Connecting a diverse membership
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onnecting Business to Business – that’s the phrase we use to define the Bossier Chamber and our governing approach in how we lead the many tribes under our umbrella. As a membership organization, we have a diverse audience – or tribes, complete with different needs, goals, and challenges. We serve these tribes through tailored programs that provide members with opportunity, advocacy, partnership and education. Here’s how we respond to the needs of our many, diverse tribes:
Ginger Collier
Director of Communications, Bossier Chamber of Commerce
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n Creating diverse opportunities for our members to get connected: The Bossier Chamber holds over 50 events each year. On average, that’s approximately one opportunity per week throughout the year that members can get connected and showcase their business within like-minded, targeted groups.
n Support a strong business climate through local, state and national advocacy efforts: The diversity within our membership base presents different needs, goals, and challenges that the Chamber must monitor to ensure a healthy business climate. Advocacy is an important part of how we support the special interests among our members.
n Help to create lasting mutually beneficial community partnerships: You can’t very well facilitate connections without partnerships. Partnerships are a key to the success of our community on every level as they provide us the opportunity and give us the resources to grow and change. n Provide diverse education opportunities that strengthen businesses: Learn and grow – these words fit together nicely. It’s like a cause an effect. It’s important to the Chamber to provide education opportunities to help our members stay on top of their game.
COMING MARCH 2015 A PRESENTATION OF THE BOSSIER CHAMBER OF COMMERCE HONORING LEADERS IN THE BOSSIER-SHREVEPORT HEALTHCARE INDUSTRY FOR THEIR OUTSTANDING SERVICE TO THE LOCAL COMMUNITY. The Bossier Chamber of Commerce is currently seeking nominations for the following awards:
Healthcare Professional of the Year Healthcare Volunteer of the Year The Dr. John Miciotto Lifetime Achievement Award
Submit nominations online at www.bossierchamber.com
February 2015 • BIZ. Magazine
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Business Development
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Jill Macchiaverna Jill is Publicity Chair, Business Development Connection for the Greater Shreveport Chamber of Commerce.
Electrifying news Annual Consumer Electronics Show reveals trends
quaint little annual trade show wrapped up in Las Vegas in January. Have you heard of it? The International Consumer Electronics Show? I’m being facetious. The show drew a crowd of 170,000 this year, and had about 3,600 vendors. Judging by the reviews, here are some terms you’ll need to know in the near future, if you haven’t heard them already:
You probably already know or can guess a 3D printer is just like a regular printer, except that it’s printing objects that take up X, Y, and Z space, instead of two-dimensional printouts on paper and other flat media. But, did you know that the technology is advancing much more quickly than the laws regarding them, and that they are no longer just printing with plastic, but with many other materials including metals and even chocolate?
n Over-the-top (OTT) This has to do with television programming, but “over-the-top” refers to the delivery of the content, not the content itself. Telecoms and device manufacturers are all preparing for the future of TV watching, which will be hugely via bandwidth. OTT content providers are online streaming services that sell on-demand content and deliver it via the Internet.
n The Internet of Things: Everybody is bringing chips to the party. Your appliances, your thermostat, home security. Gads of new gadgets are created with the assumption that you have wireless service all around you, and that is how you will control the machines in your home and office. The chips not only enable your phone to be a remote control for just about everything, but most of the time, they play a role in the efficiency of the machines’ operations, too.
n 3D printer
n Wearables Gadgets designed to be worn on the body. n Connectivity: Does your car email you reports? Does your smart phone control everything in your smart home? Does your exercise-tracking device automatically send status updates to your social media platform? You’re connected. Connectivity is quickly becoming a standard category on the specification lists of new products, and it refers to the products’ abilities to communicate with another device, platform, or computer system. Seeing all the trends in the CES 2015 coverage does make me want to get one kind of wearable: a lead vest! I really hope some research and development teams out there are studying the effects all of our connectivity has on our connective tissue.
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222-9446 www.kingstel.com www.king stel.com 12 BIZ. Magazine • February 2015
Applied Knowledge
Pity the proposition
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Fallout of new hotel/motel tax vote failure & how to fix it
n Nov. 4, 2014, voters in Caddo and Bossier Parishes considered (and rejected) the Shreveport-Bossier Convention and Tourist Bureau Proposition (2% Hotel Occupancy Tax): “Shall the Shreveport-Bossier Convention and Tourist Bureau (the "Bureau") be authorized to levy an additional two (2) percent hotel occupancy tax (the "Tax") upon the occupancy of hotel rooms, motel rooms and overnight camping facilities within its jurisdiction, all as defined by law (an estimated $2,224,080 reasonably expected at this time to be collected from the additional levy of the Tax for an entire year), for a period of twenty-four and one half (24 1/2) years beginning December 1, 2014 and ending June 30, 2039, with the proceeds of the Tax (after paying costs of collecting and administering the Tax) to be used in the following percentages for the following uses within the jurisdiction of the Bureau: (1) 50% of one cent shall be used to support the Shreveport-Bossier Sports Commission for the operation and promotion of sporting goals and sporting activities, as it relates to sports tourism; (2) 75% of one cent shall be used to support the Independence Bowl Foundation for the promotion of Division I football events; and (3) 75% of one cent shall be used to support the Ark-La-Tex Regional Air Service Alliance to incentivize air flights, air carriers and air fare” This tax would have been levied on visitors to our area. However, that didn’t seem to matter to voters — especially in Bossier Parish, where the tax was soundly defeated. Some folks vote “no” for any proposition that involves the word “tax.” That being said, there were plenty of reasons to vote yes. Those who researched the proposition often became advocates for it. So why did this proposition fail? Simply put, it was a public relations failure. At some point in the process, this proposition was dubbed “The Independence Bowl Tax.” I am sure the architects of this legislation cringed each time someone made such a reference. But, unfortunately for them, it stuck. Contrary to popular belief, not everyone is fanatic about college football. Only three-fourths of one cent in the two-cent proposition was aimed at the Independence Bowl. Equally funded by the proposition was the Ark-La-Tex Regional Air Service Alliance. It is a long word that essentially identifies a group formed to bring better/more affordable air service to Shreveport. Left to the uninformed, this would sound like an effort to bring air carriers like Southwest to town. That is only partially true. Like layers of an onion there is far more to the picture than what is initially understood. For instance, were voters aware this proposition could go a long way to protect Global Strike Command at Barksdale A.F.B.? In the simplest of terms, there is a great need for direct (and affordable) flights to Washington, D.C. for personnel at the base. As a Major Command, Global Strike officials must trek to the nation’s capital on a regular basis. Like it or not, flights are not added to regional airports simply to fill a need. It takes incentives to move airlines to action. It is just the way it is. Passage of this proposition would have helped in that regard. Were voters aware that one-half of a cent on the proposition would have helped bring the Bassmaster Classic back to town? The “Superbowl of Bass Fishing” is ready to return. Again, it takes incentives and other money to bring them here and make all the events happen.
David Specht
President, BIZ. & Specht Newspapers, Inc.
Sadly, voters were most likely not aware of these things before heading to the polls. This is not an effort to “assign blame.” However, here are a few
things that could be done should a similar proposition makes its way back to ballots. n Advertise if you can Voters still read newspapers, watch local TV news and listen to radio talk shows. While some entities are bound by law not to engage in political activity, some foundations and political action committees can. Advertising the merits of the proposition, and explaining the method of collection would go a long way to swaying the “anti-tax” crowd. Remember the old saying, “Don’t tax you. Don’t tax me. Tax that guy behind the tree.” n Hold many, many public meetings Those who cannot advertise can hold meetings and public forums to “get the word out.” While many of these are poorly attended, the public relations value is high. News gathering organizations will often cover these meetings (and their content). Informing the voters who will come out to the polls is paramount. Get the information out there any way you can. n Choose the election date carefully (if you can) As sad as it is, a low turnout election date benefits those who are attempting to pass a tax. During a lower turnout election, it is generally more informed voters who head to the polls. In addition, it doesn’t take as many supporters to be rallied to get things passed. Public bodies have been doing this for years. Sure, it flies in the face of what we hold dear in this Democratic Republic, but it also works. Often, the best voters are the ones who show up at the polls when there isn’t a “big election” on the ballot. It is quite possible this tax will come around one more time — perhaps as separate propositions. Hopefully, the organizers learn from previous attempts and do what it takes to ensure passage. This is really important legislation.
February 2015 • BIZ. Magazine
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Cover Story
TOP & LEFT: Shreveport’s Excalibur Comics, Cards, & Games is a local business that profits off the Geek Tribe, or Geek Culture. BOTTOM: The prevelance has expanded to include decor in stores such as Kirkland’s.
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Cover Story
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eeks, nerds, dorks, dweebs…The monikers go on, some more detrimental in nature than others, but whatever you call that guy in the cubicle next to you who reads comics, spends evenings playing PS4 and is really into his computer, it’s important to note that he is part of a tribe that has a big say in shaping the current flow of popular culture.
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hat is known as “Geek Culture” can mean such varied things as tech startups, mathletes, hackers, or (more commonly) fans of science fiction/horror/comic books/fantasy and other genre-specific media. But thanks to the huge success of TV shows like “The Walking Dead” and comic book movies — 2014’s highest earning film in the U.S. was Marvel Studio’s truly odd “Guardians of the Galaxy,” based off a less than ubiquitous property featuring a giant walking tree and foul mouthed raccoon — Geek Culture is generally associated with hardcore fans of Batman, Iron Man, Frodo, Darth Vader and more. And thanks to the prevalence of these icons, Geeks seems to have finally flipped the script and become…Gasp!…Cool.
think that Hollywood and social media has fueled the mainstream pop culture, but I also believe that the rise of technology has secured the geek’s place in the world at large. It used to be that you needed strong men and women to work in the factories, but now you need the brain working on the next generation of the iPhone or the next big computer/tablet. And most of those people also love attending a good comic-con,” said J.T. Johnson, Shreveport resident and founder of Facebook group Geeks, Inc. “There's no doubt that Hollywood has had an impact on comics and pop culture in recent years. We've even seen the fruits of that at our store,” said Shreveport’s Excalibur Comics, Cards, & Games Communications Director Chris Hunter.
shadowed by tone-deafness to its real intricacies. But where Geeks are taking the initiative to changing that image bit by bit among the mainstream culture is through a chink in the armor for any entity — the wallet. To see this tribe’s economic potential, look at the positive reaction to Shreveport-Bossier’s first comic convention, Louisiana Comic-Con happening Feb. 21 at the Bossier Civic Center. The response to the Louisiana Comic Con led Chris Jay, public relations and social media manager for the Shreveport-Bossier Convention and Tourist Bureau, to describe the local tribe of geeks as a “bottomless well of untapped potential.” “The immediate response through social media and marketing was unlike anything I’ve ever experienced before. Everyone I’ve talked to is excited,” he said. “Geek/Nerd Culture, or whatever you want to call it, has become really mainstream and the fans are dedicated and energetic.”
Excalibur employee Randol Young notes that pop culture has created more business for their store, “There Randol Young & Chris Hunter are still many people out there that go to see the movies that never set foot inside a comic shop but that's happening less and less. The great thing Greg Hanks, with Southern Popular Culture Convention is a co-organizer of about many of these customers is that they'll come in for one thing, and litthe Louisiana Comic-Con. He said he had an idea that Shreveport/Bossier tle by little they come out of their shells. Customers love to let people City would be receptive to the event, but he has been overwhelmed with know about our store and bring people in when they are visiting from out the response. of town. A diverse selection of merchandise, friendly attitudes, and organized stock have played a big part in those that come in to the store coming “It's cool walking around the mall, passing out flyers, and having kids want back.” to take pictures with you and giving you high fives for bringing a comic convention to town.” Randol’s fellow coworker Chris agrees that word of mouth is important to Excalibur, “especially when you still have to deal with retail giants right And he said local vendors also recognize the buying potential of the geek down the road.” tribe. “We have to be able to have something different, something special that “Every comic shop in the area is participating, as well as any business who gets people talking and telling people about our store,” Chris said. may have a tie to the audience we are bringing in. I think they are well aware of the buying power that the pop culture crowd brings.” Admittedly, mainstream culture still portrays geeks through the distorted lens of an eyeglasses wearing, socially awkward, asthma inhaler brandishing fanboy. And usually, what it gets right about Geek Culture is often overContinued on Page 19
February 2015 • BIZ. Magazine
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Tribes
Story by Sean Green
Creating a brew-haha
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Great Raft Brewing & Flying Heart Brewing see benefits of built-in tribe
hen it comes to cultivating a tribe, it’s not always about building one from scratch. In fact, there are many tribes out there that merely need a leader, a rallying point. Perhaps no local company is a better example of how to “tap” into an already existing one than Great Raft Brewing. The Shreveport-based brewery opened late 2013 and currently produces 7 beers that can be found in local stores and restaurants. Founded by Andrew and Lindsay Nations, Great Raft Brewing Company creates fresh craft beer by focusing on creativity, passion, and authenticity. And Andrew and Lindsay knew that a local audience would pick up on that and get on board with their mission and product. “We work hard to convey our passion for ‘real beer’ in the most approachable and non-pretentious way possible,” said Andrew. “There are a lot of people in NWLA who are eager to learn and experience something new. It’s pretty awesome to be a part of that.” The success of the couple’s efforts to educate locals about craft beer and incorporate them into the craft beer community resulted in Great Raft Beer capturing a segment of the community who then turned into walking, talking advertisements and endorsements for the company. Their success is literally visible throughout northwest Louisiana — you regularly see various people around Shreveport-Bossier wearing hats, t-shirts, holding Reasonably Corrupt cans. Andrew said that branding would be a critical part of the company’s identity from the start. “As the first brewery in our region since Prohibition, we wanted to give the community something to be proud of, and make it easy for them to get behind the brand. We engage with the community mostly via social media and it's fun to see them interacting with us in that way.” However, Andrew said it boils down to having a quality product, “Some people may buy our cans at the grocery store because they look cool, but they buy them again and again because of what’s inside.”
Continued on Page 18
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Story by Sean Green
Oil & Gas
Cheap gas is awesome, but...
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While consumers love paying lower prices for gasoline, there’s a downside nless you’ve been living in a cave, you’re bound to have noticed that gas has dipped well below $2 per gallon for the first time since not long after Y2K. Number combinations that were relegated to the world of myths and rumors started appearing on pumps around mid-December and drivers everywhere rejoiced as the prices kept falling like the old lady in that Life Alert commercial.
The good news is that consumers will end up saving quite a bit with this dip. In fact, the Louisiana Oil and Gas Association (LOGA) estimates that consumers are slated to save $500 this year, per household, due to these mythological prices. The bad news? Well, it means a lot of pain for the oil and gas industry, you know, that old chestnut that determines much of the revenue for the state of Louisiana. “The ripple effect is what we’re concerned about,” said Ragan Dickens, director of communications and North Louisiana Shale Director for LOGA. “Companies from Lake Charles and Baton Rouge are laying off employees and reducing their drilling budgets. We’ve got companies in east Texas and south Arkansas who come back to the area and spend money and now they’re not going to have a check to spend here. So it’s going to affect the local economy.” “The oil service companies are scrambling, too, because when an operator is not drilling, it’s a downhill effect on everyone,” he added. There are no statistics on unemployment or layoffs caused by the drop in prices. Dickens said official numbers won’t be available until the end of the year. Which, by that time (i.e. 4th quarter of 2015), analysts are saying oil prices will begin to rise again. The silver lining of the whole shebang is that the Haynesville Shale could see an increase in activity due to drop in oil prices, which would mean an increase in jobs. What was once believed to be the biggest shale play in the continental United States led to an influx of exploration and production companies in 2008, but went quiet after only a couple of years. This play coming back into…well…play is a welcome sight. “One rig is 180-300 jobs and we currently have around 20 rigs in operation right now, so if we got rig count up to 30 or 40, then we’re talking about something,” said Dickens. “Operators are looking at the Haynesville Shale because of infrastructure and production costs — you can drill a well and get your gas and take it to market. If you’re drilling in rural Texas or North Dakota, those costs rise because there’s no infrastructure in place there.” He explained that the Liquid Natural Gas production facilities along Louisiana’s coast would be a catalyst for action in the shale. “It’s not the answer (to making up the difference in the industry), but the next six months will be telling,” said Dickens. “(The shale) could offset (the loss in oil jobs), but I doubt it.”
February 2015 • BIZ. Magazine
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Tribes
Beer: Flying Heart to open 1st quarter 2015 Continued From Page 16
The company knows how important communication is to growing its tribe. They spread their message through social media and their onsite tasting room off Dalzell Street. “We like for our customers to enjoy a pint at the brewery, just feet from where the beer was made. There they are able to ask our staff questions, smell and taste the raw goods that go into their beer, and build a strong connection to our brand. We love having the opportunity to educate those looking to learn more and share our passion for beer. You can’t fake that, and people are quick to recognize that when visiting our tasting room,” Andrew explained. It’s been a whirlwind from Andrew homebrewing six years ago during his spare time in Washington D.C. Still, the reaction to their company amazes Andrew, as he notes, “We rely a lot on word of mouth. That alone has brought a lot of new faces to the tasting room, but there is still a lot of opportunity to introduce our products to a new audience in 2015. We love having the opportunity to engage directly with customers in the tasting room and turn them onto better beer.” But there are other local breweries that are seeing the power
18 BIZ. Magazine • February 2015
of a built-in fandom waiting to be united. Jason LeBleu, co owner of Bossier City-based Flying Heart Brewing, said the local built-in audience for the Bossier City-based brewery has come “unglued” since it was announced they would be locating in the old Bossier City Fire station number 6. “This whole adventure has been a blast because of the support that we are receiving. There is a culture of craft beer enthusiasm that has been expressing a desire to be satisfied,” Jason enthused. “In addition to the natural pull for craft beer, Bossier City residents are exceptionally excited to have their own microbrewery that is respectful of and openly embracing the historical and cultural aspect of Old Downtown Bossier.” The microbrewery and tasting room is due to open within the first quarter of 2015. “Our inspiration for the venture has been one of embracing the creativity and art of craft beer. Every phase of our business evolution has been an evident next logical step,” said Jason. Jason said he hasn't met anyone around that didn't think the new brewery was an awesome idea. In order to help that audience stay connected, they have embraced social media and clearly communicated the the road to opening their doors to
interested parties. “The following has been steadily increasing in an organic fashion. We are using our website, Facebook, Twitter, and Instagram accounts, all under the flyingheartbrewing title.” As established and growing breweries find their fans and move forward, Andrew says Great Raft is focused on growing organically and introducing the brands to surrounding markets while still taking care of the customers in their back yard. “Consistent quality in our flagships is paramount. We like to have fun, and brew new and challenging styles. However, continued success will depend heavily on our ability to deliver consistent quality to our customers in all markets. We are nothing if we aren’t a clean and consistent brewery. Our audience will leave as fast as they showed up if the beer quality isn’t there.” Jason is excited on seeing his first steps into the market with their tasting room and looking forward to expanding to retailers, “Once we are established in the local market in restaurants, pubs, and the like, we will explore single serving retail sales avenues.”
Cover Story
Geeks: Social media improves communication Continued From Page 15
An important characteristic of this, or any tribe, is communication and engagement. It determines the success or failure of a business that tries to lead them. “Social media like Facebook has really opened up our business and allowed people to contact and talk to us like never before,” Randol explained. “If you are in our store often enough, you'll notice that there's a constant flow to the merchandise. Much of this is because we listen to the customers and respond to them. The main way I see us engaging is by supplying the people who walk through our doors with merchandise that will feed their interest.” Greg has helped build excitement for the convention by reaching out to the geek tribe through social media and oldfashioned face to face pounding of the pavement. He is excited about interacting with this tribe, saying he gets to “speak their language.” “It's very important not to come off as fake when dealing with comic and pop culture fans. As someone who attends comic conventions myself, both as a vendor and fan, I hope that the audience we are serving knows we are genuine in our love for what we are doing by bringing this convention to town.”
J.T. explained that the geek tribe has grown by what appears to be overnight because the members never really had a massive way to communicate on a day-to-day basis before the social media, noting, “Now we have somewhere to go every day to keep up with content and like-minded people.” He is definitely a tribe member who can see the fruits of this technological breakthrough with his Facebook group. Beginning as a circle of friends discussing movies, games, comics, and the like, that group of 15 has spread across the world and ballooned to more than 600 with little to no promotion.
“We have customers, new and old, that are more excited than ever to explore books they wouldn't have before. It's a different kind of word of mouth, but we have really profited from it.” So what is the ceiling? Can Geeks keep ruling the world? J.T., Chris, and Randol all think the sky is the limit. “I think it’s too exposed now to go back into the shadows of the school libraries where “Dungeons & Dragons” games used to thrive. The geek culture has proven time and time again that it wants to stick around for just a little bit longer,” said J.T.
“Geeks, Inc. took off because it is a product of its time with geek culture currently being the mainstream, but I also think that it took off because geeks love to share with each other. What’s really been great about social media is that we’ve discovered ourselves through people from all walks of life liking similar things but never being able to talk about them easily.”
Chris points out, “There's a new ‘Star Wars’ movie coming, tons more Marvel and DC comic book movies all the way up to 2020, ‘The Walking Dead’ is about to start a spinoff TV series…There is no shrinkage at all, only growth and even more to participate with and enjoy!”
Chris and Randol also use the Internet to connect with the geek tribe, through their YouTube show “Talking Comics.”
Randol said that social media will play a big role in keeping the tribe connected.
“We are entering our third year now. The show was originally intended to be a way of promoting products to customers that might not know what was coming in each week or month. Now, we have people that stop in from out of town to check out the store because they saw us on YouTube,” said Randol.
“These people are some of the most dedicated fans out there. Look at how long ‘Star Wars’ and ‘Star Trek’ fans have been around. It's going to be that way with fans that walk through our doors long after you stop seeing comic movies.”
BUSINE
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REASON #3: UNIQUE BUSINESSES CREATE CHARACTER & PROSPERITY T he u nique c haracter of of o ur llocal ocal The unique character our c ommunity iis sd efined in in llarge arge part part b y community defined by tthe he b usinesses tthat hat rreside eside tthere, here, and and businesses that pl ays a big big factor in y our o verall that plays your overall factor in satisfaction with s atisfaction w ith where where you you llive ive and and value tthe he v alue of of your your home home and and property. property.
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February 2015 • BIZ. Magazine
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From BIZ.
Pullin joins the BIZ. Mag team
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Welcoming our new marketing & advertising consultant
immy Dale Pullin has been added to the BIZ. Magazine team as its new marketing and advertising consultant. Using his more than a half-decade of experience with social media marketing and retail sales, Jimmy will be meeting with current and past clients to help them promote their brand and advise them on their advertising and marketing efforts. “It is my goal to become a heavy hitter for my clients,” said Jimmy. “I approach this with knowledge of current market trends, and garnishing a relationship of understanding client needs.” BIZ. Publisher/Vice President Sean Green is excited to have Jimmy on his team and knows that he can meet the area’s needs when it comes to providing specialized service that
spreads awareness of their message.
product.”
“It’s great to have someone as focused, engaged, and motivated as Jimmy helping BIZ. reach its goals,” Sean said. “Our goal is to help NWLA be the economic engine it is destined to be by offering targeted, nontraditional branding and awareness. We believe our magazine is a complete resource — from personal growth columns, local news stories, spotlights of entrepreneurs and business leaders, and a modern day ‘Yellow Pages’ that Jimmy Pullin can fill the needs of small to large business owners. And with Jimmy on our team, I know we will only continue to see growth and a better
“I am greatly excited to be a part of BIZ. Magazine. To invest in the growth of Louisiana, NWLA specifically, is a great honor. Being a part of the first local publication to offer a B2B model provides more opportunities to promote local businesses and their strengths like never before,” Jimmy added. Jimmy attended Louisiana Tech University and the University of Maryland. He spends his time away from the office with his long-term girlfriend, Kaitlyn, and his dog, Hank. He is a fan of New Orleans Saints football, Manchester United soccer, and Louisiana Tech Athletics. To contact Jimmy, email jimmy@bizmagsb.com.
MARDI GRAS 2015
Krewe of Cent Centaur aur den Pa arty rty
Krewe of Cent Centa aur ur Parade
Krewe of barkus and meoux pet parade
Krewe of gemini Den Party arty
February 6 948 N. Market Street, Shreveport
February 7 Clyde Fant Parkway, Shreveport
February 8 Reeves Marine Center, Bossier
February 13 2101 E. Texas Street, Bossier
Krewe of gemini Parade xxv
Krewe of highland Parade
Krewe of aesclepius Children's Parade XXIV
fat tuesd tuesday texas texas st street reet bridge bridge clo closing sing ceremony
February 14 Clyde Fant Parkway, Shreveport
February 15 Historic Highland, Shreveport
February 17 Pierre Bossier Mall, Bossier
February 17 Texas Street Bridge, Shreveport
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SBFUnguide SBFUnguide.com 20 BIZ. Magazine • February 2015
R S Shreveport-Bossier Convention and Tourist Bureau, 629 Spring St., Shreveport, LA, 800-551-8682
Business People
A Jared Troutman Regional Manager Splash Kingdom
The ‘Off Season’ What seasonal businesses do when their time is up for the year
nyone in the waterpark or seasonal amusement business has received this question, “What do you do in the off season?” Usually my day starts off with a funnel cake breakfast, a morning of riding the slides over and over and over, mini melts ice cream for lunch, an afternoon of lounging by the pool, topped off by chicken fingers with curly fries. My career as a waterpark manager is fun, but not that fun!
Perhaps the term ‘off-season’ is what creates the illusion of not being busy. It sounds too much like ‘time-off.’ If you are not ‘on’ then you are ‘off.’ Off is like sleep. In reality there is no such thing as an ‘off-season.’ There are just different seasons of the year for performing different critical tasks. Operating without a dedicated intensity to the mission at all times, for any business, spells business failure.
What does a farmer do when he or she is not in their busy season harvesting from the land? The farmer meticulously plans the year, builds business partnerships for maximum growth, upgrades facilities, performs necessary maintenance on equipment, and seeks out professional development. The waterpark guy does the same thing! The productivity of the off season directly correlates to the harvest.
Summer is our time to ‘harvest.’ This season involves lots of customer service, doing whatever it takes to exceed guest expectations, plenty of enthusiasm, an eye for detail, and outstanding leadership for the 100 seasonal employees joining the team. Fall is great for analyzing the previous operating season, getting the park ready for winter, and initiating major projects. Winter is for finishing big projects, planning the New Year,
building business partnerships, and getting new education to streamline operations. Spring is for rehiring the staff, training the new staff, and getting the park ready to open. A waterpark is dependent on the weather and the season of the year. However, most businesses have a ‘busy’ season. I believe that there is a natural cycle to every business year that is probably very similar to that of the farmer and waterparker. And even though your business doors are open 365 days out of the year some of the key concepts behind operating a seasonal business apply to you as well. So, what do you do in your off season? Please feel free to contact me anytime with questions, ‘off’ season planning, or waterpark inquiries!
February 2015 • BIZ. Magazine
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22 BIZ. Magazine • February 2015
Business Etiquette
To bump or not to bump?
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The proper greeting for business networking events t a networking event, I reached out to shake hands with a woman who then used my hand to pull me close for a big hug. Recently, Sandra asked me what to do about hand-shaking at an event with both men and women of all ages. Angie complained that at meetings, men shook hands with each other, but not her; one actually offered her a fist-bump! What are the business guidelines for handshaking and hugging with men and women these days?
n Old School - The following have historically been our basic handshaking rules. Men shake hands with men, often. A man gives a weak handshake to a woman but only after she first offers to shake hands. Women shake hands with women, sometimes. However, these rules are changing due to the business guidelines below. n Business Situations - In business, the only appropriate touch is the handshake. It is the physical gesture that accompanies the verbal hello and goodbye with people we don’t see every day. For business purposes, everyone shakes hands with everyone else, regardless of gender. This is still relatively new to some people, so business women should take the initiative and offer to shake hands; this helps others know what you expect. A side benefit is the person who puts their hand out first looks confident and authoritative. n All Situations - A handshake should never cause pain or intimidation. It should be firm, last for about 2 shakes, and be shared with eye contact while standing. This applies to both women and men. Gentlemen, please avoid giving a wimpy handshake to a woman. Instead of coming across as genteel, is feels rather demeaning and, well, icky. Ladies, if a gentleman uses his Southern charm and treats you as a delicate lady versus a business professional, please don’t be offended; smile and appreciate his polite manners. n Other Welcoming Gestures - Here in the South we are passionate about our hugs. It is one of the charming things about us. Yet, we should consider that not everyone is comfortable hugging strangers or business associates. In the office, consider the message of hugging some people, but not others. In a professional situation, act professional. Save the bear hug and back slapping for your best buddies.
Teri Haynes Owner of Business Interactions, LLC Employee trainer and business etiquette coach www.BusinessInteractions.Net
By the way, a fist-bump is a casual form of greeting between friends. With all due respect to Howie Mandel and other germaphobes, in formal and business situations, it has no place.
February 2015 • BIZ. Magazine
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Lunch Break
Let them eat cake
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Chris Jay reviews local food and previews events every week at www.20x49.com.
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D v a s s b w F l
Photo by Chris Jay A mural advertising king cakes decorates the side of the new location of Lilah’s Bakery in Highland.
Celebrate Mardi Gras with King Cake from relocated Lilah’s Bakery
Chris Jay Public Relations and Social Media Manager, Shreveport Bossier Convention and Tourist Bureau. He is a monthly contributor to Biz. Magazine. He may be reached via email at cjay@sbctb.org.
24 BIZ. Magazine • February 2015
ilah’s Bakery, a mom-and-pop bakery and sandwich shop that has previously done business at locations in Shreveport’s Highland neighborhood as well as at the Louisiana Boardwalk Outlets, has reopened at a new Highland address. The bakery is now located at 1718 Centenary Boulevard and is serving lunch daily. Their current daily menu features hot sandwiches, soups, salads and cold sandwiches as well as cupcakes and other baked goods. Follow the bakery on Facebook to keep up with current menu offerings.  Businesses like Lilah’s are among the most easily identified examples of the economic force that is Carnival season: the first year they sold king cakes, Lilah’s Bakery sold about 300 cakes. In 2014 – just a few years later – they sold something like 9,000 king cakes. For the 2015 season, king cake availability at Lilah’s Bakery begins on Jan. 6, but king cakes may be ordered year-round with 48 hours notice. Here’s more info, including a list of flavors (note that, in 2014, they began offering gluten-free options). As for me, I’m just glad to see more businesses
including here in Shreveport-Bossier. Locally, you can taste several very different interpretations of shrimp and grits. One of my favorites in the city, and a current food obsession, is the version served by Chef Ernestine “Tootie” Morrison at Abby Singer’s Bistro. It is one of the simplest versions of shrimp and grits that I’ve ever tasted. And that’s a good thing.
H
Photo by Jim Noetzel Shrimp and grits served at Abby Singer’s Bistro.
(and especially eateries) going into one of Shreveport-Bossier’s most diverse and interesting neighborhoods. If you share that sentiment, why not stop by and welcome these folks back to Highland by having a sandwich or a cupcake? ow, exactly, did shrimp and grits become a Louisiana thing? I’m not sure. The dish has its origins in South Carolina’s Low Country region, where it was served as a fisherman’s breakfast. Over the years, shrimp and grits has become a staple offering at restaurants throughout the South,
A distant cousin to some of the more complex versions of shrimp and grits – many of which include bacon, various cheeses and chopped onions or mushrooms – the Abby Singer’s Bistro version ($15) doesn’t muddle the taste of the dish by including too many things. Cream, dill and lemon are the primary flavors that leap out at you, as well as the clean, bright flavor of the shrimp. Well-known food writer John T. Edge wrote this essay for Gourmet back in 2000, basically decrying fancy takes on shrimp and grits. I think the version served at Abby Singer’s Bistro is the kind of interpretation that Edge would approve of, despite the fact that it is garnished with parsley.
Dave Ramsey’s EntreLeadership
Resolve to be a better leader in 2015
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e’ve all heard the phrase “born leader.” Well, I’ve got news for you. No one is born a leader. Things like that don’t just happen. They’re the result of choices and conscious decisions. I have visited new parents at the hospital many times, and the baby is always announced “It’s a girl,” or “It’s a boy.” Never have I heard, “Look, it’s a leader!”
I’ve studied leadership and its underlying principles ever since I founded my company 20 years ago. To be honest, I was terrible when I started. I made so many dumb mistakes it’s a wonder things didn’t fall apart right out of the gate. But now, I’m a great leader, surrounded by world class leaders and world class talent. This didn’t happen by chance or coincidence.
Dave Ramsey Dave Ramsey is America’s trusted voice on business and money. He has authored five New York Times bestselling books, including EntreLeadership. The Dave Ramsey Show is heard by more than 8 million listeners each week on more than 500 radio stations. Follow Dave on the web at www.entreleadership.com.
Business and leadership great John Maxwell has a name for this concept. He calls it “The Law of the Lid.” As the leader, you are the lid. And your organization can’t grow beyond your leadership capabilities. The good news is, through education and self-examination, you can become the kind of leader who isn’t a lid on his organization. The choice is yours! Grow Your Team Intelligently Great leaders also realize they are nothing without the people around them. You can have the greatest ideas and business acumen on the planet, but without an awesome team to back you up you’re going nowhere. It’s vital to take your time when adding new team members, no matter how much you need someone. It costs a lot less, both in terms of time and money, to find the right person for the job the first time.
Leaders Grow I’m convinced that one of the reasons I’ve developed as a leader is that I’ve spent thousands of hours reading and studying. I’ve also had lots and lots of experiences — both good and bad — to reach the point I’m at today. Part of this education and learning process meant I had to realize that I didn’t know everything. It also meant I had to take the time to examine my mistakes, learn from them and be humble enough to admit when I’d screwed up.
Communication Is Key Finally, make communication a top priority in 2015. The failure to communicate things in a timely, detailed manner is one of the surest ways to instill frustration and even anger in your team. Great leaders intentionally create and encourage a culture of open communication from top to bottom within their companies. And the effects on morale, creativity and productivity are amazing!
Do you get what I’m saying? Leadership can be learned. Being a great leader takes much more than just talent and desire. You have to be the kind of leader people want to follow. You have to be the one who gets the best out of those around you, and makes them passionate about their jobs.
Don’t feel bad if you see areas for improvement in yourself after reading this. Stuff like this doesn’t just occur. You’re not a born leader any more than you’re a born football player, actor or musician. You may start with a gift, but you have to make a choice to work your tail off if you want to develop that gift to its fullest potential!
February 2015 • BIZ. Magazine
25
Spotlight
Stop keeping your books!
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Online company provides the solution to bookkeeping and payroll needs for small business owners hen it comes to running your business, it’s fun to dive in and get the word out
about your product, help people, make widgets and move units, but then there’s
the unsexy yet vital parts of business ownership that nobody likes — keeping track of the books. Thankfully, there’s a Bookkeeper Girl for that.
Bookkeeper Girl Inc. was founded in Denton, Texas eight years ago by Kim Pollard and has grown to include 14 states, including Shreveport-Bossier. Bookkeeper Girl Shreveport is an online company that provides the solution to bookkeeping and payroll needs for small business owners while saving them time, money, and hassle by operating remotely as an independent contractor at a fraction of the cost of an on-site staff member. “Bad bookkeeping will sink a business before it starts. Many times people try to save money by doing the books themselves only to end up costing themselves more when a professional has to go through everything a second time,” said Brooke Bryan, Shreveport partner for Bookkeeper Girl. Brooke said it’s paramount to know when to hire a bookkeeper — the first six to nine months of ownership are very busy and it’s hard to focus on where the money goes. Her advice to owners/entrepreneurs for those first 6-9 months that will make things transitions smoothly to a bookkeeper are: 1.) Use accounting software such as QuickBooks online. You’ll have to take time to learn the system but a good cup of coffee will help you get through all the basics. 2.) Keep your personal and business accounts completely separate. 3.) Go paperless! Scan all important documents, receipts, and business cards and import them directly into QuickBooks or use another program. “In the world of numbers, it can be a bit dry and boring for most people. I get excited about solving puzzles and helping someone in the process! I love helping businesses and non-profits change the way they view their business through looking at the numbers,” Brooke exclaimed. But when it all comes down to it, if there was one piece of advice she could offer her peers, Brooke says it’s important to cultivate relationships and form a team. “No one succeeds on his or her own. Create a team of experts that can support you in your endeavors. The rapport between you ensures maximum efficiency and accuracy, while freeing you to concentrate on your talents. A bookkeeper is essential to that team. “It’s also beneficial to have multiple mentors to guide you through different areas. Selecting the right experts with the right skill sets can significantly increase your chances of success and surrounding yourself with positively motivated entrepreneurs will allow you and your business to grow in ways you never dreamed possible.”
26 BIZ. Magazine • February 2015
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