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Time for another ho-ho-holiday parade

TThat’s not surprising once you realize that Sharon Smith has organized the High Point Holiday Festival Parade for 42 years.

Smith, who is in charge of membership development for the Guilford Merchants Association, said some people use the nickname because they don’t know her real name.

“I answer to that,” she said and laughed.

Smith has traced the city’s annual holiday parade to as far back as 1925. There have been a few years with no pa-

High Point Holiday Festival Parade

GMA puts on the High Point parade as a way to be a part of the community hey call her the “Parade Lady.”

When: 3 p.m., Nov. 24. It will take place rain or shine. More info: highpointparade. com

rade, including during World War II and one year during the COVID-19 pandemic.

The former High Point Merchants Association put the parade together until GMA took over after the 2008 merger between the two organizations.

“It’s important to us to be a part of the community,” Smith said of GMA’s role in the parade. “Not only do we produce the parade, we provide the street decorations for High Point.”

During the pandemic, GMA brought in a life-size sleigh that sits outside the High Point Public Library

during the holiday season. That has continued to be a favorite addition to the festivities.

“People can go there and have selfies made,” Smith said, adding that a lot of people get their picture taken with the sleigh to use on their

L O O K

I N S I D E

family Christmas cards.

This year’s deadline to be part of the parade has passed. But Smith knows that as soon as the new year rolls around, she’ll be getting the first inquiries for next year’s parade even though applications won’t be accepted until

September.

Once she gets all the parade entries, Smith puts their name on a card then places the cards on her dining room table to work on lining up the parade.

“It’s a very time-consum-

Continues on page 3

Meet & Eat

Kathy Haines, Kathy Haines Homes and Charisse Koba, Restoration MedSpa, chat during the Sept. 18 Meet & Eat at GMA that was catered by Culinary Visions Catering. The quarterly lunch is one of the perks of belonging to GMA. Members get a free meal compliments of GMA and a chance for some casual networking.

High Point’s Cliff Snider has led GMA’s High Point Holiday Festival Parade as Santa for more than two decades. Last year, a girl climbed into Santa’s sleigh while he was getting his picture made.

Smith

Berico celebrates 100 years

In 1924, William N. Berry founded what is known today as Berico.

The company officially marked its 100th anniversary in February, but has been celebrating the milestone throughout the year.

Evolving from what was originally “Berry Coal” company, Berico has expanded in the fuel, propane, lubricant and HVAC industries. Over the years, Berico has grown its portfolio through organic growth as well as multiple acquisitions. Today, Berico’s 113 employees help serve the Triad from three locations — Greensboro, Burlington and Eden.

In addition, Berico’s wholesale fuel company, Gateco Oil Co., maintains a terminal position at Greensboro’s fuel terminals.

The Berry family continues to lead Berico. After William N. Berry, the

company was owned and operated by Joseph L. Berry, who was succeeded by the late John F. Fuquay and current CEO, Thomas A. Berry. In 2011, current president, Will Berry, joined as a fourth-generation Berry leader.

Berico has been a longtime member of GMA. Two partners of Berico, Joe Berry and Tom Berry, have both served as the chairman of GMA’s Board of Directors. And many of Berico’s team participates in GMA events such as networking, business training, and community update events.

“Berico has exponentially benefited from the business networking, business development, and community involvement that GMA offers,” Will Berry said. “Furthermore, the GMA team led by Mark Prince is exceptional.”

Smile for the camera!

President & CEO

Vice President

Membership Development

Program/Events Manager

Membership Coordinator

Administrative Assistant

G. Mark Prince

Michelle Bolick

Sharon Smith

Stacey Speight

Colleen Biedny

Melinda Thomas

Name: Marcus Delgado

Hometown: The Bronx, NYC, born and raised

Residence: Greensboro is my home now, and I’m hoping it stays that way.

Age: 25

Education: Self-made

Business: American Partners Federal Credit Union

Role/title: SBA business lending specialist

Responsibilities: Spearhead the SBA small business lending department with American Partners Federal Credit Union. Committed to seeking and assisting small businesses within the community through SBA-approved loans. What I love about these SBAbacked loans is that they are designed specifically to promote the growth and success of small businesses, so you will see policies from them like implementing industry low interest rates, having a large window of eligibility, and long-term financing to improve cash flow. If it wasn’t for conflict of interest, I would originate my own mother an SBA-approved loan! It has quickly become my passion to support and elevate my new home of Greensboro through this, so much so that even if I can’t help the business owner for whatever reason, I don’t allow pride or ego to sway my decisions. Instead, I promptly guide them to the resources and/or organizations that can best assist.

On GMA: GMA was my very first networking group/organization that was originally initiated for me to attend to by my boss. It has been helpful being in tune with the community through its GMA monthly briefing. I believe GMA is doing a just service connecting us as it does as these connections would be limited if it was simply organic.

On GMA’s benefits: The benefits are pleasant and help GMA stand out from other networking groups. I thoroughly enjoy just about all the events

GMA hosts, it’s always fun to meet new people and catch up with those I have made friends with. But if I had to choose, the Teach Me Tuesdays are the most practical and engaging for me.

On Risers: Being part of the Risers group has encouraged me on my path, seeing others around my age pursuing something grander in the workforce is assuring. Quite wise to invest in today’s young professionals as they will be a part of tomorrow’s Atlases. I hope to continue to grow with my peers and form bonds! Personal: From a young age, I have always had a deep love and connection with nature and its denizens, mighty or small. I am glad I moved to the south to be more in touch and close with mother earth. It has been an important piece in my spiritual journey and discovery of a deeper purpose that I had awakened to last year. I am more than happy to discuss that more in depth with anyone interested in talking about such things. The spirit, soul and philosophy are big topics of interest for me, and I love hearing other people’s perspectives in those areas. I also enjoy basketball.

Marcus Delgado American Partners

Federal Credit Union

336-791-0455

MDelgado@APFCU.com www.linkedin.com/in/marcus-delgado-01350a333

Beth Livingston (left), Triad Web Advisors, poses for a photo with Mike Shuster, Assured Partners, at a recent event.

Parade

Continued from page 1

ing adventure,” Smith said.

One spot she doesn’t have to worry about filling each year is that allimportant final float — or in this case, sleigh.

Cliff Snider brings up the rear with his white hair and beard in stark contrast to his bright red suit. Most folks around here know him as Santa Cliff.

He donned his first Santa suit at 15 to help out at Sunday school. He never looked back. He has since been honored with the prestigious Order of the Long Leaf Pine for his work, written a book, and been inducted into the International Santa Claus Hall of Fame.

According to Santa Cliff, every community needs a Christmas parade.

“What an honor it is for me to live here and to be the Santa for the Christmas parade,” he said.

He really looks forward to his hometown parade. Next year will mark his 25th trip on Santa’s sleigh for the High Point parade.

“It’s one of my favorite things, because I know so many people here,”

Teach Me Tuesday

he said. “So, when Santa calls them by name from the sleigh, it kind of adds a little bit of credibility to my role.”

While Smith acts as parade manager, she said a lot of people from the city help behind the scenes, as well as the entire GMA office staff.

They’ve had more than 200 entries at times, but now limit the number of floats, bands and other groups to 160, mainly so the kids don’t have to be out in the cold too long, Smith said.

The parade takes about an hour and a half.

“It’s a lot of fun. It’s a lot of hard work,” Smith said. “People don’t realize how much hard work goes into producing a parade.”

This year’s presenting sponsor for the parade is Atrium Health Wake Forest Baptist. The Star sponsors are Cone Health, Pinnacle Financial Partners and Innospec Performance Chemicals.

The biggest star is, of course, the main elf himself.

“So many people tell me that it’s become a tradition for them,” Santa Cliff said, “not only to go to the parade, but the fact that I’m going to be there and I know to look for them in the crowd, just makes it a special experience for everybody.”

The Perfect Workday: Time Management That Works

Gregory Liggs Sr., Kellin Foundation, takes notes during the Oct. 15 Teach Me Tuesday with author Mike Collins.

Sharon Smith (second from right) walks behind the GMA sign during the 2023 High Point Holiday Festival Parade. “It’s a lot of fun. It’s a lot of hard work,” said Smith, who has been the parade’s manager for 42 years, earning her the nickname of “Parade Lady.”

High Point’s Andrews High School marching band took part in the 2023 annual holiday parade in High Point.

Lunch is provided at events like Teach Me Tuesday. Pictured from left are: Lois Line, FirstPoint; Dacia Davis, FirstPoint; and Alonso Johnson, New Garden Landscaping and Nursery.

Frequent volunteer says it’s the best way to give back

Like many members of the Guilford Merchants Association, Tammy Kindley loves the After Work Network sticker game.

The idea behind the game is to provide a fun way to network. Participants have to find another person in the room with the same sticker, collecting a ticket for each match. Those tickets can be used to win prizes.

Unlike most participants, who are trying to match stickers, Kindley is the one giving out the stickers. It’s her favorite way to volunteer for GMA.

“You meet people so much more than wearing a sticker,” she said.

She owns Piedmont Paramedical Associates, which handles things like physicals for life insurance companies and corporate wellness programs. The main focus right now is drug-free workplace programs for smaller employers, she said.

VOLUNTEER SPOTLIGHT

said.

“It’s one of the best organizations that I’ve ever been involved in businesswise,” she said.

As a business owner, Kindley said she has to do just about everything.

“You have to be an expert in everything, so I’m constantly trying to educate myself,” she said.

It’s one reason why she likes being part of GMA.

“You’re exposed to so many different people,” she said. “You can learn so much just from sitting beside somebody.”

GMA also offers programs such as Teach Me Tuesday and Center City AM Briefing that no one else does,

Kindley said she loves to volunteer. She’s been delivering food as part of Meals on Wheels for a long time and recently became involved in politics so she has been a campaign volunteer as well.

She started volunteering at GMA because at one point, they needed somebody and she was like, “I am available.”

“I enjoyed it so much that I decided to volunteer every time I can,” she said.

While her favorite event to volunteer for is the sticker game, she has also served as a greeter, helped with

sign-ins and cleaned up after events.

“I volunteer for anything that they need,” Kindley said. “It frees everybody else up to do other things.”

Volunteering is the best way to give back, she said.

“I could give money all day long and make a difference, but I think you make a bigger difference volunteering in person,” she said.

Volunteering also brings the community together.

“I think on one level it makes people more accountable for their neighbor, because if you care about something, you’re more apt to take care of it,” she said.

Tammy Kindley

Piedmont Paramedical Associates 336-862-9441 tammy@piedmonpa.org www.piedmontparamedical.com

Upcoming events

Nov. 12 — After Work Network, 4:30-6:30 p.m., Truliant Federal Credit Union, 1655 New Garden road, Greensboro.

Nov. 13 — Risers Workshop — Networking for Young Professionals Workshop by Joe Novara of Growth Academy, 12:301:30 p.m., GMA, 225 Commerce Place, Greensboro. Registration begins at 12:15 p.m.

Nov. 24 — High Point Holiday Festival Parade, 3 p.m.. Starts at Green Drive and travel north on Main Street to Qubein Street.

Dec. 4 — Member Orientation, 11:30 a.m.-1 p.m., GMA, 225 Commerce Place, Greensboro.

Dec. 6 — Meet & Eat, 11:30 a.m.-1 p.m., GMA, 225 Commerce Place, Greensboro. Free lunch from Culinary Visions Catering provided by GMA.

Dec. 10 — Center City AM Briefing, 8-9 a.m., GMA, 225 Commerce Place, Greensboro. Registration begins at 7:45 a.m.

Find more events at www.mygma.org. Holiday Closings

GMA offices will be closed Nov. 28-29 and Dec. 24-25.

Member orientation

New members participated in orientation on Sept. 25.

front row, from left are: Leah Schomaker, American Cancer Society; Leonora Marin, Debbie’s Staffing Services Inc.; Haley Skipper, Southern First Bank; Sarah McCarthy, Tom Needham Insurance; Patrick McGill, Patrick McGill Travel.

Back row, from left: Michelle Bolick, vice president of GMA; Rachel Turner, Corporate Accomodations; John Fitzmaurice, Integrated Technologies; Allison Shore, Excalibur Direct Marketing; Weslei Atkins, Corporate Accommodations; Johnny Alston, PMJ Cleanup; Jessica Wood, Allstate; Lou Anne Gaffney, Balanced Vintage LLC; Francisco Mendez, Brady Services, and Tavores Vanhook, Revity Federal Credit Union.

Pictured

Kindley

Tammy Kindley (center) hands out stickers for the Aug. 27 After Work Network at River Landing Clubhouse.

Joe Novara

Kindley

Getting name out into community is key, new GMA member says

t Thomasville-based JED Signs & Co., you can get a new sign for your business designed, fabricated and installed.

The company launched last year as a spinoff from Jennifer Dew’s original business, JED Graphics & Sign Design Inc., which designs signs for other sign companies across the country. Both companies are certified in the state as a woman-owned business and historically underutilized business.

Dew brought Lynne Allen on as sales manager for the new sign company in 2023. She has a long history in sales in the Triad, including a limited liability company that she had launched in 2022.

JED Signs & Co. can custom create all types of exterior and interior signage, including vinyl graphics for windows, doors and walls, as well as vehicle graphics.

Along with Dew and Allen, JED Signs & Co. has an extremely experienced team of designers, manufacturers and installers. Collectively, the design team has more than 45 years of sign design experience.

Not long after JED Signs & Co. formed, they joined the Guilford Mer-

PARTICIPATION SUCCESS =

chants Association. Allen said they have gone to several GMA events since they’ve joined.

“Prior to opening the fabrication side, she really didn’t have to be known locally because most of the business was coming from other states,” Allen said.

She said once they began making and installing signs, the company needed to have a better local presence.

“I’ve been in sales for a long time in the Triad area. I know in order to build up a new company, which is basically what we’re doing, you have to get your name out there,” Allen said. “You have to network. You have to get your name out into the community.”

A good friend and GMA member, Alison Huber with Dynamic Quest, steered her to join GMA, Allen said.

“Just from my sales experience, you have to be out there networking, and GMA is a great place to be doing that,” she said.

She joined one of GMA’s networking groups, Networking Gurus, which meets on Mondays. She serves as the group’s vice president.

In the time the company has been a

part of GMA, they’ve gotten business referrals and built up name recognition for their brand, Allen said.

She said there is a really nice camaraderie within the Networking Gurus. Members check on each other if someone is sick, send out congratulation cards for when a member has a special life event, and they’ve even showed up at some of Allen’s concerts. She is lead female vocalist for Hwy 42, a local band that plays Southern rock,classic rock and country music.

“Everybody wants to help everybody,” she said. “You get a lot more out of it than just going to an event expecting a lead. You’re getting to know people.”

Allen said she and her colleagues

have really enjoyed the various networking events as well.

“I don’t have anything but good things to say about GMA,” Allen said. She’s been telling people that it’s more than just about joining an organization with GMA.

“You’re actually cared about as a member. They want you to come be part of all the events,” she said. “They want you to network. They want you to be successful.”

Lynne Allen JED Signs & Co. 336-383-6483 lynne@jedsigns.com https://jedsigns.com

Jennifer Dew (left), who owns JED Signs Co., brought on Lynne Allen (right) as sales manager when the company launched last year.

GMA Vice President Michelle Bolick (left) poses for a photo with author and businessman Joe Novara, Growth Academy, after he won some swag at the Noontime Network event.

GMA Program/Events Manager Stacey Speight (left) checks in Kimberly Vaughan, ABC 45, at the Oct. 11 Noontime Network at the Hilton Garden Inn Airport. Noontime Network is free to all GMA members and employees of GMA members. It includes a free lunch and a fun networking game.

Oct. 11, 2024 at Hilton Garden Inn Airport

Photo courtesy of Lynne Allen

Marketing in 2025: Navigating a changing landscape

BY ADRIENNE CREGAR JANDLER

Technological advancements, shifting consumer behaviors, and lack of consumer trust in mainstream media are causing several marketing trends to evolve at a breakneck pace. These trends bring both challenges and opportunities for small businesses.

Let’s explore four key trends that we’ll see shape marketing in 2025. 1. AI-first approach

Artificial intelligence is not only here to stay, but is taking a growing role in marketing for businesses of all sizes. Now embedded in most marketing platforms, AI-powered tools enable personalization at scale, allowing businesses to tailor content, product recommendations, and customer experiences with unprecedented speed and accuracy.

It will also aid in helping extract greater value (and results) from marketing efforts by using AI to analyze data and optimize ad spending, to automate complex marketings tasks, and to generate content.

We’ll see the continued integration and refinement of AI tools throughout the coming year.

BUSINESS SUCCESS

2. Voice search optimization

Siri, Alexa, Google Assist, and other voice-activated devices and personal assistants have become a key—and sometimes overlooked— channel for reaching consumers.

Consider all of the places voice search is used: smart speakers, TVs, home automation, smartphones, in our cars, voice-activated kiosks in retail, wearables… the list is endless.

We’ll see this explode in the coming year, with even more integrations of voice search into our daily lives. To fully tap into this vast channel, businesses will need to adapt their messaging to match the conversational style of voice assistants, along with providing concise, valuable information designed for use with voice search.

3. User-generated content will become even more effective

Consumers continue to significantly value peer recommendations over traditional advertising. While that brings challenges for advertisers, it also signals an opportunity

“Those who can navigate the platforms successfully will reap the benefits in reach, engagement, and customer loyalty.”

— Adrienne Cregar Jandler on social media platforms

for companies to tap into usergenerated content (UGC) to build trust and engagement. To do so will require businesses to encourage and incentivize quality UGC, develop brand ambassadors, and have a more collaborative relationship with their customers.

4. Social channels will be the new internet

Social media platforms have evolved from a source of entertainment into a consistent, central, daily destination for many. Not only is it possible to find almost anyone on social media, but the platforms have migrated into comprehensive ecosystems that integrate ecommerce, news, messaging, entertainment, and more.

With over five billion social media users worldwide as of 2023, channels like Facebook and Instagram are already primary gateways to the internet for many users.

If that sounds like a great, low-

barrier-to-entry platform for small businesses, it is. But social media users have also evolved, as have their expectations.

Businesses will need to adapt to a diverse range of content formats, including short-form videos, stories, live streams, and interactive posts, to ensure visibility within the various sections of the channels.

This also signals the need for a more comprehensive approach to social media marketing, which includes content creation, community management, advertising, social commerce, and data analytics. For many, that will be a complete overhaul to approach; those who can navigate the platforms successfully will reap the benefits in reach, engagement, and customer loyalty.

Adrienne Cregar Jandler is president of Atlantic Webworks. 336-855-8572 www.atlanticwebworks.com

Universe sent her ‘in the right direction,’ new GMA member says

As a market sales associate for Allstate, Jessica Wood’s job requires a mix of marketing, insurance sales and networking.

Earlier this year, providence connected her with the Guilford Merchants Association — the best place to make the connections she needs.

Wood

“I just think GMA is fantastic,” she said. “I really think the universe sent me in the right direction.”

NEW MEMBER PRO FILE

She joined GMA after meeting Tom Poston, whose company, Paul Davis Restoration, was working with Allstate for claims handling.

Wood has been in the insurance business since 2018, first with State Farm, followed by about four years with Geico before she joined Allstate in November 2023. She exclusively handles new business, policies, coverage counseling and policy review for home and auto insurance clients.

In her position, Wood said

she has to develop her own set of source leads.

“That’s where GMA comes in, because it’s full of business partners and members that, not only can I partner with the business, but who, when they need something, will hopefully think of me,” she said.

She wants the opportunity to provide insurance quotes so folks are comfortable referring business to her, Wood said.

While referrals are important, her job also involves providing support for the businesses that work with her.

“When we exchange business cards, I’m always looking to follow up with people

to see how I can benefit them and come alongside of them in business,” she said.

She’s really enjoying GMA’s networking events, especially the sticker game for After Work Network, where participants try to match stickers with someone else to collect tickets and win prizes.

She won a four-pack of tickets to the N.C. Zoo in Asheboro at her first Noontime Networking event.

“I love the sticker game. It really gives me what I need. It is very intentional networking, which I highly appreciate as a busy person.

I don’t want to come out of my house and not have

a productive meeting,” she said.

GMA classes that teach skills like how to use Canva and social media have been very helpful, she said.

“I try to do every single thing I can, but it’s not always realistic.”

While she doesn’t have experience with other organizations to compare, Wood said GMA was the right choice for her.

She called joining GMA “one of the best things to have happened.”

Jessica Wood Allstate Agency 336-290-0430

jessicawood@allstate.com

Celebration time!

Third annual Cel-YOU-bration at The Vineyards

Oct. 3, 2024

staff members get their picture made at the third annual Cel-YOU-bration. From left are: Melinda Thomas, administrative assistant; Sharon Smith, membership development; Vice President Michelle Bolick; Stacey Speight, program/events manager; and Colleen Biedny, membership coordinator.

Ways to connect

Looking to make more connections? Guilford Merchants Association has three networking groups.

Networking Gurus

Meets: 11:45 a.m.-1 p.m. on Mondays

Cost: $85/quarter

More: www.networking-gurus.com

When you receive a business card, write on the back the date and place you met to help jog your memory when filing or searching through your stack of cards.

Biz-Links

Meets: 7:45 a.m.-9 a.m. on Thursdays

Cost: $80/quarter (includes breakfast)

More: www.bizlinksgma.com

When you are introduced to someone, repeat their name to increase your chance of remembering. Then introduce that person to someone you know.

Competitive Advantage Networking

Meets: 7:45 a.m.-9 a.m. on Fridays

Cost: $75/quarter (includes breakfast)

More: www.thecangroup.com

Center City AM Briefing

Every other month GMA hosts a morning meeting that provides information on developments, activities, growth and projects downtown, as well as reports from city, fire and police officials along with other city agencies. This briefing is open to anyone interested in the downtown.

Jamillah Nasir, Kwaanza Collective, listens to updates from city officials during the morning briefing.