17 minute read
ArtsQuest
Marketing: A Love/Hate Relationship
CADY DARAGO & ED MILLER ESQUISITE MARKETING
Marketing – it's a word that can excite some and cause others to bury their head in the sand. Everything from social media to SEO to blogs to advertisements to business development to branding. If you are a business owner, it can be too much. But, when your website is delivering leads, and you are getting positive responses to the blog you shared on LinkedIn, it's amazing. Where can you find the balance to do what works for you?
Here are some simple tips and tricks to get 2021 off on the right foot.
1. Create your unique brand. Too often, competitors all look the same. Create a strategic plan to differentiate your firm from the pack. Some factors to consider are messaging, content, logos, colors, and design.
2. Update your website. Professional service firms tend not to update their website for several years. In addition, we see websites with broken links, outdated photos, old news, and bad contact information. The website will often be the first stop for a potential client - it probably is a good idea to show that you are still in business – wink wink.
3. Be consistent. As professionals, we know it is hard to keep at marketing. For many firms, there are just too many starts and stops. There are long periods of time between social media and blog posts as examples. Like an outdated website, these lags can send the wrong message to your target audience.
4. Make a plan and a budget. For a smaller firm, we recommend a marketing budget of 5-7% of firm revenue. Strategically decide how you will spend this money, how you will measure return on your investments, and where you will spend your limited time. The failure to create a plan and budget will lead to frustration and paralysis.
5. Promote the activities that you are already doing.
If you speak or get published, spread the word. We see lost value and opportunity when professional service firms fail to squeeze out the marketing benefits from existing activities.
6. Be proactive in your marketing activities. Too many professional service firms are only reactive in their activities. For example, a social media campaign is reactive. People need first to connect and like, then they need to review their feeds to see your content. Repurpose this content to create an email campaign or create a newsletter.
7. Do not wear too many hats. You are running a business and practicing law. Obviously, you cannot do it all. Find help. Find good and professional help. If you are not doing items 1-6, then you really need help. We see the bestintentioned professionals fall short because they just do not have enough time. Outsource functions, like marketing, that is important, but you are unable to make a priority. Likewise, outsource functions that are not in your skillset. 8. Have realistic expectations. Similarly, to #7, even if you hire the best help, if you fail to uphold your end of the deal, expectations will not be met, and you will be frustrated. You need to personally contribute when it comes to marketing for it to be effective.
9. Be ethical. Professional services can find themselves in hot water if they fail to live by the rules of professional conduct within their industry. When working with an outside company, be sure that they understand the rules affecting your industry.
Don't let the daily tasks of marketing overwhelm you. Marketing is like exercise. When you find what you like doing, or can tolerate, that is effective; you will see results. Immediate results? No. Consistent marketing, like regular exercise, is what helps you reach your goals. If you can't go at it alone, hire a professional – a marketing company (or a personal trainer).
Working remotely? Is your Phone System e911 Compliant?
JOHN CHISCA, VICE PRESIDENT OF SALES VOX TANDEM
In August 2019, the FCC adopted rules implementing two federal laws that strengthened the emergency calling systems: Kari’s Law and Section 506 of Ray Baum’s Act. These two changes have gone into compliance two years after the enactment date of the Kari's Law. If you are not familiar with Kari's Law, it is a tragic story named in honor of Kari Hunt. In 2013, Kari was killed by her estranged husband in a motel room in Texas. Her 9-year-old daughter tried to call for help four times. Tragically, the call never went through because she did not know that she needed to dial “9” for an outbound line. We have all been in a hotel and tried to dial out, and can understand that frustration. Now take it to a whole new level and imagine being in a life or death situation and not being able to get help on the line. The Multi-line telephone system (MLTS) had a significant flaw. The silver lining to this horror is that congress reacted by enacting Kari’s Law in 2018. The law requires that an MLTS allow users to dial 911 directly without having to dial any additional digit, code, prefix, or postfix. It also requires the MLTS to provide for notification of the 911 call when the call is made.
This brings us to the second part of this; Section 506 of the RAY BAUM'S Act. This section is to ensure that "dispatchable location" information is relayed with 911 calls so those first responders can more quickly locate the caller. Dispatchable location information includes the street address of the caller and additional information, such as a room or floor number, necessary to locate the caller promptly. Since the passing of the new laws for MLTS, Vox Tandem has been preparing our 3CX Unified Communications business phone systems to be in compliance with the changes. 3CX is a software-based phone system that works with various IP phones and SIP trunks that can be installed on-premise or in a cloud. Voice over the internet protocol (IP or VoIP) is a technology that allows you to use the internet to make phone calls, whether in the office or remotely from home. Regardless of where you choose to work, all of our business phone systems have been updated to support a direct-dial 911 right out-of-the-box. Not only is Vox Tandem compliant, but you can also rest easy knowing that our systems help keep your company and employees safe. Vox Tandem will continue working with the FCC as rules are added in the coming years as part of this Act. We already have new technologies and features in development to ensure we remain compliant as new regulations come into effect in the coming future. We may not know what the future will bring, but we do know what the past has. In an industry that's primary focus is communication, we strive to stay on top of the latest laws and trends. If you have an older system in your building or business, you very well could be out of compliance with Kari's Law. Vox Tandem always encourages companies with an older system to check with their IT department to make sure it has been updated. Drop us a line, and we will provide your company with a no-obligation quote.
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Buying the Perfect Gift
MIRIAM ZETTLEMOYER
BRIDGEMAN STRATEGIC CONCEPTS
Were you the thoughtful gift giver this past season? Or did your holiday gifts flop? Although appreciated, a gift card can be an impersonal gift to your family, friends, employees, or co-workers. I always think a gift card makes a good add-on gift for the hard to buy but adding a personal item to the gift really gives the receiver the acknowledgment that you put some thought into the gift.
I wasn’t always a good gift-giver, but today I find it a good challenge to understand who is surrounding me and what might I find out about someone I may be gifting. Whether it’s holiday time or a birthday, I focus on figuring out what people like by taking a mental or sometimes written note on things they mention. For instance, if you introduce someone to a new drink or food, they usually have something good or bad to say about the experience. They can offer additional input on what they prefer. This could be a good way to start making a list of things they like or don’t. Conversations with our friends and family should be an action we seek to have with each other to understand. We aren’t always close to our gifts' receiver, so what to do when it's a co-worker or employee. It can be easy to create a profile sheet for your employees. Try asking about their family, kids, hobbies, and things they like to do. But be careful not to be too nosey as it can break some boundaries. This can give you enough information or insight into a good gift, or even if a gift card would be for them. Be careful not to assume everyone does the same things you enjoy, like drinking alcohol or going out to eat. It can come across as insensitive if giving a gift to someone who is allergic, has health issues, or has religious reasons why they don’t drink or eat certain foods. Obviously, you want the receiver to enjoy the gift and not find it in the regifting pile.
To make things easy on the one giving the gifts, sometimes I think of something throughout the year that has made my life easier, and I really enjoy having. Chances are it’s a good gift for someone else as well. You know the whole do unto others. Ideas here can be a nice monogrammed item that adds a personal touch and shows you thought of more than just running down an aisle and grabbing the first item without thought. Or a favorite restaurant that you frequent, and you think, how does this food taste so good everyone should eat it. It can be a new item or idea that is only seen on your vacation or travels. Not everyone gets to go see the things you see throughout the year. This can be an added bonus in gift-giving when saving the item for their
birthday or holiday. This becomes a really meaningful gift showing that you thought of them while vacationing or traveling. Bottom line, whatever you’re gifting and whenever you're giving, it's a process that should happen all year long. Get to know the people in your life along your journey, not in the desperation of the last week before passing on the gift. This will relieve the stress of figuring out what to get and making the receiver really enjoy and appreciate the gift. The art of gift-giving is not a one size fits all. We are all unique in our own ways. Finding out what each of us enjoys, loves, and wishes for can bring a sense of knowledge and understanding, making the gift-giving an easy task and not a challenge.
If you think this goes over big with friends and family, think about doing the same for clients. Depending on your business, you collect so much information about birthdays, kids, etc. Something as simple as sending the happy couple an anniversary card, kid's graduation, birthday cards, and so on. If you send a card or note, take the time, and handwrite it and mail it. In this time of electronic everything, emails and texts get overlooked, but the personal note goes a long way. Whatever you do, do it with a grateful heart and receive it with an abundance of gratitude.
Ready to Travel, Me Too! My Top 5!
JENNIFER DONCSECZ, CTIE, PRESIDENT VIP VACATIONS INC
For many Americans, the 2020 lockdowns and closed borders due to Covid-19 meant forgoing vacations and canceling precious bucket-list trips. With all eyes on the release of a vaccine, the tourism industry is now bracing for a 2021 rebound. Travel industry experts expect pent-up demand to fuel a renewed desire to travel, relax, and explore in 2021.
Here are the trending top 5 places to visit in 2021:
1. Costa Rica: This eco-friendly destination reopened for tourism in August and updated their entry requirements for all visitors in
November 2020. With volcanoes, rain-forests, beaches, and exotic animal life, Costa Rica combines adventure with sustainable "green" tourism for any active traveler. Additionally, Costa Rica's affordability has increased demand, and the major airlines have added more flights for 2021.
2. St Lucia: With fewer than 300 total Covid cases in 2020, St Lucia reopened for tourism in
June and required visitors to submit a negative PCR Covid test result prior to arriving.
Visitors to St Lucia soon touted the joy and freedom they felt traveling to a destination where every tourist had to comply with these entry requirements. St Lucia is often referred to as the Hawaii of the Caribbean, as it boasts stunning waterfalls, volcanoes, and beautiful beaches. This exotic vibe, combined with their strict Covid entry protocols, has many resorts in St. Lucia already forecasting high occupancy levels for 2021
3. Tahiti: In mid-July, Tahiti, Bora Bora, Mo'orea, and other French Polynesian islands reopened to tourists from all countries. Visitors must produce a negative PCR test result and perform a 'self-test' on Day 4 of their trip. The iconic dream of an over the water bungalow, in addition to the sheer remoteness of this destination, appeals to wander lusters yearning for a bucket-list vacation that will make up for the absence of freedom felt in 2020.
4. South Africa: Requiring a negative PCR test result 72 hours prior to arriving, South Africa reopened to all visitors in October. Boasting safari's, wine country, and scenic landscapes,
South Africa is consistently voted one of the world's top 25 most beautiful destinations.
Adventures who felt imprisoned by the strict
Covid guidelines in 2020 are now looking towards South Africa as a top place to travel to in 2021.
5. Alaska: For vacationers who don't want to leave the USA, Alaska's natural beauty and great outdoors provides the perfect landing place for adventure seekers and those craving wide-open spaces. Rugged, vast, and the least populated state in the USA, Alaska is prepping for an uptick in visitors traveling in 2021 and expects tourists to flock to see its glaciers, national parks, and alpine mountains.
If you are yearning for an escape in 2021, it's best to plan early, as increased demand often results in higher rates. Covid-19 entry protocols are continually changing. Therefore it is best to use a travel advisor who can provide detailed updates and requirements when planning your next vacation.
STEVE ROWBOTTOM, CIGAR AFICIONADO CIGARS INTERNATIONAL
Cohiba Royale Toro Royale Honduras 5.0” x 60 Mellow-Medium
96-Rated
Cohiba Royale always wins me over. The thick and oily Nicaraguan Broadleaf wrapper is a thing of beauty. This leaf encourages a slow burn and offers a rich, charcoal-like aroma with each puff. The profile is robust, featuring both red and black pepper spices, softened by subtle undertones of earth, leather and espresso. The strength gradually builds from medium to medium-full during the burn, ending with a spicy crescendo that lingers long on every tastebud. A perfect post-steak-dinner-withbourbon-in-hand cigar.
‘Rich and chewy.’ From first light, I pick up warm, earthy nuances followed by big, chewy notes of oak. Some have said they pick up licorice with this cigar. I do not. I’m glad I do not. Licorice is terrible. This cigar is not terrible. Gurkha Ghost is medium in body with a warm, toasty profile that offers rich flavors and a chewy mouthfeel from the heavy smoke each puff produces. If comfort cigars existed, this would certainly be one. Pair Gurkha Ghost with a bold malbec to bring some sweetness out of the Brazilian wrapper.
Gurkha Ghost Shadow (Robusto)
Dominican Republic 5.0” x 52 Medium
93-Rated
Joya de Nicaragua Cinco Decadas Diadema Nicaragua 6.0” x 54 Medium-Full
92-Rated
Everything about this cigar is perfect: factory, shape, brand, blend, etc. Made by one of the oldest and most respected factories in the cigar world, Cinco Decadas showcases a graceful display of strength and complexity from the legendary JdN Factory. The profile is powerful, yet smooth…figure an 8 out of 10 on the strength scale for the average enthusiast. Flavors include mostly cedar and nuts, complemented by a touch of leather. The finish is sweet, with a dash of white pepper, and sweet notes of hickory can be found in the aroma from the smoke above.
92-Rated
I love cigars with a story, and Latitude Zero has an amazing one loaded with pedigree. Limited space will not allow me to elaborate, but I encourage you to do research. This 60-ring Gordo brings massive value thanks to a level of quality, materials and flavor rarely seen in a cigar at this price point. The cigar is medium to full in body, but full-flavored throughout. Creamy notes of oak and nuts coat the palate. Softer hints of pepper and coffee complement these notes. A touch of caramel on the finish completes these notes. Delicious, and a perfect midday cigar to pair with that IPA.
Man O’ War Valkyrie Churchill Nicaragua 6.75” x 48 Mellow-Medium
93-Rated
For me, strength means very little and flavor is king. For this reason, Man O’ War Valkyrie is a delight to burn. A silky Ecuadorian Connecticut ‘Desflorado’ wrapper leaf covers an aged mixture of AJ’s prized Nicaraguan long-fillers. Additional post-roll aging matures this cigar to a soothing experience layered with complexity. I get cedar and toast up front and cream and coffee on the finish. Every now and then some white pepper enters the fray. Each cigar is consistent as heck and delivers regardless of time of day.
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