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Schmooze Networking Event

Posted by kathie on Thursday, February 19

May 19, 2009:  Schmooze Networking Event
Presented by Harlo Media

Time:  5:30-8pm
Location:  Grand Central Bowling, 839 SE Morrison, Portland, OR

Harlo Media is focused on the success of our business and personal networks. We continuously attend regular business professional networking events to help our associates make qualified connections.

Our Schmooze networking event is a welcoming business environment where you can meet other local professionals, pass cards and hang at some of Portland’s premier locations

Click here for more information

Step it Up! Maximize Your Marketing Dollars

Posted by kathie on Thursday, January 15

Extremes seem to be the norm these days. Doom and gloom or opportunites around every corner. I am in a unique position to hear the buzz in networking circles…both good and bad.

I’ve heard folks pulling out of organizations, cancelling advertising, and waiting until things clear up to make new choices in marketing their businesses. I hear others stepping up their marketing efforts to capture market share and take advantage in this new economy.

What is your take? What are you doing differently? I am curious.

This blog unpacks a few tactics and offers some tools to make smarter decisions with your dollars and time!

Let’s talk advertising!
Arleen McClean with WorkSmarter offers these tips to Three Costly Advertising Mistakes.

Mistake #1: Not Tracking for Return on Investment:
Advertising is used to build awareness (branding) or generate leads. To determine if advertising is a good investment for your business, consider the following:

  1. Are your competitors advertising?
  2. Do you want to increase your market share and improve sales?
  3. Are you forfeiting profit because you have unsold inventory that can’t be sold in the future. (Vacant airplane seats, apartments that are unrented, time that isn’t filled with prospects…all translate into lost profits!)
  4. Is your average sale large enough to justify advertising and create a positive return on investment ratio? (For example, a car dealer making $3,000 on each vehicle sale can spend $9,000 a month on advertising and reasonably expect to sell 9 cars a month for a 3-1 ROI.)

Bottom Line: Have a clear sense of what you want the advertising to do. Ask your media representative to explain the kind of results you might expect and to show you any success stories they have from other businesses like yours. Good media reps can also provide you with statistical information that will help you find the people you want to reach.

Mistake #2: Ignoring the Emotional / Logical Message:
People buy based on emotion and logic. Whether advertising in print, radio, television, or online your selling messages need the following elements:
 
1. An Emotional Hook
Emotionally connecting with the audience in the first five seconds is critical. The headline or text should draw people in and make them curious enough to read further.
2. Logical Reassurance
Next, the emotional connection is complimented by the logical reasons why someone should seek out this particular advertiser to solve a specific problem. 
3. Call to Action
Finally, the ad needs to evoke a response. This “call to action” can be as simple as listing a web site or the price of an item. 
4. Urgency
One key item that is often overlooked in writing ads is creating urgency. Urgency can be created by limiting statements like “space is limited” or listing specific deadlines of the end of a sale.
5. Focus
It isn’t about you. The message is not about you – it’s about how you solve a problem for the prospect. 
 
Bottom Line: Consistently track to see which selling messages get the most phone calls and translate into the highest number of sales. Ask callers to tell you what they identified most with in the commercial.
 
Writing compelling copy that induces sales is tricky and requires skills. If you’re doing it yourself, seek objective feedback. If the media you work with doesn’t have a dedicated commercial copywriter, consider hiring someone like Work Smarter to write the advertising for you. It’s a small price to pay for such a critical part to your advertising success.  
 
Mistake #3: Too Little Too Late  
If you’ve ‘tried advertising once and it didn’t work’ it’s often due to mistakes made in this area. Finding the right place to advertise and knowing how to purchase the advertising is critical.     
 
Too Little: Research shows that people need to hear or see an ad a minimum of three times before they act. When I schedule ads for my clients, I put a concentration of ads in a narrow block of time (5 a.m. – 10 a.m.) instead of allowing ads to run as ‘broad rotators’ (5 a.m. – 8 p.m.). The equivalent in newspaper advertising is to place your ad in the same section of the newspaper each time.
                       
Too Late: It takes time to fine tune the advertising process, so don’t wait until your business is in critical condition before you start advertising. In today’s economic climate people are also taking longer to make buying decisions. So while a percentage of the people are looking for your product or service today, most a not. That’s why it’s important to consistently advertise – to build awareness of your name so that when they are looking for your product or service, they call you!  
 
Bottom Line: Advertising can provide a steady stream of leads to your business if done correctly. For more information or to discuss your specific needs, call Arleen McClean of Work Smarter at (503) 449-4830.                 

Let’s talk Networking!
Here is a little tidbit from me….

I believe networking is the most under-utilized tactic to grow business and open doors to new opportunties! Here are some common mistakes I observe that minimize any results networking efforts could produce.

  1. No clear value proposition.
  2. No expressed confidence, passion, or desire to serve.
  3. No follow up.
  4. Think networking is all about them.
  5. Lack of desire to connect.
  6. Don’t listen.
  7. Don’t ask questions.
  8. Talk too much.
  9. Inconsistent messages from business attire to collateral to verbal cues.
  10. No time for relationship building.

Sound like anyone you know? The secret to networking success is simply to flip the equation. People do business with those they know, like, and trust. Bring yourself to your networking activities. Don’t pull back!

Social Networking!
Speaking to those of you on the edge..dipping your toes. Can Social Networking work for you? Let’s see…

  • Do you build relationships and have conversations with your customers, prospects, and network?
  • Do you tap into others experience, resources, and ideas?
  • Do you make introductions to others?
  • Do you share your expertise one on one, in small groups, or in larger forums?
  • Do you have a website?

Then yes…it can work for you! Social networking is simply another set of tools to reach an extended group of people. The secret is in taking on the right tool, investing time to understand it’s impact and then maintaining it.

If you have not taken the plunge yet, start with completing your LinkedIn profile and inviting a few friends to join your network. This always stimulates some conversation.

  • Already on LinkedIn? Check out some of the questions and respond in the areas of your expertise.
  • A solo-preneur or small business, check out Biznik.
  • In transition or think you might be soon? Check out CareerXRoads 2.0

Like you, I am tentatively reaching out into the arena of social networking to see where the best use of time can be found. What I am learning is that if you DON’T begin to build a presence online that extends beyond your website, you may be caught behind the curve.

In the end…it is all about time, money, and return on investment. Evaluate, maximize, and in the end…eliminate or add. Stop doing what doesn’t work and step up what does.

Here is to fresh ways to market in 2009!
 

Fresh Start & New Beginnings 2009

Posted by kathie on Wednesday, January 7

What IS possible in the upcoming months? This is the BIG question on many minds. I know you’ve been thinking about what you will do differently in 2009. If you are anything like me, you have been acting on some of those thoughts. I’ve been thinking what IS possible in the new year…not only for Connectworks but my clients as well.

I thought I’d share my focus with you for the new year.

  1. I want to get on top of the social networking phenomenon. This medium is advancing so quickly staying on top of how to use it can be impossible for busy people like you and I. Here are a couple of things I am doing to save time and increase effectiveness. Depending on your business, you may want to do the same.
    a.) Use a blog aggregator. I finally started using the Google Reader a few weeks ago and have been thrilled to get all my favorite blogs coming into one place for quick review. I’d been hearing about this service for a few years but had no idea how to get started. I decided to figure it out. Go to Google. Create an account if you don’t already have one. It’s fre*e. Pull down the menu and select Reader. It is fairly self directed from there. This is a great way to keep up with what’s new without having to take the time to cruise the web. Visit my blog for some other great resources.
    b.) Find one or two social networking sites you feel like you can participate in. If you’ve been waiting to dip your toe in this medium, get started with LinkedIn. Develop your profile and network. Use the Q & A. Submit articles. Schedule time each day (and stick to it) to browse those sites and build relationships. Networking on line is still about the relationship but has the added benefit of increasing your visibility on the web.
    I want to do what works. Like you, I find the time for trial and error is past.
  2. I joined a new marketing mastermind team last month with Bernadette Doyle of Client Magnets. In her monthly call last week I was reminded of some key principles in creating change. Read the core principles in my blog.
    a.) Over the holiday I’ve invested in sales training, workshop & teleseminar development and internet marketing. Looking ahead these are areas of mastery that will serve me in 2009. What about you? What would serve you to master or work with a mentor the upcoming months?
  3. I want work to be easier. When what I do loses its appeal it boils down to one thing. Inefficient systems have created a backlog of task that are not my favorites but have to be done. You know what I’m talking about. I’ve already started investing in infrastructure and support to create systems to keep in touch, better serve, and deliver more value to clients in 2009. Any systems of your own you need to tune up?
  4. I want to serve others better. This is what gets me out of bed every day. I intend to make choices in 2009 which allow me to do more and with greater impact. What about you? Do you know what motivates you? Are you in a market niche that allows you do tap into that energy? If not, look for opportunities to engage that vital part of your inner driver.

Close the door on 2008 and look ahead to the unknown 2009 and understand…the basic principles of business still apply. Stop doing things that don’t get you results and take you out of your core strength areas. Your unique selling proposition will always be in what you do well because you are you. Open the doors to what is possible in 2009 by bringing your best self forward.

Here is to more YOU in 2009!

Happy Networking.

Social Networking for Busy People – It's a crazy world out there!

Posted by kathie on Tuesday, December 30
I’ve been talking about social networking for busy people for many months now…the problem is this: I, like you, have a crazy full calendar already and adding time to keep up with all the sites and new mediums can be overwhelming. After hosting a panel for the Beaverton Chamber of Commerce in December I was encouraged again to invest time researching how to help my readership of busy people use these outlets for business development, branding, and increased visibility. Watch the video – we really get started about 3 minutes in Even though I had a million things to do in December…I actually took the time over the holidays to figure out how to decide where to show up from those who know and implement tools (recommended by those who know) that make keeping up online easier for those of us time challenged. Do I have your interest yet?
  • Twitter – Is it “tweeting” really the hot new thing? Take a few minutes a read these interesting perspectives. Fellow Biznik-ite Joe Hage’s observations on his Twitter experiment and why YOU should Tweet. BusinessWeek talks about Twitter Barry Hurd, 123SocialMedia.com gives the best review of Twitter How-To’s You can follow me on Twitter www.Twitter.com/kathienelson
  • Keeping up with blogs. Hey, I know keeping up with my own blog takes time so how am I supposed to keep up with others I want to follow? It truly is a great way to keep up with trends in thoughts and ideas. I’d been hearing about aggregators for the last year or so but never had the time to figure them out…I decided to do so over the holiday. I am using Google Reader since I use Google more and more but others have been recommended as well. Fellow Biznik-ite Elge Premeau wrote an excellent article on How to Blog without Having a Blog and recommends her favorite, Bloglines.
  • Keeping up with Social Networks (or even choosing what to add with all the invitations you get). I jumped into social networking many months ago to test and report back where and how to best use the medium for business development. I was expecting a very straightforward process with easy to report results. Guess what…it was not straightforward due to the nature of the medium. The audience (us) is constantly morphing the medium by our use and new providers join the race all the time. It can be a little maddening for those of us who like to learn things once and move on! Article on Social Networking Strategy Excellent Article on What You Need to Know Today about Social Media by Barry Hurd, 123 Social Media Article on Ways to Get Involved with Social Media in 2009 for those just jumping in
Hey, I am a slow adapter of technology or tools until proven they are a good investment of time. I think Social Networking and all that it entails is here to stay. It can be crazy but start by managing the time and how to best use to meet your goal to make the difference for you.
  • For Social Networking Newbies – I encourage you to browse around. Ask your peers how they use their social networks. Best case, find a blog you like that provides truly helpful information and subscribe!
  • For those of you who are Portland, OR based I am anchoring a series for the Beaverton Chamber of Commerce of “How-to” classes on the 2nd Wednesday monthly. In addition to learning social networking strategy you will hear from experts on Linked In, Twitter, Facebook, & Plaxo in a computer classroom setting. I hope to see you there! Easy registration here.
If you have favorite Social Networking blogs, sites, or articles please share with us! Happy Networking!

Who you hang out with matters! More reasons to get out of your own backyard.

Posted by kathie on Monday, November 17

I feel like I jumped on the fast track since attending the eWomen Network conference in Dallas in late July. You can read my earlier blog post about my small world experience meeting Nancy Juetten because of her signature jacket. Since then I’ve been been jolted out of my comfort zone on many an occassion but none with more joy than the “Gathering of Great Gals” at Nancy’s home in Bellevue, Washington a few weeks ago.

Kathie Nelson, Kristen Schuerlein, Betsy Talbot, Susan Harrow
What a privilege to be invited to make the 4 hour journey from Portland to Bellevue to hang out with Nancy and some of her favorite people. This gathering of million dollar women (and those of us on their way) connected quickly coming from a shared focus to serve our clients through packaging our passion. Let me share some powerful moments….
Betsy Talbot, Business Coach to Women Entrepreneurs, inspired me when she shared her excitement about her latest project. Newly married, she is writing a book, “Married with Luggage”, about she and her husband travels as they explore the world. More about this project on her blog.
Wow’d by Kristen Schuerlein, savvy business woman and founder of Affirmagy, we raised our glasses to toast her upcoming co-host appearance on QVC Shopping network.
Jean Thompson, Seattle Chocolates, who recently appeared in O Magazine as one of Oprah’s “favorite things” how she uses her Extreme Dark Chocolate and the Survivor Chick chocolate bar to raise awareness and funds for cancer research.

Susan Harrow, Jean Thompson, Nancy Juetten

Working with Power (it’s easier) founder, Michele Lisenbury Christensen, took a break from her new baby to hang out with us. Gals, visit her website to be inspired to new heights! I know I was. I can’t wait to get better acquainted.
Phyllis Heppenstall, owner of the very successful Lover’s Package retail chain, regaled us with stories of her early days of building her business in a highly dominated male arena.
Meeting Nancy’s guest of honor, Susan Harrow, media coach and author of “How to Get Booked on Oprah” was indeed a special treat. Not only full of fun, Susan is generous and brings a practical wisdom to everything she does.
This was just one event that is serving me to catapult me into the next phase of growth.
Susan Harrow, Phyllis Heppenstall, Nancy Juetten

What about you? What is your next big thing? Could a “Great Gals Gathering” be in your future? Better yet, get out of your comfort zone and connect with someone who inspires you…and intimidates you as well! Great things can happen from small steps.

The Magic of Linked In

Posted by kathie on Thursday, July 31

When I first discovered Linked In a few years ago I made a determination that it was a valuable resource for those looking for jobs or searching for employees. It was a perfect way to introduce people I knew looking for contacts within larger companies but didn’t seem to have a fit for marketing smaller businesses. Well….as with most social networks LinkedIn is being morphing by its users. We are making their infrastructure work to meet their needs.

Here is an example. I received an unusual request to connect last week from Jennifer Nguyen, CEO of Citinannies who found me on Linked In, researched my site and emailed me directly. This request was unique in that she wasn’t trying to sell me something (like some who’ve cold called me through my Linked In profile) but framed her request in a tactful intelligent way. Of course I responded immediately and had a highly productive conversation. I thought you might like to see how she framed the invitation to connect.

Dear Kathie –
I know we both have a lot going on with our professional and private lives….being is busy is good I suppose in our fast paced world. My name is Jennifer and I wanted to formally introduce myself to you. I would love hear more about your business. Would you like to take 10-15 minutes on this Thursday or Friday to collaborate or brainstorm ideas how we can help each other? Let me know what time/day it is convenient for you or just feel free to me on my direct line anytime on Thursday or Friday. If you are not available those days, let me know what day is best for you next week.

I am looking forward to talking with you! Thank you for being my linked-in connection.

Jennifer Nguyen
Citinannies

I learned Citinannies offers more than a nanny directory and is looking for strategic partners for potential expansion to new areas. Plus learned she has another business she is looking to launch and may need some strategic direction that I might be able to help her with.

Overall this was a great experience and one I hope to duplicate from my end. What about you? Would connecting with strategic partners through LinkedIn or your other social networks be of value to you? Think about ways you might connect. If you’ve already had a great experience. Please share!

Networking Makes the World Small

Posted by kathie on Friday, July 18
I had the unexpected pleasure this week of encountering several women who are part of my social network in a far away place, Dallas, Texas.Imagine the feeling of seeing someone you’ve been watching online, read their articles and regularly read their newsletter…but have never met in person.
I found myself this past week, walking through the eWomen Network tradeshow when I caught a glimpse of a familiar profile. You should know I came to this event knowing only one person, my mother. (But that is another story.) Surprised to find someone I might know, I touched the woman’s arm to get a better look and discovered Nancy Juetten of Main Street Media Savvy
from Seattle in her signature blue dress.
Again, I had never met her in person, only seen her online. Based on the content of her website, articles on Biznik
and e-newsletter, I refer clients to her fairly regularly so you can imagine my surprise to meeting her in person.
Later that weekend, I found Nancy in a huddle with some women from Seattle and met Marcia Brixey, author of The Money Therapist and Lori Richardson of Score More Sales
. Again, both only online acquaintances, we had a chance throughout the weekend to connect and learn more about each others goals and specialty.
After this experience, I am challenged to pick up the phone and call those I follow online. Better yet, if they are within proximity, I will travel to where they are. I am confident the alliances we began this weekend through the extended personal connection will pay off for all.
The small world phenomenon is rampant in the Portland Metro area leading me to state my belief that in this town there are only three degrees of separation rather than six but this is my first out of state scenario. What about you? Have you experienced the small world outcome of great networking? Tell us more!  
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