Welcome to the Bull & Crowley MediaWorks Newsletter.  If you are a first-time visitor to the Newsletter, thanks for joining us.  We call it “Media Works” because Media does actually work wonders when it is done the way it should be. If it didn’t, obviously no one would be using it.  Now, facing a tumultuous economy and some tight times, many companies earmark the Marketing budget as the first to get slashed.  Well, it only makes sense, right?  Actually this couldn’t be more wrong!  Those who creatively revamp their marketing dollars survive.  Those that don’t, well, don’t.   In fact, research by Penn State’s SMEAL College of Business suggests that companies strong in marketing that actually increase their marketing dollars fare much better than those that don’t! (1)

This month we address the challenge of getting more eyes on your products and services and the importance of an ongoing, creative marketing strategy to keep profits coming in the door.   We’ve also got a great interview with a well-known local entrepreneur who has found a way to thrive in this market.  Our Client Highlight takes a look at another successful company thriving in the middle of it all.  Both companies are great examples of doing Media the way it should be!

(1)   http://www.smeal.psu.edu/news/latest-news/feb08/mktgrcsn.html

The Shooting Range

It is critical always, but especially during tough times, to make sure that you absolutely know your target demographic.  Where exactly are you shooting?  Knowing your customer helps you tailor your marketing strategy and dollars to reach them effectively.  Who are you trying to reach?  What are they doing and feeling right now?   How has the economy affected them?  Why do they need your product?  Knowing the answers to these questions is critical to reaching them with your message.

If you don’t know your customer, or Bulls eye, it’s time to carve out some time to figure out who they really are and get to know them.   Not doing so is like shooting with a blindfold on and sooner than later you are going to run out of ammunition without having hit anything of value.  Especially when starting a business venture, not knowing your target and how to reach it spells a quick depletion of your resources and a short-lived business. 

Most businesses know who their customers are.  A bike shop owner knows that his customers are bicyclists and those that want to be.  A supermarket knows that their customer is everyone that buys food.  A bait and tackle store knows that it is people who go fishing.  A sure-fire way for any of these businesses to fail is to believe in the popular fallacy that “if I build it they will come!”  The bigger challenge for any business is actually understanding their potential customers and drawing them into their doors of business.     

Once you understand your customers, engaging them with an effective marketing strategy is now possible, and touching them on an ongoing basis with delivery of the products and services that they want or need becomes a more realistic possibility.

One of the hardest hit sectors of our economy has been the real estate market.  In the middle of the horrific housing crunch, one broker has stood above the rest.  We sat down with Laura Rowe, entrepreneur and owner of 2 local Keller Williams Offices- one at Towne Center in Virginia Beach and one in Greenbrier in Chesapeake.

Laura’s sales have remained very strong and we wondered how she is managing to reach her target demographic so successfully and continue to thrive in such a tough market.  When asked of her marketing strategies Laura stated,
  
“I do an enormous amount of Internet advertising. I'd say that 95% of my advertising is web-based, and 5% is print media. In fact, through Keller Williams, I'm on 28 search engines. I also use sites like Craigslist and Navy Times. I have not downsized my advertising at all, and right now, I have over $11 million in listings.”

For us that’s enough said to make a point this month except that we know for a fact that Laura has more energy than five or six normal people combined.  For all your realty needs you can contact Laura Rowe at laurarowe@laurarowe.com.

Meet Duncan 'Duke' Ingraham and George Armbruster, founders of Fleet Imports, the region’s leading stone import company.   Duke and George combined their business acumen and marketing savvy to establish Fleet Imports in 2003.  They then combinedtheir extensive backgrounds in sales and management to construct FleetImport's founding philosophy - Excellence in Service....Distinction in Stone. Dedication to this concept has taken the organization from the receipt of their first container, to world-class natural-stone distribution throughout seven states.  Their search for the best and most consistent stone products takes Duke and George around the world to countries including Brazil, Spain, India, Italy, Saudi Arabia, Madagascar, and many more.  What a life!

When asked about their marketing strategy they said,

“In this market we are aggressively marketing to the fabricators, builders, designers, architects, and homeowners.  The market has changed over the past year, whereas, the end customer is becoming more knowledgeable about stone.  As new home sales are down, we changed tactics slightly to focus on remodels, which are steady.  With this in mind, the homeowner is becoming more selective on exactly what stone they want, what colors and movement.  What we have developed are tools to assist the home owner in their selection process by providing color picture binders, tri-folds, and a design simulator on our website.  If this does not work, we stalk them and take their youngest child as ransom.

The more exposure we promote from our stone colors, the more walk-thru traffic we achieve.  We get much of this exposure from our web site and online newsletter.  This is critical in this market to reach a broad customer base at a price that makes sense.  Customers like to select their own stones.  We accommodate them by having a friendly, professional, and thorough in-house sales staff to walk our customers through the process of their stone selection.  Lastly, our reputation for going above and beyond the normal call for serve has grown since the inception of the company.  People talk, they refer us to other people.  In addition, once they leave Fleet Imports, they usually go back to their designer, fabricator, etc...and tell them how enjoyable their experience was.  Friendliness and smiles are contagious here at Fleet Imports.”

Duke is happily married to Carolyn and has two daughters.  He is a proud member of the Noblemen and his hobbies are golfing, fishing, spending time with family, and working.

George is also happily married to Susan, and has 3 sons.  He is also a member of The Noblemen and his hobbies are golfing, boating, fishing and most of all spending time with his family.

Visit Fleet Imports at www.fleet-imports.com.  Duke and George take pride in their reputation of providing customers the highest level of service at the best possible prices. For these reasons, Fleet Imports should become your granite, marble, and tile supplier! 

Community of Sponsors gets behind the Second Annual Wounded Marine 5K and Noblemen Kids Fun Run!!!

Since November 10, 1775 the Marines have been fighting on the front lines for our freedom.  Now, 232 years later, your opportunity has come to be a part of helping those who have come back from the fight. 

The Wounded Marine & Family Assistance Program is a nonprofit 501(c)(3) organization dedicated to support the Marines wounded in the pursuit of our freedom, and their families who often bear tremendous emotional, physical and financial hardship as a result of the injury, recovery or absence of their loved ones.   The cost of freedom is high, and the mission is to ensure that our heroes receive all of the support they need and deserve.

The goal of the organization this year is to have 1000 Runners and walkers in this event.  For information on how you or your company can be involved please visit www.woundedmarine.com.

Time & Place: Saturday, September 13, 2008. The Noblemen Kids Fun Run will start at 9:00 AM followed by the start of the 5K at 9:15AM. Race start & finish are located at the front of CBN/Regent University & the Operation Blessing Headquarters at 977 Centerville Turnpike in Virginia Beach (just off Hwy. 64 on Indian River Road.)

Registrations & Entry Fee: 5K: $20 pre-registration if post- marked by September 8, $25 fee after September 8 & race day. Race day registration & packet pick-up will be from 7:00AM until 9:00AM.  T-Shirt & Gift Bags Are Guaranteed For All Pre-Registered Runners! Race-day gift bags on a first-come, first-served basis. No entry fees will be refunded. Kids Fun Run is free for children 8 & under.

Click Here to Register for the 5k run NOW!