Who I Can Help:
In terms of business categories, I’ve done very well with home service companies (heating and air conditioning, plumbing electrical, pest control, roofing), as well as car dealers, jewelry stores, dentists, weight loss clinics, I am especially interested in clients that feel like they are on the cusp of exploding into exponential goodness. Maybe you’re new to radio and/or tv…maybe you’ve been on for awhile and aren’t getting the results you expected.
Who Is Not a Good Fit:
If you aren’t on radio or TV, there’s probably a better partner fit for you. If you’re a brand new business with a lot of bootstrapping to do, my involvement would benefit everyone better down the road. Truthfully though, I’m less interested in your annual sales or the size of your marketing budget… and more interested in what you’re made of and what you want to be when you grow up. I’m looking for those special entrepreneurs with the it factor.
What I Do For Clients:
I style myself as a “conductor of the orchestra.” I’m a strategizer-organizer at heart. So the big three are Strategy, Message and Budget, and we have to get those right first. What is the roadmap to get you where you want to go? What will you say that will stand out from a crowded, noisy marketplace. And how do we allocate that precious resource that is your marketing budget. We never, ever from a shortage of good ideas; but we routinely realize we have inadequate resources to go implement all the great ideas we have. So prioritization is a key. Back to that role of the conductor… I always build teams a strong wizard partners to handle a lot of the online components. As I have 31 years experience working in and with radio and tv, so I get very personally involved in that part of the equation. Anyone who has known me for a while knows that I bang the drum of unifying story, culture, and experience.
Back in January, 2007, I started working with the Northern California heating and air conditioning company it was coming off a second flat year of sales hovering around $5 million. By focusing their message to make it razor-sharp, and more successfully allocating a strong radio and TV plan, the next four years of growth look like this: 2007, $7.2 million; 2008, $9.6 million; 2009, $16.1 million; 2010, $22.3 million. I’m also very proud of a small-town Canadian car dealer who was doing good enough operationally before I met him, but had no real brand identity. His is now a household name in the Atlantic provinces, we’ve doubled the number of cars that he sells per year, he generates seven figures worth of profit per year, as his son and daughter have taken over the day-to-day operations of the dealership.
I’m also extremely interested in businesses that are in the process of transitioning into the next generation of the family taking over, or where the employees are buying the company from the founder. If there is an opportunity for me to get involved with company culture, Perhaps in the form of public speaking or training, I’m especially interested in how that can be secret weapon in making the marketing work better, and making sure all of the puzzle pieces fit nicely.