Commerce Connection - May 2011

Page 1

May 2011

101 Small Business Marketing Activities Small Business Marketing Ideas, Strategies & Activities You Can Do Today By: Alyssa Gregory Source: About.com Guide One universal small business goal is to sell the business's products and services. This is usually best accomplished by positioning the business in front of the target audience, and offering something they can't refuse or find elsewhere. To this end, one of the smartest things a small business owner can do for their business is take the time to develop a small business marketing plan that will set them apart from the competition. A marketing plan clearly outlines how you will reach your ideal customers by effectively implementing your marketing strategy. There are thousands of ways you can promote your small business. With the right mix of activities, you can identify and focus on the most effective marketing tactics for your small business. Here is a list of 101 small business marketing ideas to get you

thinking about all of the different ways 15. Introduce yourself to other local business owners. you can promote your business. 16. Plan a local business workshop. 17. Join your local chamber of Do you have an idea of your own not commerce. listed here? Add it to the list. 18. Rent a booth at a trade show. Marketing Planning Direct Mail 1. Update or create a marketing plan 19. Launch a multi-piece direct mail for your business. campaign. 2. Revisit or start your market research. 20. Create multiple approaches, and 3. Conduct a focus group. split test your mailings to measure 4. Write a unique selling proposition impact. (USP). 21. Include a clear and enticing call to 5. Refine your target audience and action14 on every direct mail piece. niche. 22. Use tear cards, inserts, props and 6. Expand your product and service attention-getting envelopes to make offerings. an impact with your mailings. 23. Send past customers free samples Marketing Materials and other incentives15 to regain their business. 7. Update your business cards. 8. Make your business card stand out Advertising from the rest. 9. Create or update your brochure. 24. Advertise on the radio. 10. Create a digital version of your 25. Advertise in the Yellow Pages. brochure for your website. 26. Advertise on a billboard. 11. Explore a website redesign. 27. Use stickers or magnets to 12. Get creative with promotional advertise on your car. products and give them away at the next networking event you attend. 28. Take out an ad in your local newspaper. In-Person Networking Continued on Page 4 13. Write an elevator pitch. 14. Register for a conference.

INSIDE THIS ISSUE Page 1 May Calendar

Page 2 A note from the President

Page 5 Welcome New Members

Page 6 Happening in Hillsdale


May Chamber Calendar of Events *** indicates all may attend May 3 Taste of Hillsdale County Mandatory Meeting 2 PM

Presentation Olivia’s Chop House 6 PM - Hors d’oeuvres 6:30 PM - Dinner Awards to follow

Breakfast Caffe Azzurri 1990 Ash-Te-Wette Dr. Hillsdale 7:45 AM

May 10 Car Show Meeting Chamber Office 6:30 PM

May 26*** Chamber Chat on WCSR 10:45 AM

May 7*** May 13*** Hillsdale County Ribbon Cutting Ceremony 13th Annual Business ShowSweets for Life case 75 North Howell Street & Taste of Hillsdale County Hillsdale Hillsdale County FairMay 19 grounds Chamber Board of Directors 9 AM - 2 PM Meeting 7:30 AM Chamber Office May 24 Car Show Meeting Chamber Office 6:30 PM May 9*** Celebrate Business Annual May 26*** Dinner & Awards Hello Hillsdale County

WIN THIS CAR!!! This Sassy Grass Green 1972 Plymouth Duster will be raffled off at the 20th Annual Car Show & Summerfest on June 26, 2011.

If you would like to have this car on display at your business, please contact the Chamber at (517) 437‐6401 or via e‐mail to jon@hillsdalecountychamber.com

Tickets are $10 each, 3for $20, 9 for $50 and 25 for $100 Page 1

May 30 Memorial Day Chamber Office Closed


A NOTE FROM Dear Chamber Member, WOW what a busy few weeks at the Chamber - all about business - Used Car Sale, Spring Business Showcase, six ribbon cuttings and our annual dinner. It is nice to see the many new businesses popping up around the county. We have had six new members join the Chamber in April and we already have two more this month. Several months ago, our Expo Committee contacted the Reading & Litchfield Chambers of Commerce, Village of North Adams and the Hillsdale Business Association to work together to co-host the 13th Annual Spring Business Showcase. This joint venture was held on May 7 at the Hillsdale County Fairgrounds. It was great to work with the various organizations on this event and we look forward to future collaboration. Monday, May 9 we will honor several businesses and individuals at our 25th Annual Celebrate Business Dinner & Awards Presentation. The theme is “Cheeseburger In Paradise” and is sure to be a great time. If you haven’t registered for this event and would like to attend, please give us a call. The TUF program has been extended through September 30, 2011. We have heard a lot of positive comments about the program - where else can businesses promote their programs, products and services for free while giving people the opportunity to shop local and save? Our classic car raffle serves as the largest fundraiser for the Chamber. In the next couple of weeks, you will be receiving $50 worth of raffle tickets. We would greatly appreciate it if you could buy or sell these tickets to help us sustain Chamber operations beyond what your membership dues cover. If you would like the 1972 sassy grass green Plymouth Duster on display at your business, please let us know. As always, if there is anything we can do for you, please do not hesitate to contact me. Regards,

Karri Doty, IOM President/Executive Director

The 6 Laws of Small Business Advertising Success By: Darrell Zahorsky Source: About.com Guide Small business advertising is a science and an art. Companies often miss the fundamentals of advertising. Regardless of the size of your business an understanding of the laws of advertising can reap huge rewards.

My understanding of these fundamental laws came years ago when I had the privilege of working for one of the all-time advertising success stories; NordicTrack. NordicTrack's advertising was based on flawless execution of fundamentals.

6 Laws of Small Business Advertising Success

1.Use One Message: A high response rate ad usually conveys a single message. NordicTrack's message of the "World's Best Aerobic Exerciser" was simple and compelling. Your small business According to Small Business advertising needs to quickly Administration, 5% of an communicate its core message in entrepreneur's gross sales should be 3 seconds or less. budgeted for advertising. A 5% small business advertising budget can only help if you understand the laws of advertising. Continued on Page 13 Page 2


Recent Ribbon Cuttings

Memories for Life 79 North Broad Street - Hillsdale April 21, 2011

Michigan Gold Buyers 17 West Carleton - Hillsdale April 6, 2011

Russell Cellular/Verizon 262 West Carleton - Hillsdale April 28, 2011

Jonesville Wal Mart Super Center 701 Olds Road - Jonesville April 22, 2011

Hillsdale Jewelers 77 North Howell - Hillsdale April 25, 2011

Page 3

Hillsdale County Medical Care Facility Claudia’s Glen Care Drive May 1, 2011


101 Small Business Marketing Activities Small Business Marketing Ideas, Strategies & Activities You Can Do Today Continued from Cover Page

Analytics statistics. 53. Register a new domain name for a marketing campaign or a new product or service. 54. Learn more about local search marketing. 55. Track your online reputation. 56. Sign up for the Help a Reporter Out34 (HARO) email list.

29. Advertise on a local cable TV station. 30. Advertise on Facebook. Email Marketing 31. Advertise on LinkedIn. 32. Buy ad space on a relevant website. 57. Create an email opt-in on your 33. Use a sidewalk sign to promote website or blog. your specials. 58. Offer a free download or free gift to make people willing to add their Social Media Marketing email address to your list. 59. Send regular emails to your list. 34. Get started with social media for 60. Start a free monthly email business. newsletter. 35. Create a Facebook page. 61. Use A/B testing36 to measure the 36. Get a vanity URL or username for effectiveness of your email campaigns. your Facebook page. 62. Perfect your email signature. 37. Create a Twitter account. 63. Add audio, video and social sharing 38. Reply or retweet someone else on functionality to your emails. Twitter. 39. Setup a Foursquare account for Contests, Coupons and Incentives your business. 40. List your business on Google 64. Start a contest. Places. 65. Create a coupon. 41. Start a business blog. 42. Write blog posts on a regular basis. 66. Create a "frequent buyer" rewards program. 43. Start social bookmarking your 67. Start a client appreciation program. online content. 68. Create a customer of the month 44. Create a Groupon. program. 69. Give away a free sample. Internet Marketing 70. Start an affiliate program. 45. Start a Google Adwords pay-perclick campaign. 46. Start a Microsoft adCenter29 pay-per-click campaign. 47. Comment on a blog post. 48. Record a video blog post. 49. Upload a video to YouTube. 50. Check your online directory listings and get listed in desirable directories. 51. Set up Google Analytics on your website and blog. 52. Review and measure your Google

Relationship Building 71. Send out a customer satisfaction survey. 72. Ask for referrals. 73. Make a referral. 74. Help promote or volunteer your time for a charity event. 75. Sponsor a local sports team. 76. Cross-promote41 your products and services with other local businesses. 77. Join a professional organization. 78. Plan your next holiday promotion.

79. Plan holiday gifts42 for your best customers. 80. Send birthday cards to your clients. 81. Approach a colleague about a collaboration43. 82. Donate branded prizes for local fundraisers. 83. Become a mentor. Marketing with Content 84. Plan a free teleconference or webinar. 85. Record a podcast. 86. Write a press release. 87. Submit your press release to various distribution channels. 88. Rewrite your sales copy with a storytelling spin. 89. Start writing a book. Marketing Help 90. Hire a marketing consultant. 91. Hire a public relations professional. 92. Hire a professional copywriter. 93. Hire a search engine marketing firm. 94. Hire an intern to help with daily marketing tasks. 95. Hire a sales coach or salesperson. Unique Marketing Ideas 96. Get a branded tattoo. 97. Create a business mascot to help promote your brand. 98. Take a controversial stance on a hot industry topic. 99. Pay for wearable advertising. 100. Get a full-body branded paint job done on your company vehicle. 101. Sign up for online business training to revamp, expand and fine tune all of your marketable skills. There are many more than 101 small business marketing ideas. Do you have an idea not listed here? Add your small business marketing idea to the list.

The views expressed in the Commerce Connection may not necessarily reflect the views of the Hillsdale County Chamber of Commerce or its staff. Page 4


Chamber Lottery Tickets are currently on sale for August. Tickets are $10 each and are good for the entire month of August. You can win multiple times during the month. Proceeds benefit many service organizations as well as the Chamber’s general fund which helps sustain operations. If you are interested in purchasing a lottery ticket, please contact any Chamber Board Member or call the office at 437-6401 to get yours today.

Do you have a product, program or service you would like others to know about? Call the Chamber today at 517-437-6401 to have your business listed as a featured member.

Here’s to You...Pub & Grub 260 Gaige Street Kevin Conant Jonesville, MI 49250 45 North Street (517) 849-2195 Hillsdale, MI 49242 Automotive Manufacturing (517)437-4002 Supplier Pub & Eatery Toasted Mud Jonna Macy Hillsdale Jewelers 74 North Howell Street Chris Bahash Hillsdale, MI 49242 77 North Howell Street (517) 439-1677 Hillsdale, MI 49242 Paint your own (517) 439-0100 pottery studio Retail Jewelry

Martinrea Pete Bertdini Page 5

Volume I Bookstore Richard Wunsch 74 North Broad Street Hillsdale, MI 49242

(517) 439-1677 Bookstore Walworth Chiropractic Therapeutic Lifestyle Luann Canham Kornowa 1101 Chicago Road Sturgis, MI 49091 (419) 460-4505 Nutrition & Wellness


Happening in

Hillsdale County Claudia’s Glen is now open at the Hillsdale County Medical Care Facility. Threads of Hillsdale County is buying gently used name brand clothing at Gold Star - 12 North Howell Street - Hillsdale May 6th & 13th - 12 PM - 5 PM The City of Hillsdale hired Linda Brown as their new City Manager. Memories for Life is now open at 79 North Broad Street - Hillsdale. The Chamber’s Annual Business

Showcase & Taste of Hillsdale County will take place on Saturday, May 7 from 9 AM - 3 PM at the New Merchants Building at the Hillsdale County Fair. The Hillsdale County United Way will be hosting Hillsdale County Bridges Out Of Poverty meetings the 4th Thursday of each month at noon at their office at 43 North Street. Russell Cellular/Verizon is now open in the Kroger Plaza. The 37th Annual Jonesville Riverfest will take place on May 20-22.

S E N A T O R’ S S P

Osseo Heritage Days will be held on May 7 on the green in downtown Osseo. Hillsdale Jewelers is now open at the wedge building in downtown Hillsdale. Hillsdale County ISD has offered the superintendent’s position to current Jonesville & Reading Community School’s Superintendent, Mike Potts.

TLIGHT

Constitution. The booklets have the complete text of both documents along with the 27 Amendments to the Michigan Travel Ideas Guide & U.S. Constitution. Budget Update Constitution Pocket Booklets To obtain your copy of the 2011 The Senate passed its versions of the Available Michigan Travel Ideas Guide or the state budget bills this week. The I still have copies available of the 2011 U.S. Constitution booklet, contact my Senate’s budget bills will now office, toll-free, at 1-866-305-0316, or Michigan Travel Ideas Guide. advance to the House of via e-mail at Midwest Living Magazine produces Representatives for consideration there. We still have several more steps this glossy, full-color travel guide each SenBCaswell@senate.michigan.gov. in the budget process before approving year for Michigan residents. The guide When emailing or leaving a message, contains numerous articles on special the final budget numbers. please include your mailing address. places to see in our great state along The Senate-passed budgets do not rely with a calendar of events for the entire As always, my office is open to year. on the one-time fixes and accounting anyone seeking assistance. My tollgimmicks used to balance the budget in free phone number to my Lansing I also have pocket-sized booklets previous years, but find savings office is 1-866-305-0316 and the fax is available containing the text of the through cutting waste and reforming (517) 373-5944. government to ensure taxpayer dollars United States of America’s two most go to fund vital state services. I would important documents: the Declaration of Independence and the U.S. appreciate your suggestions, ideas, or By Senator Bruce Caswell April 28, 2011

concerns on the budget as we continue our deliberations.

Page 6


The Hillsdale County Chamber of Commerce Board of Directors & Staff cordially invite you to attend the 25th Annual Business Celebration Dinner & Awards Presentation

, 20 M ay 9

Theme: “Cheeseburger in Paradise”

11

hop C s ’ a i v Ol i

Join us for an island themed night of food, fun and awards as we honor Chamber Member businesses and individuals for their 2010 accomplishments.

tropical island attire welcome

M 6:00 P vres ’oeu hors d PM 6:30 dinner

Renovation Award

Awards to be presented:

sponsored by

Jonesville Lumber

Architectural Award

Award

sponsored by

sponsored by

Jonesville Lumber

County National Bank

Small Business of the Year

Business Person of the Year

Entrepreneur of the Year

Nonik Technologies

sponsored by

sponsored by

WCSR

Wolverine Abstract and Title Company

Chairperson’s Award sponsored by

Non-Profit of the Year

Layman’s Service Center

sponsored by

Chamber Mission

Page 7

sponsored by

Volunteer of the Year sponsored by

Hillsdale County Chamber of Commerce Board of Directors

Hillsdale County United Way

Special recognition awards will also be presented


Onward: Lessons from Starbucks By: Tony Rubleski Mind Capture Group I enjoy learning and especially reading great books. I'm about 170 pages into Starbucks founder and CEO, Howard Schultz's, great new book titled, Onward: How Starbucks Fought for Its Life without Losing Its Soul, and couldn't resist sharing with you three valuable lessons in leadership from this page-turner. #1. Massive action is a great cure for overcoming a slump. As the US and global economy entered a full scale recession in the summer of 2008, Schultzwasted no time implementing several new initiatives that many within and outside the organization thought were crazy. However, while a few didn't pan out, several were home runs and helped the coffee powerhouse ride out a nasty economic downturn. It would have been easy for Starbucks to pull back and retreat in the face of so many things stacked against it, but Schultz's bold leadership style simply wouldn't tolerate it.

#2. Leaders have to be willing to take criticism. Let's face it, most people dislike change. When Schultz began getting rid of certain product lines and scaling back growth in certain markets that weren't performing, he faced intense pushback from not only the media and shareholders but mainly from his internal team. By closing hundreds of stores,

Schultz's intensity and bullheaded ability to deal with massive criticism is something to be admired. Love or hate his style, you have to respect his passion to lead from the front and not hide out in the corporate tower behind a wall of carefully crafted PR and "yes" men, who attempt to shield him from raw and honest feedback. #3. Focus on your strengths and keep improving. The book details many of the fears and tough choices Starbucks faced during the perfect economic storm of decreased sales and rising costs within the coffee giants business the past few years. It's amazing to see how effective the company was in many areas, but woefully behind in others.

Case in point, while the company experienced a record breaking pace of growth including many that had before the global economic recently just opened, he had to meltdown in 2008, it was look at very carefully the woefully behind in IT and social long-term health of the company media. Schultz knew this and in spite of the short term pain of actively sought out to bring the naysayers and upset employees. firm up to speed, and quickly. Bringing in a 32 year old outsider When you are the leader, to streamline the firm's web especially in challenging times, presence and reduce costs wasn't being willing to bend and not initially received with open arms, break is a difficult task and but it was a strategic initiative balancing act to pull off. that was years overdue and needed to being carried out quickly. Page 8


K E N’ S A message from State Representative Ken Kurtz the nation. Despite being Business owners and April 28, 2011 are indicating that the only state to lose O Since the beginning of the investors population over the last Michigan needs bold decade, despite our high I have heard the many leadership to establish a R year, straightforward business tax unemployment and voices who are excited foreclosure rate, I sense a that treats all businesses the prospects of a N about fairly. One that doesn't pick real optimism for our new day in Michigan. I have heard also from those favorites at the expense of future. Difficult decision are being made that don't want the new Michigan others. The House of E who just maintain the status quo to not impact them person- Representatives just recently voted to deal with and kick the can down the In comparison, the R ally. road to the next year. some of these issues. proposed taxing of pensions is not necessarily We passed the House desired by anyone, BUT, the majority are supportive. version of the Governor's tax reform proposal that calls for repealing the The proposed cuts to Michigan Business Tax, and education, while most replacing it with a simpler difficult, are calling on education to realize that to and more efficient 6% flat tax on C corporations. This protect the future of places Michigan's business education and the contractual obligations, we tax structure among the must live within our means. most business friendly in

I have taken much time to be sure that I hear the areas of concern, both in opposition and support, from the people of this district so that their voices are heard. The budget is yet to be decided, and I too wait and will spend the time to be sure my vote reflects the very principles with which I sought this office.

Member Checklist Attend a Business After Hours Attend a Hello Hillsdale County Breakfast/Lunch Place business cards and/or brochures in the Chamber Office Place an ad in the Hillsdale County Chamber of Commerce Phone Directory Participated in the Chamber TUF program Supported a fellow Chamber member by purchasing a product or service from a member

Page 9

I will continue to respond and serve proudly with my best effort to what I believe the people expect from me as their representative. As always feel free to contact me through my office at 517-373-1794. Kenneth Kurtz Michigan 58th District State Representative


How to Write a Unique Selling Proposition Four Steps to Help You Identify What Makes Your Business Unique By: Alyssa Gregory Source: About.com A unique selling proposition (USP), or unique selling position, is a statement that succinctly outlines how your business, product or service is different from that of your competition. It identifies what makes your business the better choice, and why your target clients should choose you over the competition. Your USP can be an effective tool that helps you focus your marketing goals, and verify that every piece of marketing collateral you create successfully sets you apart from the competition. Your USP can also be an important part of your branding that makes your business memorable. This four-step exercise will help you write a unique selling proposition for your company, new product or service. Step 1: Go Back to the Basics

The first step of writing a USP requires that you take a step back and review some of the basics included in your mission statement, business plan, market analysis, and overall business goals.

problem and explain how your product or service solves that problem.

Our example company that sells moving boxes may identify the potential customer's problem as not being able to easily locate the proper Start by answering some containers when they are packpreliminary questions that ing their belongings and recap what your business is selling, who you're selling it to preparing to move. and why you're selling it. For example, a company that Step 3: Identify the sells moving boxes may Differentiators compile and answer questions This step focuses on identifying like this: what it is about your solution to * What products or services are your customer's problem that is different, or better than, the you selling? Boxes and solution your competition moving supplies. offers. The value you identify * Who is your target audience? here will be one of the primary reasons why your customers Local homeowners who are moving, and don't have a lot of will choose you instead of a time to look for used boxes in competitor. order to pack. The potential differentiators of * What does your business do our moving supply company may be that they offer sturdier well? We provide quick, boxes, less expensive boxes, responsive service while making the purchasing process complete packing solutions, same-day delivery, or excepeasy for our customers. tional customer service. * What is your most important customer-focused business goal? Helping our customers get the moving supplies they Continued on Page 11 need quickly, easily and affordably. Step 2: Solve a Problem The next step is to clearly identify your target audience's Page 10


says simply, "Sturdy Boxes in 24 How to Write a Unique example unique selling propositions to get a feel for how Hours," aimed toward their Selling Proposition successful companies craft a overwhelmed customers who are Four Steps to Help You statement that encompasses the getting ready to move, and Identify What Makes value they offer their customers. quickly need boxes that won't The moving supply company, for collapse. Your Business Have a topic you would like more information on or know of an article Once you have a working Unique Continued from page 10

that could benefit your fellow Chamber Members?

Step 4: Make a Promise Send your requests via email to Jon - jon@hillsdalecountychamber.com with any topic requests or articles you wish to share and we will do our best to publish the information in the Commerce Connection.

This steps combines the most important elements of the previous steps into a concise statement that embodies the value your company has to offer. Keep When submitting articles please in mind that your USP include the author and source so that essentially implies a permission can be obtained for the usage promise, or a pledge, you of the material. are making to your customers. example, may create a USP that You may want to review some

2011 Advertising & Insertion Rates 3” x 2 ½” ad in Commerce Connection

In-

serts Chamber composes & prints (black print & 1 side) $165.00 (exclusive - no other inserts)

ad provided by you (jpeg or PDF format) $25 12 ads (one per month) - 4 changes per year You compose & supply 250 copies, Chamber $175 inserts & mails $125.00 (exclusive - no other inserts) 3” x 5” ad in Commerce

Connection ad provided by you (jpeg or PDF format) $42.50 12 ads (one per month) - 4 changes per year $410

3” x 7 ½” ad in Commerce Connection ad provided by you (jpeg or PDF format) $60 12 ads - one per month - 4 changes per year $510

E-mail blast E-mail blasts will be sent once per week $35 per blast

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Chamber composes & prints (black print & 1 side) $115.00 (with other inserts) You compose & supply 250 copies, Chamber inserts & mails $75.00 - Month (with other inserts) $25 for ads created by Chamber Color printing - $25 Colored paper - $10 Second side printing - $10 black and white & $25 color

USP, it's always a good idea to sleep on it, run it by others in your company, or even create a focus group to measure the impact it has. It may take several tries, but once you hit the perfect USP, it can be an integral element of your marketing toolbox.

Tune in to WCSR the 4th Thursday of every month for Chamber Chat. Listen to updates from the Hillsdale County Chamber of Commerce. Learn more about Chamber benefits, program and services offered, as well as Chamber event updates. Brought to you by your Hillsdale County Chamber of Commerce.


Caffe Azzurri - 1990 Ash-Te-Wette Drive - Hillsdale

May 26, 2011 $10 fast Break t Buffe

7:45 AM - breakfast buffet Guest Speaker: J.J. Hodshire

RSV May P by 23, 2 01

1

Topic: The state of Health Care in Hillsdale County as well as Hillsdale Community Health Center’s operations, economic challenges and building projects. Join us for breakfast while networking with other Chamber Members.

Contact Jon at (517) 437-6401 or via e-mail at jon@hillsdalecountychamber.com

Pre-payment or payment at time of breakfast is requested An additional $2 fee will be added for those being billed or for those without an RSVP. Cancellations prior to 48 hours and no–shows will be billed $12.

Page 12


The 6 Laws of Small Business Advertising Success By: Darrell Zahorsky Source: About.com Guide Small business advertising is a science and an art. Companies often miss the fundamentals of advertising. Regardless of the size of your business an understanding of the laws of advertising can reap huge rewards. My understanding of these fundamental laws came years ago when I had the privilege of working for one of the all-time advertising success stories; NordicTrack. NordicTrack's advertising was based on flawless execution of fundamentals. According to Small Business Administration, 5% of an entrepreneur's gross sales should be budgeted for advertising. A 5% small business advertising budget can only help if you understand the laws of advertising.

6 Laws of Small Business Advertising Success

1.Use One Message: A high response rate ad usually conveys a single message. NordicTrack's message of the "World's Best Aerobic Exerciser" was simple and compelling. Your small business advertising needs to quickly communicate its core message in 3 seconds or less.

perceive as the truth is a horrible waste of ad dollars."

The 6 Laws of Small Business Advertising Success

3. Test Everything: Large businesses have a greater margin to waste capital and resources without testing advertising. Small businesses do not have the luxury. Use coupons, codes, and specials to measure the headline, timing, and placement of your ad. Test only one item at a time and one medium. Testing can be as simple as asking every customer for several weeks how they heard of your business.

NordicTrack added enormous credibility from a University of Wisconsin-LaCrosse research study, ranking the cross-country ski exerciser first in the areas of weight loss, body fat reduction, and cardiovascular fitness. Ivory soap's advertising success was attributed to its credible statement that ivory soap is the 99-44/100% Continued on Page 13 pure.

Continued from Page 2

If you are fearful and overwhelmed by technology, which computer book do you buy? "DOS for Dummies" began a best-selling phenomena because its message was easily understood and to the point. 2. Add Credibility: It has become human nature to distrust advertising. Claims need to be real and credible. Roy H. Williams, best-selling author of the "Wizard of Ads" says, "Any claim made in your advertising which your customer does not

4. Be Easy to Contact: Every single brochure, box, email and all company literature should have full contact information including: website and email address, phone and fax numbers, and company address. It seems simple but is forgotten by most

Chamber Testimonials I drove around Hillsdale for four hours from one person to the next, you were able to help within a few minutes, thanks Karri! Ben - Adrian, Michigan The Chamber staff was very knowledgeable and helpful. I appreciate it very much. Louise - Alma, Michigan Page 13


Featured Member Burkett’s Antiques Kevin & Lynn Burkett Hillsdale, MI 49242 (517) 437-2149 Kevin and Lynn Burkett started Burkett’s Antiques in 1987 in Ottumwa Iowa (Home of T.V. character Walter “Radar” O’Riley). When Kevin and Lynn started the business they dealt primarily in baseball cards. In 1989, Kevin got a job with the Alson’s Corporation and the couple moved to Hillsdale. Today, Burkett’s Antiques is a successful E-bay based home based business dealing in fun non-functional advertising & toy collectibles and antiques. Burkett’s Antiques deal and trade in

classic Americana, automobilia, memorabilia and merchandise. Lynn also has an extensive collection of gas station memorabilia, automotive literature & automotive magazines. Aunt Jemima memorabilia that has Aside from the internet based sales been recognized in the Aunt Jemima collectible price guide which they helped establish. Though they don’t offer appraisal service Kevin and Lynn are always in the market for these types of rare and unique cultural American collectibles and can offer a fair price for the items they collect and sell. Kevin and Lynn along with their To find out more about daughters Erin and Megan travel Burkett’s Antiques give Kevin throughout the year to car, antique or Lynn Burkett a call at and collectibles show with their wares bringing their products to their (517) 437-2149, or email them at slburkett@sbcglobal.net target customers. Some of their items are for sale at the Allen Antique Mall. Kevin and Lynn are also antique collectors. Lynn collects Big Boy

13th Annual

tion forma n i e r ed Mo e mail will b ately separ

May 7, 2011 9 AM - 3 PM Hillsdale County Fairgrounds New Merchant Building

Presented by:

Litchfield Chamber of Commerce Village of North Adams

Reading Chamber of Commerce Hillsdale Business Association

Page 14


2011 Chamber Associate Members

Hillsdale County Chamber of Commerce 22 North Manning Hillsdale, MI 49242

2011 Chamber Partner Member County National Bank

Phone: 517-437-6401 Fax: 517-437-6408 E-mail: info@hillsdalecountychamber.co m

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2011 Board of Directors Joe Sanford…………………………………………...........Chairp erson Century 21 Action Associates Vice ChairperCyndi Young son WCSR Member At Jeff Layman Large Layman’s Service Center Raymond Lee…………………………………. …….Member At Large Raymond Lee Custom Carpentry Eric Potes…………………………………………………….Tr easurer County National Bank Board MemScott Phillips ber

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