Startups

CREATING ‘THE MOMENT’ TO LAST ON SOCIAL MEDIA

The best ways to make a business Instagramable, according to Garden Party Girls owner Sydney Crimmins, include strategic placement, being original to the brand (that is, having original designs), having great angles for selfies, using textures and tangibles — “and, of course,” she says, “making it pop.”

Garden Party Girls Makes Events ‘Instagram-able’

Sydney Crimmins founded Scottsdale-based Garden Party Girls a year ago as an event design company that specializes in commercial floral installations and “Instagram-able” spaces for advertising and marketing. “The one-of-a-kind installations allow local businesses to stand out and bring in guests who are looking for an over-the-top experience,” she explains. As owner and designer, Crimmins also designs corporate or private events for 50 people or more.

“Truthfully, you can have a really ‘sucky’ product or service and still be successful if the inside of your business is worth experiencing,” Crimmins notes. “We specialize in helping businesses create Instagram-able moments throughout their businesses. Creating these Instagram-able moments for our clients helps to create an experience and a buzz behind their brand. It’s an important part of marketing for businesses and pertinent to growth and brand recognition.”

She believes this is, in fact, ever more important in the age of social media. “Instagram and TikTok is a significant component of how consumers desire to connect in an organic and authentic way. They can, however, be quite particular about where they choose to invest their time and money. Businesses can sell a great product or experience, but without an online moment, customers will move on to the next, prettier place. This is particularly true of younger, more tech-savvy customers who are always looking for décor and backdrops that would look good on social media.”

Crimmins credits networking as a crucial factor in the success of Garden Party Girls. “You simply cannot be successful alone,” she says. “Garden Party Girls has really done well this year and not strictly based on my hard work. My business is thriving because I have had some amazing people step into my life. I have found when you take care of people, most of the time they will take care of you. Networking isn’t hard when you just treat people well.” —RaeAnne Marsh

Garden Party Girls LLC gardenpartygirls.com

[Editor’s note: Crimmins shares the perseverance behind starting and growing her company — and the seeming paradox of its name — in the online version of this article, at www.inbusinessphx.com.]

Peerlogic: Filling Dentists’ Revenue Generation Need

Ryan and Kristen Miller created Peerlogic to help dental practices generate more revenue through voice-based conversational intelligence.

“By providing feedback on the revenue activities of both inbound and outbound phone calls, we help dental practice operators close more opportunities, identify the root causes of lost revenue, efficiently train staff and make informed business decisions,” says CEO Ryan Miller.

The idea of Peerlogic began in 2019, but the platform’s development started in late February 2021. “While working in the then-emerging market of UCaaS (unified communications as a service), I was introduced to a disruptive industry that was solving big problems for small and mid-size businesses. For the first time, enterprise solutions like advanced call center software, workforce optimization, and sales enablement were available to small and mid-size companies. While general businesses were reaping the rewards of this additional functionality, the medical vertical remained largely the same,” Miller relates. “During the same time, my wife worked (and still does) for the second-largest distributor in the dental field. Their primary focus was on providing exceptional customer care and providing a reliable supply chain.”

They saw the UCaaS and medical industries as being on opposing ends of the innovation spectrum and spoke regularly of how the tech industry was evolving, how companies like Salesforce, Gong and Outreach were changing how revenue generators worked, and how little of that innovation was available to support the sales apparatus of a medical office.

“After many conversations at home and with industry friends, we concluded that it’s inevitable that this technology will make its way into the medical sector,” Miller recalls. “We ‘war gamed’ it for some time, and Peerlogic was born.” —RaeAnne Marsh

Peerlogic peerlogic.com

[Editor’s note: Miller shares their experience and insights learned from their startup journey that began at the height of the COVID-19 pandemic in the online version of this article, at www.inbusinessphx.com.]