The value of marketing when your customers already know your name

At times, Southwest Florida can feel like Cheers – a place “where everybody knows your name.”

Even in a community of familiar faces, businesses cannot expect name recognition alone to continue generating foot traffic and sales.

BY CHASE MAYHUGH Guest Columnist

I have contemplated all these questions and more for my property management assignments as well as my personal investment properties. When given the chance to opine, I always let owners know what I would do if the roles were switched, and I truly believe I can represent my owners better because I am one. Sales and leasing of commercial real estate has been my life’s work. When I was contemplating starting the property management division, many brokers advised me not to do so as it would take away time from traditional leasing and sales. There are some companies that offer both, but brokerage firms typically do not offer property management services. As I began to manage my own properties, I realized I enjoyed property management and began the company, despite many naysayers. To this day, I am grateful to have made that decision. I take joy in helping tenants in their time of need and getting the problem fixed. I take joy in helping owners resolve an issue and quickly connecting them with the best contractors in our area.

Like the saying goes, love what you do and do what you love.

Chase Mayhugh, SIOR, CCIM, is the owner of Mayhugh Commercial Management. He’s a licensed broker and senior associate at Mayhugh Commercial Advisors. Contact (239) 278-4945 or chase@mayhughcommercial.com.

Business Services

What are A.I.’s implications for public relations?

Henderson, Franklin, Starnes & Holt attorney Mark Nieds was a featured panelist at Florida Public Relations Association, Southwest Florida Chapter’s July luncheon at the Crowne Plaza at Bell Tower in Fort Myers. Additional panelists included John Joyce, owner of CRS Technology Consultants, and Manny Gonzalez, senior director of web services at Priority Marketing.

Nieds delved into the impact of AI on content creators and their intellectual property rights. He shared valuable steps PR pros can take to ensure they steer clear of copyright infringement when using AI-generated content. He also discussed the question of who takes responsibility when AI produces inaccurate or misleading information, and detailed ways in which PR professionals can miti- gate such risks. Nieds is chair of Henderson Franklin’s Intellectual Property Practice Group. Drawing on more than two decades of experience, he counsels clients on copyright, trademark, franchising and trade secrets matters. His practice also encompasses digital and internet-related legal issues including AI, blockchain, creation and implementation of privacy policies, terms of use agreements and data privacy and security.

Nieds is a sought-after speaker and blogger on the Southwest Florida Business and IP Blog. Nieds received his undergraduate degrees from Miami University and the Illinois Institute of Technology, and his J.D. from the Chicago-Kent College of Law. He may be reached at mark.nieds@henlaw. com or by phone at (239) 344-1153.

An effective strategic marketing campaign places just as much emphasis on connecting with well-known customers and clients who have been buying goods and services from you for years as it does new customers. Here’s why:

• Choices: Southwest Florida’s population growth has led to a proportionate growth in businesses. Across the five-county region, the U.S. Census now reports 39,857 employer establishments, plus another 145,302 non-employer establishments, a category that includes self-employed workers like independent real estate agents, Uber and Lyft drivers, freelancers and contracted workers. Residents now have many options when eating dinner, buying a car, installing a pool cage or replacing a roof.

BY TERI HANSEN Guest Columnist

• Competition: Nearly every type of product across every industry is available online. With lower overhead costs, online retailers can often price their products lower than local, brick-and-mortar stores. Free, expedited shipping can make online shopping just as convenient as shopping in a neighborhood store.

• Additions: Successful businesses continuously innovate. That means introducing new products, menu items or services and telling them about it. Former and current customers that have had positive interactions with your brand are more likely to buy a new item or register for a new service... if they know about it.

Every business wishes its customers were more like Norm and Cliff from Cheers – loyal, lifelong and devoted – but businesses can never rest on their laurels and assume customers will keep coming back for more. Effective marketing, advertising, public relations and social media strategies keep businesses top of mind with their existing customer base while also attracting the eyes of prospective customers and clients.

Teri Hansen, APR, is president and chief creative officer at Priority Marketing. Visit PriorityMarketing.com or contact (239) 267-2638 or teri@prioritymarketing.com.