Have you checked the back door lately? “Re-marketing” is knocking.

by: Courtney Pemberton

Any professional woman that can make a large crowd chuckle uncontrollably with the mention of a plumbers’ crack is pretty much my hero. Who is this delightful woman you ask? Suzanne Penley, CEO of Customer Focused Systems, a full service consulting, management and training firm. She recently spoke at the monthly AMA luncheon about the power of “re-marketing,” and I have to say it has been my most enjoyable to date.

We all know what marketing is but are you familiar with ‘re-marketing?” I suggest you familiarize yourself fast. The term ‘re-marketing” has received its own page on Wikipedia…and we all know that once you’ve made it to Wikipedia, you have hit the big times. Suzanne summed it up quite nicely when she said:

‘Do not worry about more customers…worry about more business.”

It’s so simple to do and yet we still have businesses lacing up their Superman Nike high-tops and racing to see who has the most clients at the end of the day. You spend tons of money marketing to possible clients that you forget about the ones that pay your salary…current clients. With that being said, I don’t think it would hurt to rent a mini-plane, fly it over Houston with a banner that reads, ‘Thank You Schipul Clients! If It Wasn’t For You, I Would Be A Hobo Under Highway 59 Right Now.”

Suzanne explained the fact that we are constantly trying to open new doors, but have you ever thought to check the back door? Personally, I think some of us are still spinning in the revolving door but that’s neither here nor there. ‘Checking the back door” can be as simple as calling a current client to see how they boded over at the ‘World Conker Championships.” That phone call had nothing to do with your product…but you have opened the back door to continued business. Do NOT underestimate the element of surprise…it’s a powerful tool and can often come down to whether you keep a client or not.

According to Suzanne, ‘re-marketing” exhibits 3 trends:

1.       Reliability: Take McDonald’s for example. You can go to a McDonald’s in Texas, Minnesota or even in Kiev, Ukraine and have the same exact meal. Granted, the happy meal toy and hamburger meat may vary depending on dining location, but the good news is…Ronald McDonald is still a ninja. The point I am trying to make here is McDonald’s has built their business around being reliable and it has worked. Suzanne put it in prospective when she said, ‘Don’t cut back on your main ingredients.” Continue to offer the same service that you offered in the beginning, don’t cut back…not even a little bit. What if I went to Starbucks everyday and ordered a caramel macchiato with whip cream on top, but one day they forgot the whip cream. That’s fine, it’s just one day. To my dismay, they continued to forget for an entire week…you better believe I am taking my business elsewhere…all I wanted was some whip cream people!

2.       Responsiveness: Clearly outline what customers can expect from you and stick to it. If you promised string cheese, a purple skip-it and a light saber, well by golly you better give them string cheese, a purple skip-it, a light saber AND a complimentary Dallas Cowboys key chain.

3.       Empathy: This was the most important trend and according to Suzanne, one of the leading sales and marketing techniques today. People enjoy doing business with people they like.   Stop telling people you are the best…show them that you are the best. Here’s an idea, be human! Nobody wants to discuss a business deal with a robot, and to be quite honest, I don’t trust anything that can’t perspire and enjoy a nice bubble bath.

Here’s the deal folks…existing clients are like your lovable grandma Camille…she’s old and repeats the same story about how she tooted trying to build a trampoline one Christmas, but if you listen to her and give her a call every now and then, she will always have fresh cookies waiting for you on the table.

Thank you for the awesome photo Jeremy Brooks!

Fish City Grill hosts Team Teen Charity for the Day!

How does face painting and a fish entrée sound? Or how about a face painting of a fish…even better! Fish City Grill Vintage Park has chosen Team Teen for their Charity of the Day and quite frankly if I wasn’t writing this blog post, I would be lined up at the door right now with my bib around my neck ready to devour some sesame crusted salmon. But since I can’t be there, I guess it is only fair to fill you in on all the fantastic things that will be going on while Fish City Grill hosts Team Teen’s charity event for the day.

The event is being held today from 11 a.m. till 10 p.m. so work is not an excuse people! Whether you order lunch, dinner, or to-go, 15% of your bill will be donated to Team Teen and the first 100 guests will receive goodie bags! I don’t know about you, but a goodie bag has never steered me wrong. There will be balloons, free kid dinner with the purchase of an adult entrée, $2 off appetizers from 2 p.m-7 p.m. and did I mention face painting? Also, some stylin’ Team Teen/Fish City Grill event T-shirts will be handed out with every $10 donation.

So come out folks and let’s help Team Teen make their first event a huge success! Team Teen’s mission is to help high school students develop greater confidence and self-esteem through training for and participation in 5K races and sprint triathlons.

Houston Crimestoppers Looking for Information in the Murder of Brett Elliott – $5,000 reward

Photo of April 29, 2009 press conference, thanks to Jason McElweenie

Photo of April 29, 2009 press conference, thanks to Jason McElweenie

Brett Elliott, 54, was killed March 30 in his town home at 9850 Pagewood Ln in Houston. Elliott was a member of the Houston chapter of the American Advertising Federation and a friend of Schipul.

This morning, Crime Stoppers of Houston held a press conference with more details on the murder. According to Detective Abbey of the HPD Homicide department, the Houston Fire Department received a call at 5:45 a.m. on March 30 from a neighbor who saw smoke coming from Elliott’s apartment. When police and fire officials arrived on the scene, they discovered Elliot’s body.

Brett Elliot, you will be missed
Brett, you will be missed

According to Abbey, there was no forced entry. He would not comment on the injuries or stolen items as not to compromise the ongoing investigation.

Lisa Elliott, Brett’s sister, spoke on the incident saying the family “can’t grasp how this could happen.” She remarked on Brett’s character and wide circle of friends saying, “once you crossed paths with him, he stayed with you and you were friends forever.”

Crime Stoppers are looking for people who were out in those morning hours who may have noticed any unusual activity. If you have any information, please call crime stoppers at (713) 222-8477. If your tips lead to a felony charge, you are eligible for a $5,000 reward.

For more, visit Only in Houston’s Brett Elliott tribute page and Peace. Love. Brett. – Lopez Negrete Communications in loving memory of Brett Elliott.

Do Work.

by: Courtney Pemberton

Sometimes you read a book that makes you want to jump out of your seat, start singing ‘Man in the Mirror,” and gather all of your co-workers for an office musical. Sounds quite delightful right? I assume you are now wondering what kind of book could make someone experience this type of euphoria… possibly leading them to a Tony nomination.   It’s Called Work for a Reason! by Larry Winget. No, I did not stutter. Out of all the great business reads in the world, this one was my monumental epic to date…besides Harry Potter of course.   A successful wizard is difficult to come by these days.

I am aware of the fact that many of you have read, heard, or even been offended by Larry’s books…good. His ideals about what it takes to become successful are unparalleled and dare I say, hilarious. He doesn’t spout off statistics and graphs…he tells you the truth, and doesn’t care if you like it or not.

Why couldn’t Larry have been there when I thought I looked cool dominating a game of Vortek VR Desert Gunners?

I believe for something to be effective it must spark an action. “It’s Called Work for a Reason!!” does just that…hell, I’m even writing a blog post about it already. I compiled a list of quotes from the book that inspired me, made me chuckle, or simply needed to be shared. Here are my Top 10 favorite quotes that could possibly start an office revolution:

  1. There will be parts of this book you won’t like.” How much more honest can a guy get? It’s like the medicine commercials that give a disclaimer about the strange side effects which often times leave you to wonder if you’re better off just enduring the pain for the rest of your life. You must always tell the client the good then follow it directly with the bad. Candor is great in any   business…plain and simple.
  2. We have become spectators instead of doers.” It’s easier to be a big loser by sitting on your butt watching the biggest loser than it is to get off your butt and lose weight yourself.” Guilty as charged. If you want something to get done, don’t write it on a Post-It, just go do it. We all know the glue on the back of a Post-It note fades in a day anyways.
  3. Stop blaming your male-pattern baldness on your lack-luster results.” Own up to your failures, just like you own up to your achievements. It’s a two-way street and we all know what happens on a one-way street…lots of traffic.
  4. You dress like a hobo on Fridays because it’s ‘casual day.’” I blame my favoritism to this quote on my deluged stream of consciousness that tends to have a mind of its own. I guess the point I am trying to make here is that I think ‘Casual Fridays” at Schipul should be renamed ‘Hobo Fridays.” I’m just throwing it out there…Ed, you can throw it right back if you deem necessary.
  5. “…organizations that refuse to accept poor performance at any level and that take the time to deal with every slip in service do well regardless of economic conditions. They thrive in spite of it all just because they expect, demand, and deliver excellence at every level.” I am not an expert on economics by any means and I will admit that I often confuse NASDAQ with Aflac, but I will tell you that if you think you are going to fail at something, most likely you will fail. If you believe that the economy will be the reason your business goes bankrupt, most likely your business will go bankrupt because of the economy. It’s called the ‘Self-Fulfilling Prophecy,” which name sounds angelic and magical but don’t be fooled. It is the equivalent to the cute little dinosaur from Jurassic Park that purred at you and the next thing you know it has dispersed bat like wings and shot you in the eyes with venom that resembles dirty oil. What I am trying to say before this turned into a discussion about dinosaurs is that a bad economy shouldn’t hold the fate of your company’s success.
  6. I just checked Amazon.com and found there are more than thirty-nine thousand books listed with the word ‘secrets’ in the title. Are there really that many secrets?” No there is not. The reason your cooking sucks isn’t because there is a secret ingredient…you just didn’t read the recipe right. The same holds true with a successful business.
  7. Larry explains that your job is like every relationship in your life…you must work at it. Sometimes you get ‘stuck in a rut” and you might need to spice it up a bit. Here’s a suggestion: make a list of what you originally loved about your job.” Maybe set out some candles and set the mood with a little Marvin Gaye. In my case, I would bring my job a bouquet of cal lilies, a bag of Trolli Apple O’s, a 6-pack of Miller Lite and call it a day. Rekindle that love you felt when you locked eyes with your job for the first time. Because like Ol’ Larry says, When you love your job, enjoy your job, and have fun at your job, you will be better at your job.”
  8. No one can compete with a truly unique individual or company. I don’t believe in competition, but I will bet money on uniqueness.” Nike is a great example of a company that took the basic idea of a running shoe and turned it into a unique brand image that is recognized by millions all over the world. Another example…Bermuda shorts. I am not a big fan and to be quite frank, I think they are hideous and do nothing for the female form. But they are unique…not quite shorts, not quite pants…it’s like you came here to work but you also came for the rain party. What I am trying to say is despite my preferences, they are constantly selling off the racks. Offer something truly original and whether it’s good or bad, people will take notice.
  9. The companies that do well in a sagging economy are the ones that provide the best service.” Ultimately, the customer is your boss. No explanation necessary.
  10. The real key to business success is to be good at what you do. Excellence does not just come from enjoyment or passion or love or fun. Excellence comes from study. Excellence comes from experience. It comes from screwing up and doing it wrong until you finally, finally, finally get it right. And it comes from good old-fashioned hard work! The other things help, but alone they are mostly hot air. Sweat changes things-not hot air.”

Most of the things I have told you are common sense and it’s likely you have heard these tactics before. But my question is, if so many businesses are failing then are they really using common sense? I guess it doesn’t hurt to repeat things.

Thanks for the photo Amen-Ra

Welcome ThirdBiotech to the Tendenci Family

Be sure to check out one of the latest Tendenci sites, http://www.thirdbiotech.com/. ThirdBiotech promotes Arizona’s development of science and technology for the formation of life sciences companies. They recognized that collaboration and support are keys to advancing Arizona’s biotech industry, which is spread all over the state. It can be tough to collaborate when everyone is geographically dispersed. But that's why the Web can be a perfect community building tool! With their new Tendenci-powered Web site, the Web serves as the epicenter of the organization’s activities, delivering news and information, promoting and reporting on events, enabling online membership management, event registration and donations, and a Scientist’s Center where early stage biotechnology companies can seek financial support and guidance.

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