Predictions of the near future have print media continuing to lose readership and lose advertising revenue (albeit at a slower pace.) But we recently read one prediction that indicated newspapers would face increasingly fierce competition from local TV and radio. This begs the question – among newspapers, TV and radio – which media should be first in line for local ad dollars? We actually didn’t anticipate the answer would be quite so compelling. But we think you’ll agree, the answer is print. This link is to a chart of the top 10 media markets in the U.S., outlining the relative strength of local late TV news, AM drive radio and daily newspapers.

Comparing 100 percent of the possible audience for each media (actual numbers for each would be lower of course) and using national average ratings for each market; these ratings would, of course, be a little higher or lower in any given market. But as you can see – the audience that actually uses newspapers ‘to plan shopping and make purchase decisions,’ far exceeds that of TV and radio in virtually every market.

What is especially interesting is that we’re only including the major daily newspaper circulation in each market. What would the numbers look like if we included all the weeklies and various shoppers in the mix? — Source: Media Bids

As an Orange County Business Owner, consider the impact that print advertising has on the newcomer market. Home at Last (HAL) is “home plate” for OC new residents who want and need to touch base with their surroundings. Each issue is packed with information — a combination of articles, advertorials and directories focus readers on what’s important to them: City resources (local government, libraries, parks, recycling centers), malls, beaches, automotive (AAA, auto malls, DMV), points of interest (amusement centers, harbors, sports centers), home improvement, dining and other lifestyle topics are covered.

HAL Newcomer Directory and Relocation Guide is part of the Welcome Express® Welcome Package, which is assembled specifically for each newcomer and personalized with the family’s name.

Home at Last is unique — new and fresh yet still deeply rooted in the Welcome Express® brand name recognition achieved through 20 years of doing business in OC

Orange County Advertiser is pleased to offer this selection brought to you by Capstone studios, Inc.

Capstone Studios Inc. is a small marketing and design agency in Irvine, CA. They work hard so you can rest easy; knowing your goals are understood and followed through using data-backed strategies for brilliant, award-winning results.

As kids, we all had some favorite bedtime story. Maybe these stories were told while camping in the backyard, at elementary school during recess, or in our cute child-sized beds. But we all remember one.

Source: ClickZ, 5 Ways to Integrate Stories Into Your Social Media Marketing, Aug 2010

Jo-Anne Redwood, Principal
jar@capstonestudios.com

Capstone Studios, Inc.
1 Technology
One Technology Business Center
Building Letter i, Suite #801
Irvine, CA 92618
www.capstonestudios.com

What Motivates People?
By Rick Warren

If your work involves any contact with people, whether as a construction foreman, salesman, teacher, flight attendant or a leader, or in providing a service, you must understand something about motivation to be effective. Why do people act the way they do? Throughout history great minds have suggested different answers to that question.

Sigmund Freud believed that all behavior is motivated by the desire to avoid pain and experience pleasure. In his view, pleasure-seeking is the reason anything gets done. We work because it will provide us with things that we think will provide pleasure. While it’s obvious that the desire for pleasure is a real and powerful force behind much of what we do – it doesn’t explain all behavior. Millions of people willingly forfeit physical pleasure and endure pain every day for a variety of reasons.

Alfred Adler believed that the desire for power and prestige is what motivates us. He wrote that we all need to feel good about ourselves so we seek to control the people and events around us in attempt to acquire these feelings. We look for things to do that will give us a sense of power and status. Again, this is partly true, but it doesn’t explain why so many powerful and famous achievers still feel unsatisfied.

Victor Frankl believed that it is the desire for purpose and permanence that explains why we do what we do. As a survivor of the Nazi death camps, Frankl learned firsthand that man’s search for meaning is the root of human motivation. People can live with minimal food and comforts but they cannot live without hope.

The truth is, each of these views is partly right. Human beings have a physical dimension, a psychological dimension, and a spiritual dimension. Life involves HAVING, DOING, and BEING. Our physical side desires a safe workplace and a secure income. Our psychological side wants to be valued, rather than devalued, for our work. And our spiritual side requires that there be a meaning and purpose to what we do.

Wise managers and leaders create organizations that help people experience pleasure instead of pain at the physical level, self-worth at the psychological level, and meaning and purpose at the spiritual level. When you integrate these values into your workplace extraordinary achievements are possible through ordinary people!

“Thank you God for making me so wonderfully complex! It is amazing to think about. Your work-manship is marvelous… You saw me before I was born and scheduled each day of my life before I began to breathe… How great to realize that You are thinking about me constantly!” Psalm 139:13-17 (Living Bible)

“This article is from Rick Warren’s Ministry Toolbox issue #20.
www.Pastors.com. Copyright 2001 by Rick Warren. Used by permission. All rights reserved.”

After declining for 4 straight quarters from early 08 to early 09, economists estimate OC’s economy has been growing since Q2-09.  After 2 years of negative expectations, OC executives are definitely optimistic in their outlook for Q2-10.  A quarterly index of business expectations is at 65.2 for Q2, the 5th straight gain since the low in early 09.  The index, based on a survey of executives, professionals, managers and business owners is designed to be a leading indicator of quarterly economic activity.  An index reading of 50 or more signals a positive outlook for the quarter.  The Q2 65.2 reading is up from 53.3 for Q1.

More specifically, let’s look at housing…

OC Housing:  Although still 45% below their Feb, 2005 peak, OC housing prices have increased 5 to 7% since January 2010. There are 2 primary OC housing markets—those for below $1M (hot) & those above $1M (cold).  At the current pace, it would take buyers 2.5 months to absorb current inventory of below $1M homes.  Above $1M home inventory would take 9.4 months to absorb.

And lastly…

OC’s annual gross metropolitan product—a measure of economic output similar to the nation’s annual gross domestic product—is $165.5 billion.  That is down from a high of $172.6 billion at the start of 2007.

All of these stats are good news for advertising companies in Orange County as well as marketing firms in Southern California. What about small businesses in Orange County? Does this increase your sense of hopefulness for the future? We’d love to hear from you!

It is no secret that times are tough. Driving through local shopping centers, the “for lease” signs look to be contagious. But as a business owner, this is not the time to put your tail between your legs and slink away. This is the time to focus on your marketing budget and position your company for future prosperity.

In a study of U.S. recessions, McGraw-Hill Research analyzed 600 companies from 1980 to 1985. The results showed that firms that maintained or increased their advertising expenditures during the 1981-1982 recession averaged significantly higher sales growth than those that eliminated or decreased their advertising. This increased growth not only occurred during the recession, but continued for the following three years. By 1985, sales of companies that were aggressive recession advertisers had risen 256 percent over those that didn’t keep up their advertising!

5 Tips for staying on top:

1. Maintain marketing budget making sure efforts include high value and high impact non-advertising venues such as public relations, word of mouth, and social media. Consider direct marketing which gives more immediate sales impact.

2. Market to your target audience. Spending money to sell to people to who don’t need your product is poor budgeting.

3. Keep in mind that customers will be shopping for the best deals and in tough times, price cuts offer a bigger draw than promotions.

4. Consumers want to count on the reliability, safety, durability, and performance of products so stay away from gimmicks and flowery messages. Look to empower consumers to make good choices based on value rather than price.

5. Be innovative. For example, run a competition to win advertising space on your site. You are marketing your website in a way that is free for you but valuable for others. Or add your website’s URL to the signature of each email account (personal or business) you use, so it appears on every email you send.

What it comes down to is that successful companies do not abandon their marketing strategies in a recession; they refine and adapt them. What are you doing to adapt?

Welcome Express welcomes Guest Blogger, Mitch Devine.
Mitch creates marketing messages for businesses of all shapes and sizes. Some of his main categories of experience include automotive, fast food, health care, insurance, real estate, technology and utilities.
Mitch writes words to fit innumerable commercial media formats including Web sites, email, print, collateral, radio (including voice-overs), TV, interactive multimedia, direct mail, outdoor, and point of purchase. Everything from gas pump videos to bar coasters.

If you’ve got something to sell, Mitch can help you say it well. (Rhyming optional.)

Your brand name is usually the first impression customers will have.

Names carry a lot of connotations for various reasons, mostly because of the actions of previous people who had those same names. Notice how not many people name their kids Judas, Ahab or Adolph anymore.

When you hear the name Medusa, what comes to mind first?

Chances are, if you’re familiar with the Medusa of Greek mythology, you don’t think of beautiful hair. More likely, you think of snakes for hair. That’s why it was odd to see a hair salon named Medusa while driving around the other day.

According to myth, Medusa was a monster, one of three sister-creatures called Gorgons, who lived on a remote island. Medusa had snakes for hair and was so hideous that anyone who looked directly at her would literally turn to stone. Ovid’s version of the tale says she was a beautiful maiden until she offended the goddess Athena, who transformed her into the monster. Either way, she’s known as the ugliest thing in all of mythology. (But now fugly is the new pretty, so maybe the name makes sense for a salon.)

Medusa was beheaded by the Greek hero Perseus, who looked at the Gorgon’s reflection in his shield to avoid being turned to stone. Perseus then used the head as a weapon before giving it to the goddess Athena, who affixed it to her shield.

So why name a hair salon after Medusa?

Granted, I’m not exactly the target audience for the hair extensions or coloring offered by Medusa, so I called the salon to find out. Unfortunately, the person who answered didn’t really know. She thought it had something to do with being near the sea. (I learned Greek mythology in fourth grade; evidently it’s no longer part of public school curriculum.)

This Medusa Salon in Huntington Beach isn’t part of a chain or franchise, but it’s not the only hair salon using the name. There are quite a few other Medusa hair salons scattered around the country. This is not meant to knock any of them. I’m sure they’re all quite capable stylists who do beautiful work.

How to get a head in business.

Just speculating here, but maybe the rationale is that you come in with unruly snake-like hair that gets tamed by the time you leave. (As long as you don’t leave without your head.)

I suppose it’s only an odd name for a beauty salon if you’re a big Greek mythology buff or Clash of the Titans nerd like me who knows the backstory.

Obviously, first impressions are important. But in the case of the Medusa Salon, playing against type by using a memorable name can also help you stand apart.

Ultimately, the name and image of your brand comes from more than just history or past associations. It’s built gradually over time through the cumulative results of your interactions with customers.

By the way, Nike was also a Greek goddess, the personification of victory, but that connotation is no longer as well-known as the footwear/apparel company.

What’s your take?

Take a look at Mitch’s other fascinating posts at http://lovehateadvertising.wordpress.com/

Combat Orange County Dining Trends in a Down Market

An IBM commissioned study based on phone interviews with 4000 consumers yielded the following trends:

Out of total respondents, 73% say they have made “significant spending cuts” due to economy.

Hardest hit are those earning less than or equal to $45,000, but 59% of those earning less than or equal to $100,000 say they have also cut back.

Changes consumers are making: 49% shop at a greater number of stores to get best deal, 35% are switching grocery stores.

Responses indicate the changes in habits will outlast the slump. Major reason why: Only 15% of respondents think it is “very likely” their household income will rise by 20% in the next 5 yrs. Meanwhile, 45% said their income is “not at all” likely to rise by 20% in next 5 yrs.

50% say they’re buying less food, 45% have cut back on food not cooked at home, whether from grocery store, restaurant, or take out.

People are also more open to online coupons sent to their mobile devices to save money.

Significance for the hospitality industry: People are cutting back on their “dining out”

Noteworthy: In the current economy, NEW residents “defy the trend.”

Why? Their unique situation (just moved) means they are prepared to spend more than they normally would on a large variety of goods and services. They also have excellent credit as well as money in the bank–otherwise they would not have qualified for that home loan!Everyone has their favorite group of restaurants, i.e. some combination of fine dining, fast casual, ethnic, pizza place, carry-out, etc. You want to get your restaurant on their favorites list!

Why not replace those customers you lose through normal attrition with newcomers who are actively looking to develop “new favorites!?” A welcome service can “make that introduction” before they (newcomers) visit the competition!!

California Chamber of Commerce

Orange County business owners: You may know the value of being a member of your local Chamber of Commerce, but did you know that there is a California Chamber of Commerce? They are here to help you! Take a look at this short description of who they are and how they can help.

Mission: To serve as an advocate and resource for California employers and to engage in other activities, domestically and internationally, that enhances the California economy and make the state a better place to live, work and do business.

To learn more about CalChamber visit: http://www.calchamber.com

If you have not yet tapped into the resource of your local chamber of commerce, here are just a sampling of the reasons why you should delay no further.
• You tap into an extensive volunteer base that acts as an arm of your business by providing marketing and promotional assistance and educational opportunities, and by working to improve the quality of life in your community — all in the name of member businesses!
• Your investment is returned to the community through better legislation, greater productivity, quality education, a quality workforce, and area advancement.
• You support the community that supports your business.

Learn more about your local Chamber of Commerce by clicking HERE

Orange County Business Owners, have you received your Census questionnaire yet? It shouldn’t be long now until you can take part in this historic event and be counted. Make your voice heard!

The U.S. Constitution requires a national census every 10 years and has been conducted each decade since 1790. It includes everyone living in the United States, Washington D.C., Puerto Rico, U.S. Virgin Islands, Guam, the Commonwealth of the Northern Mariana Islands, and American Samoa. All people, all ages, races, ethnic groups, citizens and non-citizens participate. Hundreds of thousands of temporary jobs are created across the nation.

Now, as a business owner, how does the census affect you? The data obtained by the census guides local decision makers such as your city council. It enables them to make sound decisions as to where to build new roads, hospitals, schools, etc. Robert M. Groves, Director of the United States Census Bureau, states, “Just like we can’t survive without roads and bridges, the country doesn’t function well without an updated Census to distribute funds to areas that most need them and to support community decisions about their own future.” Businesses can use census data to locate supermarkets, shopping centers, new housing, and other neighborhood services. Knowing your community will assist you in making sound decisions on how to meet the needs of your customers.

So when you receive your questionnaire, take the time to complete it in a timely fashion. Don’t worry about sharing personal information as the Census Bureau ensures that they don’t release or share information that identifies individual respondents or their households. And while important at the local level or for the local business owner, the census data also determines how many seats each state will have in the U.S. House of Representatives. For more information on the U.S. Census, visit www.census.gov/2010census

Ready-Fire-Aim Marketing* – The Small Business Approach to Accelerate Your Marketing Success!
Welcome Express stands Ready, at YOUR Service to propel your OC-based small business towards its 2009 business goals! Ready-Fire-Aim!

This is the approach to achieve rapid improvements in your small business marketing results in Orange County. It’s not about incremental improvements, but rather transformational improvements.

It’s the Ready-Fire-Aim approach. I’m talking about an approach to marketing, and approach to business, and an approach to life. Enlighten your small business to the wisdom of the Ready-Fire-Aim approach. I know what you’re probably thinking. That little voice inside your head is asking, “Don’t you mean Ready-Aim-Fire?”

Lots of small business owners have a tendency to think about and maybe plan things, but then hesitate to take any action. You want to make sure you get things just right. It’s sometimes called analysis paralysis.

Take a good hard look at the people and organizations you admire for the successes they’ve accomplished. You’ll likely find they are much more willing to live by the Ready-Fire-Aim approach.

It’s like a great football team. They can’t possibly know everything that’s going to happen before they get in and play the game. They call a play they’ve designed and practiced (Ready), they run the play (Fire), and then they look to see how the other team reacts, re-huddle, and call another play that they think will be successful based on what they’re learning (Aim).

It doesn’t mean that you just go out and start acting and doing without any planning or thinking. Guess we could call that the Fire-Fire-Fire approach. That would be a mistake and most likely wouldn’t work out for your business.  But, Ready-Fire-Aim marketing can lead to is a willingness to increase the pace of your growth. Be willing to learn more and do more faster. Be willing to reach for loftier goals and accelerate the success of achieving them.

The thing is the marketing mistakes you make along the way aren’t going to kill you or drive you out of business. Everyone makes mistakes. But, the Ready-Fire-Aim person is the one who learns from the mistake, adjust and then gets ready to fire again.

Be willing to give yourself a break. You can’t know everything there is to know about marketing (or your business, or your life) before you get in the game and call a play.

Go ahead and have a big vision. It’s your vision plus your commitment that will lead you to taking the right actions.
Create a marketing plan to take you towards your vision. Don’t let uncertainty or unanswered questions hold you back. Just do the best you can based on what you know and trust that you will continue to learn and improve.

 If you’re feeling stuck in moving your marketing plan forward, then get some outside help. Maybe the Ready-Fire-Aim action you need to take is to hire a marketing coach or to join a power-marketing group. Nobody said you necessarily have to do it on your own.

Ready-Fire-Aim! Following even this simple advice will put you ahead of 90 to 95% of other small business owners in the game. Just think of what that could mean to your business and your life.

*Source: Kevin Dervin