Marketing Plan "Planning Workshop" at the University of Texas!

I met yesterday with the Informal Classes program at The University of Texas about teaching my marketing plan "planning workshop" for their Informal Classes Fall Program.

I'm very excited about the possibility of teaching this important information to small business owners throughout Austin. I have such a passion for this city, such a love of the University, and such a desire to help entrepreneurs that I feel very blessed and grateful to be considered for such an honor.

If it comes to fruition, I will certainly let you know the date, time and location of the workshop. In the meantime, I'll be blogging about the "Building Blocks for Marketing Success"... this is the information technology upon which the Workshop was built.

When people ask me what the "Building Blocks for Marketing Success" are all about, I tell them that they are a proven process for gaining clarity around your marketing priorities. I've used this process—or system—for the past 10 years to help my clients grow their businesses and elevate their level of marketing success. The Marketing Plan "Planning Workshop" guides you through this process, step by step, and then helps you write your marketing plan for the next 1-3 years right there on the spot!

If I teach this class at The University of Texas next fall, I will cap the class at 20 participants. This will ensure we have the time and ability to dive deep into each participant's marketing goals, marketing challenges and business objectives. My desire is to ensure each participant walks away with a clear plan for marketing their business...

I taught this workshop to the ATX Mastermind Group here in Austin on Friday, April 25th at La Madeline in the Arboretum. We had just under 20 people in the room and it was an awesome experience! Unfortunately we didn't have comfy chairs and powerpoint presentations, but the quality of the participants in the group made it a valuable experience for all. If you'd like to read what people said about the workshop, visit http://www.meetup.com/atxmastermind/.

This group is run by my friend and strategic partner, Ben Littlefield. I cannot say enough great things about Ben. If you're in the corporate world ~ working for the man ~ and considering taking the leap into the world of entrepreneurship, you must talk to Ben! He will give you the information and inspiration you need to take the leap and move powerfully toward achieving your dreams of being your own boss.

If you'd like to meet Ben, please join us for our next Mastermind on Friday, May 29th at La Madeline South. He'll be speaking on a hot topic near and dear to entrepreneurs's hearts right now ~ new media. Hope to see you there!

The Power of a Brand

I recently returned from a trip to Spain. I spent 5 days in Madrid and 2 days in Toledo. Although it was a trip of a lifetime and I feel so blessed to have had the chance to see our world from another perspective, I was so happy to get home to American soil!

Unless you're in a tourist district, you'll have a hard time finding someone who speaks English fluently in Spain. Although I know some Spanish, it was very hard for me to understand what people were saying around me. I learned very quickly how frustrating and isolating it feels to be unable to communicate with those around you.

The biggest thing that hit me square between the eyeballs while I was in Spain was my lack of a relationship with the brands there. Other than seeing the infamous "golden arches" here and there, I had no association to their brands. It really made me realize again how important a brand is.

Our brand is our promise to our customer about what they can expect from us. It is our promise of consistent quality, consistent product performance and consistent service that helps a customer trust that they will always get a consistent experience with our brand.

While in Spain, it was hard for me to have any preferences for retail stores, entertainment venues or restaurants because the logos/brand names had no meaning for me. I ask you to consider, what does your brand mean to your customer? What can they count on your brand to deliver consistently over time... time and time again? If you don't know, then figure it out. Then deliver it... consistently. Then promote your promise to deliver it, consistently. And then keep delivering and promoting it, consistently.

I think sometimes we forget that our brand is like a person! It has a personality and embodies who we are—along with a reputation that proceeds us.

Everything our brand says and does affects our brand. Everything others say about our brand affects our brand. If you're not proactively controlling your brand—and the meaning it has for your customers—then you are leaving your brand at risk.

Brands help people gain preference for your product or service before they've even had a personal experience with it. Do not take the responsibility of managing your brand lightly.

Last Friday, I taught a workshop entitled "The Building Blocks for Marketing Success" to 16 local Austin-area entrepreneurs. The Building Blocks help C-level executives understand how to prioritize their marketing efforts and write an effective, real-world marketing plan for their business. The workshop was based on the premise that they already had an effective and powerful brand for their business, then we build the marketing plan on top of that brand. What I found in the feedback was that several people in the room would also be interested in attending a workshop just on branding.

My friend and strategic partner, Ben Littlefield, and I are currently putting together a high-level branding and strategic marketing workshop for entrepreneurs and small businesses. If this is something that you'd be interested in attending, please let me know! Since we're still in development, this is you chance to weigh in on the process to ensure it's customized to meet your needs.

In the meantime, I'll be blogging about "The Building Blocks for Marketing Success" so check back regularly! I got fabulous feedback from my workshop participants about the high value of this event so if you're interested in attending, please let me know and I'll be sure you get an invitation to the next workshop!

How do I find time to blog?

I was telling one of my girlfriends last night that she should be blogging about her industry/profession/business/passion online! She said, "How am I supposed to find time to do THAT?"

Since she's an entrepreneur, like me, and works from home, I gave her this analogy...

"Remember when you used to go into the office everyday and you'd take a few minutes to settle in, say hi to your coworkers, then talk about last night and your plans for the day? Well, we don't get to do that—or have to do that—so why not take those few minutes to catch up with your friends/clients online? After all, today more than ever, people want to do business with friends. Use your blog to make friends with your customers by adding value to their lives. Find out what they want and give it to them better than anyone else."

She seemed to buy that!? We'll see if she starts blogging... have a great Tuesday!

The Many Gifts of Dance

This will help you understand why I love dancing so much. I wrote this article entitled "The Many Gifts of Dance" for the December issue of the Go Dance newsletter:

Prior to February of this year, I had never stepped foot into a dance studio; I had never seen "Dancing with the Stars" on TV; and I had certainly never imagined calling myself a "dancer". But last year, after my life took a wild left turn on me, a thoughtful and generous friend gave me a gift certificate for dance lessons. Not a week later, I found myself standing on the ballroom floor at Go Dance for my first salsa lesson with David Abril.

Here I am, almost a year later, preparing to dance a salsa "spotlight" routine with David in the upcoming Winter Showcase. How I got from there to here, I'm not really sure... I'm not one that likes to be in the spotlight, yet that's exactly what I'm doing on December 14th.

What I do know is that learning to dance has transformed my life from the inside out. I have more self-confidence from overcoming the physical and mental challenges I've faced during this process. I have more self-discipline—they say the hardest part is just showing up, right? Well, Iíve certainly found that to be true. I feel more feminine and self-expressed from learning the ìartî of following and incorporating fancy styling into my dancing. I'm more courageous overall, especially on the dance floor and in social settings. I laugh more... yes, with others, but most importantly, at myself. I get out of the house more—there's always someplace to go out dancing in Austin! My body is stronger, especially my core, which has helped me with my back pain. And, I have made lots of new friends—both on the staff and in the classroom. I truly feel blessed to be a part of this amazing community. And to think... all of this would not have been possible without the thoughtfulness and generosity of my friend.

For me, performing in Showcase will be a highlight of my life and one of my proudest accomplishments. I really encourage you to give the gift of dance this holiday season. You may find out a year later that it was one of the greatest gifts of their life.

Today, I don't just call myself a dancer—I am a dancer, and I know that dance will always be a part of my life. (Thank you, Jim Roberson. I'm forever grateful.)

Benefits of learning to dance:

• Self-Confidence
• Poise and Posture
• Self-Discipline
• Friendship & Fun
• Social Skills
• Community
• Health & Fitness
• Lifelong Memories

_________________

Today: I cannot say enough about Mylie Arnold (the owner of Go Dance) and the wonderful group of people that make up the staff at Go Dance! I don't get over there as much as I used to, but I am a changed person because of the experiences I've had there.

If you're interested in putting more fun, sizzle and sass in your life, there's truly nothing better than DANCING!

Dancing on a Budget

Dancing is one of my passions... but since the economic recession hit last fall, I haven't been able to afford to dance as much as I used to. My client, Go Dance in Austin, TX, has watched this happen to many of their students as well. So I wrote this article for them for the front cover of their April 2009 "Rhythm & News" newsletter. I hope it inspires you to keep dancing:

If your wallet has been hit hard by our country's economic downturn the past few months, you're not alone. Most of us have been cutting out discretionary expenditures like lattes, pedicures, dining out, and travel to make ends meet. If you've found yourself cutting back on things you love, we wanted to offer some money-saving tips to help you keep dancing because now, more than ever, we need the joy of dancing in our lives!

Tip #1: Get on Auto-Renew (Save up to 20%)

Auto-renew is our no-hassle enrollment option that ensures you get the absolute lowest price on everything the studio offers! How it works: weíll attach your lesson plan to the credit card of your choice and automatically bill your credit card on the 1st of each month. (To receive maximum savings, a three-month minimum commitment is required.) Ask the front desk to see our "Shall We Dance?" brochure. It features all of our dance packages and clearly illustrates how much money you can save by being on auto-renew!

Tip #2: Take a Buddy Private (Save 50%)

Whether you're a beginning or experienced dancer, private lessons are the foundation of your dance education. If you love taking private lessons but are struggling to afford them right now, consider finding a "buddy" and turning them into "buddy privates!" All you need is a buddy that can partner with you on the dance floor, i.e. if you're a leader, your buddy should be a follower and if you're a follower, your buddy should be a leader. When you take a buddy private, you instantly save 50% off the cost of your private lesson because you split the cost of that hour with your buddy! It's that easy!

If you need a buddy, we can help you. Simply notify your instructor or one of our Student Advisors. They can help match you with a buddy that shares your interests, goals and skill set.

Bonus tip: For extra savings, consider purchasing a "package" of buddy privates. This is the best way to get your per-lesson price down. Combine this strategy with auto-renew and you're guaranteed our lowest prices!

Tip #3: Enroll in Unlimited Group Classes

Group classes are a core component of your dance education. They will prepare you for social dancing "in the wild" by developing your lead/follow skills and building your repertoire of patterns. What many people don't know is that group classes are also very cost-effective! They're a fraction of the cost of a private lesson and when you take advantage of our "unlimited group class package" combined with auto-renew, you can get your per-class price down as low as $5 per class.

Tip #4: Attend a Social Dance (Only $5-$10 for the night)

Social dancing is an integral part of your dance education—after all, practice makes perfect! We provide social dance parties at our studio on a regular basis so you can practice what you're learning in a comfortable social atmosphere with fellow students. The best news? Our party tickets are only $5! Think about that... you could spend $5 on a latte at Starbucks or $5 to dance the entire night away with your friends while burning calories, having fun and making memories that will last a lifetime!

Tip #5: Give 24-hours notice when canceling

This one is simple, but forgetting happens to the best of us so I'm going to reiterate this: if you need to cancel a lesson, be sure to call our front desk and give 24-hours notice. This will ensure your account is not charged for a missed lesson.

In these tough economic times, itís more important than ever that we stay strong, positive, hopeful and active. Since dancing is truly an affordable way to move your body, connect with those you love, burn some calories, have fun and make memories, we're committed to KEEP AUSTIN DANCING. We hope these tips will help you keep the joy of dancing in your life!

Marketing Plan "Planning Workshop" April 24

Announcing a new Meetup for ATX Entrepreneurs Mastermind!

What: Marketing Plan "Planning Workshop" presented by Laura Capes

When: April 24, 2009 10:30 AM

Price: $20.00 per person

Where: La Madeline @ the Arboretum in Austin, TX

Meetup Description:
Feelings the pressures of the economic recession on your business? Interested in kicking your brand in the pants and taking your entire business to the next level? The first step is having a comprehensive and integrated marketing plan for your business. On April 24th, Marketing Maven, Laura Capes, will present the sales and marketing methodologies she used to help her client grow from $4M to $56M in 6 years.

Whether you already have a marketing plan or not, this 3-hour intensive hands-on workshop will make sure you walk away with a tangible and powerful plan for marketing your business TODAY.

This workshop is intended for more advanced entrepreneurs who already have a consistent sales effort and are serious about marketing their business in this down economy. "Serious" means you've already dedicated resources (yes... time, people and money) to creating and executing your marketing plan.

The value of this workshop is $1,500 per person. We're doing it FREE for ATX Mastermind Members this one time in preparation for a professional video shoot of this Workshop. All we ask in return is that you play full out and fill out a survey that will give us feedback about the quality, content and anatomy of the workshop. This feedback will be used to improve the quality of the final video production.

So if you plan to attend, please RSVP well in advance as seating capacity is limited to 20 people. We also ask that before you RSVP, you commit to staying the entire 3-hours to ensure an extraordinary experience for everyone in the workshop.

Please bring $20 in cash to cover the cost of materials that will be provided the morning of the workshop. We also encourage you plan to purchase lunch at La Madeline during the break to thank them for allowing us to use their meeting space.

We look forward to helping 20 serious entrepreneurs beat this recession! Feel free to email us with any questions and we look forward to seeing you on April 24th!

Learn more here:
http://www.meetup.com/atxmastermind/calendar/10052251/

Social Media ~ Where Do I Start?

I was a panelist at yesterday's AIBA (Austin Independent Business Alliance) luncheon on Guerrilla Marketing. We met upstairs on the second floor of Lambert's BBQ in downtown Austin. Although I believe Guerrilla Marketing encompasses much more than just Social Media, the questions for the panel focused on Social Media in a quest to help AIBA members know what to do, how to do it, and where to start as they navigate this new world.

The panelists were:

Marny Lifshen, Independent Marketing Consultant and Author/Speaker. Marny is also the co-author of the book laying on my nightstand right now called "Some Assembly Required: A Networking Guide for Women."

Ben Littlefield, Serial Entrepreneur and Senior Partner at ThreeSixtySolutions.com – an expert at helping business maximize their website presence and conversion rates.

CJ Romberger of Wilwood Interactive – a full service web development agency.

Matthew Parente, President of Aperio Marketing – specializing in utilizing email marketing solutions to help companies build stronger relationships with their customers.

Don Brown, Principal of MyTurf – serving targeted and locals ads through wireless networks.

Laura Capes, Owner of Motive Marketing Group – a full service marketing and design agency offering affordable marketing solutions for small businesses.

Here's a very short recap of the discussion:

Note: The questions are verbatim but of course I'm paraphrasing the answers. This entire discussion lasted about an hour.

Q) "It's easy to get overwhelmed with the possibilities and options of online marketing from Facebook to Yelp. How do you decide where to start?"

A) The group agreed that the most important thing is to first make sure that your online strategy fits inside over an overarching marketing plan for your business. We also reiterated the importance of managing your online brand (personally and professionally) because once you put it out there, you can't get it back! We also recommended picking one or two things and doing them well. Don't start something you can't keep up with, and make sure what you pick works for you, your business and your lifestyle.

Q) "If a small business only has time and money to do one thing online, what do you recommend?"

A) The group's unanimous answer was—it depends. It depends on your goals, your resources and the needs of your customers. We all believe it's important to rely on the recommendations of experts who understand this world and can help you navigate it... for without a plan for success, you could end up just wasting a lot of your time. That being said, the group stressed the importance of having a high-quality (SEO optimized) website for your business. We also recommended creating a profile on a major Social Media Network like Facebook or LinkedIn and setting up a Blog (Blogger.com or WordPress.com) so that you can start connecting with your customers and positioning yourself as an expert in your field. Remember, it's not about promoting yourself—it's about building relationships and adding value to your customer's lives.

Q) What's the most important thing a small business can do online?

A) We agreed that the most important thing a business can do is to create a quality web site and optimize it to maximize conversions.

Q) Do small businesses really need a Facebook, MySpace and Twitter account?

A) Again, our answer was—it depends. We all agreed that you don't need a MySpace account unless your target audience is very young or you work in the music business. We also all agreed that you do need a Facebook profile (and a fan page) so that you can start connecting and building relationships online. (Again, be cautious about what you post because this is part of your personal brand!)

We also talked about the pros and cons of Twitter—used the right way, it can be a valuable tool for your business. Used the wrong way, it can be a huge waste of time or even hurt your brand. Regarding Twitter, our first recommendation was to care about who you follow—you want to follow people that you genuinely want to know! Then when you see them at a networking event, you'll feel like you're old friends. Our second recommendation was to treat Twitter like a cocktail party... don't show up, barge in and start talking about yourself. Instead, join the conversation, listen to the comments, and add value to the conversation when it's appropriate.

Social Media is obviously a hot topic for business these days... in fact, we had twice as many people attend the AIBA event than actually registered! I'm sure we'll be doing something like this again. In the meantime, if you have specific questions for me or anyone on the panel, please let me know. I'd be happy to get them answered for you!