Small Business Marketing Update - First Coast Manufacturers Association To Hold Strategy & Finance Summit

Jacksonville’s First Coast Manufacturing Association (FCMA) will be conducting a half day forum November 5th to discuss the financial and strategic issues facing manufacturing firms, locally, nationally and globally, in the current economic environment.

The forum will be a valuable opportunity for those small businesses that either market for or market to area manufacturers, logistics companies and various businesses that support the manufacturing industry.

Topics to be covered include…

• Transformations: How To Capitalize On Accelerating Change And Innovation;
• America’s Coming Energy Surplus And What It Means For Manufacturing;
• Europe’s Debt Crisis: Threats And Opportunities For U.S. Manufacturing;
• The U.S. Economy – Debt, Deficits, And Your Cost Of Capital;
• Quick-hit references and resources that will address the US “fiscal cliff,” the changing pricing and risk management tools of the insurance markets, and capital sources from Miami to Atlanta.

Speakers include representatives from large and small manufacturers, the energy sector, financing specialists, and the Federal Reserve. Those participating include:

Ø    Matt Badiali, a geologist and natural resource specialist who has traveled the globe to evaluate energy sources;

Ø    Gregg Quick and Steven McInall, from JEA, to discuss what power options are available locally – or coming in the near future;

Ø    Chris Oakley, Regional Executive for the Federal Reserve Bank of Atlanta;

Ø    Carleton Knotts, Trane Commercial Systems, to talk about how manufacturers can be sure they lowered their energy demand as much as possible, without compromising operations.

Ø    Greg Johnson, Director Manufacturing, Soler-Palau Inc., and Cindy Hildebrand, CEO, CF Machine, to share their experiences in capitalizing on accelerating change.

“There are so many questions circling the manufacturing industry, from the U.S. presidential outcome to the Middle-East unrest to taxes to the economic collapse of European nations, it is difficult for business owners, presidents and CEOs to navigate,” explained Lake Ray, president of FCMA. “So this is a forum that is certainly timely and could prove to be extremely helpful for developing future strategies for manufacturers.”

The Summit will be held Monday, November 5th at the University Center (building 43 – 12000 Alumni Drive) at the University of North Florida, from 7:30 AM to noon. The cost is $99 for FCMA members and $199 for the general public. Reservation details are available at fcmaweb.com.

www.fcmaweb.com

Small Business Marketing Update - The Future Of Free Broadcast TV Could Be Behind The Fight Between Jacksonville's WTLV/WJXX Owner And Dish Network

For the past month, you may have seen programming alerts on your television screen warning that Dish Network viewers will lose their local NBC and ABC programming unless they contact Dish to complain.

The issue centered around a dispute between Dish Network and Gannett Co., that owns ABC, CBS and NBC-affiliated stations in 19 cities, including WTLV and WJXX in Jacksonville.

The companies just settled this particular dispute and Jacksonville Dish subscribers don’t have to worry about losing their programming. But there could be a bigger issue lurking in the future.

Several news sources have reported that this dispute centered on Gannett asking for increased fees to carry their stations. But as leverage, Gannett wanted to include penalties on Dish because of their new “AutoHop” feature on their Hopper digital video recorders that allows customers to automatically skip commercials from the previous day’s broadcasts.

No details of the settlement were reported but there are other pending lawsuits involving Dish and the other broadcast networks that specifically addresses the ad-skipping feature.

As reported by David Kravets of Wired.Com, Fox, CBS and NBC have filed federal suits against Dish claiming that the DVR’s service breaches copyright law and transmission agreements. He says the networks are labeling the practice a “bootleg” service that produces unauthorized copies of their shows by recording programming that can be seen at a later date.

But the real issue here, according to the networks, is that if the courts don’t block the service, it “will ultimately destroy the advertising-supported ecosystem that provides consumers with the choice to enjoy free over-the-air, varied, high-quality primetime broadcast programming.

Another development that is likely to muddy the waters is that Apple was just granted a patent that will allow its users to skip unwanted audio and video broadcast commercials when listening or viewing content like songs, podcasts or other media, including Apple’s new TV offerings.

As a television viewer, you might think it would be great to skip through some of those loud and obnoxious car dealer spots or embarrassing hospital commercials. But there is a great potential downside for viewers, and more so for small businesses who rely on local broadcasts to help advertise their products and services.

If a local TV station cannot deliver an audience, specifically a targeted demographic, to an advertiser, then that station will not be able to survive. And without the station, viewers will be without their favorite network shows and their valued local programming.

Joe Arico, author of the article “Consequences of Skipping Commercials” on Mobiledia.Com has an interesting take on what could happen if technology like AutoHop threatens the traditional broadcast model, which generates most of the profits and revenue for local broadcast stations.

Arico says if advertisers cannot reach viewers with traditional commercials during programs, the networks may look at other opportunities to reach potential customers. One example he describes is having a favorite television character blatantly using or promoting commercial products within the context of the show.

That already happens now, more in movies than TV, under the practice called product placement. The best extreme example is demonstrated in the movie, The Truman Show with Jim Carrey. Throughout the show, various movie characters would go into product pitches constantly confusing the movie’s central character, Truman.

The main point of using product placement in television shows, means that regardless of how someone watches a show, recorded or not, the product exposure is guaranteed.

Another way Arico believes networks could increase their ratings and bypass DVR viewing is with more live programming. Studies show programs that networks air live, such as the American Idol, The Voice and sporting events, have better ratings and little DVR viewing.

He also believes the networks will place an emphasis on even more live reality shows and decrease the amount of scripted shows they produce. Reality TV is often inexpensive to produce and it performs just as well as hour-long dramas and half-hour sitcoms.

With our new technology, everything is up in the air. For added revenues, local stations are pushing their digital sites as strong as their broadcast products. Live streaming; sites like Hulu; packages such as Netflix; and others are also changing the viewing landscape.

Even with all of the technological changes, some market analysts say that the ad-skipping feature might eat into just one percent of advertising revenues and that maybe the broadcasters are overstating their case.

But we have already seen the hemorrhaging of the newspaper industry. We may just be seeing the beginning of the end of traditional broadcast advertising, too.

Small Business Marketing News Update - Chief Meteorologist Points Out 121 Financial Credit Union For Protection

121 Financial Credit Union recently relocated its Mandarin branch in Jacksonville, Florida. For the ribbon cutting ceremony, officials at 121 Financial invited celebrity John Gaughan, WJXT-TV’s chief meteorologist, who decided to use a 121 Financial umbrella for protection. At the time, Hurricane Isaac was headed toward Florida. 

www.121fcu.org

Small Business Marketing News Update - Reporters Conspire To Trip Up Romney At Jacksonville, Florida News Conference

Whether you’re a small business owner, just an individual trying to find out the latest news, or even if you’re involved in politics, you would hope that the news you get from the media, especially the national media, would have some semblance of truth and honesty.

Well, that didn’t happen at a major news conference today in the Mandarin neighborhood of Jacksonville, Florida.

Before Governor Romney delivered his message regarding the situation in the Middle East, national reporters were caught on an open microphone, conspiring with each other on how to trip up the presidential candidate.

According to TheRightScoop.com website, which has the transcript of the conversation and the recording online, a CBS News reporter they identify as Nancy Cordes was talking with other reporters, coordinating questions to ask Romney, with one saying “no matter who he calls on, we’re covered on the one question.”

With such blatant abuse of journalism as this, is there any wonder that a small business owner shudders when someone from the news media knocks on their door? Who knows if that reporter has a hidden agenda or is just trying to make a name for him or herself?

The only explanation in this specific case is that the site of today’s new conference is located next door to a reptile pet store, named Blazin Reptiles. These reporters must have slithered from next door to the Romney presser to make a brazen decision to manipulate the news to meet their own agenda. Shame on the national media!

Below is the transcript of the open mic as seen on TheRightScoop.com.

Unidentified Reporter: … pointing out that Republicans… unintelligible… Obama…

CBS Reporter: That’s the question.

Unidentified Reporter: …unintelligible…

CBS Reporter: Yeah, that’s the question. I would just say do you regret your question.

Unidentified Reporter: Your question? Your statement?

CBS Reporter: I mean your statement. Not even the tone, because then he can go off on…

Unidentified Report: And then if he does, if we can just follow up and say ‘but this morning your answer is continuing to sound…’ becomes unintelligible

CBS Reporter: You can’t say that…

(Later)

CBS Reporter: I’m just trying to make sure that we’re just talking about, no matter who he calls on we’re covered on the one question.

Unidentified Reporter: Do you stand by your statement or regret your statement?

www.TheRightScoop.com

Small Business Marketing News Update - Is Yellow Pages Advertising Worth The Investment For Jacksonville Businesses?

It might be obvious that the use of Yellow Pages advertising is diminishing but there are some companies in Northeast Florida who are still uncertain about the value of directories.

One Jacksonville company currently using a “page stealer” ad has determined after a year that they will downsize their ad to a business card size. On the other side, another company has decided to increase their ad size, thinking that their ad would be more dominant because of the current lack of competitors’ ads.

After reviewing data from several sources, here are some prospectives from a fact-check site, a marketing analytics consultant and a former Yellow Pages ad salesman.

First, some facts according to a Hubspot Webinar:

• Since 2007, many states have quit printing residential listing or have pending requests to stop publication. These states include Florida and Georgia.
• Traditional landlines are being disconnected at a rate of nearly 10% each year.
• Consumers are increasingly considering online services before Yellow Pages to make their purchasing decisions.
• Yellow Pages usage among people under 50 will drop to near zero over the next five years (according to Bill Gates).

Then there are actual third party or individual measurement programs that can more accurately determine the value of Yellow Pages advertising.

Ben Landers is president and CEO of Blue Corona, a marketing analytics and optimization company. As a former vice president of sales and marketing for a bottled water company named DrinkMore Water, he experienced first hand the measurement of that company’s Yellow Pages program.

Originally his company tracked their ads by running different phone numbers in each of the 10 directories they used throughout their market. Then he instituted a more sophisticated web-based software platform to not only track calls but to determine how many calls resulted in actual sales.

Landers’ system found that the number of people using Yellow Pages to find his company was decreasing faster than they realized. In addition, he found that most of the calls were not from prospective customers or current customers ready to buy, but were from automated campaign dialers (robots) and other sales reps.

In 2008, DrinkMore Water pulled out of the Yellow Pages because sales did not justify the cost. For the record, from January 1, 2008 to September 30, 2008, DrinkMore Water received a total of 54 calls from the directory. Only 16 of these calls were made by prospective customers. And only five of those resulted in sales. 

Landers further found that Yellow Pages’ leads are least likely to have a credit card for residential billing; most likely to haggle on price; and pay little attention to quality or to the value of customer service. He concluded that prospects from the Yellow Pages were of very low quality compared to other marketing channels.

Denny Smith, formerly with the Yellow Pages for 25 years, reveals his conclusions in an article called “Confessions of a Former Yellow Page Salesman” that was posted originally on SEO Articles, then reported on EffectiveWebSolutions.Biz/Blog. 

In 1984, he didn’t think the Internet would be a threat. He argued at that time that you could include coupons in your print ad, and it took longer to look up a source online than it did to look through a printed directory. But things changed quickly.

With features like keyword searches; unlimited search in any market (while only regional information is available in printed editions); easy and quick updating of ads; inclusion of updated coupons; the addition of maps and directions; and access from mobile devices; he thinks the printed book will become “the next extinct species.”

Smith speculates that perhaps a 60% plus price reduction for Yellow Pages ads could keep them going for now. But at best the dwindling usage will require them to offer totally free ads within three more years.

In a post by Magdalena Georgieva on blog.Hubspot.com., certain industries already left the Yellow Pages world, while some are still getting results. She cites the travel and catering industries as being some of the first to go to the Internet, led by Priceline.com and TripAdvisor, which have replaced many local travel agencies.

Then she reports that service industries are the ones still hanging on to directories. She mentions specifically that plumbers and contractors are predominant in the Yellow Pages because searches for those types of local companies are limited. However, even that is rapidly changing with online reviews from sites such as Angie’s List.

Like so much of our lives, including marketing, things we grew up with are changing or going away. And that includes the printed Yellow Pages. 

  

www.Bluecorona.com

http://blog.hubspot.com

Small Business Marketing News Update - Jacksonville Company Offers Product That Will Change How Trade Show Booths Are Manned

Imagine being at a trade show where you can have someone man your trade booth 24/7 (taking no food or bathroom breaks); someone who will give the perfect presentation EVERY time; someone who looks clean, neat and professional all day long; and someone you never have to pay!

A Jacksonville company has a new product that can do all of that and more. Media Works, a 25-year-old company that specializes in trade show displays, vehicle wraps, promotional products and printing, has a new presentation package called “Virtual Spokesperson.” It is so new in the industry, it is also being called an “Avatar Presenter.”

Essentially the product is a computerized, hologram-like image of a person that can talk and gesture like a human. It’s not exactly a 3D program, but when you encounter the image from the front, it is amazingly life-like. The virtual presenter in Media Works’ showroom looks right at you and makes an impressive sales pitch. And when you move back and forth in front of it, the eyes appear to follow you.

According to Fred Dietsch, who owns the company with his wife Theresa, the package consists of a Plexiglas silhouette body structure that encases a special 3M film. The shape of the structure can be made into a man or woman. A rear projector is position about 4 to 5 feet behind the structure. A human actor is videotaped making a pitch, which then becomes the projected image. The program is put on a stick drive that is plugged directly into the projector. The presentation can be as short or as long as necessary and can be run as a continuous loop.

“We have just introduced the product in the North Florida market,” Dietsch reported. “But already we have had a major insurance carrier in the state purchase the package for their South Florida facilities.”

A virtual presenter has just been installed in the New Jersey Newark Liberty International Airport to help provide travel information to airport visitors. And according to FoxNews.com, The Port Authority is spending $180,000 to place the high tech presenter in Kennedy and LaGuardia airports. In their description of the program, they say this provides someone “who can assist travelers 24 hours a day and it doesn’t need a security background check.”

Dietsch sees an almost unlimited application for the virtual spokesperson. While trade shows are a natural use, these could be used as information sources for tourist destinations, hospital lobbies and emergency rooms, retail locations… anywhere there is informational or educational needs for operations with public access.

The price of the virtual package will vary, mainly depending on the video production and talent costs, but the average range could be around $20,000.00.

The virtual presentation is very impressive. You can see a demonstration at Media Works exhibit showroom at 1451 Louisa Street, located behind Tidbits Restaurant on Hendricks Avenue in the San Marco area.  

The photo shows a close up of the virtual spokeswoman on the Media Works showroom floor.

Mediaworksinc.net

Small Business Marketing News Update - Northeast Florida Manufacturers Relocate Office To Elevate Profile And To Expand Services

To help increase their profile in the business community and to provide expanded in-house services to members, the First Coast Manufacturers Association (FCMA) has relocated their Jacksonville headquarters.

The new office, which is 1,200 square feet more than their former space, is located at 1615 Huffingham Road, near the intersection of Beach Road and University Boulevard in Jacksonville, Florida.

With the new facilities, FCMA will be able to accommodate workshops, training sessions, networking functions and meeting facilities for manufacturer members and membership partners. The new offices will not only house the FCMA staff but also provide all of the meeting space and storage the association would need now and in the future.

Lake Ray, president of FCMA, reported that he believes manufacturing is taking on a more important role in Northeast Florida’s economy. “We felt that by having a more centrally located office and additional meeting space, our offices could help facilitate that role and give us a higher profile in the community,” Ray said.

Part of the uniqueness of the facilities is that members were asked to produce personalized wall displays that are placed throughout the offices to show what they manufacture. Plus, additional displays have been installed to show what consumer and industrial products are manufactured in Northeast Florida. “We wanted to have a place where anyone could come in and see the story of manufacturing in our community,” Ray added. “So not only are our facilities very functional, but it is also a showplace.”

The photo shows FCMA Tri-Chairman Carlos Zanoelo and FCMA President Lake Ray cutting the ribbon to the new FCMA offices.

www.fcmaweb.com