Fortney Gives Answers to Burning Marketing Questions

Want to see what I really believe about our company Cascade Communications and the current and future states of marketing? Here's your chance.

WhoHub.com has created a social networking space connecting people through Q&A interviews - warning....it's LONG! They really should shorten it some, but if you really want to know my take on marketing, especially PR and the digital/social media age this is the place to go.

I cover everything from the truth about PR, what makes our company so different, the "PRetend PR people", social and digital marketing, the importance of quality customer service and the future of marketing....one guess...the Internet.

You can read my Q&A for free, but it's also a great place to look for job listings.

Love your feedback and thoughts...remember, we can and should all learn from one another.

A Negative Attitude is Bad for Business

Last month, I was interviewed to comment in a story on an unlikely industry - horse racing.

The industry has certainly seen its ups and downs. Consumers get revved for the Triple Crown races (aired nationally, internationally), but local tracks are seeing fewer and fewer ticket sales. Maybe this because young people aren't interacting with the sport like their parents and, more likely, grandparents. They are seeking alternative entertainment venues and the sport has lost its "sex appeal". Or maybe the industry has failed to capture the new audience by picking up the same entertainment models the NBA, NHL and MLB have in the last 10 years.

Well, anyway, a few key industry players have sought government funding to keep horse racing alive, that combined with a few stunts. They were hoping to catch the attention of media and customers, and force an uprising amongst fans to fight for the industry, but their negative approach may have cost them more. Now it seems the only way out is to ban together in a united front, pool their money and promote the lifestyle of horse racing nationwide with a number of events to attract young adults. This demographic has to be given a reason to come - and the race isn't enough. But that's just my two cents on saving the industry - an American past time. It would, truly, be a shame, to have only three races a year worth anything to anyone.

What these executives don't realize, and most small business owners don't either, is that the attitude you present to the world, to your customers, can actually dictate whether or not you will be successful. If you're struggling now and acting like its Doomsday, chances are the outcome will only continue to be bad, or get worse. Call me crazy but people don't want to support or buy from grouches, or something far more devious. This is the worst customer service and marketing program you can implement and it continues to perplex me why these people believe that this attitude will take them somewhere.

Call it the Law of Attraction, the power of the universe evening itself out, or you get what you give, all of it is relevant in running and growing a successful business. What you put out, you will get in return.

As I mention in this article, business owners (you) are the most powerful, credible and reliable source for communicating about your business. If you tell people it's failing, it probably will. And I know first hand that the reverse is true as well. So the next time you feel like telling the whole world how bad your problems are, think twice. You just might dissuade customers from supporting your business!


Read more in this article by Vic Zast on HorseracingInsider.com.

Build Community, Sustainable Brand

Without surprise the majority of small businesses being launched today are Internet-based, meaning that their primary focus is selling their product online. Now that doesn't mean that retail no longer has meaning to customers, because it does. Women, in general, will never tire of taking a stroll through their favorite shopping area and sifting through the latest products. In fact, you really need to focus on both, if your business model/product is applicable.

The real opportunity with the Internet is a company's ability to connect with their customers, to build a unique community specifically for them. Trust me....if you're customers feel connected to your business, special they will return and more importantly they will provide word-of-mouth to friends and family.

Moreover, your website and building a community for customers gives you an opportunity to communicate with them directly answering questions, giving advice, pimping your own new products and services, as well as accomplishments. All of this re-establishes, in the customer's mind, why they've aligned themselves with your business.

Here's a great article from Chief Marketer on the importance of creating an online community for your small business, and how to build it so that they will come.


Building Your Brand by Creating Community
Apr 14, 2009 12:19 PM, By Ryan Buchanan

What are the most important goals when building your brand online? No matter the product, service or industry, those goals likely include:

1. Starting a relationship with your customers that can't be duplicated by the competition, encouraging loyalty and providing value.
2. Maximizing customer interaction time with your brand, as well as building mindshare and influence.
3. Building an e-mail list for targeted follow-up and communication.

Now, what's the best way to kill these three birds with one rock-solid project?

One popular and effective method is building an online community for your brand, letting your customers lead the way from a touch point that they control.

Read More...