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Tag Archives: chamber of commerce

Had No Idea I’m In Biotech

Wrong Way

Smart Marketing Technique?

The other day I received a huge catalog in the mail. As one who routinely has thrown printed Yellow Pages, or other directories, into the recycle bin immediately upon receipt, I was curious why this had come my way. It was addressed to me and the company I spent a couple of years dabbling in, Rick Ladd & Associates. I’m guessing they purchased a mailing list, most likely from the Simi Valley Chamber of Commerce.

It’s clear they did nothing to vet the list, as I don’t think I could be much further away from biotechnology, and have absolutely no need for any of their products, which are legion.

What’s a bit remarkable to me is the sheer size of the offering and the appearance they used a scattergun approach to market their products (did I mention they’re legion?). To help you appreciate its size the index, which is over 90 pages in length, begins on page one thousand. That’s 1-0-0-0. A thousand pages of biotech products, not one of which I can imagine I need, let alone understand how or why they’re used!!

I’m not in any way suggesting anything they offer is useless; after all, biotechnology is really changing our lives in many ways. What I am saying is that I, in every “professional” category I have engaged in, see no intersection with these products. They are almost unintelligible to me.

Oh, I understand the relevance of many of the disciplines or categories the catalog addresses, e.g. Molecular Biology, Immunology, Cell Biology, and Biochemicals, but the individual products are mostly a mystery to me and I have no intention of becoming conversant in their station in the universe, save for what I need to make my point here.

I must reiterate. I can understand the general relevance of a product such as “Goat Affinity Purified Antibody to Mouse Transferrin” or “MeOSuc-Pro-Ala-Ala-Pro-Pro-paranitroanilide”. I’ve even learned what Apoptosis is, for which I’m glad. Yet I have no use for these products; it’s not what I do. Why on Earth would they spend this much on producing a catalog and sending it to a person/business where it will be immediately (well, almost immediately) discarded? Maybe it’s worth it, but there wouldn’t be bankruptcies if everyone always did the right thing.

Perhaps I don’t understand marketing all that well.

PS – It also came with an 86 page price list in six different currencies (USD, EUR, GBP, YEN, INR, RMB) all of which are apparently good for 2016 – 2018! That’s an amazing length of time to be able to hold so many prices stable. It is printed in a font size for which I would need an eye transplant to be able to read comfortably.

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The Crowd, The Cloud, & Working Out Loud

A couple of years ago, in response to a request from the Simi Valley Chamber of Commerce, I conducted (as I recall) twice-monthly seminars on the use of social media for small businesses. They were called “Facebook Fridays” and you’ll never guess what day of the week we held them on. They started out as presentations on various aspects of the technology and the philosophy behind their use. However, after a short while it became clear that people had lots of specific questions they wanted answered. In response, I changed the nature of what I did and started each session off by opening it up to questions.

It worked quite well for nearly a year but, toward the end, attendance dwindled and I grew somewhat weary of doing the necessary preparation and having to show up twice a month. The Chamber found someone else willing to continue the work and I moved on. By that time I was becoming disenchanted with the direction I had chosen to attempt building a useful business and was looking to other areas of endeavor as well.

Recently, I had lunch with the CEO of the Chamber and we decided it would be useful for me to bring back what I had done before, the difference being the subject matter would be a little less focused on marketing and a lot more focused on business model, business process, technology, and cultural transformation. Today was the first of what I hope will be many such events.

I used a vehicle I have not used before to conduct this 50 minute webinar – Google Hangouts on Air. I’m not sure it’s the best way to conduct something like this, but viewership is unlimited and the session is both recorded and automatically placed on my YouTube Channel. I’m embedding the session below. This really was somewhat of an experiment and the subject was quite broad. I’d love to get some feedback. Don’t be shy now.


Small Business and Social Media Marketing

Where I came from

I Was a Cubesicle Denizen

Yesterday (February 14th) marked the nine-month anniversary of my leaving Pratt & Whitney Rocketdyne. In this time I have slowly transformed from an employee of a large, multi-national corporation to a self-employed entrepreneur. In so doing I have changed my mindset from that of a community member and manager, responsible for greasing the skids of social interaction amongst workers with similar goals, to that of a marketer, responsible for understanding how social creates a different kind of community amongst people with a symbiotic, but not so insular connection.

I can’t remember where I read it, but I try to always keep in mind what someone said about marketing, which I can directly apply to my work – You can learn marketing, but you can’t be taught what is learned in over forty years of experience. So I’m busily studying marketing and, especially, how to utilize social media to provide a new level of engagement never before possible between a business and its customers.

In making this change I have joined the local Chamber of Commerce and a business network. I have also, since I am old and experienced enough, volunteered my services to my local SCORE chapter. My knowledge of social media was in great demand and I ended up helping a few people out even before I was officially a member.

As a result of my Chamber membership, I decided to do a little study of the restaurants in the Chamber and their use of four avenues often used for marketing and public relations, e.g. Foursquare, Yelp, Facebook, and Twitter. I looked at each channel a bit differently. For instance, for both Yelp and Foursquare I was most interested not in whether or not the business was listed or had either tips or reviews of it, but whether or not the businesses in question had claimed their venue so they would have some level of engagement available to them. What I discovered was surprising.

Despite the fact these services are all free to use (I’m not factoring in the expense in time necessary to wring the most out of using them), usage of all is abysmally low. The numbers are as follows:

  • Foursquare – 11% have claimed their venue (most all have been entered into the db)
  • Yelp – 26% have claimed their venue (most all exist in the db)
  • Facebook – 26% have business pages (many venues had close to 100 check-ins via Places)
  • Twitter – 26% have Twitter accounts (very few know how to use it, IMO)

I haven’t looked at all the other restaurants in the area. Nor have I considered bars, pubs, retail establishments that could benefit from the use of these four services (as well as other methods of marketing considered social, e.g. blogs), or professional services that could do the same. This does indicate to me a huge market for my services, although my experience tells me it will be a bit tough to crack, as these kinds of business owners are notoriously frugal and suspicious.

Nevertheless, I think the clear direction is for greater and greater use of social media to market small business and, especially, to engage with customers in a transformation of  how business relates to, and learns from, them. I think there’s a place for me and others like me to provide them with a bit of knowledge, some organizational help, and strategic direction.

One thing’s for certain. I am really enjoying connecting with my business roots, as I was in small business for over two decades before joining Rocketdyne prior to my 40th birthday – much of it actually in the food business. As I gain experience and knowledge in my new field, I hope to share it here on my blog. Stay tuned!


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