Guest Post: Bill Corbett's Experience on Basso On Business
Jan
20
Written by:
1/20/2010 1:49 PM
Guest Post from Bill Corbett, Jr., President of Corbett Public Relations
It is inspiring to meet entrepreneurs who have innovative services and approaches to business. These individuals are the exact kinds of people who will be growing and building businesses in the years to come. Along with existing small businesses these entrepreneurs will lead the charge and the economic recovery. Large companies and government programs may provide some minor assistance but it will be small businesses with innovative leaders who will create jobs and provide the foundation for economic recovery.
On the premiere episode of Basso On Business I was pleased to have had the opportunity to work with Rob Basso to explore the strengths and the challenges faced by CATZ of Long Island in Commack, New York. The information provided by CATZ owners Dr. Bill Germano and Adam M. Zeitsiff was interesting and enlightening. They have a successful operation, but like many entrepreneurs they face challenges.
While visiting and speaking with the owners of CATZ Rob Basso uncovered some of the organization’s strengths and several business growth challenges.
STRENGTHS
- An innovative approach to fitness
- Highly effective fitness and sports training programs
- Strong customer word of mouth (Raving Fans)
- Great affiliations with professional teams
- Respected professionals and trainers
- Inspiring stories of success
- Services/programs for all ages
CHALLENGES
- Need to have higher profile in the media
- Limited local brand name recognition
- Limited awareness of how innovative programs are
- Limited awareness of effectiveness of programs
- Untapped “Raving Fans”
- Untapped social media opportunities
The challenges faced by CATZ are not uncommon, many businesses face similar marketing dilemmas. Fortunately CATZ has many strengths that can be used to overcome its challenges and make the business even stronger. The following are some possible solutions that businesses can implement when faced with similar challenges as CATZ:
Generate media coverage by:
Highlighting interesting and innovative approaches
Capitalize on the highly visual nature of the business to attract television coverage
Connect with trends in the news to tell a story (in this case how an effective fitness program can help a professional as well as young athlete better compete in specific sports)
Personal Branding:
Implement a personal branding program for the business principals
Use free social media marketing vehicles to further build personal and business brand name
Regularly update followers and contacts with relevant information, not sales pitches
Word of Mouth
Encourage clients to speak to prospects about you
Participate in networking events with fans and encourage them to talk about your business
Connect satisfied customers with prospects via social media
To grow a business it is necessary to communicate regularly with current clients, prospects and referral sources. To do this effectively start by create a basic marketing plan with messages that convey your individual as well as your company’s ability to provide effective services. If you have a limited budget use social media, media relations and networking to help you build your brand name in your market and with your database of contacts.
1 comment(s) so far...
Re: Guest Post: Bill Corbett's Experience on Basso On Business
I honestly found this entire experience to be very enlightening for CATZ, our ownership team, and our customers. To be able to get an unbiased outside view and opinion from industry experts with experience in running and growing a small, local company is extremely invaluable. The Basso on Business crew, along with Corbett PR, not only gave us relevant advice based upon our market and our customer-base, they gave us advice that was actually USEFUL in helping attract (and retain) customers. Our facility has a very unique offering in the both the athlete performance training and general adult/youth fitness & nutrition industry here on Long Island. The Basso on Business crew helped us to better understand how to get that unique message “out there” in ways that will be effective, and long-lasting. Thanks for a terrific opportunity and some great results!
By Adam Zeitsiff on
7/12/2010 12:32 PM
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