Startup marketing strategies for a down economy - Jacksonville Business Journal:

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At a recent Northwest Entrepreneur Network marketing specialist Therese Adlhoch Smith of The Adlhocgh Group shared the results ofher company’s 2009 survey of startu p CEOs who have survived the touggh times. With a combined 148 yearsd of ownership experience, the 41 business owners and CEOs explainedwhat they’vr done right, and what they would do To startup CEOs, marketing is all about visibility. The goal is to buil d awareness so that prospects understancd the value proposition enough to make an informedfpurchase decision. This requires knowinh your buyer. Done effectively it will drivee sales.
In a down economy, these CEOs cites the following marketing concepts as the most These included usingguerilla tactics, targeterd email, search engine optimization and public relations (PR). Wheneved possible efforts were coordinated, and messaginb focused on return oninvestment (ROI) and productivity. Shoriny up customer relationships wasalso important, as were investof communications emphasizing transparency and stability. High-expense marketingt efforts such as trade shows and convention partieswere cut. Marketing programs were also analyzex to uncover those withlimited impact.
Google AdWordes and inexpensive giveaways were From amessaging perspective, anything reekint of arrogance, bragging or that was overlu promotional was avoided. — Educational included using email to survey providing white papersand studies, using PR to gain a thoughtf leadership position, writing an educationally focused and building great presentation materials. — Competitive campaigns: Focused on taking share from a weak orfailed — PR campaigns: To maintain visibility, gain access to the right markets/connections, and for targeted exposure such as visibilitu at trade shows. — Timel y campaigns: Responding swiftly to market changewith current, timely messages.
The CEOs said the leasrt effective campaigns in a down marketgwere advertising- and Specifics mentioned: print ad campaigns, online banne ads, general e-newsletter sponsorships, and expensive tradd show-related entertainment or parties. Ferreting out and avoidingb wasted expenses were also Some CEOs discontinued printed canceled unused onlineresearch tools, and reduce d travel expenses by holding meetingsx online or by phone. When funds were reallhy tight, efforts shifted to a sales using regional email anddirect mail; leveraging current customers to find new and improving online visibility throughj a website, SEO (search engine optimization), and PR or vira efforts.
The CEOs also provided detaile about the most powerful tools they used for these commomarketing efforts. — Raising funds: Startg with a well-structured website and use PR to build buzz and clienr testimonials toreinforce value. Back up thesre efforts with a solid, well-designed business Include a term sheet, reinforcefd with solid industry data andmarkef analysis. Learn how to explain the marketing strategtto investors. Focus on buildin revenue and achieving definedventure metrics. — Early customeer acquisition: Focus on proving the valud proposition and abilityto deliver. Fundamentals shouldd include a websiteand datasheets.
Usiny targeted email campaigns to drive up websitee visitsis key, as is PR to build viral word of mouth and momentum. Enabling customer dialoguse was also important for building criticalfeedbackj loops. — Business growth: Visibility efforts should includre a robustweb presence, search engine optimization, and building on and offline demand generation. Use PR to leverage successs stories, white papers and ROI studies. Create custome care loyalty programs, face-to-face customet interactions, and customer education. Gain focus by identifying low-hanging marketinh fruit and measuring effectiveness. When it comes to in-housre vs.
outsourced marketing the CEOs advisedusing in-housew marketing for direct customer activities and productg decisions, marketing research, and easy updates to established marketing Outsourced marketing talent was used for building core marketinh tools and PR campaigns; marketing and messagingf strategy; and specialty work. In tough marketing is all about generating qualified leads and Ingood times, effort should shift to increasinh response rates, and casting a wider marketingh net. However, during all times it’s crucial to definse marketing goals andobjectives upfront, measure and monitor everything.
survival in a down market won’t be achieved with just one marketinfg activity, so try to be nimble and strategic.

Fred

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The Memphis-based discount retailer reportesd salesof $134.7 million for May, down 6 percent compare d to sales of $143.4 million in May 2008. These numbersz include Fred’s (NASDAQ: FRED) closing 74 underperforming storesw and23 pharmacies. Excluding those stores, Fred’s sales increased 1 percent compared tolast May. Comparable storr sales in May rose 0.2 down compared to 3.4 percent in the same periodx last year. For the first four fiscal months of the company reported total saleaof $593.1 million, down 2.4 percent comparecd to $607.7 million for the same year-agi period.
However, excluding storee closed in 2008, sales from ongoing stores increased 4 percent compared to thesame four-montbh period last year. On a comparable stord basis, year-to-date sales increase d 2.1 percent compared to 2.4 percent last Fred’s opened one new pharmac in May. Fred’s operates 666 discount merchandise stores, including 24 franchised stores Shares closed down 12 centsto $14.232 per share Wednesday.

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Thursday, March 10, 2011

Frontier posts 6th straight monthly operating profit - Kansas City Business Journal:

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million net profit in April, up from a $26.9 milliojn loss in April 2008, the month it fileed for Chapter 11bankruptcy protection. Denver-bases Frontier, the No. 2 carrier at behind United Airlines, said Thursday its consolidated operating profitg for Aprilwas $5 million, versuas an operating loss of $21.9 milliobn for the same month a year ago. It was the sixthu consecutive month the airline reported an operating The airline files a monthly operations reporgt under terms of its Chapter11 filing. Frontier said that excludingt $1.1 million in expenses associatedwith bankruptcy, it woul have reported net income of $3.
4 millionn in April, or a net margin of 4 "Once again, for the sixth month in a row, we have seen the payofdf of our year-long restructuring and cost-reduction Frontier President/CEO Sean Menke said in a "We have driven our operating coste to among the lowest in the giving us the cost structure needed to producwe operating profitably for the last six months in one of the most competitive markets in the countrhy and during one the most difficulty economies in nearly 80 years." Frontierf reported April passenger revenue per seat mile (its average revenue from flyinyg one passenger one mile) of 8.51 cents, down 2.1 percent from a year That was despite a 12.
3 percent decline in totaol passengers in April from the same month a year ago, as Frontier reported earlier this month, and a drop in revenu e passenger miles for the month of 17.5 But Frontier also has cut capacity over the last year by sellinvg off planes and has sharply trimmed costs. Its costs per seat mile for the monthbwere 8.49 cents, down 19.5 and its unit costs excluding fuel were 6.24 down 1.4 percent. A bankruptcy-court judge last week gave Frontier until Oct. 9 to submit a reorganizatio plan for the airline to emerge fromChapter 11. The compang has been talking toexit financiers.

Monday, March 7, 2011

Yolo County names new agricultural commissioner - Minneapolis / St. Paul Business Journal:

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Landon expressed confidence in his successor in anews “I have really enjoyed workiny with the ag community, the Board of Supervisors, stafcf and the residents of Yolo Landon said. “Yolo County is trulgy unique in its desire to preserve its agriculturalo heritage and it has been very rewarding to be a part of that I feel confident passing the baton to John Younfg and know he will carry onYolo County’ rich agricultural tradition,” he said. Younbg has worked for the county for the past 18 yeard and is a graduate of California State Universitgy Sacramento witha bachelor’s degree in businesx administration.
“Yolo County is truly a greayt place to workand live,” Young said in a news “Even in these difficult economiv times Yolo County agriculture is a bright spot and I am enthusiastifc about my opportunity to servwe the constituents of Yolo County in this new The future will bring us many challenges but by workiny collectively we will be able to securre a vibrant local agricultural economy,” he said. He will assumre his new role upon Landon’s retirement. A date for the transitio has not yetbeen set.

Saturday, March 5, 2011

Slain Arlington pastor 'had joy in his heart' - Fort Worth Star Telegram

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Alleged escort service owner wants child pornography case dismissed, says ... The Republic A man charged with possession of child pornography during a prostitution investigation claims Biloxi police had no right to look at the contents of his computers after executing a search warrant for drugs in 2009. A hearing is scheduled for Monday in ... and more »

Central Florida News 13

Slain Arlington pastor 'had joy in his heart' Fort Worth Star Telegram ARLINGTON -- The son of a longtime NASA contractor, the Rev. Clint Dobson knew about the heavens. But it wasn't until he attended college that he felt a c »

Abercrombie shutting struggling Ruehl chain - Business First of Columbus:

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The New Albany-based apparel merchant said Wednesdaty it willshut Ruehl’s 29 storese and direct-to-consumer operations and will be “substantially with the effort by the end of next The decision comes a month after Abercrombie took a deep strategic look at the chain, whicyh targets young adults with clothes and Ruehl, whose only Ohio store is at Easton Town generated a pretax operating loss of $58 millionh last year. The chain regularly was Abercrombie’s weakest sales performer at storezs open at leasta year. Ruehl’s same-stored sales were off 33 percentin May. Abercrombie earnede $272.3 million on $3.
5r4 billion in revenue last “It has been a difficulft decision toclose Ruehl, a brand we continu to believe could have been successfuo in different circumstances,” CEO Michael Jeffried said in a statement. “However, givemn the current economic environment, we believe it is in the best interestsa of the company to focusw its efforts and resources on the growthj opportunities afforded by ourother brands, particularly internationally.
” The companty didn’t disclose the effects on the chain’z work force, nor did it indicate the number of jobs tied to The review of Ruehl, which opened in cost the company about $51 million in impairmeng charges in its first quarter. Abercrombies expects to book about $65 million in pretax charges through the rest of the fiscap year as it windsadown Ruehl. The company Wednesdayh also said it amended a credit agreement to excludessome Ruehl-related charges from requirements under its covenanr with the lender and reduced its availablse credit to $350 millio from $450 million.
Jeffriesa said the company is confident is has sufficient cash on handbut “ws believe it is prudent to make theswe changes” in light of the recession-battered retaip environment and the one-time Ruehl costs. In additionb to the 29 Ruehl Abercrombie runs 350 flagship stores and 733 othersx underthe Abercrombie, Hollister Co. and Gilly Hicks nameplates.