8-9-12 Why do a survey?

The essential purpose for conducting a survey is to gain information to help with planning and marketing decisions.  Whether your business involves a product or a service, having reliable information about who your customers are and what your customers want is essential.   A survey is an objective tool for obtaining this information through asking questions to a sample of your current or potential customers.

There are two basic types of surveys: self-selected and statistically valid random sample. 

A self-selected survey is a written questionnaire distributed through the mail, a newspaper or magazine, or on the web (Survey Monkey) or simply left at a counter for someone to complete.  In each case, the respondent chooses to participate (i.e. selects himself or herself).  This is not a survey that can generally be used to project what your entire population wants, but it does tell you what people want who care enough to respond to your questions.

A statistically valid, random sample survey is based on scientific principals that make it possible to predict the responses of a total population, within a given error range, based upon a random sample of that population.  The key here is that proper random sampling techniques must be used to assure that everyone in the population has an equal chance of being selected for the survey. 

If you're not planning to make use of the information you are getting from the survey, there is no point in doing it.

8-2-12 A great way to start a new business: Fill a need

Establishing a successful new business, as I have said before, takes creativity and a lot of courage.  And, it also takes an awareness of a need that hasn’t been met.

In the case of a small community, like Clinton on South Whidbey Island, filling a need makes more business sense than trying to compete with existing businesses.

Kim Bailey visited Whidbey Island many times before moving here.  Once an island resident, she became aware that it was difficult to find healthy sandwiches and salads that she could pick up and take home, or just take on a picnic.

As someone with an education in Hospitality Management and several years experience in catering and hospitality, she decided to use her knowledge to create her own business.  Six years ago she opened Pickles Deli in Clinton, and filled the void with delicious, made-to-order, healthy sandwiches, wraps, deli salads, home-made bakery items and other items that have made Pickles a favorite for locals.

You can read more about Kim and the creation of Pickles Deli in the Whidbey Island Life Examiner

(Photo above is of Penelope on her pickle at Pickles Deli.)

7-26-12 Creativity is sometimes easier within a group

I understand that many artists find their creative expression on their own.  They have a creative concept for a piece of artwork or music, and they execute the idea on their own.

However, it has been my experience that if you ask a single person to come up with a creative idea for a plan or a marketing concept, or a way to solve a problem, often there is a deer-in-the-headlights moment.

That’s why I love bringing people together and facilitating a discussion that will generate creative ideas and solutions to problems.  The most productive group number is 10; not sure why (in Jewish tradition 10 is a “minion” or the amount needed to have a formal meeting), but this does seem to be the magic number where everyone feels comfortable about speaking up and sharing opinions and ideas.  Less than 10, and sometimes the discussion isn’t quite as lively; more than 10, and it becomes a bit more difficult to control.

I do want to stress the need to have a good facilitator for a group process.  It’s important that time is controlled, that the discussion stays focused and that everyone in the discussion feels comfortable speaking up.

It’s also interesting to me that some of the most creative ideas coming out of someone in a group have been preceded by the phrase, “I really don’t know much about this, but……”

To summarize: Bring people together in a group that have some kind of common interest (community, interests, knowledge, etc.); have an agenda that is followed as much as possible; create an atmosphere where everyone in the group feels comfortable speaking up; and make sure that no one individual dominates the conversation (I usually say something like, “I can see you feel strongly about this, now I’d like to hear what someone else has to say.”)

7-19-12 Making a good visual first impression

Have you noticed how you are attracted to some business cards, but that many don’t seem to create any impression?  When you go to a website, are you immediately drawn in to see what’s there, and do you get an instant impression of the business and/or the person?

Logos, business cards and websites are generally the first entry point where someone connects with you as a business.  When I decided I wanted to create a fresh impression for my business and look for different places to sell my services, I began by hiring Tinuviel Creative.  Kim Tinuviel and I were already friends, so she knew my personality and my values.

Hence, the sunflower that announces my sunny disposition (so I am told), yet a sophisticated, simple, design that I believe creates a first impression that represents my personality and my serious intention as a marketing professional.

Whether you are starting a business, or revamping an existing one, ask some of your friends and business associates to give their honest impressions about your business cards and website.  If you do not get a clear, consistent response that reflects what you want to communicate, I strongly suggest you look toward creating that first impression you want.

By the way, Kim not only does excellent business materials, she also is a fine photographer and artist who works with a variety of mediums http://www.tinuvielcreative.com/

Thank you, Kim!

7-12-12 Creativity: Finding new ways to blend different businesses

You’ve heard me mention that I believe it takes a lot of courage to establish any kind of a business.  Something else that I believe is equally important is to be creative about what you are offering and how you present your business to the public.

Recently, I attended a special fund raiser for Drew Kampion, creator of the now iconic Drewslist, at Christina’s Island Real Estate & Art Gallery.  Walking into a real estate office that is also a spectacular art gallery is quite an experience.  Some people come to do business with Christina when they are in need of a highly qualified broker and are wowed by the artwork; some people come to see the artwork and appreciate the gallery and say they will remember when they need to buy or sell a home on Whidbey, they’ll come back for Christina’s help.

In a small community like Whidbey Island, it’s important to have an open, creative mind when establishing any type of business, but especially a store front type of operation.  How do you get noticed?  How do you generate traffic?  How do you get people talking about what you do?

Maybe creating a blend of two different businesses is just one way.

To learn more about Christina Moat’s business model, visit the Whidbey Island Life Examiner: http://www.examiner.com/article/christina-s-real-estate-fine-arts-freeland-the-perfect-blend