HispanicBusiness

As an experienced observer of small-business innovations and marketing trends, author and consultant Jane Applegate has positioned herself as an industry leader by helping companies develop effective communication strategies.

And while acknowledging the impact and importance of social media advances in the new millennium, Applegate also supports a diversified advertising portfolio for small and midsize companies and advocates a mix of traditional and emerging branding techniques.

In other words, digital is dandy, but don't dismiss the power of print and the value of something as simple as picking up a phone and actually talking to a client.

The former syndicated columnist for The Los Angeles Times was keynote speaker at "Seamless Marketing: Integrating Your On and Off Line Promotions," a forum on Wednesday sponsored by the Sales and Marketing Society of the Mid-South and the Greater Memphis Chamber.

"So many are asking, 'What do we do now?' because the marketing and media landscape is changing so dramatically," said Applegate, founder of multimedia production and consulting company The Applegate Group. "I advise clients to get back to the basics and develop a compelling message, and when appropriate, integrate that with all these fun and groovy social media options."

For some, that means exploiting free Web-based outlets such as Facebook and Twitter to promote daily specials, limited offers and networking opportunities. For others, catalogs, direct mail and print and broadcast campaigns are just as effective.

The key, Applegate said, is embracing innovation without alienating the audience.

"You have to know who you're targeting and where they get their information," Applegate said. "The exciting thing about these multiple channels is that it increases your options for reaching customers. Tailor your message to fit the medium and don't be afraid to try something new to engage clients."

A similar strategy is being implemented by leaders at Christian Brothers University, said the school's communications and marketing coordinator, Petya Grady.

In an effort to promote activities and programs on campus, CBU leaders developed an online campaign featuring students that showcased their involvement at the school.

"What we discovered is that students enjoy seeing themselves and their friends, so we produced some in-house videos, posted them and encouraged students to share them," Grady said. "It was inexpensive, they loved it and it showcased a very positive image of the school."

Such testimonials are priceless, Applegate said.

Encouraging customers to drive business to companies they believe in is as basic as Marketing 101.

"Shine a light on your customers, perhaps get them to offer videos or photos or written endorsements of your company, and the light will shine back on you," Applegate said. "At the end of the day, it's all about word-of-mouth. Whether it's in print or online, encourage customers to promote your brand."

For more of Applegate's tips for small-business owners, go to theapplegategroup.com.

Learn more about small businesses and entrepreneurship in Memphis at The CA's startupmemphis.com.

-- James Dowd: (901) 529-2737

MARK YOUR CALENDAR

What: Sales and Marketing Society of the Mid-South monthly meeting

Who: Keynote speaker will be Sheila Champlin, director of communications and marketing for the University of Tennessee Health Science Center

When: From 11:30 a.m. to 1 p.m. on Feb. 15

Where: The Racquet Club of Memphis, 5111 Sanderlin

Cost: Free for members, $15 for students and $25 for guests

Details: Call (866) 290-4241 or go online to sms-midsouth.org