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                      Last Update: Friday June 5, 2020

                      Changing the Way We All See Business, page 3

                      Case Study: People like local businesses


                      Marketing from a distance in the State of Maine

                      Overview Transcript Case Study Video
                      Puffins.jpg

                      Working with just seven local Chambers of Commerce in the Midcoast of Maine, we go inside eight businesses, all active members of their chamber, to see how each has become a four-season business.

                      Nine Key Ideas Within This Episode

                      1. Give More Than You Take
                      2. Lead With Quality
                      3. Know Your Customers
                      4. Be Where Your Customers Are
                      5. Target Your Direct Mail
                      6. Get Customers to Talk
                      7. Market on the Web
                      8. Treat Customers Like Family
                      9. Take Calculated Risks

                      Two episodes in the State of Maine

                      We worked with the Satte Chamber of Commerce and Maine Public Television to do an episode about an occasional televsion show, "Made in Maine" that takes people behind the scenes of business along Main Street and out in the industrial parks. That show is among over 100 yet to be redigitized in this format, but you can see it in the old format by  clicking here.

                        1.   The national media's negative portrayal of business can change.
                        2.   Lift up more positive role models

                       3.   Drive local ratings up

                        4.   Reward the good;  ignore the bad.

                      Changing the Way We work Together to Help One Another
                        5.   Lead the 24x7 convergence
                        6.   Collaborate after every broadcast
                        7.   Use this website as your own
                        8.   Let no business fail for lack of help.

                      Changing Ourselves:  Everybody is a producer.
                        9.    Provide even more value for members
                      10.   Get involved with your PEG and PBS stations
                      11.   Open a local small business index.
                      12.   Help Create sustainable businesses

                      Key References:

                      An index for these 12 pages
                      An Open Letter to our friends
                      Homepage for this presentation


                      A local show about good people doing good things...

                      There will be special energy within Chambers of Commerce when they can say, "Watch our own television series."  And then, as they do, there will be a buzz.  Sustaining the buzz is possible for very basic reasons.  People want to learn.  People want to be inspired.  People want to believe that they too can overcome. Small business owners are the heart and soul of the nation and all their people will tune-in:

                      1. See and hear their friends and acquaintances on TV. When one-fourth of the episodes are local, people will begin to expect to see someone they know. They will want to anticipate their own interview and think about how their episode could be even better.

                      2. "The American Idol" Phenomenon.  People want to participate and make a difference.  They cheer for the local hometown winners.  As the show gains traction in each local market and the people see that they can vote for those listed, the buzz will grow.  People will visit the site to vote and watch video.  

                      3. Access to specific Interactive Questions: Viewers will be given information within the broadcast to collaboration events and even to the interactive questions where they can add content about a business they have seen on Small Business School. Increasingly the site will be known for identifying the most ethical, social aware businesses in the country and good people will frequent good businesses.Every time a viewer logs onto the site and adds to, or updates their information, the search engines keep that page high on their listings. Yahoo, Google, MSN Search, and the other major search engines all love the Small Business School site.

                      4. Get prepared for the collaboration events. There has not been a television show that has had a collaboration event during and after a broadcast.  Market-by-market, these events will become an important place for people to meet people. It should become a very simple and free networking event as well as a way to maintain one's local visibility as people focus on solving local business problems.  There is much more about collaboration on page 6.

                      We always invite our viewers' COMMENTS OR QUESTIONS and we invite the same from you. Your feedback is very important.

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