Marketing notes

Some notes from the Marketing Breakout Sessions January 22, 2014 at College of the Canyons University Center:

  1. Know your audience.
  2. Keep your branding the same.
  3. 2 Words, 2 Seconds, 2 Day: the ‘222’ rule, mainly for email. “Got milk?”
  4. Ask questions in the Subject line
  5. Maintain a qualified list of recipients. Be consistent.
  6. If you have email/Facebook, use it at least monthly.
  7. Connect with people on their terms. If they don’t have email, go ’80’s on them with Thank You notes, pending events. For elderly, get close relative’s email.
  8. 80/20 rule. 80% of the email has to be about them.

Typical spokes on a website wheel:

  1. Blog
  2. Social media
  3. Paid social media
  4. Email (most important)
  5. PR/Articles/Print media
  6. Niche Sites

Sample spokes pointing to hub center:


“If there are no responses, you’re not a failure. It just didn’t work.”


“Marketing is about eliciting a physical and measurable response.”

  • One article a week. Cite your source.
  • The more content, the better.
  • Videos are so important. They should be raw, not polished.
  • Use G+
  • Cool free screen capture tool: Jing
  • Video on phone
  • Constant Content Plugin
  • Testimony plugin
  • FAQs are great for SEO
  • Customization if possible



Small business

I met with the Assistant Director of the Small Business Development Center (SBDC) at the College of the Canyons (COC) University Center today. COC is a really good educational spot for this city and co-sponsors the SBDC with the state. We spent a little over an hour discussing possibilities and plan to meet next week.

Later I strolled through the Valencia Town Center’s ‘Westfield’ Mall. I noticed that most stores was geared for young people, mostly clothing, jewelry — bling — babies, kiddies, teenagers, young adults. While viable, my overall impression is that it lacked substance, but it was also a weekday, so there weren’t many people buzzing the stores and thus it was hard to gauge traffic. There were some notable closures — businesses that pulled out. The art gallery was gone, replaced with an arcade.  Regardless, Santa Clarita is doing better than many other cities in California, just wish the political situation was different.