2 steps

Driving you crazy to build your brand!

Here are some of my tips to use as a checklist to align yourself with driving your brand (organization, business or personal brand). But, before you can be successful on digital media platforms you need to:

  • know your brand? What does your brand stand for? Who are your main competitors?
  • what separates you from your competitors? What makes you unique (or what will make you unique when you launch)? Who is your target customer (or projected target if you’re just launching now)?  Differential? what motivates them, what keeps them up at night, why they need a product or service like yours, etc.
  • in terms of branding/messaging, what do you like or dislike about your competitors?
  • if you only had one key sentence to summarize what your company does and what sets it apart, what would you say?
  • then make sure your team knows these messages and are able to communicate clearly these thoughts.


  • pay attention to digital platforms that are where your customers play and it may be outside your comfort zone 😊.  Start to observe, read, follow and see the interaction.  Then get started.
  • use your platforms to show engaging video with live subjects (not solely AI, equipment or food but in concert with live subjects)
  • it’s okay to put calendar dates out there where you’’ be but complement it with an action for the reader to engage with you.
  • social media posts should alternate content between promotional and relevant content for your audience
  • promote your posts an action to bring people to your website and further engagement (inward bound marketing, sales opportunities)

People relate to similar backgrounds, values, and/or profession so why wouldn’t you align your marketing with that point?

The Three Rs of digital marketing, resonance, relatability, and relevance.



2018 Trade Show Strategy

What’s the point?
If you think people will peruse and buy just from a show floor.  Think again 🙂

It’s setting the mood buy –
It’s about having the right mix of products and the right people representing your brand at the booth.

Booth needs to be interactive, engaging, solution oriented, digital, and more. Its not about the quantity but quality of these criteria even for a two hour show.  Trade shows and people  are valuable in terms of costs and time. Use live webinar, and/or live videos at trade show to drive business to your booth and engage even those that aren’t at the show but follow or engage with you in a digital world.  Trade show times and expectations should always  communicated prior to show too.

trade shows

It’s about networking at sessions and events.Engage and inquire about the market challenge and successes. Be authentic.

Finally it’s the follow up.
Thank you for dinners and even a quick email blast that’s personalized to who you connected with at that show. Instead of the email blast out to all that’s so impersonal and just a check off of your follow up list.

Shows and Buying need to be a positive customer experience and so does the post sale experience.





To get a response from a doctor’s office recently I had to succumb to social media. I went through the regular channels, called their offices, called their support line, sent emails, and finally after much frustration and time I received no return of any calls.  Then who called me back were people who were inexperienced and attitude was below satisfactory and of course didn’t know how to handle the problem. I turned to the Internet and to a social media platform  and directed the comment privately to the doctor. Within 10 minutes  I received a satisfactory response and the  office manager who let information pass through her responded to the pressures from her boss.  Frustration  sets in so what is a consumer to do?  When frustration sets in it takes a lot more steps to make a customer happy again?

Does this sound like you experience with customer service? Is this what your customers are feeling? 

Why in this day and age, does it take a comment to social media to get a response via traditional ways of getting support? However, I have seem social media play a great role in service recovery and positive commentary in a timely framework. It seems that timeliness is the key with social media and I’m glad to see more and more  companies and organizations are paying attention to people’s remarks. good and bad and are responding appropriately.  Does your social media interaction process responsive, are you paying attention to the comments made about your products and services? Are you engaging interactively with your community and influencers?

Social media is not only about inward and outward bound marketing, content, etc.. it is about  interactive responses in a timely matter too.  Use it as your  two-way connection to your customer,to potential customers, to influencers, and even  to competitors, so pay attention before you lose your market share.


How have you used your social media to engage and keep happy customers? Explained product functionality? Product Warranty? Service Recovery? Benefits? testimonials?  Set up your platforms and social media strategies to address these initiatives to best serve your customers and ease up  inbound communications too.

Passionate about Foodservice,