Finding Success in Your Company's DNA
By Arthur Quinby, Macalister-Quinby & Associates
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Your company may have started with the germ of an idea, a few sketches on a napkin, high hopes and a true dedication to its mission. But how can you leverage your passion for its purpose into real success, however you choose to measure that? Try this:
- Write down why your company exists (and it's not for money; that's the result of your efforts).
- Define your core target audience segments. What is the persona of each? Think of describing a real person. Sometimes a graphic representation or photo helps.
- Articulate what's really important to each of your target segments. What are their needs, and what solution can you provide? Potential customers are only interested in, "What's in it for me?"
- What's your unique value? What separates you from the competition? Write this down in as few words as possible, and talk only about what interests your customer. Sell your company's benefits, advantages and features, in that order.
- Now, write down what your company does.
- Nike: We bring inspiration and innovation to every athlete* in the world. "If you have a body, you are an athlete."
- Get what the company does down to 9 words.
- Virgin: We embrace the human spirit and let it fly.
- Now, try to get what the company does down to 4-5 words. Make those words SIMPLE, BIG and MEMORABLE. Examples:
- IBM: Solutions for a smart planet
- Red Cross: The greatest tragedy is indifference.
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The following businesses are listed in the Marketing/Advertising, Photography, Print Services, Promotional Items, Publishing, and Web Design categories in our Member Directory.
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Marketing/Advertising
Creative Fundraising Concepts, LLC
Misty Smeltzer
4369 Reflections Pkwy
Sarasota, FL 34233
941-993-2858
Website
Digital Observer Media
Emily Walsh
1970 Main Street
Sarasota, FL 34236
941-366-3468
Website
Grapevine Communications Int'l, Inc.
John Fain
5201 Paylor Lane
Lakewood Ranch, FL 34240
941-351-0024
Website
Herald-Tribune Media Group
Lisa Emory
8713 SR 70 E
Bradenton, FL 34202
941-745-7808
Website
Hometown News USA
Ken Burke
8374 Market Street
Lakewood Ranch, FL 34202
727-277-9557
Website
iHeart MEDIA Sarasota
Allison Imre
1779 Independence Blvd.
Sarasota, FL 34234
941-552-4800
Website
Innovative Agent Services
Tina Darling
2301B Cattlemen Road
Sarasota, FL 34233
941-921-5027
Website
Macalister & Quinby
Arthur Quinby
4634 Balboa Park Loop
Bradenton, FL 34211
919-260-0808
Website
Moondance Marketing
Tom Combs
5622 Ashton Lake Drive
Sarasota, FL 34231
765-714-8819
Website
Next-Mark
Joseph S. Grano, Jr
40 South Pineapple Avenue, Suite 100
Sarasota, FL 34236
941-893-3140
Website
Perspective Communications, Inc
Dan Austin
4085 Maceachen Blvd., Unit 77
Sarasota, FL 34233
414-699-3796
Website
Promark Premium
Craig Eshleman
6638 Oakland Hills Drive
Lakewood Ranch, FL 34202
941-907-3888
Website
Signs Now
Brian Lamb
1693 Main Street
Sarasota, FL 34236
941-951-7888
Website
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South Florida Paid2Save
Denise Huelsman
22643 Morning Glory Circle
Bradenton, FL 34202
941-677-6182
Website
Three Six Oh Public Relations, Inc.
Candice McElyea
PO Box 110523
Lakewood Ranch, FL 34211
941-232-9046
Website
Viamedia
Ellen Lawlor
9040 Town Center Parkway
Lakewood Ranch, FL 34202
941-388-8218
Website
Photography
Sally Ullman Photography
Sally Ullman
8016 Spring Marsh Drive
University Park, FL 34201
941-301-8926
Website
TapSnap
Blenda Vines
2926 Park Lake Drive
Bradenton, FL 34209
757-232-9825
Website
Print Services & Promotional Item
Advantage Print and Design
Joe Anziano
9040 Town Center Parkway
Lakewood Ranch, FL 34202
941-739-5050
Website
Cornerstone Signs & Graphics
Ed Nugent
8120 Uzita Drive
Sarasota, FL 34240
941-921-9478
Website
H&K Graphics
Bill Kalter
8374 Market Street #489
Lakewood Ranch, FL 34202
941-758-2200
Website
Modular Document Solutions
Doug Ruoss
6170 53rd Avenue E
Bradenton, FL 34203
800-249-5200
Website
PostNet of Lakewood Ranch
Brad Cranston
11161 E S.R. 70, Ste #110
Lakewood Ranch, FL 34202
941.755.7447
Website
Pro-Motion Notions
Annette Sciolino-Gueli
2803 Fruitville Road
Sarasota, FL 34237
941-952-1119
Website
Salty Printing
Ryan Duncan
6630 Cortez Road W
Bradenton, FL 34209
941.243.3875
Website
Seaglass - Beach Bag Gifts
Gaetano Liberti
11914 Soft Rush Terrace
Lakewood Ranch, FL 34202
908-884-8631
Website
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Serbin Print Marketing & Publishing
Bill Selph
1500 N. Washington Blvd.
Sarasota, FL 34236
941-366-0755
Website
Publishing
Biz(941)/Sarasota Magazine/ Gulf Shore Media
Pam Flanagan
330 South Pineapple Avenue, Suite 205
Sarasota, FL 34236
941-487-1100
Website
Bradenton Herald
Darren Haimer
1111 3rd Ave. W
Bradenton, FL 34208
941-748-0411
Website
East County Observer
Lori Ruth
1970 Main Street, 3rd Floor
Sarasota, FL 34236
941-302-3079
Website
N2 Publishing
Kathryn Howell
Chevy Chase Drive
Sarasota, FL 34243
941-993-5965
Website
SCENE Magazine
Julie Milton
5939 Approach Road
Sarasota, FL 34238
941-365-1119
Website
Living On The Suncoast Magazine
Sondra Guffey
11161 East SR 70 Ste 110-204
Lakewood Ranch, FL 34202
941-777-5204
Website
Web Design
Abacus Web Services
Fern Grace
7804 Lake Vista Court #406
Lakewood Ranch, FL 34202
941-870-5343
Website
Abixweb, Inc.
Robert Beer
2402 Palmetto Street
Nokomis, FL 34275
941-408-6014
Website
Murnet Technologies, Inc
Murray Miller
1767 Lakewood Ranch Blvd. #204
Lakewood Ranch, FL 34211
941-751-4300
Website
Social Operator LLC
Nichola Bell
6457 Indigo Bunting Place
Lakewood Ranch, FL 34202
941-907-8329
Website
Webtivity Design Solutions
Terry Thompson
101 Riverfront Blvd., Suite 650
Bradenton, FL 34205
941-753-7574
Website
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For any of your business or personal needs, keep your fellow Alliance members in mind. For a complete and up-to-date list of all members, visit
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