Today I had the pleasure of speaking on Internet Marketing and SEO at Lake Forest City Hall.  Its so nice how Orange County has such supportative Chambers of Commerce, you should really check yours out :) 

There were a TON of amazing speakers today!!  The chamber organized a business expo and there were a lot of great companies and people in attendance.  I saw Carol Bridges taking professional photos of the booths and businesses, Keith Cowan and LogicIT helping advise businesses on virus protection and managed IT services, Cox, AT&T, and others.   

The best part was the advice and speakers.  Here are my treo notes:

Keynote Speaker Scott Betty, Oakley

First up Scott Betty, from Oakley, who had a mile long bio…lets just keep it short and say he’s a marketing guru and has been a major part of taking Oakley to the next level.  Scott started with a nice video showing us the essence of Oakley. 

Today he focused on the emotional connection between your brand and consumer – here are my humble notes, Scott, thank you for allowing us to share  

Who is Oakley?  They were founded in 1975, selling at motocross races.  Now they have 10 worldwide offices, and 570 patents.  They expanded across the globe and have a good balance now with the various countries…right now Japan and Brazil are huge.  Oakley didn’t start with glasses, they started with handle grips, and now have products from apparel to watches.  Current yearly revenue is almost to 900m. 

Next we talked about the economy and consumer spending.  Do consumers stop spending in a recession?  NO, but they become more selective.  They will spend for need…but what about desire?  What are our needs?  Food, water, transportation, communication, right?

Once a consumer decides they need something, there is another set of decisions and criteria for purchasing:  based on price, convenience, promotion, and availability. 

But what if what YOU and your business offer is just a want?  Not a need with the above criteria?  For the want list there are a different set of criteria…brand, trend, peer pressure, celebrity influence, EMOTION.

So how do we connect that emotion with our product?  How do people justify what they want into a need?

Take starbucks.  Its not coffee.  Its a club…its an atmosphere.  Look how many people buy into it!  Also Air Jordans.  People buy them in advance every year – its an emotional footwear phenom.  Look at iphones – another emotional product and culture. 

Oakley makes an emotional conection by focusing on innovation, and performance, authenticity, and not being scared to take risks.  ie the green reader lens sunglasses for golf.  If you are a golf nut you’re going to drool over this!  If performance is the same – take the Oakley backpack example – then focus on design.  People may not need it but they sure will want it!   Oakley has awesome fabric for racecar drivers that won’t catch you on fire if you’re in a crash.  That’s emotional, saving your life while you play your exterme sports.  Creating products that have emotional connections is the way to go.

Scott says the best watch is the oakley watch.  All a watch does is tell time…so they needed to win the race with design innovation again. 

How else does the company stay front of mind?  Oakley has sports marketing ambassadors who its their job to integrate Oakley into any given sport.  Nascar, golf, surf, football.  Oakley is there building relationships with all of them, and this is what brings them success in sports.  They think of the athletes as family, and ask for opinions all the time.  Each sport becomes a power partner, and an avenue for publicity   Nice!

Another way to market is participation with consumers.  Roll out with the rolling ”O” lab.  This mobile booth allows consumers to literally experience the Oakley difference.  It showcases Oakley technology and shows consumers how oakley has better product performance. You may see the rolling O at your next big sporting event. 

Also online they have diarama contests to help do personality based marketing and connecting.  wooo hooo Oakley!!!  Way to embrace web 2.0.  Seriously, I’m going to take a second for kudos.  Everyone go look at Oakley.com.  NOTICE how they have the website separated into men and women.  Personalization.  Notice how the products say what sport they are good for.  More personalization.  Notice how each time the homepage loads there is a different emotional niche or sport being offered up.  Total personalization.  Notice how you can grab the exact link for any product in the address bar.  Not an accident.   Simple online innovations like this get people to actually interact and BUY from your website.  Go Oakley, thanks for setting a great online example too!

Back on track.  Scott advised the Chamber members to Be bold, take risks, do not be afraid because that is what blows peoples mind.  Ruffle feathers!!!  Consumers appreciate the fact if you don’t alway play it safe.  Embrace failure and don’t be scared of it… or else you are not really pushing the envelope!

Orange County Business Marketing Panel

Next up was the marketing panel.  I was on it, so that would be rude to take furious treo notes :)  Everyone feel free to comment your thoughts, though!!  I thought everyone on the panel had AWESOME advice, I’m always inspired by Michelle with Sandler Sales.  That woman knows her stuff!!!

OC Business Finance Panel

The next panel was a Q & A that went over effective cash management.  I fully admit this is not my strong suit so feel free to clarify these notes with comments!!  Here goes…

What is a good definition of cash flow?  In a nutshell, its what’s going in, what’s coming out, and then what’s left over.  Look at an accurate profit and loss statement.  subtract items or take items off of P&L that take cash but don’t earn revenue, like inventory, debt service, paying down principal, owner draws.  Then add back loan proceeds and depreciation into cash flow to know requirements.

What key metrics should biz owners have?  Balance sheet, liabilities.  Divide cash by liabilities and look for a number greater than 1.  Also keep track of average day sales. 

What are tax advantages of being a corporation?  Ask an attorney and a CPA if you should incorporate…its NOT always the best thing for all companies. 

If we finish the year with a loss.  Is there a way to carry the loss?  Yes, but most tax payers prefer to elect to carry it forward. 

How else can you keep your cash as a business owner?  One way is to make sure your inventory is not cutting into your cash flow.  Don’t buy too much that just sits on the shelf.  Ask yourself do you really need that?  In tight times business owners need to think about every purchase.

Frank suggested to not use your cash all up – keep cash flow with financing.  Be on top of your receivables.  Don’t be afraid to ask for your money.  If you don’t set the standard up front then people will think its ok to pay you last…remember….if they don’t pay…they are not a real client!!!  So simple, Frank, but so true!  Why do small business owners fear calling for the money owed to them?

A question was asked about a line of credit…Masuda suggested don’t wait to get this until you need it…then its too late.  Small businesses should have an LOC to keep them safe – like 25k is a good number for most. 

What if you can’t get an loc?  Frank suggested alternatives – accts receivable financing.  Its not based on your credit, but for your customers credit!  If you own a retail business then you can usually get a merchant acct advance for about a month.  Also consider a sale / leaseback.

Just because you have bad credit doesn’t mean that you can’t get financing.  First off, know your credit and get things current.  Lenders look at the story..is it solved, or is it a pattern?  Fico is your personal credit….Dunn & Bradstreet is your business credit. (d&b)….ooooh, that is what that means! (smack to forehead)

Can you still get financing if you don’t show profit?  You need to show cash flow, ability, or stability.  You’ll be considered on all of the above.

How does a small biz handle collections?  Remember people make a concious decision of who they are writing checks for…be the squeaky wheel.

What if someone can’t pay their bill?  Well, think about all options before settling, make decisions based on the situation.  Is that client going out or coming into financial difficulty?  Should you take what you can while there is still something there?  It may be the best decision..Masuda mentioned the Bad check restitution program is an Orange County service small businesses can use when they get bad checks – thanks!!!

What if WE are the ones in trouble?  What do we do as a biz to survive???  First take a look at where you are spending the money.  If you don’t have money in the bank then don’t write the check.  NSF fees build up big time and they are also a consideration in credit.  Postdate checks or ask for extensions.  See how much you are paying in merchant fees.  (I just did this Michael Durante with Card Services Direct saved me 1200 a year!)  Stay in touch with your people and almost anyone will work with you.  Don’t hide be in constant communication. 

What great info from our financial experts.

Next up was the human resources panel, but DARN I have to go!!!  Its my loss, I’ll fumble with our new hire now next week   I’m sure everyone was excellent, would love comments!!!

SOC chamber speakers today were Judy Flores our Orange County organizer and Tracy Broughton with Pre-paid legal.

Judy with Nipomo organizing went first.  Judy was recently featured in the Saddleback news and has a background in education.

Nipomo started out organizing photos and Judy has expanded the business into organizing everything!  You can call Judy to organize your garage, your home office, your file cabinet, your closet, even your business!

Do you feel out of control?  Stressed?  Burdened under a mile of paperwork?  Stop suffering and let Judy coordinate, systemize and organize for you.  Judy wants to bring your business success!

Organizing Tips for your OC home or business:
1. Have your recycle bin by you when opening mail and recycle envelopes and ads immediately.
2. Read and route.  When you open paperwork route it right away.
3. Use baskets for each family member.
4. Have one calendar for the WHOLE family.
5. Pay bills online.  It saves you time and money.

Judy charges just $40 hourly and is currently booking appointments to organize your life.

Next up we have Tracy Broughton with Prepaid Legal.  Tracy had a video today which told us how important it was to have the law on our side.  Most people think they can’t afford a lawyer but with Prepaid Legal you can.  Its like having your lawyer at your fingertips.  You pay a small monthly fee and that gets your lawyer.  If you get sued, if your identity gets stolen, if you were treated unfairly, if you need a will, IRS audit protection, or even need help fighting a traffic ticket call Tracy Broughton with Prepaid Legal.  Prepaid legal is something you can get anywhere but Tracy is the most inspiring and determined person you will ever meet… So work with her as your rep. And sleep easy at night.  I am not going to go into Tracy’s story here but she got a standing ovation at the chamber, and if you call her or visit tracybroughton.com you will be blessed like we are to know her.    

Although Southern California and many parts of Orange County are raging with fires, the SoCal Chamber of commerce is banding together to help individuals and businesses affected by the fires.  If you know someone affected, please pass this info along so we can all move forward together. 

Here’s an article on the chamber’s website about Fire Assistance Information with phone numbers and important contact information.  Its not just the Chamber trying to help, though, its all the members too!!!

First, Anna Dolopo with Elements in Harmony is offering FREE massage to firefighters.  How NICE is that???  If you’re a firefighter, THANK YOU, call Anna she will ease your overworked muscles:  (949) 305-1703.  See http://www.moveyourqi.com/news.html for more info.

Also, Libby with Arbonne has 2 extra rooms in her home for anyone who has been displaced by smoke or fire.  Libby, to open your home to a stranger in need says a lot about you.  If you are a displaced person or family, contact Libby with Arbonne and you can have a nice place to rest tonight.

Rose Clime, our Pet Friendly Realtor had good info about our furry friends to share.  VCA animal hospitals are offering FREE boarding for companion animals whose families have been evacuated or displaced as a result of the fires.  Thank you Rose, for passing that along.  Rose also emailed to remind us to remember our pets are close to the ground and watch out for them inhaling toxic soot and ash.  If you have a blower, clear off the area around your home.  If your pet’s skin is dry from all the ash and wind, an oatmeal bath can help.  Thanks Rose, for always thinking of our 4 legged extension of the family.   For more information about how to help your furry friends, Rose is maintaining this page on her website:  http://www.yourpetfriendlyrealtor.com/12.html

People tend to grab their family, pets, important paperwork, and pictures in an evacuation.  Big Red with Best DVD wanted to remind all of us to get our photos out of boxes and onto DVD’s so we can pack them faster and keep our precious memories.  Dianna, also known as “Big Red” can also help you scan in your important documents and keep them on DVD, so don’t wait until the sherrif knocks on your door to think about getting your memories and papers together.  Do it today for piece of mind. 

Judy Flores, with Nipomo Organizing solutions, has great photo organization boxes that hold 2400 photos apiece.  You can get one from her now for just $32, and that way if you do need to leave quick at 2am, you can grab ONE box with all photos.  Thanks, Judy, for providing this picture too. 

Another preventative tip came from our friend Laura Habeyab with State Farm Insurance.  Laura reminded us to TAKE INVENTORY of everything in our home, and email it to ourselves, so its saved in cyberspace, in the case we have a fire.  If you don’t already have a document to help you organize your belongings, contact Laura at (949) 600-9670.  Also remember, its too late when the fires start to increase your insurance coverage.  Be safe and get the right coverage from the start.  You can trust Laura to send you in the right direction, everyone at the chamber raves about her.

Finally, here are some After Fire Salvage tips from Gus Ruiz with Handyman Matters:

After a Fire Salvage Tips

Clothing – Smoke odor and soot sometimes can be washed from clothing. The following formula often will work for clothing that can be bleached: 4-6 tbsp. of Tri-Sodium Phosphate
l cup Lysol or any household chlorine bleach
l gallon warm water
Mix well, add clothes, rinse with clear water and dry well. Be aware that Tri-Sodium Phosphate is a caustic substance used as a cleaning agent. It should be used with care and stored out of reach of children and pets. Wear rubber gloves when using it.   Electrical Appliances- Appliances that have been exposed to water or steam should not be used until you have a service representative check them. This is especially true of electrical appliances. In addition, steam can remove the lubricant from some moving parts. If the fire department turned off your gas or power during the fire, call the electric or gas company to restore these services – DO NOT TRY TO DO IT YOURSELF. Food- Wash your canned goods in detergent and water. Do the same for food in jars. If labels come off, be sure you mark the contents on the can or jar with a grease pencil. Do not use canned goods when cans have bulged or are dented or rusted.

Do a good deed for OC!  Come on out to Rancho Santa Margarita and celebrate a great cause…..

S’kool Music, A Congressional District Program Foundation Presents –

Join us for a great night of entertainment and fun.  Bring the whole family.

An evening of music is hosted by S’Kool Music Foundation, and will feature…

Special music performances by some of Southern California’s most exciting young performers.

A delicious buffet featuring a variety of foods from restaurants in the local community.

A silent auction that will feature Trips, Excursions, Concert Packages, Limited Edition Art and more.

Fun for the whole family. ( Children 12 and under are free)

Proceeds will benefit the S’Kool Music Foundation and their efforts to continue Music

Education in our schools, and to assist talented young artists who lack the resources to continue their musical careers, through scholarship programs.

For more information visit the S’Kool Music Foundation website…www.skoolmusic.org

Admission is $10.00 ( Children 12 and under are free)

To RSVP please call 949-510-9230 or email philbattaglia@cox.net

Admission includes Special Talent Show, Dinner Buffet, Silent Auction, Free Parking, and a No Host Beer & Wine.

Reserve Early Seating Is Limited!