Andy and I arrived in Chicago this morning to mix and mingle among the conference goers at the National Main Streets Conference happening now through Wednesday of next week. Notice, I didn't say that we came here to attend the conference. Because we really didn't.

Hopefully, that statement doesn't highly offend those of you reading this, but this is a key point to attending a conference, trade show, market, etc. where lots of folks you know or need to know are also attending. As we (Team HALO) live blog this event throughout the next few days, you'll hear us talk a bit about the content of the conference – mostly from interviews conducted from attendee viewpoints, some of our own application (it is our blog after all), and possibly some speaker interviews. However, most importantly – and of most value to you – our small business constituency – will be our play-by-play application of our success and failures as we seek to make the most of the opportunities that present themselves this week. It is our goal to do all we can to meet, greet, find follow-up opportunities, etc. so that we can most efficiently and effectively help you, the small businesses across America that call Main Street your home. Our live blogging will mostly consist of the steps we've taken to achieve our goals – and the steps you can also take to achieve yours in similar circumstances.

So, let's dive right in… what are our goals for this conference, after all? As with any business venture, great or small, we will never know if we've arrived or how best to get to our goals if we have no road map. Goals are specific and measurable and targeted – when accomplished, they add up to success. Let me put our strategic planning in perspective for you:

Context: For the first time in three years of attending this conference (I know, we're young tikes still at this Main Street stuff), we are not presenting. We originally had a scheduling conflict and were not planning to attend this year at all. Then, at the last minute, plans changed and opportunity availed itself. We had approximately two weeks to plan our trip and set our goals.

We could not set goals without admitting that for one year concluding about six months ago, our business suffered periods of inconsistency in service stemming from personal matters that are now resolved. Having taken steps to protect our business from these sorts of issues again, then restructuring our business entirely to meet the demands of a new economy and the budgets of small business owners, re-defining our mission with laser sharp precision and marking the past six months as evidence of the measurable results we provide (not to mention the other eight great years prior to the fumble), Andy and I confidently went about the business of setting goals and a budget for attending this conference. With no presentation to prepare and no scheduling limitations (I must admit this left me feeling quite liberated), we set a primary objective and five goals for our conference attendance.

Target objective (basically the same as our 2009 mission statement): Open doors that allow us to encourage and equip hundreds of Main Street businesses towards success and profitability in 2009-2010.

Here are a couple of our goals for achieving that outcome through conference attendance (we can't give away all our secrets, can we? Maybe later.):
1. Meet and secure follow-up opportunities for further discussion (relationships are all we are looking for – not business deals) with three targeted people of influence (we identified them and set a plan for meeting them).
2. Leverage our attendance at the conference to raise awareness for our work with Main Street businesses across social media networks and at the conference in general.

Small business tip: Both budget and goals should be well researched and
well defined prior to making any firm commitments like registration
fees, hotel reservations, etc. Wise business owners (and non-profit execs) test the waters as
much as possible PRIOR to spending any money. A target objective with 3-5 measurable goals sets the framework for success.

Stay Tuned: Next post will give you a sneak peak into our pre-conference planning.

P.S. For real live blogging of the actual conference sessions, etc. check out the official conference blog which is very well done so far at Main Street Live 09. You can get an insider's perspective as the staff of Michigan Main Street live blogs the conference on their blog (What can we say? They are our star student!). And you can follow the conference on Twitter at #MainStreet09.

The last week in February, Andy, Trisha and I had the privilege of working with the Tunica Chamber of Commerce and Tunica Main Street on some strategic planning for the downtown district in the town of Tunica. We spent three days working on site where we got to know the wonderful people of Tunica – the leaders, the business owners, the customers. We got to experience the wonderful food of Cafe Marie, the Blue and White Restaurant and The Hollywood Cafe (where we attended a tourism familiarization tour event for tour bus operators and where Andy joined blues musicians on stage for a couple of songs – thank you Webster and Bill!). We got to tour homes at the new Tunica National development, and got to learn not just about the building and business inventory of their downtown – but the true heart and soul of the community.

The Town of Tunica has a tremendous asset in their downtown district. They have what many would only dream of having – they have millions a year visiting a major tourist destination located only a few miles away. We are so pleased to have had the opportunity to work in this tremendous community – made stronger by its citizens and the hearty dose of enthusiasm and energy that they all possess.

We made many friends – and we look forward to helping this downtown blossom by recruiting new businesses, working more closely with its partners to be a part of a total package both visually and
literally, and seeing the customers flock to enjoy this true Mayberry in the Mississippi Delta.

Photos: (top) Trisha, Bill Cantor with the Tunica Convention and Visitor’s Bureau, and Marianna enjoy the music and fried dill pickles at the Hollywood Cafe in Tunica. (middle) View of Tunica’s Main Street. (bottom) Team HALO voted 1251 Place’s Southern Pecan coffee the very best around. Be sure to stop in for a sip and take home some for yourself. We found this delightful interiors and gift market to be top notch.

Gas prices, utilities, even milk and juice seem like they are more and more pricey all the time. Tonight that hit home when I purchased a gallon of milk and a gallon of apple juice for over eight dollars. I was shocked. Thats over 4 dollars a gallon for juice and milk!

It’s a fact, money doesn’t go as far as it once did. The economists are pessimistic, and the housing market is tightening (or plain depressed depending on where you are in America). What does that mean to small business owners and managers?

Talking to small business owners across the country, many have told us how slow business is right now. Sales in general are slower than usual for this time of the year, and that means regardless of how the economy shapes up as a
whole, those businesses who plan and are proactive will be better off
than those that don’t.

As the market tightens up, small businesses often experience cash
shortages. In tight times, the budget goes under the microscope and
categories get cut. Advertising and marketing budgets are often the
first to lose capital. Unfortunately, this is a poor decision.

This is no time to react to circumstance. Now is not the time to sit back and let the economy just happen to you and your business. It’s time for your small business to plan ahead – to get a game plan – a lean marketing plan – in place.

Someone once said "Failing to plan, is planning to fail." While this is true in many aspects in life, not planning ahead in marketing and business will prove fatal.

I once met a client who had spent $30,000 on a single piece of equipment (a capital investment) without first planning how the new equipment would not only repay his investment but profit the next $30,000. Together, we devised a plan that would pay for his equipment in a mere eighteen months and turn a profit for years to come. Unfortunately, this business owner invested all of his money in a piece of equipment before making a plan – and there was little left for operating capital. Learn from this business owner, don’t invest all of your money in product or equipment or buildings – they do not sell your business alone. Only a marketing budget that retains your customers and reaches out to new ones will generate the types of profits your business is capable of achieving. Planning makes a difference – a big difference.

So, when the doom and gloomers are out talking about tightening business budgets, you should be ready with a plan – a marketing plan – a plan that outlines how to keep customers and grow your business even in the slowest of markets.

The HALO team has
been on the road a lot lately – we’ve had the rare opportunity to travel
together and work together the past two weeks on project locations at opposite
ends of our state.

Week before last,
Andy and I attended the Destination Downtown Conference in Natchitoches,
Louisiana. It was the first time in a long time that I got to simply network
and learn without speaking to a group. It was a great time – very relaxing for
me – and a great conference full of useful and valuable information. Thanks to Mayor
Wayne McCullen for his generous hospitality to all of us and his particular
interest in sharing information about their Natchitoches marketing and wayfinding
successes with Andy and me. We enjoyed his company and hospitality immensely. (The photo at the left is Marianna, Bob Wilson and Andy at the opening night reception in Natchitoches.)

We also enjoyed the Bed & Breakfasts we were able to enjoy. While I am a huge advocate of downtown redevelopment and small business, I must admit to being somewhat of a sleep snob
and preferring a boutique hotel or a reliable upscale chain for its privacy, access to Internet, quiet and consistent experience. However, we were pleasantly surprised and charmed by these homes, and we would all stay again anytime. We were right next door to the famed Steel Magnolias house – which was a special treat as well. Both homes were full of history, beautiful furnishings and comfortable beds. Andy and I were also able to enjoy a sponsors reception on
the veranda of the oldest house in Natchitoches where we visited with Phil Boggan, Louisiana's
Director for the Division of Historic Preservation; Ray Scriber, Louisiana Main Street/CLG Coordinator; and other dignitaries
as well as our own friends from Mississippi Main Street including Director Bob
Wilson,  who kindly allowed us to attend
the conference. It was also a great time to celebrate with Jan Miller, Mississippi's central district director, who
presented that afternoon on membership campaigns in a creative and memorable way – kudos to
Jan on a great presentation! (Photo of Marianna and Libbi Logan, chair of Team Cleveland, Cleveland, Miss. at the closing night reception in Natchitoches.) 

Then, last Tuesday
evening, I was privileged to meet with the merchants of the Tunica Main Street
Association to discuss their cooperative marketing needs and other community
promotion efforts that are under consideration. The next day, Trisha and I
drove to Hattiesburg where we all met with two business clients that are opening new business expansions in the next few weeks. After that, it was on to Bay St. Louis where we worked for three days in Hancock
County developing a marketing plan for the community. While there, Andy and I
met with the Old Town Merchants Association to review the work we were doing in
their community.

This week, while juggling holiday ad deadlines and a nearly
finished Taste of Gourmet catalog with their new branding, we traveled to
Ripley, Miss. where I spoke this morning to a great group of local business
owners. After some great meetings with Ripley Main Street and other business
owners, it’s home again for a couple of desk days. (Photo is Marianna and Trisha at a working lunch at Capanski's in Ripley. Yum! And below, Amberly and Allison from Ripley Main Street at our Capanski's lunch.) 

Travelling the
state from one end to the other twice in a couple of weeks has given me a great
appreciation of our state and its small business owners. Small business owners
really are the best – a special breed full of guts and brawn to take on a
multitude of challenges and tasks. I am reminded how important it is to not let
your business drive – but to drive your business. The tail shouldn’t wag the
dog, as I shared with a restaurateur today; as business owners, we should work
ON our businesses – not at them. Strategic planning – the process of setting
specific goals and a roadmap to reach them – is a key component to successful
achieving this position in your business. Don’t overlook the lifechanging
affects that a solid strategic plan – and some changed behavior – can make in
your personal and business life. 

It’s always
appropriate at these busiest of times to step back and re-evaluate – to make sure you’re still in the
driver’s seat. To evaluate your market position, your opportunities, your
weaknesses, your mistakes and your wins. To see where to go next according to
your goals. And to make sure the map gets you there by the most direct route.

As for me, I am
happy to report that one thing is certain. I have never had a more capable and
enthusiastic team of pros behind me working hard to make sure that we get our
message out to as many communities and small business owners as possible – as I
do right now. Thanks to my long-time business partner and loyal friend, Roane
Logan, for his support and always accurate record-keeping. Thanks to Andy
Chapman, who joined our team this summer on a trial basis to try his hand at
business consulting. It seems Andy has a knack for this stuff and really “gets”
the HALO work philosophy. Thankfully, he has agreed to join our team full-time now. And thanks to Trisha Switzer, our new assistant, who dove
headfirst into the HALO world working full-time at 300%. She has worked late nights,
driven me most of the miles traveled the past two weeks, and studied HALO’s
methods with attention and care. My team is the best – and they make HALO the
best in the business when it comes to strategic marketing for communities and
small businesses.

The road is
sometimes long… but its best enjoyed with a good plan and a great team! Do you
have such a team? We’d love to show you how to get the job done!

Changes have been
brewing around HALO Business Advisors for several months – lots of growth has
been experienced and as such, we’ve stretched and bent to make the changes
necessary to make sure that our customers only benefit from this growth. It’s
important in any business environment to always plan for growth – and even when
it happens faster than expected – to recognize the situation and take the bull
by the horns. It’s taken some “breathers” on my part to re-assess the business
strategically and to revisit my core values. For HALO, our goal is to encourage
and equip communities and small business owners towards successful
accomplishment of THEIR goals. How can we do that best?

In our case, it
meant adding another consultant to our team. But not just any warm body would
do. I was interested in someone who shared my passion and calling to help our
customers – communities and small businesses. I needed a teammate who was 100%
dedicated to lean thinking and revolutionary marketing and who knew what the
entrepreneurial spirit felt like. I also required that this person share my
same business ethics, Christian character and valued integrity and honesty
above all else. I am pleased to announce that Andy Chapman, an entrepreneur and
Internet/web marketing guru, has joined HALO Business Advisors as Business
Advisor. Andy brings an added dimension of technological expertise to our team
and is full of infectious energy that will motivate you and your team. If you
haven’t already met Andy, we’ll make sure it happens soon!

In addition,
Camille decided this summer that changes in her life
required a change in her
work situation. We were so sad to see Camille leave us – she was an
extraordinary friend and encouragement to me and to our clients alike. She had
a special gift of patience and a listening ear that we will miss immensely.
However, we are thrilled that Trisha Switzer has joined our staff as marketing
assistant. Trisha comes to us from the City of Clinton, Miss. Her attention to
detail, outgoing spirit, willingness to travel (and patience to drive me
around), and her knowledge of the inner workings of local government charmed
us. Her determination to get the job and to be a part of our team was
irresistible. I can’t wait for you to experience Trisha – she will brighten
your day and take care of you well.

 Every business
goes through transitions… hopefully some insight into how we’ve weathered the
growth in our business will encourage you to pursue the next level in your
business as well. It’s worth it every step of the way – as long as you plan for
it and control it well. Thank you for your ongoing support of HALO Business
Advisors, and I can’t wait to share more and more of the changes and case
studies we’re seeing everyday with you in the weeks and months to come!

Have you ever
wondered why certain commercial districts have the ability to pull traffic off the main highway
and lure shoppers and visitors to a downtown area – but for your community, it seems so impossible? Do you think you’re
doing it all right – billboards, advertising, welcome signs and more?

There is simply
more to it than these elements.

I must admit, I was slow to adopt the "brand"
buzzword. Mostly because I felt it was overused and sounded expensive. I
thought it wasn’t worth the money spent because it was a lot of fluff that some
fancy marketers were selling to make a quick dime.

One of two things has
happened – either I’ve become a fancy marketer (doubtful since I live in small town

Mississippi

still), or
there is something to this "branding" idea when you strip away all
the hype.

For me, I think there’s something to this branding thing.

A couple of weeks
ago, Andy and I had the opportunity to share the podium with Tripp Muldrow from
Arnett Muldrow & Associates. It
was a great time, and this presenter also got to learn a lot. Andy and I have
been touting the "look that sells" a lot lately – meaning a great
experience that leaves visitors wanting more and telling everyone they know.
However, it also means making a promise to potential visitors before they get
there. To reinforce that experience with past customers so they remember to
come back. It’s a consistent experience from the beginning of their contact, and
it’s a relationship for a while to come. And that can’t be accomplished
entirely on site in your downtown district, place of business, etc. It has to be
accomplished through good marketing – well branded, consistently messaged marketing. A good brand will
define you – it is an image that comes to mean something – not an image that
says it all in and of itself. A brand will become a living, breathing promise
to those who want to come and those who have been.

Does your logo look
dated and boring? Does it say anything or make any promises? Is it unique -
does it tell the story of your town or business – or is it just another
lamppost, signpost, or clock tower image symbol of nostalgic Americana? Do your community entry signs look like people did them 20
years ago, and never updated them?

Many communities have become so entrenched
in their own perspective that they have lost the vision for how to attract
people from outside to their downtowns – they don’t even recognize the unique
and interesting qualities that would make someone else want to visit – and
return. And they don’t know how to band together behind the banner of a strong
brand to create a unified, energetic local community either.

Maybe
it’s time to step it up – to engage in a marketing planning process that
defines who you are and symbolizes that identity with a renewed logo approach
as well as a matching campaign to get those promises out there to all of your
constituents. Isn’t it time to band together as a community behind a common
goal? Isn’t it time to recruit customers to the whole of your downtown
experience? Isn’t it time to work together to keep customers coming back for
more – and spending more and more? I’d advocate a solid brand as a great place
to start to make all of these things happen.

I’ve been screaming this for a while now – one of our differentiating statements has to do with how we’re NOT an advertising agency. But today, I stumbled across this fabulous little rant by small business Marketing Maverick Caroline. She stepped up on her soapbox and got right down to business sharing details from an Advertising Age article and clearly articulating the reality of small business needs and the flexibility and responsiveness to competition that they MUST maintain to stay competitive. I’d love to hear your feedback or experience on this issue.

http://www.smallbusinessmavericks.com/internetmarketing/?p=66