Plunging bottom lines? Stop it! When observing a child running hastily to catch a ball rolling into traffic, instinctively, we yell “Stop!” The risk here far outweighs any possible benefit. Today, we are watching business owners put out major efforts, with no plan, chasing small goals and risking losing it all. Investopedia, a Forbes digital company, states there are two way to improve bottom lines. The first of these is increasing revenue and the other is efficiency. There are multitudes of possibilities when it comes to either. The concept and creative elements that are crucial in any business to stop bottom lines from plunging are what TRUST Marketing describes as “Reprofitizing™”.
Thinking outside the box is imperative; in today’s marketplace, it’s priceless. Okay, the price tag is a certain concern, but losing quality and effectiveness will keep you from accomplishing any goal. Whether starting, building, reprofitizing™, or restructuring during an economic downturn, you need a distinctive plan. Differentiating your business and creating a brand people insist on should create urgency and a need for your product or service; virtually eliminating the competition while achieving the goal.
I tell my clients three things to evaluate in everything they do: Is there a plan? Can it produce consistent results? Does it create awareness? Only the ‘lucky’ can do without these things. If luck is the chosen route, read no further and good luck! For the rest, a few stories of encouragement and a few innovative ideas shared in these stories will hopefully launch business owners in Tampa Bay to build their own trusted brand and create insistence.
 My first stop was with PEACE Wealth Management, located in Seminole. PEACE owner, Kristine Hartland, has been a leader and innovator in what could be seen as a devastated financial industry. As a wealth advisor for over 20 years, Kris is in a distinguished position of trust with a brand that speaks with just its name. Her staff and clients agree that her personalization, knowledge and technology are unprecedented in the industry. She has made some major, and minor, changes to reprofitize™ and set business up to carry continued success into 2009. She has teamed up with clients’ accountants, attorneys, employers, etc. to create a seamless plan. Other simple changes have included remodeling her website to reflect changes in her marketing and materials, new technology for clients, and outsourcing to more qualified people to save employee costs.
The retail/service industry was one place I was sure to hear the negativity flowing. But it was not to be seen or heard at Rare Accents, a salon in Palm Harbor. Marilyn greeted me with a friendly smile. I was quick to notice that everyone was busy, smiling, helpful, and wait- there was a trophy on one of the stylists’ stations! The owner and manager run an unparalleled team. Gail and Marilyn have worked hard to continuously reprofitize™ plans and goals. Keeping a structure for the staff that values and rewards their efforts is the main theme. Never mentioning herself, it was the entire staff that received credit for this amazing establishment. Moreover, they use innovative awareness programs to take care of their customers, keep them coming back, and have them raving to all their friends. They create their insistence with these basics plus: a unique line of products, encouraging clients to use the talents of several different stylists, a private room, full-range services, and open late evenings. No matter what, they are a great example of success.
 Next I met Rosie herself at Rosie’s Clam Shack, located in Pinellas Park. Talk about fun! This place is teeming with energy. Rosie had me smiling ear to ear with her amazing attitude and enjoyment for life. She backs it up with truly magnificent Seafood. Rosie started her “New England Seafood with a Florida Flare” restaurant 6 years ago. With the ongoing economic decline plus last years’ construction on the plaza, Rosie must reprofitize™. She has implemented several new strategies and backs it up with amazing food and service that keeps
patrons coming back. I had an opportunity to speak with the guests next to me and they were all repeat customers and fans. Rosie’s planning, tracking, and advertising to attract new customers, added to the experience, food, entertainment, and lounge atmosphere keep them coming. She plans to get more ‘tech savvy’ and create a web appearance for customers to check out entertainment, specials and read fun facts. Stay tuned. She also offers incentives and hospitality cards for you deal seekers.
Visiting a more established restaurant prompted me to visit Jay Klee of Town N Country Ale House. He has just opened doors to the former Constantino’s in North Tampa. Jay and his partners face a unique reprofitizing™ challenge-The new business. Modeling a new business after an old concept doesn’t create an insistent brand, so a plan to stand out is required. TNC Ale House is setting up for success with a distinctive menu, complete with carnival-style desserts! Also, a kids room with surveillance cameras for parents, TV’s, projection screens, and did I mention TV’s?! The truly “Cheers” style atmosphere is enchanting and complete with pool tables, darts, jukebox, arcade games, drink specials, live entertainment, Oh, and colossal wings too! Sporting events with competitions and prizes, friends and a good time is what you will find anytime in this establishment.
The last interview was one that touches near and dear to all of us. I’m talking Real Estate. How in the world could this be good? If you don’t own a house,
or even live under a rock, you know how effected our economy is by the housing market in Tampa Bay. Ok, so here it goes. I grab my tissues and make a call to Pam Pampenella of Future Home Realty. Ready to hear a sob story, I quickly put the tissue down and picked up a pen! Pam created a consistent brand with an outstanding plan and the awareness necessary to recover from the plunging market. She never mentioned getting clients as a concern. Her biggest challenge was time. Yes, I was perplexed also, but 50% of it is spent on educating herself and keeping up with current market situations. She gives clients the service and honesty they deserve. She relies on her faith and knows the importance of including a useful website, being personable, and working hard to follow through. Her letters from clients prove that she lives by her words, “No matter what your business is, we should all have the passion to excel, the desire to learn and most important, the heart to serve.” Houses are still selling folks. Chin up and make sure you have a savvy realtor.
The common thread among these businesses was a distinctive reprofitizing™ vision. A necessity was dazzling customer service and joyful morale, No one was doing it alone. Consultants and educators paved the way. These business owners refuse anything short of profit by being the leader. |
