Topic: Branding Your Biz, Part I with Patrysha Korchinski
[12:53:38 PM] Ginger Marks: Sorry for the late start. Having computer trouble.
[12:53:56 PM] Ginger Marks: If you all want to meet for Networking 101, just pop in.
[12:54:21 PM] Patrysha Korchinski: Woo hoo! Here I am
[12:54:34 PM] Patrysha Korchinski: So excited that I can attend live this week...
[12:54:41 PM] Ginger Marks: Welcome Patrysha
[12:54:48 PM] Ginger Marks: Yes, it has been a while.
[12:55:08 PM] Patrysha Korchinski: It takes time to build an empire dear
[12:55:14 PM] Patrysha Korchinski: Can't be helped...
[12:55:14 PM] Patrysha Korchinski: bwa ha ha
[12:55:23 PM] Ginger Marks: lolol
[12:56:00 PM] Ginger Marks: So what is on your heart and mind? Do you have anything you would like to discuss this week?
[12:57:09 PM] Patrysha Korchinski: I am just bulldozing in with lots of different offers with my prospects this week
[12:57:28 PM] Patrysha Korchinski: I've been posting prolifically on twitter and on my website and to my email lists...
[12:58:12 PM] Ginger Marks: So marketing blitz time for you.
[12:58:28 PM] Patrysha Korchinski: In short - I am on fire and excited about the difference I hope to make in the lives of small business owners
[12:58:48 PM] Ginger Marks: You go girlfriend!
[12:58:57 PM] Joe Cheray: booooooo
[12:59:15 PM] Joe Cheray: booo skeery not booo gloom and doom lol
[12:59:17 PM] Ginger Marks: That's the key. Stay excited and they will catch the heat.
[12:59:22 PM] Ginger Marks: Welcome Joe
[12:59:25 PM] Joe Cheray: and Hi ya
[12:59:29 PM] Patrysha Korchinski: Hey hard to listen to I believe for two weeks and not come out fired up
[12:59:59 PM] Ginger Marks: listen to who? what?
[1:00:09 PM] Patrysha Korchinski: Olympic coverage...lol
[1:00:14 PM] Ginger Marks: ahhh
[1:00:16 PM] Patrysha Korchinski: the theme song was a horrid thing...
[1:00:20 PM] Joe Cheray: your awesometastic Patrysha
[1:00:25 PM] Patrysha Korchinski: but it was called I believe...
[1:00:29 PM] Patrysha Korchinski: well thank you very much Joe.
[1:00:38 PM] Ginger Marks: That was so touching about the Canadian skater
[1:00:39 PM] Joe Cheray: and it is a word cause I said so
[1:00:51 PM] Ginger Marks: lolol
[1:00:59 PM] Joe Cheray: I think I need to take midol every day
[1:01:27 PM] Ginger Marks: I don't think I can remember back that far.
[1:01:28 PM] Ginger Marks: lolol
[1:01:34 PM] Joe Cheray: when I take it I feel totally energized
[1:01:37 PM] Ginger Marks: I am now a senior, officially
[1:01:42 PM] Ginger Marks: double nickle
[1:01:43 PM] Joe Cheray: oh pooh
[1:02:07 PM] Joe Cheray: your only as old as you feel
[1:02:10 PM] Ginger Marks: I used to enjoy when my hubby took me out for lunch and he would say, one adult, one senior.
[1:02:11 PM] Ginger Marks: lol
[1:02:23 PM] Ginger Marks: now he says, "Two seniors, please."
[1:02:25 PM] Ginger Marks: lolol
[1:02:28 PM] Patrysha Korchinski: lol
[1:02:39 PM] Patrysha Korchinski: well it is one way to get a discount
[1:03:01 PM] Ginger Marks: In this economy, every little bit helps
[1:03:37 PM] Patrysha Korchinski: I'm part Scottish...I believe in frugality in every economy...
[1:03:48 PM] Patrysha Korchinski: problem is I am married to someone who is part Irish...
[1:04:01 PM] Ginger Marks: lolol
[1:04:15 PM] Ginger Marks: So that's my problem, I'm part Irish.
[1:04:16 PM] Ginger Marks: lol
[1:05:05 PM] Larissa glueck: (rofl)
[1:05:15 PM] Joe Cheray: I am part french,part english, part german
[1:05:19 PM] Patrysha Korchinski: ah yes...see that is a contributor to a happy go lucky attitude as well as an odd resignedness about life (at least in my husband's case...) where you figure it's all gonna work out in the end anyway so why not splurge just a little now...
[1:05:49 PM] Larissa glueck: I think Irish and scotish get well along with each other when it is against the british
[1:06:26 PM] Larissa glueck: how far back are the parts?
[1:06:30 PM] *** Ginger Marks added Marj Wyatt ***
[1:06:48 PM] Patrysha Korchinski: I get along with everybody...except darn yankees during a hockey game...
[1:06:53 PM] Larissa glueck: when I go back, I find french and sweedish and german
[1:06:55 PM] Ginger Marks: Hi Larissa
[1:07:05 PM] Patrysha Korchinski: after the game I can switch back to loving everybody again
[1:07:09 PM] Larissa glueck: Hi Ginger
[1:07:12 PM] Ginger Marks: lolol
[1:07:40 PM] Ginger Marks: So Patrysha, tell us how to create a buzz around our biz'
[1:07:51 PM] Ginger Marks: Since that is what you are up to.
[1:08:00 PM] Joe Cheray: hey Larissa
[1:08:06 PM] Joe Cheray: Hey Marg
[1:08:06 PM] Larissa glueck: hi Joe
[1:08:13 PM] Patrysha Korchinski: Well you start with what you want people to say about you...and then you work backwards...
[1:08:27 PM] Patrysha Korchinski: and build it from the foundations...
[1:08:31 PM] Ginger Marks: Now that's a good foundation.
[1:08:44 PM] Ginger Marks: I never thought about it that way
[1:09:02 PM] Larissa glueck: yes
[1:09:33 PM] Patrysha Korchinski: For instance if a client knows they want to be a destination store and what they want customers to say and where they want them to come from...
[1:10:02 PM] Patrysha Korchinski: and they identify who they really want those people to be...what age? what style? what income range?
[1:10:22 PM] Patrysha Korchinski: and from income range you can figure out what kind of jobs they are likely to have, what kind of cars they are likely to drive
[1:10:44 PM] Patrysha Korchinski: and then you're ready to go out there and make waves where they can be seen and heard and experienced by your target market...
[1:11:18 PM] Larissa glueck: a lot to think upfront
[1:11:24 PM] Patrysha Korchinski: whether that's sponsoring a really cool band to do a free concert to benefit the boys and girls or other non-profit organization or a simple bbq and yard sale outside your shops doors...
[1:11:48 PM] Patrysha Korchinski: Absolutely, but how can you get to where you want to be if you don't identify where that is.
[1:12:00 PM] Patrysha Korchinski: if you go on a trip you check a map first, don't you?
[1:12:00 PM] Larissa glueck: true
[1:12:24 PM] Larissa glueck: rarely
[1:12:37 PM] Larissa glueck: as I like to discover
[1:12:51 PM] Patrysha Korchinski: so you just get in the car and drive and hope you get there?
[1:13:05 PM] Larissa glueck: I only do so when I have aplace to go
[1:13:22 PM] Patrysha Korchinski: Do you not think your business should have a place to go?
[1:13:36 PM] Larissa glueck: it should have
[1:13:39 PM] Patrysha Korchinski: Do you feel perhaps that making a plan will stifle your creativity?
[1:13:57 PM] Patrysha Korchinski: Because planning is not about stifling creativity but creating freedom...
[1:14:38 PM] Larissa glueck: true.
[1:14:56 PM] Patrysha Korchinski: Plus it saves time because you can make decisions faster
[1:15:32 PM] Larissa glueck: when what comes matches with the plan
[1:15:49 PM] Patrysha Korchinski: Once you know who you are looking for you can look at the demographics of any media and know how high or low the odds are of reaching that target
[1:16:03 PM] Patrysha Korchinski: You waste far less money if you are only testing in waters that are likely to yield results...
[1:16:22 PM] Patrysha Korchinski: hey I am sharing good stuff here.
[1:16:30 PM] Patrysha Korchinski: Is there a way to save the text chat?
[1:17:09 PM] Patrysha Korchinski: I think this will make a great article for a couple of my guest posts...
[1:17:37 PM] Larissa glueck: yes, you can save it by copy and paste
[1:18:06 PM | Edited 1:18:44 PM] Ginger Marks: It is archived each week on the winningsisters.org website
[1:19:33 PM] Larissa glueck: yes, Patrysha, that are great tips.
[1:20:03 PM] Larissa glueck: When I write a plan I am flowded by ideas
[1:20:04 PM] Ginger Marks: That's why we are here. To help each other.
[1:20:08 PM] Patrysha Korchinski: In any case, I have to start there because you need absolutely solid foundations before you begin to create buzz
[1:20:33 PM] Patrysha Korchinski: The best way to ruin a company is by releasing a bad product with good buzz...
[1:20:44 PM] Larissa glueck: true
[1:20:50 PM] Patrysha Korchinski: Poor customer service can destroy you in this day and age.
[1:20:58 PM] Larissa glueck: true
[1:21:02 PM] Patrysha Korchinski: and bad employee relationships can do it too...
[1:21:37 PM] Patrysha Korchinski: You do not want to release yourself on the world without knowing that you can deal with the added public pressure of having more clients and coverage...
[1:21:45 PM] Patrysha Korchinski: so foundations first and then buzz...
[1:21:56 PM] Larissa glueck: true
[1:22:12 PM] Patrysha Korchinski: You can do it through print, radio, online, television or combine them all...
[1:22:25 PM] Patrysha Korchinski: the method won't matter once you develop your message...
[1:22:54 PM] Larissa glueck: yes, to develop the message is the challenging part.
[1:23:02 PM] Patrysha Korchinski: No not really...
[1:23:14 PM] Patrysha Korchinski: it's really already within you and there to be drawn out
[1:23:22 PM] Larissa glueck: true
[1:23:30 PM] Patrysha Korchinski: that's the way it is in 90% of the clients I have helped
[1:24:05 PM] Patrysha Korchinski: You already know what you want to do and you likely have a vision of what it feels like to be where you want to be...so you just need help (possibly) finding the steps between here and there
[1:24:07 PM] Larissa glueck: finding the right way to express the message is the important part
[1:24:39 PM] Patrysha Korchinski: yes, but once you know your market and can be genuine with them...the message will become easy to express
[1:25:06 PM] Patrysha Korchinski: You can be both subtle and direct and appeal to them based on what they want and what you can deliver...
[1:25:33 PM] Patrysha Korchinski: it becomes a relationship where you (your business and your customers) are helping each other...
[1:25:43 PM] Larissa glueck: true
[1:25:45 PM] Patrysha Korchinski: What can be more simple to express than that?
[1:25:58 PM] Patrysha Korchinski: That is why the planning is so important...
[1:26:07 PM] Patrysha Korchinski: and of course testing once you have a plan...
[1:26:32 PM] Patrysha Korchinski: none of your initial predictions will yield quite the results you expect...that I have learned too...
[1:27:00 PM] Ginger Marks: It's easy to say testing, but how do you monitor and test?
[1:27:35 PM] Patrysha Korchinski: Sales, Frequency of Clicks, Lifetime Value of Customer, Aquisition Costs...
[1:27:43 PM] Larissa glueck: that is a great question Ginger
[1:27:50 PM] Patrysha Korchinski: Time spent, $$ spent, return on investment...
[1:28:11 PM] Patrysha Korchinski: You have to figure out what is important to you and then develop your numbers...
[1:28:16 PM] Ginger Marks: What if you are working more than one coupon or angle?
[1:28:22 PM] Patrysha Korchinski: tracking...
[1:28:32 PM] Patrysha Korchinski: easy to do integrated with online or print media
[1:28:33 PM] Ginger Marks: tracking?
[1:28:53 PM] Patrysha Korchinski: a little more difficult with radio, but it can still be done if you combine it with online or print coverage as well...
[1:29:20 PM] Patrysha Korchinski: sure...set up websites or different urls with specific pages being pulled for the different methods you are using...
[1:29:32 PM] Larissa glueck: It give me a huge headache to monitor all that. When I think about monitoring everything I am busy the whole day
[1:29:35 PM] Patrysha Korchinski: costs all of $10 for a year...
[1:29:52 PM] Patrysha Korchinski: You just have to look at the overall picture if you hire a firm like mine...
[1:29:52 PM] Ginger Marks: how so?
[1:30:03 PM] Patrysha Korchinski: to buy a domain I meant...
[1:30:12 PM] Patrysha Korchinski: the tracking is much more expensive...
[1:30:21 PM] Ginger Marks: lol
[1:30:32 PM] Ginger Marks: I thought that was a good deal!
[1:30:36 PM] Patrysha Korchinski: but really doesn't cost much when you have it delivered to you so all you have to do is make a final decision on whether you want to commit or not...
[1:31:15 PM] Patrysha Korchinski: You could concievably send all media enquiries and ad inquiries over and ask for an analysis if you wanted...
[1:31:17 PM] Ginger Marks: So there are companies who do all the set up and tracking and reporting, so all you have to do is look at the data?
[1:31:24 PM] Patrysha Korchinski: Sure...
[1:31:39 PM] Larissa glueck: great
[1:31:42 PM] Ginger Marks: Is that expensive?
[1:31:58 PM] Patrysha Korchinski: But you have to be clear on what you want monitored and reported on.
[1:32:10 PM] Ginger Marks: How do we know that?
[1:32:17 PM] Patrysha Korchinski: Depends on what you qualify as expensive and exactly what you are looking for.
[1:33:21 PM] Larissa glueck: I know there are tools for tracking website visitors and where they click on and whether they buy it
[1:33:37 PM] Ginger Marks: Oh my! It's already 1:32. Since we started 1/2 hour late, do you want to continue or pick up next week?
[1:33:59 PM] Larissa glueck: How do you do track the value of talking or social media?
[1:34:26 PM] Ginger Marks: good question
[1:35:05 PM] Larissa glueck: thank you
[1:35:47 PM] Ginger Marks: Patrysha, would you speak on this more next week?
[1:35:52 PM] Patrysha Korchinski: just a moment client on the phone
[1:36:04 PM] Patrysha Korchinski: sure why not join me for my teleseminars next week?
[1:37:25 PM] Patrysha Korchinski: if you are on my list you'll get notice of the schedule and the topics
[1:37:29 PM] Ginger Marks: oh, do put up the link to sign up
[1:37:56 PM] Patrysha Korchinski: http://www.pkmarketingsolutions.com
[1:38:29 PM] Patrysha Korchinski: just the box on the top of the page. if you click the more link I think it takes you to either the long form or the overview, I can't remember at the moment
[1:39:00 PM] Ginger Marks: Thanks ladies, for joining me today. Have a super fantastic WINning Week. And if you want to learn about marketing effectively be sure to click the link above and BE THERE!
[1:39:05 PM] Patrysha Korchinski: I do plan on doing video snippets soon, but I am really picky about my studio and I just want it to look right before I release to the public...
[1:39:18 PM] Ginger Marks: ;)
[1:39:38 PM] Ginger Marks: Thanks for coming, and all the great info Patrysha. We'll continue this next week.
[1:39:43 PM] Patrysha Korchinski: And please spread the word to any small business owner you know, especially those with local business markets...
[1:40:01 PM] Patrysha Korchinski: as those are the only type of clients I take on now, except through special arrangement...
[1:40:02 PM] Ginger Marks: If you want it to be a topic title, just let me know what and I'll make a note of it on the schedule
[1:41:17 PM] Patrysha Korchinski: Well for that why not go take my survey...lol and enter what topic you'd like me to cover. If you do it quick then I can give you a title). Just make a note in the other section on where I know you from so I can track the room votes)
[1:41:45 PM] Patrysha Korchinski: If you have already taken it just pm me and I will add your votes to the WInning Sisters List
[1:41:58 PM] Patrysha Korchinski: Customized Topic Delivery
[1:42:03 PM] Ginger Marks: lol
[1:42:34 PM] Patrysha Korchinski: Let me just dig up the link
[1:42:52 PM] Patrysha Korchinski: http://www.surveymonkey.com/s/6DZ8FRP
[1:42:58 PM] Patrysha Korchinski: There...