Whether or not your message gets heard has a lot to do with the way you present it to the market.

We can all relate to how challenging it is to take in all the communication we receive on a daily basis — television, radio, billboards and other outdoor messaging, signage at the drive-through, e-mail, voice mail, newspaper, Twitter and Facebook — just to name a few that impact me by 6:15 in the morning.

As consumers both personally and professionally, we make numerous decisions each day on what we will spend time reading and what we will ignore due to lack of time or interest. Our available time to review and receive messages continues to be challenged by the sheer number of messages we receive, not to mention the myriad of other demands on our time.

With the birth of social media, the 30-second rule has become at best the three-second rule. This challenges our ability to capture the attention of our audience members, engage them and convey a meaningful message.

Click here to read the rest of the article on Smart Business’ website.

Understanding what transpires at every point of contact with your company can provide some great insights into why prospects and customer may or may not engage with your company. Sometimes it has more to do with the experience someone has than what solutions you have to offer.

The Recruitment Phase
Recently I needed to hire a roofing contractor. I conducted a Google search, ran off a list of BBB affiliated companies in my area, selected a handful and made some calls.  Seriously, at 9:15 in the morning, I reached only answering machines or no answer at all. The one that called me back within an hour was the contractor I hired. Out of the gate, these six or so companies disengaged a prospective customer at one of the first points of contact. The company that did call back handled the rest of the call effectively. They were professional, communicated they had the expertise to handle my problem and scheduled an appointment before the phone conversation ended.

The recruitment phase for most businesses is the most expensive. This phase encompasses advertising, lead generation, Internet presence and all that goes into building market awareness and reputation. It is here where you need to pay close attention to your outbound messaging, how easy you make it for customers to find you and how you respond to them when they do call for help. Things to measure success in this scenario might include tracking the source of the lead and ratio of inquiries received to appointments booked.

Click Here to read the rest of the article on Smart Business’ website.

Columbus, Ohio 43204—Known for four generations of experience in the memorial industry, Modlich Monument Company is pleased to announce the completion of a stunning black granite monument dedicated to the Marine’s Observation Squadron Six Squadron (VMO-6). Modlich was chosen by the Corps Memorial Fund group to produce the six feet tall, 7,000 pound stone marker, resembling the side of an airplane wing. The VMO-6 Monument —that holds the names of five Ohioans, will be unveiled and dedicated in Semper Fidelis Memorial Park at the National Marine Corps Museum in Triangle, Virginia in May.

The marker contains the names of VMO-6 crew members killed during service. VMO-6 saw combat action in Nicaragua in 1928, in the battle of Okinawa in 1945, Korea in 1950-1955 and in Vietnam in 1965-1969. The VMO-6 was the first combat helicopter unit in the Marine Corps and throughout its history the unit had 14 different fixed wing and six various types of helicopters. Along with the etchings of the names of those who died in support of a VMO-6 mission are also the engravings of aircraft that were primarily flown in the regiment’s combat operations.

Ohioans who are listed on the Monument and involved in the Korean War include Capt. Loren Willis Woolever of Pickerington, Capt. Donald Kenneth Trotter of East Liverpool and Capt. Charles Marino of Youngstown. Ohioans who gave their lives in the Vietnam War are 1st Lt. Ralph Edward Hunt Jr. of Alliance and Capt. Jack Ervin Schober of Toledo.

“We are truly honored to be chosen for this memorial that honors the company members who were killed as a result of hostile actions during the 46 years this group was an active unit,” states Jerry Modlich, of Modlich Monument Company. “The Monument required meticulous craftsmanship due to the unusual curves carved in this beautiful stone. Our artisans worked tirelessly for weeks stenciling and sandblasting, to produce a breathtaking marker for the Museum.”

“The Monument is important in that it is dedicated to those who made the ultimate sacrifice during combat operations,” states Ed Kufeldt, executive director of VMO-6 Memorial Fund. “Modlich was chosen to produce the memorial because of its knowledge and proven expertise.”

“This is the second monument Modlich helped produce for the Marine Corps,” adds Jerry Modlich. “We are extremely proud to be part of another project that honors the Corps and look forward to installing the VMO-6 Monument within the Museum’s Park. The Museum is a national treasure and we are gratified to know this latest monument will be visited by thousands of Marines, friends and family members.”

The VMO-6 Memorial will be placed in the Memorial Park that surrounds the National Marine Corps Museum. The Park, which has more than one mile of trails, is an impressive site and a perfect location for the Monument to remember fallen members of the heroic troop.

About Modlich Monument Company:

Modlich Monument offers four generations of experience in the memorial industry, helping help turn visions and ideas into a unique remembrance of loved ones. Modlich has been meeting the needs of central Ohio families since 1936 with a reputation for quality and service and is located at 301 N. Hague Ave, Columbus, Ohio, 43204. Call toll free 800-252-1439 or e-mail info@modlich-monument.com for more information.

Attention Media: for corresponding images please go to http://vmo6memorial.homestead.com/

Columbus, OH – March 20, 2012 —Kelly Borth, Founder of GREENCREST, recently joined a select group of business experts and entrepreneurs to collaborate and co-write the business and marketing book titled The Only Business Book You’ll Ever Need. The book was released by CelebrityPress™ – a leading business book publisher.

The Only Business Book You’ll Ever Need was released on Thursday, March 8^th, 2012 and features top advice from leading entrepreneurs, business owners and marketing experts from around the world. The authors share their insights, tips and secrets to maintaining a thriving business through any kind of economy. Kelly Borth contributed a chapter titled “Brand. Plan. Ignite Your Business™: Transforming From a Market Player to an Industry Leader.”

On the day of release, The Only Business Book You’ll Ever Need reached best-seller status in three Amazon.com categories – reaching as high as #2 in the Direct Marketing category.  The book also reached best-seller status in the Entrepreneurship and Business Management categories.

Kelly Borth is a visionary with an intense pioneering spirit, an unfaltering commitment to achieving excellence, and a firm belief in the value of helping others. She is a strategic advisor to CEOs, best selling author, speaker, and columnist for Smart Business magazine.

In 1990, Kelly was inspired to launch GREENCREST, a strategic marketing, advertising, public relations and interactive firm that provides direction for small- and mid-market privately-held companies. As a certified business consultant, an accredited public relations specialist and a certified brand strategist, Kelly leads her team as chief strategy officer, in propelling businesses from market players to distinguished market leaders within a remarkably short period of time. Kelly understands what it takes to define a brand and turn that into an increase in market share and solid results. Her company specializes in brilliantly executed communications programs that begin with a solid marketing foundation and result in increased market penetration and awareness.

Kelly is a sought after business advisor and sits on numerous community and business advisory boards. She has been recognized extensively for her business savvy and philanthropic involvement.

After such a successful release, Kelly Borth will be recognized by The National Academy of Best-Selling Authors™, an organization that honors authors from many of the leading independent best-seller lists.

To order a copy of the book, please go to http://tinyurl.com/kellyborth

To learn more about Kelly Borth and GREENCREST visit http://www.greencrest.com or http://www.brandproblog.com or call 614-885-7921. You can also follow Kelly Borth on Twitter @brandpro.

Editorial Note: Images available at http://greencrest.com/pressroom/kellyborth_obb

While listening to a representative with a local food manufacturing company talk about his company’s success with leading innovation and being first to market, it piqued my interest and led me to do some research on whether or not this was a winning strategy across the board.

What I didn’t realize is that this concept has been bantered about for decades.  What I uncovered were some good reminders about what it takes to successfully lead the market.

Read the full article in March’s Columbus Smart Business.

Transforming from a market player to an industry leader

The first step toward achieving market penetration is establishing market differentiation. CEOs take the lead in defining market differentiation.  Yet, as a specialist in brand development, it is disheartening to listen to all the brand-speak.  There is much confusion in the marketplace as to what a brand is. Brand is not a logo, an advertising tag line or design elements (or graphic “look”). It is, by my definition, “an undisputable evidence of distinction” and something that can be proved. A brand defines a company’s market differentiation.  It is important not to confuse “brand” with “branding.” So while “branding” is what is turned over to the marketing director, brand development must be led by the CEO. A brand’s distinction is what separates it from its competitors, makes it stand out as extraordinary or different, or better yet, more valuable to the end user.

You can purchase and read the book in it’s entirety on amazon.com

Have you been in “protect mode” ― a little cautious about taking chances with your business? Have you been waiting for sure signs that it’s time to invest in your company’s future?

In her latest article for the monthly publication GREENCREST’S Chief Strategy Officer discusses how to strengthen your market position and position your company for growth.

You can read the article in its entirety on the Smart Business Columbus website.

Read the full article in January’s Columbus Smart Business.

Your potential customers are searching online for information to solve their problems. They’re looking for relevant content – and more often than not, they find it. The question for you is whether or not they’ll find answers from your business. Columnist Kelly Borth of GREENCREST, helps you answer this.

“In the digital era, content is king. No matter what type of product or service your business represents, your potential customers are searching for information to solve a problem or fulfill a desire online. These are savvy shoppers. They look for content that is meaningful and relevant. And more times than not, they find what they are looking for — at least enough information to select who they will contact as a result of what they found in their search.”

Click to read the rest of the article on the Smart Business website.