Most businesses today are nauseated from the jerky starts and stops of a turbulent economy — holding their breath, waiting for some sign of relief. Guess what… It’s not coming.

It seems overnight we’ve been hurled into an alternative world of enterprise; one where the main players stumble for footing and well-established small businesses simply try not to slip away altogether. It’s scary, disheartening and exhausting.

However, this is the reality we’re faced with, and likely will need to endure for some time. It’s the new market dynamic, whether we like it or not.

So what can we do…? Well first, we must reexamine the thought-process of the target consumer. No matter what industry you’re in; the buying audience has likely changed.

They (clients):
- Have a higher number of desperate businesses vying for their money and loyalty.
- Are exposed to a greater range of bargains and discounts.
- Are likely watching their own budgets, and must see the real value in making a purchase.
- Are inundated daily with the “same-old” ads, promotions and gimmicks.
- Have a general mistrust of corporate America’s motives.

It’s time to start speaking to this mindset, as it’s making all of the purchasing decisions. How do we do this?  Quit marketing on the quality of your product or service, and start emphasizing the quality it brings to the lives of those currently using it.

For example: Bon’s Eye implements extremely creative online marketing campaigns (Shameless Plug WARNING). All of our Web sites contain SEO writing and sleek graphics from our award-winning team; our social networks are truly interactive – increasing the likelihood of user involvement; and our online ad campaigns incorporate key terms designed to drive traffic. Wow, what does that mean?

What might speak better to today’s consumer goes something like this… Bon’s Eye’s online marketing clients save tens of thousands of dollars in traditional advertising costs because their Internet market share typically doubles. On average, the client’s name DIRECTLY reaches more than 200,000 potential consumers at any given time – and that’s just from Internet media coverage alone.

This type of message doesn’t necessarily tell the consumer what they can get with your product/service, but rather everything they’re missing without it. It’s more informative, effective and exactly what clients need to hear in today’s new economy.

With Bon’s Eye Marketing’s editor-in-chief, Marita Bon, at the helm of their public relations efforts, the New Hanover County Aboretum had another successful event. Arboretum in the A.M. brought more than 400 people through the gate. To learn about the education and outreach showcase, read below. If you missed out on it this year, mark your calendars for 2011.

Arboretum holds tool sale, family activities at new garden event
Both grownup and junior gardeners will find plenty to do at the newest family-focused outdoor event to hit the Wilmington area.

Arboretum in the A.M., 8 a.m. to noon on Saturday, April 24 at the New Hanover County Arboretum, 6206 Oleander Drive, will feature hands-on gardening projects, demonstrations and workshops. The agenda also includes a used garden-tool sale offering top quality equipment at bargain prices, as well as a full slate of children’s activities. Admission is free.

New Hanover County Extension Agent John Wooldridge, head of the planning committee, hopes to accomplish several goals. “We wanted to provide an education event on the grounds of the Arboretum that was available to everyone – a fun morning for people of all ages,” said Wooldridge, who oversees NHC Extension’s commercial horticulture programs.

“In addition, we wanted to hold a celebration of spring gardening that will show off all the resources provided by the New Hanover County Arboretum and Cooperative Extension.”

Besides providing practical tips and demonstrations for turf management, raised vegetable beds, container gardening and herb growing, extension experts will be on hand to answer participants’ questions. Meanwhile, youngsters will keep busy with an adventure scavenger hunt, sunflower-potting sessions and garden-themed crafts.

“Parents can enjoy the presentations knowing that their youngsters are having fun,” Wooldridge said. “Yard sale enthusiasts in particular will find the used garden tool sale a highlight of Arboretum in the A.M.”

Persons interested in donating equipment to the sale can contact Valerie DeSanti at vdesanti@ec.rr.com or 470-8180. Proceeds will benefit the New Hanover County Arboretum.

To learn more about Arboretum in the A.M. call 798-7664. Visit www.gardeningnhc.org for general information on Arboretum programs.

About the Cooperative Extension
The New Hanover County Cooperative Extension gives county residents easy access to the resources and expertise of N.C. State University and N.C. A&T State University. Through educational programs, publications and events, the agency delivers unbiased, research-based information to New Hanover County citizens.

About the Arboretum
The Arboretum, home to a wide variety of plants grown in the coastal area, as well as to emerging trends in plant material, occupies seven acres in the heart of New Hanover County. In its role as the Cooperative Extension’s “horticulture laboratory,” the Arboretum boasts a knowledgeable staff and many volunteers, all working to make the gardens beautiful and educational.

Realizing I’m well overdue for writing a blog, I’ve decided to crank up MS word and start tapping some computer keys. I’m having trouble coming up with a good topic, though. See, in the background, Syfy’s Ghost Hunters keeps stealing my attention. Ohhhh, it’s the reveal. I hope that they captured some spooky EVPs. Yikes, Jason’s sporting a fairly deep bellybutton wedgie through his shirt. That’s scary enough.

Moving on…Yes, I’m a Sci-Fi nerd and authentic paranormal investigator. Well, not quite. Sarah and I once went on a Ghost Walk in St. Augustine. EMF detectors in hand, we shuffled along in a 90-degree swelter, paying $20 a piece to roam back alleys.

By the end of the night, I walked away $40 down. I did, however, break my streak of 27 years without a migraine. It’s funny how headaches work. Pressing heat and one woman screaming every three minutes about how she “captured an orb” on her Kodak camera… Let the throbbing begin.

I don’t mean to sound critical of the gal. She just seemed so convinced that she caught earth-bound apparitions – or as I call them, pollen. Sorry, but I don’t invest much faith in her scientific approach, especially when her photographic equipment is made of cheap plastic. Even so, she made the night entertaining.

Truth be told, I’m a wimp when it comes to everything paranormal. I’m not sure if I believe in hauntings, but I don’t want to find out if they’re real – at least not in person.

So why did I spend that Florida night ghosting (that’s what the cool investigators call it)? Well, I don’t know. I guess I’m complex.  Either way, I can appreciate what Ghost Hunters has done for Syfy, virtually taking the network from an unknown to a haven for geeks like me.

Marketing alone, the series’ name goes hand in hand with about every promo the channel runs. In fact, they’ve franchised the show – rolling out Ghost Hunters International and Ghost Hunters Academy. Talk about branding.

As business owners, I guess we can learn something from the show’s model. Let’s face it; they’re selling the chance to see the unseen. Every episode kind of mirrors the last. Still, a growing number of people keep watching, waiting for a glimpse of something, anything… They just don’t know what it is.

Call it wonderful packaging. Call it innovative advertising. But Ghost Hunters continues to scare the masses of fans – and the primetime competition.

Hey, I think I just wrote a blog.

Looking for a way to build your prospect database without glad handing at every after-hours event around town?  While not applicable to every business, social networks make the perfect tool for gathering information on potential clients.

Aside from allowing you to gather contacts 24/7, online resources like Twitter, Facebook, etc. provide other tangible benefits. First, the prospect must opt in to follow your company. Unlike mass e-mails, advertisements, commercials and so forth, social networks net only folks who are interested in your operation. They must be – they signed up for more details.

If maintained properly and on a regular basis, this targeted approach tends to yield loyal fans. They check in from day to day, recommend friends become followers, and keep your business name at top of mind. Moreover, these accounts build a relationship – the most essential rule of marketing.

Social networks have been around for some time, so none of this is new. However, the methods we use to run a social network campaign have changed. Companies continue to concoct fresh approaches to get the most people inspired to sign up.

One of the more elaborate approaches involves holding a contest of sorts. The business announces its goal to reach online supremacy – or something like that. For example, Acme Beer pushes for 500,000 new followers. If they reach this number, they will give everyone a free shirt that says “Official Acme Brew Taster.”

The idea is to create incentive to not only sign up individually, but to encourage others to sign up as well. The participants, in a sense, become part of a movement. As a result, Acme Beer gets a half-million contacts for its database. Even better, those same people serve as living advertisements, wearing apparel (that they clearly wanted) that dons the Acme name. It’s cross marketing at its finest.

Other ideas for growing social networks – hence building a prospect database – include offering valuable advice (weight loss tips, recipes, etc.), coupon codes to other Web sites, to-be continued content, etc.

Remember, the end goal isn’t to draw everyone and everything, but to reach a core of people with a real interest in your business. After all, these are the folks who most likely want what you’re selling.