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COMMERCE
August 2010 • VOL. 21 NO. 8 WE FOCUS ON BUSINESS.
NAPA CHAMBER OF COMMERCE • CONNECTING COMMERCE TO COMMUNITY
1556 First Street | Napa CA 94559 | 707.226.7455 | napachamber.comBring Power of Sun to Your BusinessMixer at Fireghters MuseumMember Spot: Napa Printing & Graphics
INSIDE
and more...
Advertising Ops Available!
Ambassadors Promote BizWelcome New Members
2010
PRESIDENT’S CIRCLE
The Valley’s Daily News Source
PREMIER SPONSORSDIAMOND LEVEL SPONSORS
Exertec Health & Fitness
Charter Oak Bank Hawthorn Inn and SuitesQueen o the Valley Medical Center
Napa Recycling & Waste Services Mark Coleman, State FarmTravis Credit UnionGolden State Warriors
Umpqua Bank Kathryn Fitzgerald, CFP
®
Redwood Credit UnionSilverado Resort Napa Valley Marketplace Magazine Markstein Beverage Company
Net-Flow Corporation Accelerated Marketing Group
I had a fun and engaging dialogue todaywith a company that was very interested inlearning how to make money with socialmedia.If you’re like many marketing directors,learning how to drive revenue with socialmedia may the the #1 thing on your mind.Surprisingly, many companies think of social media strictly as a branding tool. Thatis, they use it simply to build awareness for their brand rather than using it as a way to
specically drive revenue.
But using social media simply as a branding tool is 20th century thinking.A more sophisticated approach is to use
What are your Economic Expectations?
E3 Conerence Will Provide Attendees Connections For Success
A few years ago at the EconomicOutlook, Barry Schuler shared this message,“If you want to predict the future, invent it.One, the only reliable is change. Two, theeconomy is driven by innovation. Three,innovation causes disruption. Four, embracedisruption or die.” The Napa Chamber is embracing disruption by retooling andrenaming the fall conference. On Monday,October 18th the Napa Chamber will present“E3 Education Economics Expectations from9:00am – 2:00pm at the Silverado Resort.Small Business expert Hector V. Barretowill kick off Monday morning at the NapaChamber’s E3 – Economics, Education,Expectations conference by providinginspirational and thoughtful advice on makingit as an entrepreneur.“We are fortunate to have Hector leadingoff this conference. His insight on the currenteconomic climate will help us manage our expectations for 2011,” said Napa Chamber President & CEO Lisa Batto.
Barreto served ve years as the
Administrator of the U. S. Small Business
See
E3
on page 4...
Administrationafter beingappointed byPresident GeorgeW. Bush andunanimouslyapproved bythe UnitedStates Senate onJuly 25, 2001.During hisstewardship, theSBA exceededall previous records in small businessloans, women and minority owned businesssupport, disaster relief and private-publicsector procurement opportunities. Barreto
directed the delivery of nancial and
business development programs to America’sentrepreneurs from a portfolio of direct,guaranteed and disaster loans totaling morethan $45 billion. Earlier this year he wasappointed by Governor Schwarzenegger to serve on the California Commission for
• CREATING A STRONG LOCAL ECONOMY
How to Make Money with Social Media
By Jamie Turner, chie content ofcer, 60 Second Marketer
Your Company
E-NewsletterForumsTwittereBooksBuzzWebinarsBook Blog PostingsEventsSpeechesYouTube VideosWebsite
See
SOCIAL MEDIA
next page…
Hector V. Barreto
August 2010 | COMMERCE | Page 2 | napachamber.com
The Napa Chamber of Commerceis pleased to announce that sales for itsupcoming CITY GUIDE AND BUSINESSDIRECTORY are now underway. The10,000 guides are on target for distribution inJanuary, and will be distributed in and aroundthe Napa County area.The City Guide and Business Directoryis the most in-demand directory in NapaValley and will act as an ideal communityreference guide with the ability to serve asa hospitality guide, business informationtool, relocation publication and exceptionalChamber Member directory. This customized publication will feature a refreshing writingstyle, coupled with eye-popping design andimages - grasping the distinct character of the
community. In addition to the prole portion,
the publication will include a completeChamber membership directory and/or comprehensive buyer’s guide (categorylisting).Advertising in the Napa City Guideand Business Directory has unrivaledadvantages. The multi-platform advertising bundle goes beyond the traditional print publication to include: a community Websiteand downloadable NewView eBook®,which convert the publication’s editorial, pictures and design elements into a digitalformat; on-the-go wireless access via variousWeb-enabled devices; and the searchablevpMobile.us® Business Directory Portal,featuring the Chamber’s entire membershipdirectory, available wirelessly, 24/7.In addition, new in 2010 is a user-friendly Smartphone app - accessible via theiPhone and Android--an extension of Village
Prole’s enhanced connectivity not offered
anywhere else in the Chamber publishingindustry. All of these elements come together to offer the Napa Chamber of Commerce, participating advertisers and the communityvaluable added exposure to a global audience.This leading-edge publishing program ismade possible through a partnership betweenthe Napa Chamber of Commerce and Village
Prole™ - an innovative Chamber publisher
that has worked with the Chamber since 2003.
For publication and advertisinginformation, contact the Napa Chamber of Commerce or Sales Representative DanaJohnson at 707-322-3403 to reserve ad space.
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One key way to help protect theenvironment is to rely whenever possible
on clean renewable energy. At Pacic Gas
and Electric Company (PG&E), we stronglyencourage the use of solar power as a non- polluting, renewable and sustainable form of energy.For businesses, solar energy worksand it is affordable. By taking advantage
of nancial incentives that will soon be
available to business owners who installthermal solar water heating system, you canreduce your energy costs and help protect theenvironment. Every hour the sun shines willreduce your utility bill.PG&E is now offering renewablerebates to residential customers who are
Advertising Ops Now Available in the 2011City Guide and Business Directory
• PROMOTING THE COMMUNITY• SUPPORTING ASUSTAINABLE fUTURE
SOCIAL MEDIA
continued rom previous page...
it for a multitude of purposes, some that
specically make the cash register ring.
With that in mind, here are the 5 mostcommon social media business models.Which ones would work best for your company? Do tell.
Social Media Business Models
You can use this hub-and-spoke modelto drive prospects to your website. Onceyou’ve captured your prospects’ contactinformation, you can re-market to them andconvert them to customers.
E-Commerce
: If you can sell your product or service online, then your #1 goalfor your social media campaign should be to drive prospects to a landing pageon your website. That’s what DellOutletdoes. They make special offers to their 1.5million followers and drive those followers
through to Twitter-specic landing pages
on their site. My research indicates they’vegenerated in excess of $5 million inrevenue this way.
Research
: You can also use socialmedia as a way to keep tabs on customer sentiments about your brand. One way todo that is to use a company like RapLeaf toanalyze what people are saying about your brand online. Another way to do that is tolaunch a website like MyStarbucksIdea.comthat asks customers to vote, discuss, share or see ideas from the Starbucks community.
Branding
: Social media can also beused as a branding tool to build awarenessand interest in your product or services.That’s what Toyota has done with thisfunny, light-hearted YouTube campaign promoting the Toyota Sienna.
Customer Retention
: If it costs 3 to5 times as much to get a new customer asit does to keep an existing one, wouldn’tit be smart to use social media to to keep
customers satised? That’s what Comcast
has done with their ComcastCares Twitter page. Go Frank!
See
SOCIAL MEDIA
on page 7…
Bring the Power o the Sun to Your Business
See
SOLAR
on page 4...
Ad Space Now Available!
in Napa Valley’s Most in DemandCity Guide & Business Directory
Opportunity Contact:Dana JohnsonCell: 707.322.3403Email: mediamix51@hotmail.com
Published to supportour local economyand encourage the useof member services;thousands of books willbe distributed throughoutthe County.The entire publicationis available online ANDnew this year, a VPSmartphone App for both iPhone and Droidplatforms!
By Lisa Batto ACE,President/CEO
CEO’
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By Randy Martinsen,President & CEOo Accelerated Marketing Group2010 Napa Chamber o Commerce Chairman o the Board
I’m plagiarizing a chapter title fromAlan Deutschman’s
Change or Die
book that I just picked up recently. Coming inas a new CEO to a business where I have7 years of historical knowledge, it has not
been difcult to analyze which programs are
thriving and also identify which programsare struggling. When business isn’t workingthen we have no other alternative to makesome changes to thrive in the marketplace.You may have noticed we are makingsome changes – recently we have stoppedthe mailing of our monthly Hot Sheets.
CHANGE AND THRIvE!
Those were the pink packet of yers you
received in the mail, you may have delvedinto them right away or you may have setthem aside for later viewing – and in somecases may never have opened the seals. Wefound by survey that many of you really likethe E-Sheet program,where we email youonce a month theadvertising specialsof our members. Onething we like, and I’msure our advertisersdo too, is that thisform of communication is much more viral
than papers running through your ofce.
Our E-Sheets not only are delivered to our members via email, they live on the websiteas well, available 24/7 to the membership for viewing and sharing! This messaging spreadsmuch easier and faster than having a packetof papers sit on someone’s desk for a fewdays before it’s passed along to others. OhThe Napa Chamber Ambassadorsis a volunteer group that has been an
afliate of the Napa Chamber for over 30
years. Its mission is to, “Create good willand understanding among members of the Chamber and business community.”They do this by assisting the Chamber in promoting member businesses and assiststaff at Chamber and other Napa Valleyevents.In addition to meeting once a monthto discuss activities, the Ambassadorsvisit member businesses during the monthto learn about the business and helpto promote them to the community atlarge. Ambassadors are asked to attend,and sometimes conduct, Ribbon Cuttingceremonies for businesses that are new or recently remodeled. These events are alsohighlighted in the Chamber’s monthlynewsletter, and forwarded to other NapaValley publications. For example, inJune there were four Ribbon Cuttings:
NAPA CHAMBER AMBASSADORS PROMOTEYOUR BUSINESS
Carpe Diem Wine Bar and Bistro Sabor in downtown Napa, Emeritus at VillaDelRey on Villa Lane, and WineBevServices on Technology Way. In Julythere was a Ribbon Cutting at ValleyGate Vineyards in Jameson Canyon, anda visit and tour of Signorello Vineyardson Silverado Trail. Each year theAmbassadors assist the Napa DowntownAssociation with the Annual Napa Wine,Crafts, & Jazz Festival.
It’s not difcult to distinguish
an Ambassador from other Chamber members at functions because they arelikely to be in their uniform – consistingof a “Zinfandel” colored jacket or a shirt bearing the Ambassador emblem. If you’re a new Chamber member, you’ll be given a special badge at our monthlymixer so that the Ambassadors canspot you in the room, and if you’re nototherwise occupied the Ambassador will be someone to introduce you to other members to help you break the ice. Nominations for the Ambassadorsare based on past Chamber service suchas committee chairs, directors or other positions of responsibility in the Chamber.There is a nominal annual dues, and60% attendance annually to Ambassador functions is required to maintain a position in the group.The Ambassadors hold annualmeetings to select a chairman, secretary,treasurer and two team captains. For the past several years, at the Chamber’sannual dinner meeting, a special award isgiving to an ambassador for distinguishedservice. The honor is presented as amemorial tribute to Gene Cufaude,who was an original member of theorganization and played a major role in itsactivities.I have had the privilege of being
an Ambassador for almost ve years,and nd the association and activities
to be an important part of my Chamber involvement. Some of my fellow-ambassadors have been part of theorganization for as long as it has beenaround, and are faithful in their efforts to promote member businesses, like yours,and participate as a volunteer whenneeded.If you are interested in becoming anAmbassador, or want an Ambassador visitor Ribbon Cutting for your business, or are just interested in learning more aboutthe organization you can contact LynnPage at lynn@napachamber.org or (707)254-1145. She will help you connect withthe Ambassadors.
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BTW!, we always post on the Napa Chamber Facebook page that we’ve got new E-Sheetsavailable! Talk about going viral!We are making changes in our EconomicOutlook program that I think will pleaseour membership and community. We’vedone some retooling and renamed this event – E3 Economics Education Expectationto be held on October 18th at Silverado Resort.We’ve seen over the lastthree years a decrease inattendance, and certainlysome of the drop of could be expected due theeconomy. However, we’retaking a new look at this event to provideyou with access to economic leaders aroundthe state and hopefully, some motivation by well known speakers. Keep your eye onthis program as we will provide you with arelevant look at the economy, educate youwith opportunities and resources availablehere in our community and give you somerealistic expectations of the future!
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August 2010 | COMMERCE | Page 3 | napachamber.com
“I hae had the priilegeo being an Ambassador
or almost fve years,and fnd the association
and actiities to be an
important part o my
Chamber inolement.”“You may hae
noticed we are
making somechanges…”
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