Media Garage Group — Boutique Advertising & Marketing Agency

Category: SMALL BUSINESS

Articles and tips for small business advertising & marketing.

  • ST. PETE PRIDE 2021: ALL THE BEST EVENTS IN THE GRAND CENTRAL DISTRICT

    ST. PETE PRIDE 2021: ALL THE BEST EVENTS IN THE GRAND CENTRAL DISTRICT

    Not sure if you heard, but a pandemic had other plans for us during this time last year, so this year’s Pride events are certainly welcome—even if they look a little different than before. Instead of a parade, St. Pete Pride is holding a month-long celebration in COVID-safe chunks. And although we’ll all miss the iconic parade, its absence has made way for more than 50 new activities and events throughout the city—the best of ’em happening right here in the Grand Central District!

    Enter: Pride in Grand Central

    pride in grand central

    This year, the Grand Central District Association is looking forward to bringing Pride back to where it began by hosting a series of local events including live music, sidewalk markets and a Scratch & Win game with a $500 cash prize (to name a few). Grand Central’s small businesses and neighborhoods will join forces to welcome and entertain all. So grab your planner, fire up your calendar app of choice, and get ready to party with the locals. It’s Pride in Grand Central.

    PRIDE IN GRAND CENTRAL EVENTS:

    JUNE 5 | Sip, Shop, Hooray DJ

    DJ Will from Hot1015 & Powerhouse 93 four “Pride Kick Off” Gay Rose specials. • 5:30 – 8:30 p.m.

    Sip Shop Hooray
    2053 Central Ave

    JUNE 6 | DOG BAR Corona Beach Bash

    Wet & wild dog party with sprinklers, ice pools and a foam party! • 12 – 6 p.m.

    Dog Bar
    2300 Central Ave

    JUNE 8 | TOMBOLO BOOKS AN EVENING WITH ROB SANDERS

    An evening with Rob Sanders to celebrate Two Grooms on a Cake. • 6:30 – 7:30 p.m.

    Tombolo Books
    2153 1st Avenue S.

    JUNE 11, 12 & 17 | The MAR “PLUS” Cabaret-Style Performance

    “Plus” is a cabaret-style performance giving the spotlight to LGBTQIA+ artists emphasizing those in the ever-changing “plus” subsect of the community. An all-inclusive evening featuring multiple solo artists ranging anywhere on the Pride spectrum from Lesbian to Ally and all possibilities in between. Join us at The MAR St. Pete as we lift our voices and come together to celebrate St. Pete Pride this June. • 8 – 9:30 p.m.

    **Contains adult content.

    The MAR
    2309 Central Ave

    JUNE 12 | DOG BAR Rescue Dog Yoga

    Rescue Dog Yoga with Pup Active & SPCA.
    Small vendor event noon to 3 p.m. (four vendors on site) • 11 a.m. – 12 p.m.

    Dog Bar
    2300 Central Ave

    JUNE 12 | HAWTHORNE’S Wig Out For Pride

    Pride kick off party – DJ Valley + Wig Party • 12 – 9 p.m.

    Hawthorne Bottle Shoppe
    2927 Central Ave

    JUNE 12 | SIP, SHOP, HOORAY Drag Show

    Drag Show!
    Queens: Jaeda Fuentes, Kori Stevens, newly crowned Queen of 2021. DJ LMo • 5 – 9 p.m.

    Sip Shop Hooray
    2053 Central Ave

    JUNE 12 | AWAKENING WELLNESS Night Market

    Awakening Second Saturday Market. • 6 – 10 p.m.

    Awakening Wellness
    2126 1st Avenue S.

    June 13 | GAY ST. PETE HOUSE Fashion Show

    Poolside Fashion Show. Food and drink included for $25. • 12 – 4 p.m.

    Gay St. Pete House
    4505 5th Avenue N.

    JUNE 15 | PUNKY’S BAR & GRILL Come On Caller, Make Me Holler Drag Bingo

    Drag Queen Bingo with Georgia Moore. To Benefit Rose Dynasty, Inc. • 7 – 9 p.m.

    Punky’s Bar & Grill
    3063 Central Ave

    June 15 | COCKtail QUEEREOKE

    Pride Queereoke! Come belt the anthems with some local talent. • 8 – 11:30 p.m.

    COCKtail
    2355 Central Ave

    JUNE 16 | GRAND CENTRAL BREWHOUSE Drag Queen Bingo

    Hosted by Stephanie Shippae. Free to play with 10 chances to win GCB prizes! • 7 – 9:30 p.m.

    Grand Central Brewhouse
    2340 Central Ave

    JUNE 16 | COCKtail WIGS & WIT

    3 comedians vs. 3 drag queens in a comedy battle royale. • 9 – 11:30 p.m.

    COCKtail
    2355 Central Ave

    JUNE 17 | PUNKY’S BAR & GRILL Rock The Night Away

    Erin Boone live music on the patio. • 6 – 9 p.m.

    Punky’s Bar & Grill
    3063 Central Ave

    JUNE 17 | COCKtail GAY ASS TRIVIA

    Just how well do you know your gay herstory? • 8 – 11 p.m.

    COCKtail
    2355 Central Ave

    JUNE 18 | DOG BAR Lip Sync Battle

    Pride in Grand Central Lip Sync Battle with DJ Shannon C & fundraiser for Girls Rock St. Pete. • 12 – 6 p.m.

    Dog Bar
    2300 Central Ave

    JUNE 18 | PUNKY’S BAR & GRILL Whoa-Oh-Oh-Oh

    Live Radio Broadcast from Punky’s 99 Jams. The Friday Night OLDSKOOL JAM w/Z-Man and J-Vo. 99 Jams WUJM “The Burg” 99.1 FM • 8 – 11 p.m.

    Punky’s Bar & Grill
    3063 Central Ave

    JUNE 18 | COCKtail THERE’S NO PLACE LIKE HOME!

    There’s no place like home! We’re glad Pride is back on Central and so are the dancers. Pole Dancers from 8 to midnight! • 8 – 11:30 p.m.

    COCKtail
    2355 Central Ave

    JUNE 19 | SIP, SHOP, HOORAY DJ & Specials

    DJ Shannon “Sip, Shop, & Kiki,” specials on clothes and drinks. • 1 – 4 p.m.

    Sip Shop Hooray
    2053 Central Ave

    JUNE 19 | PUNKY’S BAR & GRILL Brittany For The Win Live Music

    Brittany Baldwin live on the patio. • 6 – 9 p.m.

    Punky’s Bar & Grill
    3063 Central Ave

    JUNE 19 | COCKtail SISSY THAT WALK

    Sissy That Walk Saturday! It’s f*ckin’ pride and our queens have something to say. • 10:30 p.m. – 2 a.m.

    COCKtail
    2355 Central Ave

    JUNE 20 | DOG BAR Biscuit Brunch

    Pride in Grand Central Biscuit Brunch. Homemade biscuits & drink specials. • 12 – 3 p.m.

    Dog Bar
    2300 Central Ave

    JUNE 20 | THE GARAGE T-Dance

    4 – 9 p.m.

    The Garage
    2729 Central Ave

    JUNE 20 | COCKtail DADDY ISSUES

    It’s Father’s Day and we love our daddies. • 8 – 11 p.m.

    COCKtail
    2355 Central Ave

    JUNE 22 | PUNKY’S BAR & GRILL It’s On Bitches! Drag Queen Bingo

    It’s On Bitches! Drag Queen Bingo with Georgia Moore. Drag Queen Bingo Sponsored by House Wine.
    Donating all proceeds to Pride in Grand Central. • 7 – 9 p.m.

    Punky’s Bar & Grill
    3063 Central Ave

    JUNE 22 | COCKtail LOUD & PROUD KARAOKE

    We love our gay icons and we want ya to know. • 8 – 11:30 p.m.

    COCKtail
    2355 Central Ave

    JUNE 23 | COCKtail FRESH START: DRAG SHOWCASE

    Featuring talent that is either just starting out, or back from hiatus. • 11 p.m. – 3 a.m.

    COCKtail
    2355 Central Ave

    JUNE 24 | PUNKY’S BAR & GRILL Don’t Just Say Noe Live Music

    Lisa Noe live on the patio. • 6 – 9 p.m.

    Punky’s Bar & Grill
    3063 Central Ave

    JUNE 24 | GRAND CENTRAL BREWHOUSE The Ultimate Drag Show

    Jay Miah, as seen on “The Voice,” Adriana Sparkle, and Iman will perform 2 shows in the beer garden, accompanied by DJ TC Czaritsa. Meet the performers before the shows! • 7 – 11 p.m.

    Grand Central Brewhouse
    2340 Central Ave

    JUNE 24 | MIXER’S AT OKW Drag Trivia

    Drag Pride trivia with Miranda. • 7 – 9 p.m.

    Mixers at OKW
    2451 Central Ave

    JUNE 24 | COCKtail HIDE

    There’s something so right about a man in leather. DJ and go-go boys. • 8 p.m. – 1 a.m.

    COCKtail
    2355 Central Ave

    JUNE 25 | VFW Post 39 / Urban Brew & BBQ Street Party

    Music by DJ Hoof of Q105 and a Drag Show starring Brianna Summers and special guests. Food & drink specials and 50/50 tickets will be sold to benefit local LGBTQ Charities. • 5 – 11 p.m.

    VFW Post 39
    2599 Central Ave

    JUNE 25 | MIXER’S AT OKW DJ

    DJ Bill Kody all night. $3 SKYY Vodka and $3 Fireball. • 6 – 11 p.m.

    Mixers at OKW
    2451 Central Ave

    JUNE 25 | DOG BAR DJ Fugi

    Food truck: Maggie on the Move from 5 to 9. • 8 p.m. to 12 a.m.

    Dog Bar
    2300 Central Ave

    JUNE 25 | PUNKY’S BAR & GRILL Meet Z-Man and J-Vo – Live Broadcast with Special Guest – Darden Rice

    Meet Darden Rice, St. Petersburg Mayoral Candidate, then rock the night away at Punky’s OLDSKOOL JAM – Live Radio Broadcast. • 8 – 11 p.m.

    Punky’s Bar & Grill
    3063 Central Ave

    JUNE 25 | COCKtail WONDERFUL WIGS OF OZ

    Dancers and wigs and drag, oh my! • 8 – 11:30 p.m.

    COCKtail
    2355 Central Ave

    JUNE 26 | DOG BAR Unleash Your Pride

    We’re rolling out the green carpet to bring you unleashed doggie play time! Dog Bar will have doggie ice cream, misting fans to keep you and your pup cool, ice pools, swag bags for the first 25 guests, drinks specials, vendors market and more. 

    Food truck: Surly Mermaid 2 to 8 p.m.

    Lay Low After Party 9 p.m. to 12 a.m. Late night eats from Lay Low Chateau & drink specials! • 11 a.m. – midnight

    Dog Bar
    2300 Central Ave

    JUNE 26 | GRAND CENTRAL Block Party

    Enjoy the streets and sidewalks of Grand Central. The 2300 and 2400 blocks of Central will be closed on Saturday, June 26 from noon to 6 p.m. for a pedestrian-safe block party with live entertainment (including a major celebrity talent to be announced soon!) and fun times. Rainbow up! • 11 a.m. – 5 p.m.

    Grand Central
    2300-2400 Central Ave

    JUNE 26 | BLUE COTTAGE Celebrity Photo Opp

    JC Rea is the Entertainment Director at the Garage on Central Avenue. • 2 – 6 p.m.

    The Blue Cottage Home Decor
    2435 Central Ave

    JUNE 26 | AWAKENING WELLNESS Bollywood

    We’re celebrating Pride Bollywood-style with a stage drag show, music, vendors, games and prizes. • 6 – 10 p.m.

    Awakening Wellness
    2126 1st Avenue S.

    JUNE 26 | PUNKY’S BAR & GRILL Live Music

    Live Music on the Patio with Karmic Tattoo. • 6 – 9 p.m.

    Punky’s Bar & Grill
    3063 Central Ave

    JUNE 26 | PUNKY’S BAR & GRILL Come Out, Come Out, Wherever You Are.

    Come Out, Come Out, Wherever You Are for Karmic Tattoo’s Pride Appearance! Diversity Makes for a Better Cocktail party sponsored by Tito’s Vodka. Saturday Night Live on the patio featuring Lisa Noe and Amy Black. Tito’s Vodka will be serving up samples and Pride swag from 6 to 8. • 6 – 9 p.m.

    Punky’s Bar & Grill
    3063 Central Ave

    JUNE 26 | MIXER’S AT OKW Silent Disco

    Silent Disco. $3 SKYY & $3 Fireball. • 8 – 11:30 p.m.

    Mixers at OKW
    2451 Central Ave

    JUNE 26 | COCKtail COCK’D N LOADED

    We have some cocktails we think you should be double fisting. Mega Show starting at 9. • 9 – 11:30 p.m.

    COCKtail
    2355 Central Ave

    JUNE 27 | GRAND CENTRAL Rainbow Celebration & Sidewalk Stroll

    The Grand Finale Weekend party continues on the sidewalks of Grand Central. Enjoy Drag Brunch, Foam Party, T-Dance, Vendor Market, Dunk Booth and a Car Parade as we close out this years Pride celebration in style. • 10 a.m. – 7 p.m.

    Grand Central
    2300-2400 Central Ave

    June 27 | PRIDE CRUISE AROUND St Pete & Gulfport

    Join us as we cruise around St. Pete and Gulfport. 100% free! No entry fee. • 11 a.m. – 12:30 p.m.

    Decorate your vehicle and show your PRIDE! Meet at 10:30 and park, then promptly cruise at low speed through downtown St. Pete, then West to the Edge District in to the Grand Central District, then head to Gulfport Waterfront District, back through 22nd Street Main Street, the Warehouse Arts District, and ending in the Grand Central District.

    Drivers must be properly licensed and insured, follow all traffic laws and drive carefully! 

    #PrideinGrandCentral #ComeOUTStPete #GayStPete

    Start at Albert Whitted Park
    480 Bayshore Dr SE

    JUNE 27 | MIXER’S AT OKW Bubbles & Brunch Foam Party

    Foam party all day. Drag brunch at 1. Pop-up shops noon to 5. DJ Jayson. • 11 a.m. – 8 p.m.

    Mixers at OKW
    2451 Central Ave

    JUNE 27 | DOG BAR Doggie Fashion Show

    Vendors market continues & at 3 p.m. Pride Doggie Fashion Show. Food truck: Maggie on the Move • 12 – 6 p.m.

    Dog Bar
    2300 Central Ave

    June 27 | STUDIO b SALON Shampoo & Dunk Booth

    Dunk booth, prizes, and a spectacular new you! • 12 – 5 p.m.

    Studio b Salon
    3023 Central Ave

    JUNE 27 | PUNKY’S BAR & GRILL “Funky Pride Market” & OLDSKOOL JAM w/Z-Man and J-Vo.

    Pride Grand Finale Weekend at Punky’s “Funky Pride Market” with a variety of local vendors—featuring OLDSKOOL JAM w/Z-Man and J-Vo on the Patio. Don’t forget to take your Pride Selfie with the St. Petersburg Distillery Trolley! • 12 – 5 p.m.

    Punky’s Bar & Grill
    3063 Central Ave

    JUNE 27 | HAWTHORNE’S BOTTLE SHOPPE Rock Out With Your Rainbow Out

    Patio + Parking Lot party. Rainbow beer flight. Clara Rose Ice Cream Truck. Live face painting. DJ Valley. • 12 – 9 p.m.

    Hawthorne Bottle Shoppe
    2927 Central Avenue

    June 27 | COMEOUT Block Party

    OUT and PROUD 365 block party & vendor market. • 1 – 9 p.m.

    The Garage
    2729 Central Ave

    JUNE 27 | SIP, SHOP, HOORAY DJ & Specials

    DJ Boom “HOUSE OF PRIDE” 2 to 5. Drink specials. • 2 – 5 p.m.

    Sip Shop Hooray
    2053 Central Ave

    JUNE 27 | COCKtail COCK-EYED

    It’s been a long Pride and we’re no longer seeing straight. Relax & feast your eyes on our sexy go-go boys. • 8 – 11:30 p.m.

    COCKtail
    2355 Central Ave

    And now, a word from our sponsors …

    All of these amazing events in St. Pete’s Grand Central District wouldn’t be possible without equally amazing partnerships. Meet the businesses behind your new favorite Pride party.

    PRIDE IN GRAND CENTRAL SPONSORS:

    Gallery 3100

    Opening in September 2021, Gallery 3100 is a luxury apartment company with 122 units that aims to bring urban convenience into an artful setting. Discover unique, modern, studio-, one-bedroom and two-bedroom apartments only steps away from trendy restaurants, breweries, coffee shops—and even the Tampa Bay Rays—in the vibrant Grand Central District of St. Petersburg, Florida.

    Grand Central Brewhouse

    Using European-style serving tanks that result in fresher beer and a longer shelf-life, Grand Central Brewhouse is a passionately designed brewery, taproom, beer garden and event venue that offers world-class beer and extremely knowledgeable staff members. Enjoy lagers & ales with unique and distinct flavors while gathering, celebrating and making memories at the hub of Grand Central.

    Gay St. Pete House

    Originally built in 1929 as a single-family home for the mayor of the city, Gay St. Pete House is a relaxing, clean and affordable bed & breakfast located in the center of St. Petersburg. Explore the beaches, museums and LGBTQ+ friendly Grand Central District; or relax and spend time with family and friends in this old Key West-style oasis.

    ABSOLUTELY BEAUTIFUL FLOWERS

    With more than 20 years of experience designing fresh flowers and floral arts, Absolutely Beautiful Flowers is family-owned and operated full-service flower shop and event planning company committed to offering the freshest and finest floral arrangements and gifts in all of Florida. From birthdays to weddings and everything in between, Absolutely Beautiful Flowers believes every occasion should be special.

    Your Neighborhood Realty Associates, Inc.

    Founded in 1993, this family-owned and operated real estate company helps St. Pete locals buy and sell homes efficiently and professionally. From loan prequalification to closing the deal, Your Neighborhood Realty Associates Inc. is with you throughout the entire home buying and selling process.

    Tru by Hilton

    Tru is a modern, clean and informal hotel created by Hilton, located in the vibrant Grand Central district of St. Pete. Surrounded by museums, beaches, breweries, shops and restaurants, Tru by Hilton is convenient to everything, and has a fitness center, business center, meeting rooms and offers free breakfast.

    Cocktail st. pete

    With an atmosphere that mirrors the open-minded nature of St. Pete, Cocktail is a brand new craft cocktail and dance bar in Grand Central. With at atmosphere as vibrant as the drink menu, Cocktail is the perfect weekend hangout spot, day or night.

    Come out St. Pete

    Founded in 2017 in celebration of National Coming Out Day, Come Out St. Pete is a non-profit corporation with the mission to serve the Tampa Bay community by providing activities and events that raise awareness about, celebrate and advocate for the LGBTQ+ community.

    Blue Cottage

    Located in the Grand Central District in St. Pete, Blue Cottage is a local, small home goods boutique that allows customers to immerse themselves into aesthetically beautiful environments, and perhaps add something new and beautiful to their homes. From artwork to candles to specialty foods, you can find the perfect gift or piece to refresh your living space at Blue Cottage.

    Punky’s Bar & Grill

    LGBTQ+ owned Punky’s Bar & Grill brings burgers, daily specials and their famous wings to the Grand Central District. Sit inside and watch a game or music videos on one of the large TVs, or dine outside and enjoy the St. Pete weather—no matter where you choose, you can still enjoy Punky’s entertainment. Check out Tuesday night bingo and live music every Thursday.

    TITO’S VODKA

    Crafted using old-fashioned copper pots, and made from 100% corn (so it’s naturally gluten-free), Tito’s Vodka is known as one of the most popular vodkas enjoyed in the United States. Its smooth, rich taste and affordable price make this spirit a go-to for drinking at home, or out at a bar or restaurant.

    SWINGER’s

    Located in the heart of Grand Central, Swingers is a patio bar and grill that serves a wide variety of food and drink items in a cute, beachy atmosphere. Outdoor swing chairs add an interactive (and Instagrammable!) element to the patio, while live music and specials keep visitors entertained and engaged. Stop by for brunch and treat yourself to bottomless mimosas!

    We at Media Garage Group are also proud to be sponsors of Pride in Grand Central!

    This last year has been … less than ideal … for most people and small businesses. Pride has always served as a time for locals and visitors alike to come out, enjoy delicious food and drinks, sing, dance and be their most authentic selves. And although there isn’t a parade during St. Pete Pride 2021, there are more than 50 new events for you to discover. So come out to the Grand Central District, the birthplace of Pride, and celebrate with us at Pride in Grand Central!

  • GRAND CENTRAL DISTRICT OF ST. PETERSBURG VIDEO TOUR (VOL. 1)

    GRAND CENTRAL DISTRICT OF ST. PETERSBURG VIDEO TOUR (VOL. 1)

    WELCOME TO THE GRAND CENTRAL DISTRICT

    Home to more than 350 locally owned and operated independent businesses, the Grand Central District of St. Petersburg, Florida, spans between 16th and 31st Streets and includes 1st Avenue North, Central Avenue, and 1st Avenue South. It is pedestrian-, bicycle-, scooter-, and dog-friendly!

    The motto in the Grand Central District is “This is where the locals go” because it’s bordered by residential neighborhoods. It’s also due, at least in part, to the fact that those who live and work here truly do love our neighborhood. We’re friends. We support each other. We look out for one another. The GCD is still alive and kickin’ a year post-lockdown because WE. WORK. HARD. We are artisans, regardless of trade. Whether we’re in advertising, brewing and selling beer, hand-crafting candles & apothecary items, or even providing a safe space for people to throw hatchets, we do everything in our power to ensure our products are top-notch and our customer service keeps people coming back.

    A NOTE FROM THE PRESIDENT

    karen helsinger media garage groupMedia Garage Group feels so lucky to have landed in the Grand Central District of St. Petersburg. Being a part of this community of merchants, restaurants, bars, breweries, art galleries, professional services, and health & wellness providers, has—hands down—been one of the best experiences of my professional career. It’s no doubt that Grand Central is “where the locals go.” These business owners have guts, grit, integrity, staying power, and big personalities; and their businesses are just as unique and quirky as the surrounding Historic Kenwood and Palmetto Park neighborhoods.

     

    —Karen Helsinger

    President, Grand Central District Association

    FEATURED GRAND CENTRAL DISTRICT BUSINESSES:

    Discover a bit more about the three Grand Central District business featured in our video at the top of the page.

    MIXERS AT OKW (OLD KEY WEST BAR & GRILL)

    Old Key West Bar & Grill is a great place to rest your feet from your weekend shopping on Central Avenue in St. Petersburg, or just kick back for a good meal after a long night on the town. OKW offers comforting American eats and rum cocktails in a casual space with outdoor seating. Mixers at OKW features a full liquor bar, live music, and great entertainment.

    THE BUNGALEAUX ON CENTRAL

    The Bungaleaux features unique furniture and accessories for the home. It’s St. Pete’s favorite place to find industrial hand-crafted pieces made by local artisans and eclectic home furnishings curated from all over the world. 

    HAWTHORNE BOTTLE SHOPPE

    Hawthorne Bottle Shoppe is a neighborhood social establishment and market dedicated to the education and enjoyment of craft beer, wine, and locally sourced deli offerings. More than a market, HBS offers more than 300 beers and 75 wines from around the world, eclectic knick-knacks, and an atmosphere that fosters neighborhood camaraderie. Drink in, take away, or both—that’s the easy decision at HBS.

  • CONTENT WORTH YOUR TIME: Q&A WITH KATE REUTER, ENTREPRENEURIAL COACH

    CONTENT WORTH YOUR TIME: Q&A WITH KATE REUTER, ENTREPRENEURIAL COACH

    Recently, we were lucky enough to pick the brain of entrepreneurial coach and bad@$$ business mom, Kate Reuter. Kate’s expertise is in Facebook ads, but she has several marketing skills in her—what I can only imagine is—very stylish clutch.

    Since we’re currently living in the time of Teams meetings, Zoom events and anti-physicality, we thought it would be most responsible to interview Kate digitally. So grab a comfy spot on your couch, pop off that mask, grab a glass of *much-deserved* wine and check out our interview with Kate below.

    kate reuter entrepreneurial coach

    Media Garage Group (MGG): SCENARIO: A fledgling entrepreneur books a consultation with you. He comes to you with only a good idea for a small business: a “brick and mortar” retail store (he has no current interest in expanding). He has done a ton of research to begin writing his business plan, but hasn’t even considered the marketing component of the plan yet (not even branding!). What are the first three things you tell him to do?

    Kate Reuter (KR): The first question I would ask him is to outline everything he knows about his ideal customer. I would have him go through exercises to get inside their brain and uncover what their greatest challenges, pain points, and desires are.

    Then, I would have him map out what he wants their customer journey to be.

    • Where will they first hear about his store?
    • How will they interact as they become more familiar with his store and his offerings?
    • How does he envision nurturing the relationship, creating trust, and eventually inviting them into the store?
    • What will their shopping and buying habits be like and how can he set the stage for an experience that will satisfy their expectations?

    Last, I like to use both qualitative and quantitative data to monitor progress, so I would have him consider what key performance indicators (KPIs) he will measure in order to track his performance.

    • What data around their interaction with the store and its online channels would he like to assess?
    • What does he envision would help him obtain a complete picture of the customer experience with the store, so that he can work to improve it, as well as cultivate loyalty and repeat business?

    MGG: I used a man in the above example because I know your business caters predominantly to women; moms, specifically. Have you experienced anything you’ve considered a missed opportunity because of this? Or does the niche target audience lend itself to more qualified leads?

    KR: Great question! I have pivoted my business and my ideal client many times over the last 20 years, so I have worked with so many different kinds. I still have clients who are not moms today!

    I tend to attract clients now who are similar to myself—those who are also moms and who may be struggling to balance it all while trying to grow a business. Being a single mom myself, as well as a cancer survivor, I tend to attract those who are passionate about their life, who value well-being, and those who want to build a business they can be proud of without driving themselves into the ground or sacrificing their ability to show up for their family. I also have an undergrad degree in Marketing and am part of the Master’s Program at USF, so I tend to attract other well-educated moms who came from corporate in the past, and who are ready to build something of their own, rather than be tied to a 9-to-5.

    That being said, I don’t typically turn away an opportunity to work with someone outside of my niche if they are committed to being successful, passionate about serving others, and willing to do the work.

    However, a key component of marketing and something that I teach my clients is the Power of One, and part of that strategy is focusing on just one type of client.

    When we narrow our focus to just one type of ideal client, it is much easier to get inside their head, understand them, and then show up and speak to them consistently! It makes the process of developing the right messaging, creating valuable content, and drafting copy that converts that much more streamlined.

    MGG: If you had to choose only one, what is the most important component of a successful Facebook ad?

    KR: It’s challenging to extract just one, since each variable of the campaign plays an important role to its success. It’s like asking which ingredient is the most important when you are baking! You need all of them to work together. Missing out on one ingredient can make it go terribly wrong! But, I can narrow it down to the top three:

    • Objective: What you tell Facebook your purpose of the ad is
    • Targeting: Who you want to see it
    • Copy: What you want to say to them

    Each of these components should be considered from the perspective of your client. What do they need to hear, see, and know from you though this ad; and what, specifically, do you want them to do as a result? Do all of those pieces make sense when you put them together?

    MGG: What’s the most common (or one of the most common) question entrepreneurs ask you? What’s your answer to it?

    KR: What’s the best way to __________________? (insert anything)

    As humans, we want to know the “how” and we want someone to tell us how to do it, and how to do it right the first time so we don’t fail.

    I’ve been a marketing consultant for a long time where I only gave the answers. Now I’m a coach and a strategist. So I coach on marketing strategy and on mindset. What I realized through two decades of doing this work is that we are not all building the same exact puzzle. And there are a few different ways to go about building a puzzle, period.

    Even with all of the “right answers,” you can still fail in business if you are not equipping yourself with the mentality you need to persevere.

    For many, that requires a coach who has gone through it themselves.

    I offer tons of options and best practices to my 1:1 clients. I tell them what I’ve seen in my past experience—but my experience is so vast that I also know there is not just one way that I have seen “work.”

    Those who are most successful are my clients who don’t just take my advice, but understand why, and they know how to replicate their success over and over again—with their own wisdom. I am their guide and I offer them support through powerful decision-making so they can implement strategies that they can sustain for the long-term.

    Once you have these powerful tools as part of your arsenal, you will come to understand that you can figure out anything and have the confidence to go after it. And you will keep going until you have it. You will simply find a way. And that is the most powerful position to be in as an entrepreneur.

    MGG: In the free mini-session description on your site, you say that you’ll help clients “uncover what is getting in the way” of their success, presumably. What do you find to be some of the most common culprits of blocking entrepreneurial success?

    KR:

    • Belief in themselves or their work
    • Thinking there is only one right way to be successful
    • Uncertainty around why they want this success for themselves
    • Thinking that they will feel better once they get “there” and not appreciating the journey

    The tools I have access to help us overcome all of these obstacles.

    MGG: Can you give us three tips or tricks for “killing it” at an in-person small business networking event? What about for a digital (i.e., Zoom, Teams, etc.) networking event?

    KR: I’m an introvert, so I’ve done a lot of personal work in this area, since it was a challenge for me in the beginning of my career! I love helping my clients through this process of developing confidence when networking and how to stand out from the crowd. I go more in depth on this podcast episode, but here are the top tips that apply to anyone:

    1. Go with an intention to serve, not sell.
    2. Get curious and ask open-ended questions.
    3. Allow yourself to be vulnerable and find deeper connections.

    If there was just one thing I would advise those who fear networking, it is to do some work prior to the event to prepare. I suggest journaling about who you want to show up as at the event. Visualize success for yourself and practice beforehand what that looks and sounds like (be specific).

    MGG: Have you ever had to “fire” a client? If so, how did you go about doing so? Under what circumstances would you fire a client?

    KR: Yes, I have one instance of this, where I walked away from the client relationship on the basis of disrespectful language and treatment of myself and others. I learned so much from that experience and the importance of setting boundaries in client relationships, as well. There is no mistreatment that is worth the money. There are not a lot of other circumstances I can think of that would warrant me firing another client, and I haven’t experienced anything close to that type of interaction since.

    MGG: Who are some of your favorite marketing (or Creative, in general) heroes? And/or who are some of your favorite marketing/Creative social media accounts to follow?

    KR: I am a firm believer that all of the knowledge we seek and the experience we have comes together to form the combination of traits and skill sets that allows each of us to deliver one-of-a-kind value to the world. And there have been so many authors, mentors, and influencers who have brought something interesting and unique to my work.

    One of the most recent books I recommend is “Atomic Habits” by James Clear. I am currently listening to “Think Like a Monk” by Jay Shetty on Audible.

    Other favorite mentors include Stephen Covey, Russell Brunson, Seth Godin, and Donald Miller. I am also mentored by Brooke Castillo of The Life Coach School, where I am becoming certified as a coach as well.

    MGG: What are a couple outdated/passé “marketing rules” or trends that you still see being practiced in the local and/or national marketplace?

    KR: I am not a fan of the word “formula.” There is no one right way. And this seems to go hand in hand with messaging that just feels less authentic.

    Authenticity in marketing is very important to me and something I coach my clients through.

    I also see many making mistakes with ads, thinking that they need to put all of the messaging and all of the calls-to-action in one ad. This gives a user too many decisions to make and therefore they do nothing.

    MGG: SCENARIO: You’re at a networking event and there’s someone in attendance who you don’t know, but who you really want to meet and talk to. What’s the best way to go about this without being creepy?

    KR: First, working on my objective in the first place and ensuring I like my reason for being there. Thoughts like “I have value to offer” or “I want to connect with this person” or “I want to help others” set the stage for an authentic conversation.

    I also love the power of questions in this type of scenario. So, I could make small talk, but more often, I will ask a question. I prefer open-ended questions like, “What brought you to this event today?” and “Could you tell me more about the work you do and why you do it?”

    These are the types of interactions people remember because you showed a genuine interest in them. The key is to remember to LISTEN WELL.

    MGG: What are three of your favorite desktop or mobile apps that aren’t *necessarily* for marketing, but have improved your digital marketing practices (e.g., a photo-editing app like VSCO, etc.)?

    KR: Yes, photo editors for sure Adobe Spark and VSCO are great, but mainly for me, Canva. It has been foundational to my content, especially in my private Facebook group.

    MGG: What is the book you gift most frequently? If not a book, what is one of your favorite “thank you” gifts to send?

    KR: I’ve given gifts and other giveaways with various journals and calendars, but also the Rocketbook.

    MGG: I love that your podcast is short, bite-sized chunks of information for entrepreneurs rather than the hours-long formats that many other entrepreneurs publish (some of them are great). Business-related or not, what are a few podcasts that are in your queue?

    KR:

    MGG: Okay, last question. What are your top 3 (or 3 that you like/believe in) holiday marketing and/or networking tips for small businesses?

    KR:

    • Plan ahead. Thoughtful promotion takes time, and we don’t want to sacrifice authenticity just to meet a goal. Give yourself time to plan and market special events or promotions. Depending on your industry and its offerings, allow 30-60 days to promote those important events and launches.
    • Join the conversation. If you are connected to your audience and their needs, you will also understand that you need to meet them where they are. Gain some insight into what their challenges are during this time, and ensure that what you offer is relevant and timely.
    • Get creative and show your personality! The holidays are a great time to showcase your personality or that of your brand, so have fun with it if that is your style! If you are honest with your perspective and delivery, you will attract those who love you and repel those who don’t. Either way, you will be showing up authentically and remain focused on connecting with clients who are the best fit.

    We’re so grateful for Kate’s time and sage advice. You can find her at her website, on Instagram, Facebook, Apple Podcasts and Spotify.

    And from our Media Garage family to yours, we wish you a very merry holiday season.
  • PRIDE 2020: RIGHTS, RIOTS & THE RAINBOW CONNECTION

    PRIDE 2020: RIGHTS, RIOTS & THE RAINBOW CONNECTION

    Someday we’ll find it

    The Rainbow Connection

    The lovers, the dreamers and me

    —Kermit the Frog

    It’s June. (IT IS?! I wasn’t aware time had meaning again.) LGBTQ+ Pride 2020 is here. For our beloved city—which, for the past five years, has scored a perfect 100 on the Human Rights Campaign’s annual Municipal Equality Index (MEI)—this typically means St. Pete Pride, a week-long celebration of unity, visibility and love. St. Pete Pride is Florida’s largest Pride celebration and USA Today‘s #2 Pride festival to attend in 2019. But, along with almost all public events scheduled for June, the festival was postponed (and then canceled altogether) due to COVID-19. The organization sent out a press release stating:

    After careful consideration and thorough exploration of alternatives with the city of St Petersburg, the Board of St Pete Pride has made the difficult decision to cancel all large in-person events originally scheduled for June 22 – 28, 2020. The initial hope was to postpone these events. However, the level of uncertainty and lack of clear guidance from experts prompted the decision to cancel as the Board deemed the health and safety of our community, both near and far, most important.

    This is obviously a bummer for the city, its people and its businesses. And for festival-goers who couldn’t wait to finally try body glitter (me). Last year alone, St. Pete Pride brought in roughly 250,000 attendees and $67.2 million. That’s nothing to sneeze (into your elbow, and then immediately wash your hands) at.

    A BRIEF HISTORY OF PRIDE

    Of those 250,000 St. Pete Pride attendees last year, only 14 knew anything about Pride’s history, according to a study I just made up to create this segue. That’s atrocious! FOURTEEN?! OUT OF 250,000?! No. Again, this isn’t factual information. “You’re losing me, Court. How can I trust you after that world-class dupe you just pulled?” When you’re older, you’ll come to realize I was only looking out for your best interest. Your mother and I are proud of you.

    BRENDA HOWARD

    Speaking of mothers (nailed it), bisexual activist, Brenda Howard, is considered to be “The Mother of Pride.” In July of 1969, one month after the Stonewall riots, Howard organized a rally. One year after Stonewall, she and a committee planned Gay Pride Week and the Christopher Street Liberation Day Parade. This week and parade evolved into the New York City Pride march and Pride festivals as we now know them around the world. Thanks to Ms. Howard, LGBTQ+ folks can be ourselves—completely and authentically, and without judgment—at least one day a year. That’s one day more than millions of our fore-queers and middle America sisters, brothers and non-binary siblings have ever gotten to experience. Thank you, Brenda.

    But. If we really want to understand the importance of Pride, we have to dig deeper.

    STONEWALL

    “The Stonewall Riots, as they became known, made one thing clear—the LGBT movement needed to be louder and more visible. Nothing was going to change if they continued their passive, non-threatening tactics.” — Holland, Brynn. “How Activists Plotted the First Gay Pride Parades.” History. 28 June 2019. Web. June 2020.

    The events that occurred at the Stonewall Inn in the wee hours of the morning on June 28, 1969 will forever live in LGBTQ+ history. The police staged a raid at Stonewall, an alleged mafia-run gay bar in Greenwich Village, New York City. Throughout the state, it was illegal to serve alcohol to a gay person until 1966. And in 1969, being a homosexual was still considered a criminal offense. A CRIMINAL OFFENSE. Merely 51 years ago.

    These multi-angled legal limitations led many gay havens to operate without liquor licenses—essentially providing a welcome mat for raids and police brutality. This phenomenon wasn’t isolated to the coasts; police raids on gay bars were occurring all across the U.S during this time.

    So what actually happened during the Stonewall Riots?

    On June 28, 1969 at around 1:15 a.m., plainclothes NYPD officers arrived at the Stonewall Inn. They justified a raid with a search warrant, which authorized them to investigate illegal alcohol sales at the establishment. They interrogated the patrons, as they had during prior raids, and arrested 13 people. But this time, it was different.

    “The turning point came when the police had difficulty keeping a dyke in a patrol car. Three times she slid out and tried to walk away. The last time a cop bodily heaved her in. The crowd shrieked, ‘Police brutality!’ ‘Pigs!’ A few coins sailed through the air…escalated to nickels and quarters. A bottle. Another bottle.” — Smith, H. (1969, July 3). Full Moon Over the Stonewall. The Village Voice (v.XIV), pp. 1+

    In an interview with USA Today last year, Titus Montalvo, a hairdresser and makeup artist who was 16 at the time of the riots, said, “The majority of people at Stonewall were either drag queens or gay men of color.” In his book, “Stonewall: The Riots That Sparked the Gay Revolution,” writer David Carter mentions “three individuals known to have been in the vanguard of the pushback against the police at the uprising.” These people are Zazu Nova, Jackie Hormona and Marsha P. Johnson.

    MARSHA P. JOHNSON

    Born Malcolm Michaels Jr., Marsha P. Johnson was an American activist and self-identified drag queen. According to Susan Stryker, human gender and sexuality studies professor at the University of Arizona, Johnson’s gender expression could perhaps be called “gender non-conforming” these days, but the phrase, and term “transgender,” were not in the cultural lexicon at the time.

    Johnson was an outspoken advocate for gay rights: a founding member of both the Gay Liberation Front, and the advocacy organization, S.T.A.R. (Street Transvestite [sic] Action Revolutionaries). Johnson also modeled for Andy Warhol, and performed on stage with the drag performance troupe Hot Peaches.

    Some have credited Johnson for throwing “the shot glass heard around the world”; Johnson has denied it. Legend has it that police set fire to the Stonewall, stoking both the literal and metaphorical flames of the riot, and Johnson “threw a shot glass at a mirror in the torched bar screaming, ‘I got my civil rights!’”

    BLACK PRIDE

    black pride 2020

    To be completely honest, I had 95 percent of this blog post finished—written about the history of LGBTQ+ Pride, the importance of Pride festivals, and ideas for ways to celebrate in spite of a pandemic. But while the ink on Ahmaud Arbery‘s death certificate was still drying, George Floyd was killed by a white police officer in Minneapolis. After that, my dog costuming recommendations certainly didn’t hold as much cultural water.

    Black people and LGBTQ+ people have had to endure similar discrimination throughout history. Both groups have been treated as second-class citizens. Both groups have been physically and emotionally abused for factors out of their control (i.e., the color of one’s skin, sexual orientation and gender identity). There is, however, one major distinction between the two. Slavery is a uniquely Black experience. One that, even as a queer person, I can’t begin to imagine the generational effects of.

    In 1963, Dr. Martin Luther King, Jr. had a dream that one day, the nation would would rise up and live out the true meaning of its creed: “We hold these truths to be self-evident, that all men are created equal.” Nearly 60 years later, people of color are still waiting for equality.

    PROTESTS

    Contrary to Dr. King, human rights activist, Malcolm X, initially opposed non-violence as a means of attaining freedom. As written in his 1964 speech, “The Ballot or the Bullet,” “Black people are fed up with the dillydallying, pussyfooting, compromising approach that we’ve been using toward getting our freedom. We want freedom now, but we’re not going to get it saying ‘We Shall Overcome.’ We’ve got to fight until we overcome.“

    In 2016, when tensions in Charlotte, North Carolina over the shooting of Keith Lamont Scott quickly boiled over into violence, looting and riots, many people on social media questioned why participants would destroy their own communities. UCLA professor, Darnell Hunt, has the answer. “People participate in this type of event for a real reason,” he says. Hunt has studied the 1992 Rodney King riots in Los Angeles extensively. “It’s not just people taking advantage. It’s not just anger and frustration at the immediate or proximate cause. It’s always some underlying issue.“

    An issue, like say, this?

    LA Johnson/NPR

    The rate at which black Americans are killed by police is more than twice as high as the rate for white Americans. The above is a non-comprehensive list of deaths at the hands of police in the U.S. since Eric Garner’s death in July 2014.

    Or this?

    NAACP.org

    Or this?

    Honestly, I would’ve understood if the issue were merely “La La Land.” That being said, I enjoyed the film. It’s enjoyable by design. THIS IS HOW THEY GET US.

    Jokes aside, I’d like to remind people, at this juncture, that the protestors are protesting—it’s the looters who are looting.

    And then there are these people. Heavy sigh.

    WHAT YOU CAN DO

    I’ve learned through personal experience a friend that the best thing you can do for your UNRELENTING RAGE is to take positive action. Check out the resources below to get involved locally and nationally.

    #BlackLivesMatter & #PRIDE2020

    https://www.facebook.com/keepsaintpetersburglocal/photos/a.252811264777515/3163410430384236/?type=3&theater

    • Black Lives Matter

    • A list of resources for supporting the Black Lives Matter movement

    • Bail funds and other organizations fighting against oppression

    • How to help Black Lives Matter: 9 things you can do for the George Floyd protesters right now

    • George Floyd Was Murdered. We Must Not Be Silent—Here’s How to Help

    • Here’s How You Can Support the Black Community & the National Movement Right Now

    • Human Rights Campaign

    • HRC’s #PrideInside

    • Global Pride 2020

    • Pride Foundation

    • LGBTQ Pride Month and Education Resources

    • Each Mind Matters: LGBTQ Pride Resources

    • LGBTQ Charities

    • The Trevor Project — Saving Young LGBTQ Lives

    IN CONCLUSION

    I hope it’s clear that I use humor as a tool to soften the more hardened edges a bit. To balance out the nefarious reality in which we live. We live in a #CancelCulture where privileged people are allowed to wear outrage as an identity, but an unarmed black kid with Skittles in his pocket is somehow a threat that warrants murder.

    We must reflect upon our colorful past (I’m sorry) in order to learn from it. We must fully digest the words of the people who, 60 years ago, were telling us the EXACT. SAME. SH*T. that proponents of equality are telling us today. We don’t always have to agree, but we do have to respect one another. We have to change our collective perspective from anti-upheaval to pro-peace.

    For Kermit the Frog (and Elphaba, if we’re on the subject), it wasn’t easy being green. These days, it’s not easy being black, brown, or queer. But “The Rainbow Connection” is about faith. It’s about seeing something—hope—that other people may not see. The “Connection” is a tether from our dreams to our reality; and a hope that, one day, the two will be one and the same. Just as hope is something that can only exist if it is believed, hope can inspire people to do great and powerful things.

    Why are there so many
    Songs about rainbows
    And what’s on the other side
    Rainbows are visions
    They’re only illusions
    And rainbows have nothing to hide
    So we’ve been told and some chose to
    Believe it
    But I know they’re wrong wait and see

    Someday we’ll find it
    The Rainbow Connection

    The lovers, the dreamers and me

  • 10 TIPS FOR ADVERTISING & MARKETING DURING CORONAVIRUS

    10 TIPS FOR ADVERTISING & MARKETING DURING CORONAVIRUS

    As we continue to face the global health crisis that is COVID-19 (Coronavirus), both consumers and advertisers are taking major hits from all sides. People in all affected countries are now encouraged to take part in “social distancing.” This practice, alone, financially hurts companies across almost all sectors. (Economic pain aside, the goal of social distancing is to help slow or stop the transmission of disease; this allows for healthcare establishments to better treat current patients, and better prepare for future ones.) But most businesses—from mom-and-pop shops to major airlines—will suffer during this uncertain time.

    Perhaps counterintuitively, this is not the time to stop your advertising and marketing efforts.

    Tweak your strategy? Sure. Reevaluate customer needs? Absolutely. Cut poor-performing products and eliminate low-yield endeavors? Yes, we’re with you. But DON’T STOP your advertising efforts, completely.

    Companies that put customer needs under the microscope, take a scalpel rather than a cleaver to the marketing budget, and nimbly adjust strategies, tactics, and product offerings in response to shifting demand are more likely than others to flourish both during and after a recession.

    John Quelch & Katherine E. Jocz, Harvard Business Review

    Quelch and Jocz further explain, “On average, increases in marketing spending during a recession have boosted financial performance throughout the year following the recession.” And although this information is in reference to the 2008 recession, what’s past is prologue. Economic recessions, natural disasters, global health concerns—these are the types of catastrophic events that cause major shifts in the marketplace.

    It’s a sensitive time, particularly for advertisers and marketers. Although it is our job to continue to promote goods & services, there’s a fine line between being mindful and newsjacking. It’s our responsibility to err on the side of caution when crafting and publishing brand messages, and to put our empathetic foot forward.

    Here are Media Garage Group’s top 10 tips for advertising and marketing during Coronavirus:

    1. STAY IN FRONT OF YOUR AUDIENCE, RESPECTFULLY

    Right now, if you’re a brand like Clorox or Purell, you’re most likely having issues with supply rather than demand: Consumer demand for hand sanitizer has grown by 1,400 percent from December 2019 to January 2020. For the rest of us—brands that may not seem as “essential,” or brands that offer higher-end, or disposable income-related goods or services—we still need to get ourselves out there. Jason Keith, CEO and lead analyst at Social Fresh, recommends to, “Focus on positive ways your brand can create engagement or at a minimum stay top of mind, but don’t stretch beyond what is reasonable.” Think thoughtful, relevant content as it relates to your customers’ current situations.

    One great example of this is from the meditation and sleeping app, Headspace. Their Co-Founder and CEO, Rich Pierson, published an article on LinkedIn explaining, “Here at Headspace, we’ve heard stories of anxiety, uncertainty and fear from hundreds of business leaders, healthcare providers, gig economy workers, teachers, parents, students and caregivers all over the world.” He continued by stating, “So today, we’re taking several steps to help.”

    These steps include providing free subscriptions to U.S. healthcare providers, teachers and caregivers; unlocking free, specially curated mindfulness content; and sharing Headspace for Work, which was previously only available to clients and customers.

    2. REASSURE CLIENTS & CUSTOMERS

    We all have things we’re comforted by. Living in uncertainty, in particular, drives us to seek the familiar—the people, pets, places and products who/that provide a sense of security. During hard times, the best thing brands can do is stay calm and be as sensitive as possible when adding to the noise.

    • Put customer service at the forefront of your messaging.
    • Stop ALL “scheduled” posting.
    • Concentrate on current customers, not converting new ones.
    • Craft messaging that reinforces an emotional connection and reassures customers that “we’re in this together.”

    3. REDIRECT DIGITAL MARKETING BUDGET

    If you’re currently running banner ads, freeze them until the end of the month. Banner ads have limited space, and right now, brands need to convey messages that are especially nuanced. Redirect those ad dollars into efforts that can provide more real estate (e.g., content) and measurable results (e.g., social media ads).

    4. PROVIDE HELPFUL INFO, BUT STAY IN YOUR LANE

    In times like these, it is of the utmost importance to be self-aware. Know who you are as a brand, and know what fits within the “tone” of your brand’s personality. A local restaurant shouldn’t necessarily be sharing statistics from the CDC. The restaurant could, however, create an easy takeout entree or meal kit and promote that. The goal is to add value or provide solutions for customers.

    Local distillery, Kozuba & Sons, is doing just that. They’re currently halting all liquor production and reallocating their resources—in this case, their highest-grade spirit that would’ve been used to make vodka—to produce hand sanitizer.

    5. REQUEST BONUS SPOTS FROM MEDIA PARTNERS

    Contact all the TV, radio and outdoor sales representatives you work with to inquire about available inventory. More than likely, the reps will have spaces they need to fill during this crisis. You may be able to secure free ad space—therefore, more frequency of your advertising message—just by asking for it.

    6. RESTRUCTURE PAYMENT SCHEDULE

    Money’s tight for everyone right now. So unless you’re Clorox or Purell, it may behoove you to work with your media partners to request that your campaign stay active, but restructure your payment schedule. Perhaps you can come to an agreement that you’ll pay in full at the end of your contract; or you can divide this month’s payment into installments. One potential solution is to split your March payment, along with initial planned spending, into four installments; paying in September, October, November and December. This agreement would allow you to reduce your current cash outlay and take some of the pressure off.

    7. REVIEW ALL CANCELLATION POLICIES AND MAKE REQUESTS AS NEEDED

    Television and radio stations will often have a two-week cancellation policy. While advertising and marketing during Coronavirus, it’s nearly impossible to prepare for what will happen day-by-day, let alone two weeks in advance. Work with your media partners to see if you can negotiate a shorter cancellation period. For example, if you’re able to secure a one-week cancellation period, it will be much easier to pull your scheduled ads if you decide it’s the best decision for your business.

    8. AVOID INSENSITIVE OR OPPORTUNISTIC MESSAGING—USE COMMON SENSE!

    Some top-tier brands like Hershey’s and KFC have decided to change their creative in response to COVID-19 fears. Physical contact was at the center of both brands’ original spots—this would’ve clearly opposed health officials’ social distancing recommendations. On one hand lies the sentiment that consumers are rationally minded. Tim Smith, president of the agency Chemistry, says, “You’ve got trust in your audience to know you’re not saying you’re promoting things irresponsibly just because you’re showing somebody hugging.”

    On the other hand, it’s a particularly sensitive time for people and any marketing misstep could be amplified by this heightened state. “It can create a situation where there’s a lot of negative sentiment associated with a brand, and then that can spiral out of control, even if the reality is that we need to be showing each other some love as a society these days,” explains Jesse Purewal, partner at growth consultancy Prophet.

    One thing is for sure: how marketers handle Coronavirus will certainly separate the pros from the amateurs.

    Remember when everyone thought they could buy social media services for a few hundred dollars because their kid in college could do it? Now this will reset the playing field.

    Kristen Ruby, Adweek

    9. EMPLOY A ‘MARATHON NOT SPRINT’ MENTALITY

    Although it may be a good time to reflect on your messaging and make adjustments where necessary, no professional worth her or his salt would ever recommend a full marketing shut down. You still have a business to run. In the Harvard Business Review, Quelch and Jocz write, “During recessions it’s more important than ever to remember that loyal customers are the primary, enduring source of cash flow and organic growth. Marketing isn’t optional—it’s a ‘good cost,’ essential to bringing in revenues from these key customers and others.”

    Now is the time to reinforce your brand’s core proposition, not the time to slam on the brakes. Eliminating your advertising and marketing efforts altogether will result in spending much more to regain your share of voice once we’re through the weeds. Slow and steady wins the race.

    10. DO NOT MAKE MAJOR DECISIONS OUT OF FEAR

    Knee-jerk solutions to temporary problems can have long-term effects on business profitability. Everyone is scared right now, but as with anything, this too shall pass. And once it does, you’ll want to be able to hit the ground running. A Nielsen study of the U.S. market highlights how quickly consumers can digest and process new outbreak information and then make spending decisions tied to that information. Continue creating ad campaigns, work ahead and be prepared for good news. Because, eventually, it will come.

    In conclusion, wash your hands, stay home when you can, and remember that—despite how it may feel right now—this is temporary.

  • WHY TO SPEND YOUR HOLIDAYS (AND YOUR MONEY!) IN ST. PETE

    WHY TO SPEND YOUR HOLIDAYS (AND YOUR MONEY!) IN ST. PETE

    We’re less than a week away from Christmas and the holiday cheer in St. Pete, Florida isn’t slowing down anytime soon. If you’re looking for Santa-approved things to do, places to go and unique gifts to buy, look no further than #DTSP! Check out some of our favorite picks for St. Pete wintertime wonder and NYE excitement.

    LIGHTS!

    The best holiday light displays around St. Pete.

    Enchant Christmas

    TROPICANA FIELD / THROUGH DECEMBER 29, 2019

    Touted as having “The World’s Largest Christmas Light Maze,” Enchant Christmas is a spectacle for all ages. Beautiful illuminated reindeer “sculptures” and installations make it very ‘Grammable. There’s also a market, live entertainment, overly priced but what the hell, it’s the holidays! drinks and—my favorite part—the ice skating loop. Did I bust my knee open trying to do some ice dancing with my nephew? Yes. Was it worth it? Absolutely. Just be prepared to say “there are so many people here” a lot.

    Oakdale Christmas House

    2719 OAKDALE STREET SOUTH / 6 P.M. DAILY THROUGH JANUARY 3, 2020

    According to the Tampa Bay Times, “the 43rd annual light display with religious representations includes lit walkways, water fountains, a computerized light show, animated dolls, a three-story snowman and an 18-train model railroad.” Holy Christmas!

    WATERFRONT LIGHT DISPLAY

    STRAUB PARK, BEACH DRIVE & FIFTH AVENUE NE / THROUGH JANUARY 1, 2020

    Photo credit: Tampa Bay Times

    Stroll along the waterfront and feast your eyes on thousands of lights, decorations and a giant holiday greeting card display created by local teens and participants from St. Pete recreation centers.

    CHRISTMAS BOAT PARTY

    THE GETAWAY / 6 TO 10 P.M. • SATURDAY, DECEMBER 21, 2019

    Photo credit: The Getaway

    If you’re all about that #SaltLife, this is the event for you. (And it’s free admission!) Do Christmas Florida-style while listening to live music, eating fresh seafood, drinking tiki cocktails and admiring docked boats that are decorated with a whole lotta holiday cheer!

    CAMERA!

    Where to catch holiday movies and snap photos with Santa!

    HOLIDAY MOVIES IN THE PARK

    VINOY PARK / 7 P.M. • DECEMBER 21, 2019

    Photo credit: Walmart.com

    Grab your lawn chairs and blankets to get cozy on the grass for a viewing of 1994’s The Santa Clause starring Tim Allen. This family-friendly event is free and open to the public.

    MEET SANTA

    NORTH STRAUB PARK / 6 TO 9 P.M. DAILY THROUGH DECEMBER 23, 2019

    Photo credit: St. Petersburg Parks & Recreation

    Along with Holiday Movies in the Park, Meet Santa is part of the new Holidays in the Sunshine City event that incorporates all St. Petersburg’s holiday festivities sponsored by the St. Petersburg Parks and Recreation Department and the City of St. Petersburg. Traumatize Surprise your kids and get to know ol’ Saint Nick at this free event—cameras & photos welcome!

    PET PHOTOS WITH SANTA

    TYRONE SQUARE MALL / 9 A.M. TO 9 P.M. DEC. 20-23 & 8 A.M. TO 6 P.M. DEC. 24, 2019

    Photo credit: Parade.com

    Bring your pet to Dillard’s Court at Tyrone Square Mall for an extra-special Christmas photo op! The Jolly One will be there to sit for photos with your fur babies now through Christmas Eve. PRO TIP: Even Santa has to take breaks, so avoid 1:15 – 2:00 p.m. Monday through Saturday; 2:15 – 3 p.m. Sunday.

    ACTION!

    Christmas activities, New Year’s nightlife and last-minute holiday shopping destinations.

    UGLY SWEATER PARTIES

    Photo credit: Etsy.com

    DOG BAR / 6 TO 11 P.M. • DECEMBER 20, 2019

    Live DJ, BBQ, raffles, JELL-O shots and adoptable pets! What more could you want out of a party?! Dress yourself and your pet in the gaudiest garb you can find and enter the contest!

    3 DAUGHTERS BREWING / 8 TO 11 P.M. • DECEMBER 20, 2019

    It’s time to get tacky! Enjoy live music from The Spazmatics from 8 to 11 p.m., but feel free to come early for this all-day event. Cold beer. Free admission.

    MACDINTON’S ST. PETE / 7 P.M. TO 1:30 A.M. • DECEMBER 24, 2019

    Grandma knitted you that sweater for a reason—to win MacDinton’s Ugliest Sweater Contest! (Sorry, Doris. Although the design is questionable, the garment is exquisitely crafted. Just like you.) (The “exquisite” part, not the “questionable” part.) Contest winners will receive prizes sponsored by Tito’s Vodka. Donate a brand new teddy bear for the Rough Riders Annual Holiday Teddy Bear Drive because a.) it’s a nice thing to do for a child this holiday season; and b.) for each bear you donate, you’ll receive a raffle ticket to win a Tito’s basket o’ holiday cheer(s)!

    Moscow Ballet’s Great Russian Nutcracker

    THE MAHAFFEY THEATER / 7 P.M. DEC. 26; 3 P.M. & 7 P.M. DEC. 27, 2019

    Photo credit: Duke Energy Center For The Arts — The Mahaffey Theater

    Don’t miss the Moscow Ballet’s breathtaking interpretation of this quintessential holiday performance featuring an iconic score by Tchaikovsky. Dancers tell this timeless tale of a little girl’s Christmas Eve dreams through a fantasy of music and movement. Tickets start at $34.50.

    NEW YEAR’S CELEBRATIONS

    Photo credit: Grammarly.com

    RED MESA CANTINA: RING IN THE ROARING TWENTIES / 8 P.M. TO 1 A.M.

    MUSEUM OF FINE ARTS: NYE@MFA | FLIGHTS OF FANCY / 9 P.M. TO 1 A.M.

    THE VORTEX BAR & GAME ROOM: A ROARING 2020 NEW YEAR’S EVE / 8 P.M. TO 3 A.M.

    THE MANDARIN HIDE: NYE DECADENCE 2020 / 8 P.M. TO 1 A.M.

    THE ESTATE: NEW YEAR’S EVE 2020 | BUBBLES & BOTTLES / 9 P.M. TO 3 A.M.

    ST. PETERSBURG COLISEUM: SWINGIN’ THE NEW YEAR / 7:30 P.M. TO 1 A.M.

    RINGSIDE CAFE: NEW YEAR’S EVE | RJ DOES TALKING HEADS W/ ELLA JET & FUTURE SOUL / 9 P.M. TO 1:30 A.M.

    … just to name a few.

    LAST-MINUTE SHOPPING

    We’re big fans of shopping locally—particularly in the Grand Central District—for holiday gifts. Here are our favorite selections for unique, intentional, hand-crafted goodies to fill stockings (or really any container or box you’d like).

    THE BUNGALEAUX ON CENTRAL

    Discover one-of-a-kind furniture and accessories for the home. The Bungaleaux carries industrial hand-crafted pieces by local artisans & eclectic home furnishings hand-picked from all over the world.

    PIECES OF A DREAM

    Patti, Pieces of a Dream’s owner, describes her store as “your destination to Celebrate Your Senses and find unique and distinctive ‘Gifts You’ll Love to Give and Receive’.”

    CREATIVE CLAY

    Creative Clay‘s vision is to “make the arts accessible to all” by providing expressive, educational and vocational experiences for people with disabilities. The gifts you’ll find at their brick & mortar and online store are individually created by Creative Clay artists. From clothing to home decor to greeting cards, Creative Clay is sure to have something for everyone on your list.

    HAWTHORNE BOTTLE SHOPPE

    With more than 300 craft beer offerings and 75 distinct wines, Hawthorne Bottle Shoppe is your resource for buying rare & craft libations like a local. Grab some lunch before you shop—they also have at least 10 beers on tap and 8 deli selections.

    My last reason to spend your holidays in St. Pete goes out to my northern friends: IT DOESN’T SNOW HERE. I think I’ve proven my point.

    There you have it! If you have other suggestions or recommendations for this holiday list, let us know in the comments or on our Facebook Page!

    Happy Holidays from Media Garage Group and …

  • 4 WAYS PRACTICING GRATITUDE IN BUSINESS PAYS OFF

    4 WAYS PRACTICING GRATITUDE IN BUSINESS PAYS OFF

    It’s almost here. The day to see your extended family one of two times per year, stuff yourself silly with green bean casserole, pretend you know what a “cornerback” does, and think about what you’re grateful for. Just like the pilgrims and American indigenous peoples did!

    You know what they didn’t do? Take advantage of a holiday to create some of the best small business marketing content this side of the Mississippi. I mean, who would even do that?! Who would even say that?! The nerve of some people.

    On an unrelated note, in recent years, gratitude has proven to be increasingly responsible for one’s overall happiness and well-being. From simple things like thanking someone for holding an elevator, to intense week-long meditation retreats focused on the issue, gratitude allows us to heighten our frequency and change our perspective.

    Let’s take a deeper look at the role of gratitude in business.

    4 WAYS PRACTICING GRATITUDE IN BUSINESS PAYS OFF

    BECAUSE SCIENCE

    According to a 2017 Forbes article, we need three positives to outweigh the impact of one negative. In other words, we feel and hear negativity with three times the power that we experience positivity. The issue in our current culture, however, is that we tend to give 10 times more negative feedback than positive feedback. Essentially, we need a 3:1 ratio, but we get 1:10, which leaves us unfulfilled, anxious and depressed. This is why gratitude matters.

    Regularly expressing gratitude (the quality of being thankful and readiness to show appreciation) literally changes the molecular structure of the brain, keeps the gray matter functioning, and makes us healthier and happier. 

    — UCLA’s Mindfulness Awareness Research Center

    Practicing and experiencing gratitude literally has the power to rewire your brain. (And, yes, I know how literally works.) Gratitude serves as a sort of natural antidepressant. During the practice of gratitude—say, thinking about or writing down three to five things you’re grateful for—specific neural circuits are activated. Production of serotonin and dopamine increases, and neurotransmitters, or “chemical messengers,” travel neural pathways to the brain’s “pleasure” center. The more we practice, the stronger these neural pathways become—a phenomenon known as “Hebb’s Law,” which states: “Neurons that fire together, wire together.” “The more times a certain neural pathway is activated (neurons firing together), the less effort it takes to stimulate the pathway the next time (neurons wiring together).

    Source: The Neuroscience of Gratitude

    BECAUSE TEAM-BUILDING

    In a whitepaper published by the Dale Carnegie Institute, researchers found that “showing appreciation” was the number one blind spot for most leaders. Which, in turn, makes it the greatest opportunity for improving employee engagement and company performance.

    Gratitude is a social emotion—and moral emotion—that has the power to strengthen relationships because it requires us to take stock of how we are supported and affirmed by those around us. Additionally, gratitude puts us in a position to recognize how positive things in our lives, like a success at work, are often due to outside forces—particularly the efforts of others.

    Of course there are (and will be more) business leaders who believe that this type of attitude toward gratitude doesn’t belong in the workplace. Some believe it shows weakness or lacks professionalism. To those people I say …

    Let’s take a look at a few benefits of gratitude in the form of workplace recognition:

    • Motivates employees
    • Provides sense of accomplishment
    • Provides feeling of appreciation
    • Builds trust
    • Increases emotional resilience
    • Fosters cooperation
    • Decreases toxic emotions (e.g., envy, materialism, etc.)
    • Increases staff retention rates
    • Strengthens company loyalty
    • Promotes employee engagement

    Sources: Making the Business Case for Gratitude; How Gratitude Can Transform Your Workplace

    Keep in mind that in order for gratitude to work, it has to come from a genuine place. If done correctly, gratitude has the power to make your business more profitable because your employees will be more engaged and effective. However, if your team gets even a *whiff* of insincerity, you’re going to get the opposite effect—your employees will know you’re using them. You must honestly want what’s best for your team. And if you don’t want that, you may want to consider a new personality career.

    BECAUSE CUSTOMER SATISFACTION

    Establishing relationships is at the core of any business venture. Incorporating gratitude into this process will enable you to better connect with customers, attract new clients and foster beneficial rapport with manufacturers and suppliers.

    According to Betsy Bugg Holloway, a marketing professor Samford University in Birmingham, Alabama, gratitude is an effective tool largely because “it is a precursor to develop trust.” And trust, itself, is an extremely powerful driver of loyalty, no matter the type of relationship.

    Gratitude motivates positive reciprocal behavior. If a customer believes that a business has his [sic] best interests at heart, that customer is more inclined to develop a long-term relationship with the business.

    — Randy Raggio, marketing professor at the University of Richmond

    Let’s go over a few DOs and DON’Ts of gratitude with regard to current and potential customers.

    DOsDON’Ts
    Build memorable bonds that transcend “business relationships”Be afraid to show [rational] emotion; consider emotion a “weakness”
    Know your client well enough to add a unique, personal touch when sending a giftSend a faceless, generic gift to an important client
    Look people in the eye; give genuine compliments when they’re due; engage in active listeningLook at your phone during client meetings; dole out insincere “compliments” to further personal agenda

    When your customers believe you sincerely care about their well-being, they’re more likely to refer a friend, write a positive online review or pay a little more for your products and/or services in the future.

    Sources: 5 Reasons Why Practising [sic] Gratitude Is Great for Your Business; Why gratitude is good for business, year round

    BECAUSE THE BOTTOM LINE

    I hope it is becoming clear how important gratitude in business is. It’s one of those things that often gets overlooked in the day-to-day, but plays such a crucial role in a business’s ability to thrive.

    Still, many business leaders view gratitude as a social nicety rather than a tool to improve company performance. Perhaps some hard facts & figures from the Harvard Business Review will do the trick.

    • Depending on industry, acquiring a new customer is 5 to 25 times more expensive than retaining an existing one.
    • Increasing customer retention rates by 5% increases profits by 25% to 95%.

    Take, for example, Reston Limousine. In 2009, its President & CEO, Kristina Bouweiri, began holding fancy customer appreciation lunches for a friend’s lagging business. Those lunches provided Bouweiri with the opportunity to meet 900 clients, which gave her own business a healthy boost. She knew that her unexpected success was a testament to the power of appreciation and gratitude in business and immediately pivoted her strategy.

    From that point on, rather than going after new business, she and her team decided to go back to old clients and thank them—to develop relationships with them. For nearly 20 years, the Reston Limousine team had done little to nothing to show gratitude for its nearly 20,000 clients. “Now,” says Bouweiri, “I consider it the most important initiative that I have.”

    Similarly, Dr. Justin Wood, Th.d., CJME, who was given the task of reviving a dying restaurant, decided to put the practice of gratitude into place and had employees focus on making customers feel appreciated. Not only did this double business in a month, but continued to set quarterly financial records.

    I retain a high percentage of customers. This costs me less in marketing and those customers tell others of my services; in turn, gratitude saves me money, while making me money and costing me nothing.

    — Dr. Justin Wood, Th.d., CJME

    These examples only tout the benefits of gratitude toward clients. What about your internal team?

    Continuing on the idea that gratitude is a business tool rather than a “social nicety,” let’s take a look at employee turnover. Most employees leave a position because they feel disengaged. The root cause of this disengagement? A lack or total absence of gratitude in the workplace. They feel like they’re neither being seen nor appreciated at work.

    • 71% of American employees report feeling not fully engaged at work
    • 26% of American employees report feeling actively disengaged at work

    Fear not—there’s an easy solution. A study reported by Harvard Medical School and conducted by the Wharton School at the University of Pennsylvania found that employees who heard expressions of gratitude before doing work made 50% more progress on their goals. All because of something as simple as a sincere “thank you” or “great job.”

    Sources: Why gratitude is good for business, year round; 20 Examples of How Showing Gratitude Helped a Business; Why Expressing Gratitude Is Good For Business And People

    As technology continues to develop at lightning speeds and we become increasingly isolated from one another, it’s imperative that we all make an effort to reach out, listen carefully, speak intentionally and strengthen the bond that binds us all: love for our tribe. Whether it’s a familial tribe, professional tribe, or chosen tribe, if we don’t support one another—on any scale—the whole system collapses.

    We hold the power. We have the ability to not only reinforce our relationships, but to forge new ground and create bonds that we never imagined creating. Gratitude is the answer. This Thanksgiving, and every other day of the year, gratitude is the answer.

    So, from this boutique ad agency to you …

    THANK YOU FOR READING. WE APPRECIATE YOU.

  • 3 BRAND AUDIT BASICS FOR SMALL BUSINESSES

    3 BRAND AUDIT BASICS FOR SMALL BUSINESSES

    Before we dive into brand audit basics for small businesses, we must first define what we mean by “brand.” Neil Patel may have summarized it best when he wrote, “The only way you can survive and stand out from your competitors is through ‘differentiation.’ And what is it that differentiates your business from others? Brand!”

    Your business “brand” is its face, personality, fingerprint/footprint, tone of voice, relationship to others, USP (unique selling proposition; or, unique selling point), color, design, employee culture, history, ethics & values, position in the market — your business “brand” is greater than the sum of its parts.

    At our St Pete ad agency, we always encourage clients (and prospective clients) to think about their brand as if it were a person. We encourage them to define, in detail, who their brand is.

    If your brand were a person:
    • Is it more female/feminine or male/masculine? Or androgynous/both? What percentage of each?
    • What “generation” does it belong to? What is its age range?
    • What is its socioeconomic status/income?
    • How does it spend money (e.g., entertainment, travel, on specific material goods, etc.)?
    • What is its “voice” (e.g., serious and fact-oriented, youthful, energetic, dry wit, etc.)?
    • What are three words (adjectives) that describe your brand?
    • What color(s) is your brand?
    • What kind of clothes does your brand wear?
    • What are your brand’s political views?
    • What are three activities that your brand likes to do (e.g., bicycling, shopping, painting, etc.)?

    By considering these questions, you’ll gain a deeper understanding of your brand’s nuances. The answers to these questions can also help you build out “buyer personas.” By implementing buyer personas, you can target your advertising & marketing messages more effectively.

    Okay, now that we’re all on the same virtual page, let’s get into three brand audit basics for small businesses.

    KNOW YOUR ROLE.

    If you don’t understand your brand, how can you expect customers to? This understanding spans beyond mere comprehension of the goods and/or services your business offers; it’s a holistic understanding. It’s understanding the individual parts, themselves, but also understanding the whole brand and what it represents. Self-awareness is key.

    Things to consider:

    • Have you established brand guidelines? These are rules which allow/prohibit specific brand/logo usage.
    • How consistent is your brand’s communication? Do you use the same “tone” throughout all messaging?
    • What is your target audience’s demographics? Is your brand “speaking” to these people effectively?
    • What is your brand’s mission statement? Do your strategic business objectives support this mission?
    • What are the current strategies you use to accomplish these objectives/goals?

    BE CONSISTENT. B-E- CONSISTENT.

    Picture this: You’re at a very cool networking event and you meet a very cool person who hands you her very cool business card. I’m talking extra-thick on premium stock, with the perfect color and font selections, tastefully embossed. Emphasis on boss. At work the next day, you remember the card. You pull it out of your wallet, where you put it for safe-keeping, and navigate to the business URL. Suddenly your laptop starts blasting “Uptown Funk” for no apparent reason. What is happening?! OH NO, SHE HAS AUTO-PLAY MUSIC ON HER BUSINESS WEBSITE. AND … WAIT A MINUTE … IS THAT “PAPYRUS“?! THERE’S A VISITOR HIT COUNTER IN THE FOOTER?! I’M NUMBER 112. I GOTTA GET OUT OF HERE.

    It was a bait & switch. Your heart sinks. You’ll never trust again. 

    —SCENE—

    Okay, so maybe it won’t be that traumatic. Either way, inconsistency can kill a relationship before it has even begun. Your brand needs to tell a consistent story, no matter the medium. Consistency encompasses everything from the formatting of your business address, to the font size of sales sheet copy, to the bios in your social media profiles. How can potential clients or partners expect you to put your best foot forward for them if you’re not doing it for yourself?

    DON’T DISS DATA.

    Numbers don’t lie — so if you’re not collecting and reviewing data regularly, you’re omitting an important factor of brand perception. You should be analyzing both qualitative and quantitative data in order to paint a well-rounded picture of what you’re doing right, potential opportunities for growth and what you could be doing better. 

    Qualitative data includes:

    • Product/service surveys
      • Via email
      • Embedded in blog post on your site
      • In-house “comment cards,” etc.
    • Word of mouth & customer service feedback
    • Interviews & testimonials
    • Reader/user comments
      • On website
      • On social media
    • Focus groups

    Quantitative data includes:

    • Google Analytics for business website
      • Bounce rate
      • Traffic sources
      • Conversions, etc. 
    • Social media analytics
      • Fans/follower count
      • Engagement rate
      • Click-through rate, etc.
    • Sales reports

    If this seems daunting to you, it’s because it is. Conducting an effective brand audit is typically a sizable undertaking that many small business owners aren’t equipped to do. Further, many of these small business owners become paralyzed by the fear and anxiety of not knowing what to do, not knowing what they’re going to discover and/or discovering something unfavorable. Because of this, brand audits often get placed on the back burner … indefinitely.

    Brands are shaped by their audiences’ perceptions and experiences, and so a deep dive into the mindset of your key brand stakeholders is critical in identifying any gaps that exist between your current and desired brand perception. — Substance151

     

    Enter the pros. It’s time to take the brand audit off of your stove and put it into capable hands. Using your audit results, branding professionals like Media Garage Group can create a plan of action that targets specific facets of your business. Perhaps your brand audit data suggests that your local social media strategy isn’t engaging your target audience enough; or your billboards are attracting the wrong type of client — whatever the issue, we can get to the bottom of it. Even if it’s a Papyrus situation.

    Contact us today to get started.