Last week, I was asked to speak at The Independent Glass Association's (IGA) 2009 Marketing Conference at the Mandalay Bay Convention Center in Las Vegas.  The day-long conference focused on branding, social media, television and radio media buying, value-selling, and my topic "Internet Marketing: Optimizing Your Local Search".  The presentation was very well received and the feedback provided by the attendees suggested that it would be worthwhile to share the content with the "GTS Community".

At a high-level, the presentation focused on how independent automotive replacement glass company owners can compete against a national chain that is investing significant dollars in national television and on-line advertising to capture market share.  These glass company owners can not only compete with a national chain on-line, they can win.  More specifically, independent owners can leverage what they have that the competition does not - local stores, local brand awareness, and involvement in their local communities.

It is estimated that 40% of all Internet searches (via search engines like Google) include "Local Intent".  In other words, an on-line search aimed at finding something within a specific geographic area and typically seeking information online with the intention of making a transaction offline.  In our industry, anything on-line that traditionally was sought in the printed yellow pages.

In a Google results page, relevant local establishments providing the goods and/or services the searcher is searching for are most prominently displayed on page-1 with Google Maps and accompanying local business listings.  It is important that you optimize your business to appear at the top of these local business listings when a potential customer is looking for a good or service that you provide WHERE you provide it - for example, windshield repair in downtown Denver.

I shared with the attendees what we believe are the "Top 5" actions glass shop owners can take to kick-start their local Internet marketing strategy.  It is important to understand that when GTS manages a client's local Internet marketing strategy we routinely manage over 40 specific items on a monthly basis to optimize our clients business listing and mitigate any algorithm changes that occur at the major search engines.  However, we wanted to share the "Top 5" actions that are widely accepted as important first steps to launching a focused local Internet marketing strategy.

So, here is a very abbreviated look at our "Top 5":

#1.  Claim your business listing in Google's Local Business Center (Click Here to Access):  This is a Free listing where local customers already search Google for the products and services you offer.  From here you can create a business listing to be sure they find you and keep your address, phone number, hours of operation, and more up-to-date.

#2.  Leverage your Local Business Listing Address in City of Search:  Have a physical location and address in the city that is relevant to the search (w/s repair Denver).

#3.  Make sure your business information is accurate with the Major Data Providers:  A great way to learn more and utilize a very cost-effective service is http://www.universalbusinesslisting.org/

#4.  Connect to 3rd party local blogs, industry directories, and local sites:  Mentions of your business and locations on community blogs, directories, and sites (chamber of commerce, etc.) will drive improved ranking.

#5.  Customer Reviews:  The more on-line reviews about your business and specific locations, the better.

Soon we will have a recorded version of the presentation in the Internet Marketing section of the GTS community.  Feel free to check back for a more detailed exploration of each tactic.  If you absolutely can't wait....feel free to eMail me at mikej@gtsservices.com with any questions.

Washington, DC (August 6, 2009)  The National Glass Association announced today that GTS GlasPacLX Glazier Edition will be included in the special “Innovations Pavilion” at GlassBuild America 2009, to be held in Atlanta, September 30 through October 2. The pavilion will showcase cutting-edge technologies and other groundbreaking advances from across the glass industry.

Information on GTS newest version (5.0) of GlasPacLX Glazier Edition will be featured in the Innovation Pavilion and in the GTS booth #1711.

As our valued customer, we’re pleased to offer you a FREE registration admission to the trade show – a $70 value. To pre-register and to find out everything this industry event offers, visit www.GlassBuildAmerica.com .  Use our Customer Guest Pass Code: 09GTS.

Great news! You can now use your GTS software to check part pricing, availability, and eOrder from Mygrant Glass Company (See Press Release Below). To get started, login to www.gtscommunity.com and choose “Technical Support” to provide your Mygrant customer number to the GTS support team. The team will have you up and running in no time.

Mygrant Glass Company                                   CONTACT:

Daniel Parkinson

Mygrant Glass Company

510-259-2172

dparkinson@mygrantglass.com

Betsy Evanoff

GLAXIS

412-434-2790

sales@glaxissolutions.com

FOR IMMEDIATE RELEASE

Mygrant Glass now offers parts availability and ordering from GLAXIS connected retail shops.

HAYWARD, May 12, 2009 – For Mygrant Glass Company customers, checking parts availability and order status directly from GLAXIS enabled software means reduced down time, improved order fulfillment and cost savings. 

Dan Parkinson, IT Director of Mygrant Glass Company, said, “In today’s challenging economy, we need to maximize our efficiency and business process whenever possible. Our partnership with GLAXIS is more than a value added – it allows our customers to have instant access to the information they need to streamline operations and get orders filled faster and more efficiently.”

John Morris, President, Jack Morris Auto Glass was the first to use the solution. “We’re relentless about happy customers. While we’re on the phone selling we check part availability, pricing and order right through our GTS software without disrupting the customer.  That time is valuable to us and our customers”.

“We’re pleased to add Mygrant Glass to the exceptional team of glass suppliers that partner with GLAXIS,” said Betsy Evanoff, business manager, GLAXIS. "When Mygrant Glass customers have quick access to order status or parts availability they are able to accelerate their business process and ultimately enjoy cost savings and improved profitability.”

GLAXIS provides an electronic hub that enables direct, secure communication with preferred business partners. GLAXIS technology connects, automates and maximizes the auto glass value chain.

About Mygrant Glass Company

Mygrant Glass is headquartered in Hayward, CAand is committed to maintaining the highest standard of service and the most extensive inventories possible. Mygrant stocks both OEM and generic brands from over 30 different factories around the world in an effort to provide our customers with the broadest choice of high-quality glass in the industry. To contact Mygrant Glass Company, go to www.mygrantglassonline.com.

About GLAXIS

GLAXIS provides technology solutions that streamline the automotive glass value chain. More than 3,000 U.S. glass shops, parts suppliers and insurance and fleet companies use GLAXIS products. To learn more, go to www.glaxissolutions.com.

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GLAXISis a trademark of Pittsburgh Glass Works, LLC.

I have been avoiding this....but, the Super Bowl is over (Go Steelers!).  The groundhog saw his shadow.  I need to accept that 2009 is here and make a New Year's resolution.  I'm not sure what is holding me back this year.  Maybe the uncertainty of what lies ahead in the economy, etc.  Regardless, 2008 is history and it is time to focus on overcoming what lies ahead to deliver a better performance than last year.

I have been speaking with a lot of our customers about this and I am finding out that I am not alone.  One thing is certain, all of us need to focus on actions that will enable our companies to emerge from this downturn stronger than the competition.  Most of my conversations have focused on conservation of cash or launching projects to improve productivity and reduce costs.  Some of our customers are investing heavily in marketing during this time in an effort to build their brand and pull in customers that can later become loyal advocates for their service.  These are the most interesting conversations given that many companies cut their marketing budgets to reduce expenses whenever times get tough.

These companies are focused on ROI for their marketing investment.  This is not the time to create a beautiful brochure that everyone likes unless it can be proven that it drives sales.  Many of these firms are shifting their marketing investments on-line so that they gain visibility into what drives new business and what does not.

Based on what I have learned from these companies I offer you the following 5 possible New Year resolutions in case you are like me, still struggling to pick one:

1.     I will establish an on-line presence – This is at least half the battle.  Establish a budget, allocate the funds, define your site's business objectives, and dedicate the people necessary to make it happen.

2.     I will engage and delight those who visit my website – Each customer’s experience should lead them down a path. A path that ends in a sale. Based on your knowledge of your target customer, what content will keep their eyes glued to your site?  What will make them take that next step towards the sale.  In the autoglass market GTS tool www.glassquoter.com has proven to be a viable interactive solution for on-line consumers.

3.    I will capitalize on my company's reputation – Your customers are conserving cash just like you for fear of what the future may hold. They can’t afford to spend money with a company that they do not trust. Capitalize on your good reputation and community involvement in your marketing messages. Activate your loyal customers and word-of-mouth recommendations with an e-mail campaign, on-line blog or customer review section on your website.

4.     I will fail quickly – Because web marketing is real-time it provides an inexpensive way to experiment and come up with creative ways to close business. You can quickly implement a new tactic or promotion and see results. If an idea is successful immediately test a slight variation of the idea to see if you can outdo the last one. If something is going to fail, do it quickly and then move on.  It is all about ROI and continuously improving to drive better results.

5.     I will seek expert advice – This is not a sales pitch!  Your budget can be wiped out quickly if you don't know what you are doing.  Expert advice is available for free on the Internet if you have the time to do the research.  Or, find someone with digital marketing as their core competency.  This will let you focus on your business while they help you bring on-line buyers to your company's doorstep.

After 15 years of bleeding "[PPG|http://www.ppg.com/]-Blue" I woke up on October 1st working for a new company....[Pittsburgh Glass Works|http://corporateportal.ppg.com/na/PGW/default.htm]. It has been many months in the making and after a lot of hard work we have reached this important milestone. Since the purchase by Kohlberg and Companyis now official, I can share with you my thoughts on the Company's path forward.

Bottom line, I am more excited about the future than ever.

Kohlberg & Company brings with it a wealth of knowledge and experience in the automotive industry. Our new Chairman and CEO, James D. Wiggins, has been affiliated with Kohlberg & Company since 1996. During his tenure with the firm, Mr. Wiggins has held the positions of Chairman and Chief Executive Officer of five Kohlberg portfolio companies in the automotive and industrial sectors. Prior to becoming an Operating Principal at Kohlberg, he was Group President of the Stant-Schrader Group of the Gates Group of Companies and then President and Chief Executive Officer of the Gates Group, a $3bn automotive and industrial subsidiary of Tomkins PLC.

The executive leadership of the business to support Mr. Wiggins has remained in tact. Although this is a time of unprecedented change, the core philosophies, vision, and strong leadership that have enabled the company to deliver superior products and services to the market remain stable.

From a focus perspective, it is a win for both PPG and Pittsburgh Glass Works. Clearly, PPG is shifting its' focus to be a coatings and specialty products company. As stated in the July 8, 2008 press releaseon the sale:

"This transaction is another positive step forward in our portfolio transformation," said Charles E. Bunch, PPG chairman and chief executive officer. "It enables us to focus more on coatings and specialty products, and significantly reduces PPG's exposure to the U.S. automotive market."

Whereas Pittsburgh Glass Works will be making significant investments in the business to grow, compete and deliver superior value to our customers.

For GTS customers specifically, our strategy remains the same. We will,

1. Maintain our leadership position in the auto glass software market

2. Grow by enhancing the value we bring to the residential and commercial flat glass software market

3. Diversify with new products and services in new markets

• Internet Marketing Services for the auto glass, flat glass and collision markets

• Partnership wtih Microsoft Dynamics "best-in-class" financial applications specifically tailored for the glass industry

And with the new Company I am more confident than ever that we will deliver on our promise.

Have you ever forgotten someone's name just as soon as you met them?

I recently listened to a speech on the book Remember Every Name Every Time: Corporate America's Memory Master Reveals His Secrets by Benjamin Levy. In the book Levy, a "memory trainer" known for wowing groups of 150 by reciting all of their names shortly after meeting them, describes two different procedures that can be used in any personal or professional setting.

The speech focused on the FACE approach, which teaches you to imprint correct names in the first place and then link them to specific faces. Not that I ever have a problem with this......but, I thought I would share the information I learned. (disclaimer: I have not read the book...just listened to the speech)

One of the goal's of the FACE approach is to say the name three times when you initially meet someone.

F = Focus When you are meeting new people you need to be fully present, in the moment. Truly appreciate why you are there and what this new person has to offer. Be more interested than interesting.

A = Ask When meeting someone new, repeat the name back to them in the form of a question. "Did you say your name was David?" or "What do you do for a living, David?"

C = Comment When you are talking to the person connect or categorize the name with someone you know or something that you appreciate. "Julie, my daughter's name is Julie." or "Woody, as in the best college football coach of all-time, Woody Hayes."

E = Employ During the discussion use the name at the beginning or at the end of a sentance. "It was very nice meeting you, Jack" or "You know Jack, this financial crisis is serious"

I have been testing this approach and it seems to be working fairly well for me.  The key will be practice, practice, practice.  

Amazon's Link to the book:

http://www.amazon.com/Remember-Every-Name-Time-Corporate/dp/0684873931/ref=sr_1_ 1?ie=UTF8&s=books&qid=1222709508&sr=8-1