January 2010

What we call the beginning is often the end. And to make an end is to make a beginning.
The end is where we start from. — T.S. Eliot

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2010: A Year for Change and Progress

There are so many things to look forward to with a new year: a new calendar on the desk, a personal resolve to do better, a fresh start. Perhaps the biggest thing is acknowledging that a challenging year is behind us. Already things are looking much improved, yet here are a couple of changes that we are facing in 2010.

First off, Sales Rep Faith Kaliszewski is leaving Isthmus. Faith (pictured at right) has been with Isthmus for more than six years. She started in Classifieds, and was integral in the conversion of that department to Inside Sales. She has adapted with a smile, always supportive of the new initiatives thrown in her direction. Faith recently became a mother, and she leaves Isthmus to focus solely on her infant son and family. To which we say "Congratulations and good for you, Faith!" There won't be too many tears, because whenever we think of Faith, we will recall her infectious laughter, and we'll smile to ourselves.

Inside Sales Coordinator Craig Cady will move into Faith's position. Many of you know Craig (pictured at left), as he frequently answers the phone when you call. Craig has big shoes to fill and we are confident he will do a great job.

We are also losing Advertising Coordinator Leigh-Ann Balthazor. Some of you have worked so closely with Leigh-Ann (pictured at right) you might have thought she was your sales rep. In truth, she supports the reps' efforts with expert care. She has handles a multitude of daily tasks, fielding everything from simple inquiries to mini disasters. She gets things done! Leigh-Ann has an answer for any question about Isthmus. She never seems stressed, even under pressure. While this makes her a great advertising coordinator, it will make her an extraordinary elementary school teacher.

We are filling Leigh-Ann's large shoes with recent UW-Madison grad Samantha Geary, who will join the staff officially on January 8.

Thank you to both, Faith and Leigh-Ann, for your years of service at Isthmus. You have both done a great job, and we will miss seeing you in the office. Congratulations Craig, and welcome to Samantha.

I would also like to thank you, our customers and readers.
Week-in and week-out, our small staff of just 35 employees produces an array of products to inform and entertain you.
Your loyalty is gratifying. And we could not do any of it without our incredibly valuable advertisers.
So more than ever: THANK YOU for being our customer!

2010 brings exciting events and new products
Here's a taste of what to expect:
Isthmus Beer & Cheese Fest: Taste the finest beer and cheese Wisconsin has to offer Saturday, January 30 at The Exhibition Hall at Alliant Energy Center. Buy your tickets today! Does your business have a connection to the beer or cheese industries? Be a sponsor or exhibitor by contacting Rachel Tatge: Call 608.251.5627 or email rtatge@isthmus.com. For more information, please visit the Isthmus Beer & Cheese website.

The Isthmus Big Eat: The 15th annual fundraiser for Family Centers is Monday, February 22 at Monona Terrance. More than 500 visitors enjoy delicious food and drink from restaurants in the Madison area, all for a good cause. You can participate as a sponsor or exhibitor by contacting Rachel Tatge: Call 608.251.5627 or email rtatge@isthmus.com. Don't want to set up shop? Buy a ticket instead and enjoy the fine dining atmosphere for an evening of fun. Click here for tickets. For more information, visit the website.

Isthmus Green Day: Madison's favorite eco-friendly expo celebrates its third year on Saturday, April 17 at Monona Terrace. On display are the latest trends, products and issues effecting the environment and how we live. Featuring more than 100 exhibitors, visitors enjoy informative speakers and interactive demonstrations throughout the day. Be a sponsor or exhibitor by contacting Rachel Tatge: Call 608.251.5627 or email rtatge@isthmus.com.

"We saw traffic increase significantly"
Isthmus Testimonials
"When we purchased Rutabaga, one of our first decisions was to add Isthmus to our advertising mix. Isthmus reaches our customer, and we saw traffic increase significantly. Isthmus is a no-brainer if you want to do business in Madison." — Darren Bush, Rutabaga Paddlesport Shop

Did you know? Isthmus is tops for events. Chamberlain Research shows that Isthmus and The Daily Page were selected most often by Madison residents as the primary source for entertainment coverage. Got an event? Connect to where Madison goes to find out about them. Contact your Isthmus sales representative or me for more information. Email me, Colin Murray, or call 608.251.5627 ext. 186.

Upcoming Special Sections

Health*Beauty*Fitness: Publishes Jan. 29; Reserve space by Jan. 20
Kids & Parents: Publishes Feb. 5. Reserve space by Jan. 29.
Isthmus Book of Love: Publishes Feb. 12. Reserve space by Feb. 3.
Get Smarter: Publishes Feb. 26. Reserve space by Feb. 17.
Kids & Parents: Publishes March 5. Reserve space by Feb. 26.
Wisconsin Film Festival Guide: Publishes March 19. Reserve space by March 3.

Jacqui’s Sales Tip of the Month

There seem to be signs of recovery in the economy, but even the most optimistic of commentators hedge their bets. They warn that it will be slow and challenging. What they don't say is that the nation's sales force can help to change the pace of recovery by practicing sound economic development activities every day. While others may wait for someone to fix the economy, sales professionals know, as Katherine Hepburn put it, "If you don't paddle your own canoe, you don't move."
You are not willing to let 2010 be as challenging as 2009. You want and need more security, both financial and emotional, than you experienced last year, and you will be out there paddling upstream if necessary to make it happen.
All I ask, as you paddle like fury, is that you paddle in the right direction. Make sure when you arrive at your destination, you and your company are in a good position. Make sure your products and services are effective for those who purchase them. Then your customers will want you to extend your stay.
Chart your course, pack supplies, point your canoe and set off optimistically. Look out for the opportunities to speed your travel and arrive at your desired destination sooner and with great stories to tell of your journey!

Jacqui Sakowski is president of Sakowski Consulting, LLC, a sales coaching, training and consulting company here in Madison. Jacqui brings more than 25 years of sales and management guidance to companies across the US. In this column, she will challenge us to think differently about important aspects of the sales process. If you have a question you’re burning for an answer to, send it to Jacqui at Jacqui@sakowskiconsulting.com, 608.218.9003.

Strategic Thinking from Kay Plantes: Embrace the small market advantage

Too many companies think that size of market is what matters. They could not be more wrong.
The number of customers you have is the product of four forces: 1. The number of potential customers in the market; 2. The percent that are aware of you; 3. The percent that will consider you; and 4. The percent that will select you over their alternatives.
Smaller target markets offer many advantages: It's less expensive to build awareness and two-way communication; it's easier to meet their needs exactly; it's often easier to be better than the companies trying to serve much wider target markets.
Drive up your awareness, consideration and win rates, and you'll have more customers than being "one of the pack" serving a much larger market. Who are YOU for?
To learn more about winning strategies, read Kay's business model innovation blog or her book Beyond Price: Differentiate Your Company in Ways that Really Matter (Greenleaf Book Group, 2009)

Social Network Marketing: Blogging

By Andrea Barber: Why should your business adopt a social network marketing strategy? Social network marketing allows businesses to interact one-on-one with customers and prospective customers, facilitating an open dialog with your clients. And it's popular. A recent study by Experian Simmons indicated 54% of adults have visited an online social networking site in the past month.
Creating a blog for your business is one of the easiest ways to control your online image. A blog is an online journal; the term is derived from "web log." There is a multitude of blog services you can use to get started, including Word Press, BlogSpot, and Typepad. If your business currently has a website, your IT professional may be able to create a user-generated content section to use as a blog.
Once you have chosen a service, your next step is to start writing. And to keep writing. As with all social network mediums, your goal is to keep your viewers reading.
You can start by talking about your business and its products. Do you have a new product coming in? What are some experiences that may be exclusive to your industry?
Every business has topics to write about. If you own a restaurant, you can provide recipes, explain why you chose certain menu items, or share where and why you purchase certain food. If you work in retail, you can talk about the products you are selling, where the products are from, or fun stories from satisfied customers.
Fiskars is frequently cited as an example of exactly what a successful business acheives with social network marketing: An audience so excited about a product that they visit the blog. In 2006, Fiskars recruited online ambassadors and brought them to their office in Madison, to educate them about the company, its products and its values. Fiskars empowered this group to blog on the company website about Fiskars products. It worked. Fiskers Fiskateer blog has a dedicated group of readers and generates millions of pageviews. Other businesses that successfully use blogs include: L20 restaurant; Harley Davidson Museum; Graco; and Brennan's Market.
Next Month: Online Communities and Your Business
Andrea Barber is the owner and lead alchemist of Apothecary, a full-service marketing communications agency based in Madison. Become an Apothecary fan on Facebook, and follow Apothecary Tweets here.

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The power of email — it still packs a punch

Isthmus email newsletters are reaching a wider audience every day. Have you signed up for more than one? Not only do we provide Isthmus Advertising News, specifically for our Isthmus|The Daily Page advertisers, but we currently publish two others weekly:
Isthmus On Tap: Every Thursday, Isthmus Promotions offers the latest event news, local happenings, ticket giveaways, and more, along with links to top Isthmus stories.
Isthmus Movie Times: From the multiplex to the obscure, get the comprehensive movie times for the Madison metro area, in your inbox every Friday.
Isthmus Marketplace: Sign up to get hot tips on super sales and specials from Madison-area retailers.
To sign up for the newsletters of your choice, CLICK HERE.
 

Isthmus Sales Staff Contact Information

More Special Offers
Sponsored Links
Isthmus Marketplace is online at TheDailyPage.com. CHECK IT OUT. Isthmus Marketplace is a searchable online list of businesses and organizations serving our community. There's more than 1,000 listed so far, and we're adding more every day! You can get YOUR business listed, for FREE! CLICK HERE to sign up your business today.

Run your classified ad on TheDailyPage.com for FREE! You don't have to turn to an out-of-town service to sell your goods and services, or find a new employee, or promote an upcoming event. You can do it locally at TheDailyPage.com. CLICK HERE to explore Isthmus Classifieds online.

Did you notice the ad at the top of this newsletter? You can get your message to more than 7,000 businesses monthly, just like that. Drop us a note and we will make it happen. Email me, Colin Murray, or call 608.251.5627 ext. 186, for more details.

Thanks for reading!

This newsletter is specifically devoted to Isthmus advertisers and supporters, designed to provide quick information about advertising opportunities available with Isthmus newsweekly, TheDailyPage.com and various other Isthmus products that are continually being developed.

If you would like someone else to receive this newsletter, please follow the link at the bottom of this email. If you are not interested in receiving this newsletter, you can change your subscription at any time by following the link at the bottom of this email.

Your comments are always encouraged. You can contact me directly by phone at 608.251.5627 ext. 186, or by email at cmurray@isthmus.com.