Marketing Your Business to Win.
December 19, 2008
The (big) problem with traditional marketing:
Poll after poll shows that up to 80% of buyers use the Internet to research products and services and then choose a company to contact. Most people dispose of telephone books within days of receiving them. In fact, two years ago I was told by a former manager at Dex that Dex has a five year plan to move all listings and services onto the Web and get out of the paper telephone book business. What’s that tell you? Newspaper readership is at an all time low making the ads you buy much less effective (but not less expensive.) Radio? Nope. Not without major investment and testing.
The Web has what you need to move your business forward.
To keep your business healthy and growing in the most cost effective and profitable way, you need to use the web to better serve your customers, add value, and increase profits. Not having a web-based marketing strategy can actually have a negative effect with client perceptions about your company and gives your competition the edge.
I understand that you’re very busy (I am too) and the idea of marketing your business online may seem daunting. I promise you it doesn’t have to be the case. Read on!
Here’s an outline of a very basic, affordable web-based marketing strategy:
- Build an email list for your new newsletter. (Contact me for easy ways to produce good newsletter content.) Collect email addresses from customers and from the business cards you’ve collected over the course of operating your business. Feel free to contact me for ways to successfully build your email list.
- Deliver a message and offer that is of столове real value. Make your subject line compelling enough for your mail to be opened. It doesn’t have to be fancy, just of value. Be your personable self and ask everyone for permission to continue emailing your newsletter.
- Ask the recipients of your emails to share them with friends, co-workers, and family.
- If you have a good web site direct them there for more information. If you don’t have a good website, take it down, redo it, or don’t give out your web address.
- Rinse and repeat every 2-3 weeks or longer depending on the nature of your product or services
This one strategy alone will produce more quality leads and sales for you once you build your customer list and use it wisely (and a good list makes your business worth more as well…) There are manyoptical communications more ways to further profit from your list…
For additional marketing strategies that will produce more sales and profits for your business, email me at Michael@GoldfishNetwork.com
Posted by Michael at 7:18pm
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Why Does SEO Matter More In a “Down Economy?’
October 17, 2008
Search Engine Marketing
Why Does SEO Matter More In a “Down Economy?’
By Lisa Thayer, GoldfishNetwork.com
мебелиOctober 17, 2008
The question on many business owners’ minds today is “How should I market my company given the current state of the economy?” The short answer is by placing your marketing dollars in client specific, targeted advertising campaigns that have a built in accountability for measuring results.
In uncertain times, a business owner’s first reaction may be to reduce their overall marketing and advertising budget as part of a “batten down the hatches” mentality. That reaction is prevalent among companies that have experienced some reduction in business lately whether due to “the economy” or for a multitude of other reasons. While that response may give your CFO temporary anxiety reduction, before you know it she’ll be pestering you about declining sales figures.
Now is the time to step back, take a deep breath and make decisive, informed business decisions and steadfastly refuse to respond emotionally to the nightly news. Review both online and offline marketing endeavors looking for those that produce the best return on investment.
Search engine marketing can often produce a better ROI than many offline marketing endeavors due to the fact that spending can be controlled, results can be measured and you can easily make incremental changes to adapt to conditions as they continue to fluctuate. Online marketing also works for you 24/7 without accruing additional payroll expense.
If you stay the course, you may even be able to spot new opportunities and actually capture a larger segment of your market as others react instead of methodically planning a marketing strategy.
The best way to achieve optimal results online is to first have a qualified search engine professional review your website. It doesn’t do you any good to spend money to drive thousands of people to your website if once they arrive on your site the visitors don’t have a compelling reason to do business with you.
When it comes to search engine optimization and marketing “one size does not fit all”.
A good SEO review should advise you in creating “calls to action”, help to solidify your unique selling proposition, present solutions to rectify any design or usability issues, and even identify areas of weakness in your competition.
Once the SEO review is complete, you will be able target your specific customers and therefore be able to maximize your efforts and reduce your ad spend.
Lisa Thayer is owner of GoldfishNetwork.com, a website design and marketing company located just south of Portland, Oregon. GoldfishNetwork.com serves clients in 12 states across the United States. Lisa can be reached at (503) 783-0440 or by e-mail: Lisa@GoldfishNetwork.com
Posted by goldfish at 12:05pm
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Web 2.0 tools are changing business… Social Networking
August 14, 2008
Social Networking as defined by Wikipedia is here. Our focus here is, of course, how your business can use social networking tools and sites and this is a basic intro.
What’s the big deal about Social Networking?
The impact of user-generated content on marketing has been great. Web 1.0 users were considered consumers by marketers but now with Web 2.0, they become participants. To interact on the Web, people use web sites, blogs, forum participation, audio and video, to participate by commenting and/or adding content that other users can interact with. Well known examples of Web 2.0 social networking sites are Wikipedia, Digg, MySpace, Twitter and Flickr. The content of these sites can usually be shared, rated and even sometimes edited or added to by visitors (user-generated content). Social networking also uses content on the Web influenced but not necessarily created by visitors to those websites.
How basic marketing happens with Social Networking tools and sites.
Now, visitors to your site/blog can comment on your blog or they can create blogs of their own and include content from outside sources (including you/your company). Again, content such as forum participation, text, video, and audio.`To better market your business and/or products you can join in on discussions, offer help, and generally use your knowledge to interact with customers and potential customers. Ask for their input and interact with them. Use a slide show with audio or just audio to tell your story, give tips and advice. And look out because here comes video. It’s got a lot of impact (and it’s not as hard to use as you may think…) Use the best of what you can do to show examples of why your company is the best choice for the customer. By the same token, ask others for advice or comments. Why? Because interaction is a two way street. Link to other sites of interest and have them link to yours.
Again, this is a basic overview but it should give you a better idea of what’s going on with social networking.
“Hey Michael, how can you help my business?”
That’s a great question! I can help you market better and make more money by coaching and showing you how to implement cool web stuff that creates more business. Is this something that you might be interested in? If so, call or send me an email.
Hey, next time I’ll have something you can use in-house to improve your business (and/or use for social networking)…Wikis!
Posted by Michael at 10:01pm
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Web 2.0 tools are changing business… Wikis
July 02, 2008
Wikis are defined by…Wikipedia here.
As a matter of fact, Wikipedia is a great example of a public, moderated wiki.
“What’s the short description of a wiki (in English)?”
Basically, a wiki is a database of pages which visitors can edit live by correcting or adding to the information. The “comments” from visitors are what builds the wiki up in value. A visitor can edit a page in real time, search the wiki for content, and view updates since the last visit. In a “moderated wiki,” wiki owners review comments before addition to the main body of a topic.
What you can do with a wiki.
With a wiki, it’s easy to swap ideas and information on various projects among the participants. A project can be an “at home” family project or a “living” company knowledge base. A wiki makes it easy for people to collaborate, focus, and get things done from wherever they are and whenever they want to. A few examples of available tools to enhance a wiki are RSS feeds, calendar sharing, live AV conferencing, and more.
What does a wiki do for your business?
Whether you use a wiki for an in-house project or an overall, company-wide communication tool, you will find increased creativity, expertise, and productivity. Also, a company wiki will really cut down on all the emails that zing around in all directions and a wiki will limit communication breakdown because everyone is literally “on the same page.” As more and more info is added to the company wiki, it’s value increases and becomes a “collective brain” for your business. That is a very valuable resource for reference and training as well as an information hub for anything, whether a single project or a complete company resource. Why not have more than one for specific tasks and projects?
“Thanks Michael, what can YOU do for me?”
I can help you market better and make more money by coaching you and showing you how to implement cool web stuff that creates more business. If this something that you might be interested in (and why wouldn’t it be…) send me a leftover Thanksgiving card, give me a call, or send an email.
*Want a couple of incredible marketing tools that will impress your current customers, generate new customers, and make you a lot of money? Good! Next time I’ll show you how adding audio and video to your site will do just that.* Until then…
Posted by Michael at 12:25am
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Web 2.0 tools are changing business… RSS
June 01, 2008
RSS stands for Really Simple Syndication. The Wikipedia definition is here. An RSS feed allows a person to “pull” content of their choice to their computer (unlike email being “pushed” to your account). You can “subscribe” to the news sites, newsletters, blogs, and podcasts that you want delivered to you and control the flow of info. When something new becomes published, it is delivered directly to your computer. There are thousands of blogs, info sites, or entertainment sites that continuously create great content on almost any topic you can think of. The content can be text, audio, or even video.
When you subscribe to a RSS feed, you receive only the information you want. Usually, a “feed reader” or “Feed aggregator” must be installed to subscribe to the content. Go ahead and Google “feed aggregator” there is a lot to choose from. Oh, yeah, they’re free.
“How does RSS change my business?”
Here’s one big one. Your customers can easily accumulate shopping info and prices and availability of items or services that they’re looking for on the internet. You want to be involved in that shopping activity don’t you? You want it to be easy for your customers to be reminded of your presence and aware of your new items, new services, and your special offers. Your business should be set up to deliver useful information that your customers would want to receive along with those special offers. “Useful information” can be seasonal tips, industry news, event news, new products, new uses for your products and so on. Each delivery of that information is your billboard directly on your customers computer screen. Be smart and make your delivered info something that your customers will want to pass on to friends and family.
To sum up…
When you offer and deliver an RSS feed to your customers, you stand out as a useful and informative business that cares about them. It’s a personal message served directly to your customers. They’re easy to set up and delivery is automated. You should offer the RSS feed on your website and tell your customers about it through email and/or in-store info, (flyers at check out…) If your business has a blog (as it should) a new entry can be delivered to your customers by making an entry to your blog. When you get up to speed and use powerful, available tools, like RSS, you’ll serve your existing customers better, create new customers, and see a payoff in the bottom line.
*Warning* Utterly shameless plug ahead…
I can help you market better and make more money by coaching and showing you how to implement cool web stuff that creates more business. Is this something that you might be interested in? If so, call or send me an email.
Next time we meet here…Social Networking!
Posted by Michael at 8:23pm
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Web 2.0 tools are changing business… Podcasting
May 16, 2008
In my last post, I mentioned that I would continue to cover how Web 2.0 tools are disruptive to the old ways of marketing.
First of all, as a reminder, here’s the official definition of Web 2.0 by Wikipedia.
Why is Web 2.0 disruptive to traditional business models?
Web 2.0 Tools enable people to do a great job at reaching out to the market (marketing) in an interactive way. The “secret” to creative and successful marketing has always been new tools combined with inspiration and action. The “new tools” we’re looking at are Web 2.0 tools. Traditional marketing takes more time and money and is all too familiar to your market. These Web 2.0 tools create much more powerful marketing for you to reach (and impress) your existing customer base and potential customers in a more cost effective manner. Less expensive, more powerful, and easier to manage than traditional marketing, sound good so far? Well then, read on my friend…
One powerful Web 2.0 marketing tool is called “podcasting”.
Podcasts can deliver audio and video to anyone, anytime for little cost. You can target and penetrate your local market by using audio or video in a way that your competitors don’t have a clue about. Podcasts are a great way to offer your customers direct download or streaming content that they are interested in and appreciate. They add a more interactive element and better communication of your company’s brand, beliefs, and offerings. Podcasts give your company a way to deliver compelling content about existing or new products and services that your customers didn’t realize you offered. Best of all, your customers can easily share your podcasts with others. How’s that for good marketing?
“How does podcasting work?”
Barriers to entry are very low for businesses. Basically, if you have a microphone, a computer, a camera, and an Internet connection you can publish audio or video “shows” that can be listened to or viewed by people anywhere in the world. You can also use a service like… GoldfishNetwork.com! These podcast files will be online so your customers can easily play them on their computer or put them on their MP3 players at their convenience and listen when ever they want to. When your customers have that kind of control, they are much more open to your message.
Many companies choose to provide podcasts to the public for free, but podcasts can also be a “Premium content” subscription-based service.
Why is podcasting disruptive to traditional marketing?
The companies who are acting now and using tools such as podcasting are rapidly gaining an advantage over their competitors by drawing new customers and delivering content directly to their customers the way the customer wants it. This translates into a better relationship and bond with your customers resulting in more referrals, more sales, and higher retention of your customer base. Companies that are restricted to the more traditional (and expensive) marketing approaches are facing an increasing disadvantage.
From blogs and RSS feeds to podcasts, Wikis, and social networking, when you get up to speed and use at least a couple of these new tools, you’ll create new customers, serve your existing customers better, and see a payoff in the bottom line.
“Thanks Michael, but what about you and your well-being?”
Thanks for asking. And you know, this blog just wouldn’t be the same without ending with an utterly shameless plug so here you go… I can help you market better and make more money by coaching you and showing you how to implement cool web stuff that creates more business. Is this something that you might be interested in? If so, call or send me an email.
OK, I’m done for now. Next time we’ll take a look at RSS feeds…
Posted by Michael at 11:16pm
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Why We Goldfish Don’t Want To Be Like Famous and Wealthy Web Design Companies…
May 04, 2008
Okay, that sounded weird the second I typed it, but it’s true in the sense that, although we want to grow and do well, we won’t do it at the expense of ethics and our appreciation of our clients. It’s not because we are superior human beings, although my wife is pretty cool, it’s because we’re people. Just like our clients, we want fairness wherever and whenever we can get it in the business world. If you don’t give a fair shake, don’t complain when you don’t get one.
Here’s an example of what most web designer’s attitudes are towards clients.
He’ll remain nameless, but the author of “The 7 Reasons…” below, is a very high-profile, successful web designer sharing his outlook on clients with his many fellow designers, the vast majority agreeing with him wholeheartedly. Although this is a single subject, it is enlightening to observe the standard attitude a lot of web designers have towards clients in general…
7 Reasons why they “Avoid Hourly Billing Like The Plague.”
Them: 1. “It’s time consuming”
“Constantly starting and stopping timers is an annoying and time-consuming practice—it’s completely counter-productive.”
Goldfish:
Keeping track of everyone’s time is the only way to pay your contractors correctly and demonstrate that your client is getting all that they are paying for (and more). Besides it’s your job to keep track of time with whatever you do. Otherwise, you’re just blowing bubbles through the client’s treasure chest…you know, like in a fish tank…okay never mind.
Them: 2. “It makes clients nervous”компютри
“You would be surprised how much more comfortable your clients will be if they know exactly how much they are going to spend. Open-ended hourly billing, even accompanied by a ballpark figure, makes buyers nervous. Flat-rate billing makes them feel secure.”
Goldfish:
Give control of the project’s time and money to the client (without the project being open-ended) and simply ask them what they are comfortable with. Sounds crazy, I know.
Them: 3. “It encourages lower productivity”
“When you’re getting paid by the hour, there’s no incentive to work faster or smarter. In fact, the slower you work, the more you get paid. Flat-rate billing encourages you to work efficiently.”
Goldfish:
There should be an incentive to work as efficiently and as hard as you can, no matter. How about appreciation of the client, their trust, and their money for incentive. There’s also the incentive of referrals when the client knows you worked your rear fins off for them.
Them: 4. “It lends itself to tedious website update work”
“Some may feel differently about this, but I hate doing updates on ugly sites I didn’t design. Charging by the hour lends itself to this kind of work. I want to spend my time designing new sites and helping my recurring clients. Flat-rate billing will help you do more of what you like to do.”
Goldfish:
Helping clients with whatever sites they currently have helps them in a pinch and surprise! they become “recurring clients.” I hate to get all complicated but, if GoldfishNetwork didn’t design the site and the client asks for help, guess what? We help them.
Them: 5. “It doesn’t stop feature creep”
“One common misconception about hourly billing is that it puts an end to feature creep. In reality, all it does is frustrate the client. I their mind, every time they ask for something that should have been included in your original time estimate, they’re being hit with unfair additional charges. Start with a flat rate with plenty of padding for feature creep, and this will rarely happen.”
Goldfish:
Our proposal to the client spells out what is included in the first place and gives examples of what kind of additional work the client may, or may not want done as the project moves along. As a client I wouldn’t want my trusted web designer to “Start with a flat rate with plenty of padding” and leave it at that.
GoldfishNetwork gives two options, one option is a single solid number bid (that does include padding that we explain thoroughly) and the other option is a hybrid that gives the client the safety of a single solid number with options and a discount on top of it. Both options leave the possibility of the project coming in under the proposal (which happens). We don’t just scoop up all the gold coins at the bottom of the tank.
Them: 6. “It severely cripples billing potential”
“Imagine giving an $3000 estimate for a very basic website. Let’s say you’ve been designing websites for awhile and you’re getting pretty fast—you know it will take you about ten full hours of work to get the project finished. Billing by the hour, puts your rate at $300 per hour. It sounds outrageous when you put it in those terms. They have no idea how much work and effort it’s taken to hone your skills to their current level. That same site may have taken you fifty hours when you first started designing websites. Flat-rate billing allows you to charge what your services are really worth.”
Goldfish:
I guess the point is, hey, why not charge $300 per hour for a basic site, the client won’t know and besides, in the past, you had to learn your craft and everything. I guess this well-known, wealthy web designer feels that he has paid his dues and can now pull stuff like this with a clear conscious.
GoldfishNetwork charges less than the guys “in the city” because we’ve spent years working out how to combine “People, Process, and Technology” to deliver top value and get some new blue gravel for the old tank once in a while.
Them: 7. “It encourages clients to abuse you”
“When you charge by the hour clients tend to argue and grumble about every little charge because they can see every little charge on the invoice. When clients feel that you’re cheating them by not working fast enough, they can get really grumpy. Flat-rate billing keeps everybody happy.”
Goldfish:
Hey, mister successful web designer guy(s)… If your clients “abuse you,” “tend to argue and grumble,” “feel like your cheating them,” and “get really grumpy” as stated above… you may not be good at having clients.
Folks, this widespread attitude that clients are so darn-gum difficult and unappreciative of the fine and dandy, “smoke and mirrors,” $300 per hour work they’re receiving is perhaps a wee bit arrogant. Unfortunately, you’ll find this attitude all over the place.
Maybe these web designers should take a nice long swim and think about why their clients seem so ignorant and hard to get along with, they might get lucky and see their own reflection in the water.
There, I feel better. I hope you do too.
Posted by goldfish at 11:20am
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Web 2.0 means….what?
May 01, 2008
A lot, especially if you’re a business or a person…
Hi! Michael here. First of all, here’s the official definition by Wikipedia.
Ok, here’s my quick and simple definition for businesses:
______________________________________________
Web 2.0 is now the way smart businesses are using the web to reach their markets…and have their markets reach them. That interaction between business and client transcends the “conventional” way businesses have used communication for marketing. Web 2.0 is about interaction with clients using the new tools that the web is providing.
______________________________________________
But wait there’s more!
Tools such as blogs, wikis, RSS feeds, and Podcasts are used with serving community in mind. They are ways to stay informed and in touch. Blogs, for example, are a huge phenomena in the business world and are used by millions of people to criticize, praise, and give suggestions to businesses (the ones that listen…)
“So what?”
So, businesses that listen to their customers and act on what they learn, prosper. And customers also compare notes with other people (fellow customers or potential customers) by having conversations about the company’s products or services. It’s a very powerful way for businesses to not only engage their market by actively taking part in that conversation, but to also gauge ongoing marketing efforts, product or service satisfaction levels, and test new product or service ideas. That’s what.
“What’s all this mean to me and my business?”
Web 2.0 is changing so many things about doing business so fast that companies are struggling to keep up with what’s going on. The phrase “lead, follow, or get out of the way” is quickly becoming more true than ever. “Listen up” is also a nice, useful phrase here. For businesses that are making the moves and getting up to speed, it’s a very good thing. Good for everyone involved. The customers win with more information and insight from the company and the company wins with more information and insight from the customer.
*Warning* Shameless plug directly ahead… I can help you get up to speed with all this and make sure you win (so your customers win too). Because when I help you make more money, you’ll give me some (which I give to my wife). It’s a win-win-win…win situation. My telephone number is up on the header of this page…
Ok!
Well, that’s my simplified overview of what’s fast becoming a way of life for people and a fact of life for companies.
The next post will give some examples of how “disruptive” (wait…that can be good, very good) “Web 2.0″ has been to the old way of marketing…. See ya then.
Posted by Michael at 11:44pm
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“The Recession” and “2 more…”
April 18, 2008
I just don’t know about “the recession” we’re supposed to be in. Business has been very good and we’re hiring. Our current clients all seem to be doing well and optimistic.
I do know that sometimes (at least with me) a recession can be in my mindset. How I perceive business to be for us Goldfish can change at times but I find that I’m the one that decides, based on the short term and that’s a mistake (for a few reasons).
If I buy into the recession mentality I’m really doing a number on myself and my business. It’s not fair to either one of us (especially the business). So when I get the feeling there’s more room in the fish bowl, I ask myself…
Pipeline not as full as you would like it? Well then, let’s “2 more” the problem.
2 more phone calls per day to potential clients.
2 more emails per day to potential clients.
2 more hours per day of brainstorming better solutions for my clients.
2 more current hosting clients I can ask for referrals.
Just thinking about things “by the numbers” helps me.
And…I know this sounds like I’m all wet to some of you….actually doing the things on my “2 more” list helps even more.
Here’s to you and 2 more!
Posted by goldfish at 8:46am
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“Goldfish” Web Designer Nets Better Business Nomination
January 24, 2008
The Times
US and World News provided by Reuters
GoldfishNetwork.com Owners Lisa and Michael Thayer Have a Passion For Marketing
By Jennifer Clampet
The Times, Jan 24, 2008
“BIG FISH, BIG POND” Michael and Lisa Thayer, owners of GoldfishNetwork.com, hold in their hands their own marketing plan for their Web site design and marketing business.
TUALATIN, OR. Through muffled crunching, a woman began to speak on the other end of the phone.
The woman caller was unmistakably munching on something as she began to talk, remembered Lisa Thayer, co-owner of GoldfishNetwork.com.
The caller admitted she had found Lisa’s business card attached to the front of a bag of Pepperidge Farm Goldfish crackers. The crackers had quieted her hunger, and the card had piqued her interest.
“What exactly can you do for me?” the woman caller asked.
In a sense, Michael and Lisa Thayer’s company, GoldfishNetwork.com, works to get the word out.
“We take a client’s vision and make it a web site that represents them out in the world. That’s our goal,” Michael said. But the GoldfishNetwork also works to help clients, mostly small business owners, learn to market themselves.
As a 15-year-old dishwasher at a restaurant, Michael learned early on that marketing pays off. And at the age of 27, he set a record as designer and distributor of a Lake Tahoe calendar that sold 65,000 copies, still a record today.
Now at the age of 50, Michael said, “I learned to sell myself and what I was doing, because if I didn’t, no one else would.”
“Every business has a story,” noted Michael as he leaned forward in a swivel chair at the GoldfishNetwork offices off SW Boones Ferry Road in Tualatin. The blue walls and jazz music playing in the background give the office a soothing atmosphere.
Life hasn’t always been this calm. Being married to an entrepreneur, Lisa said, is like riding a roller coaster but, after 14 years of marriage, the couple has been able to find a perfect venue for each of their talents. Michael, the creative one who loves to hear people’s stories, and Lisa, the numbers-driven one with a business degree, both share a love for marketing.
The couple owns shelves filled with books on the subject. Michael calls marketing their hobby. But as GoldfishNetwork approaches its three year anniversary, marketing is proving to be more than just a pastime.
This month the company was recognized as one of 14 businesses in Oregon and Southern Washington to be in the running for the 2007 Better Business Bureau Business of the Year Torch Award.
The winners of the 2007 Business of the Year Torch Award will be announced at an awards ceremony and luncheon Jan. 24 at the Multnomah Athletic Club in Portland.
Other businesses nominated for the award include Ron Tonkin Toyota, Hawthorne Auto Clinic and Bridge City Legal Inc. in Portland and Paintegrity in Forest Grove.
The public nominated the businesses for demonstrating excellence in customer service, innovative business practices and community involvement.
The Thayers believe they were nominated for the award because of their community involvement. The couple is actively involved in the Love Box for Troops program, which encourages people to pack up boxes of goodies and send them off to deployed troops, and both are active in the Tualatin Chamber of Commerce. Michael is serving as a chamber board member this year, and Lisa is the chair of the technology committee.
“There is no end to the help they’ve given to us,” said chamber Executive Director Carla Thaler.
The Thayers and their contract employees designed and implemented the TualatinCrawfishFestival.com web site within two weeks as the crawfish festival drew near.
“They came back with something better than we ever expected,” Thaler said of the web site.
The Thayers would like to be known in the community for the business-building work they do for their clients. But for now most people know the couple for their marketing idea, the goldfish.
Cabinets above desk top computers in the company’s office hold bags of goldfish crackers ready to be handed out as part of the company’s own marketing plan.
Lisa noted that it’s pretty common for the office to get calls from people snacking on the crackers as they chat away about their business needs.
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Posted by goldfish at 10:45pm
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