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Here’s how to improve the recognition of your brand.  People won’t buy from you if they don’t know you.


It Takes a Good Product and a Team. Good recognition starts with organizing a fabulous set of products and services that provide real value to your target market.  What does your market need?  How do you solve its biggest problems?  If you are an association, do you make sure your benefits of membership solve your members’ challenges?  Are your meetings interesting?  For example, one organization I help with its Marketing, on a probono basis, is the Institute of Management Consultants. In the Colorado IMC Chapter, we brainstorm on interesting meeting topics at our quarterly board retreats and then each board member is assigned a meeting to coordinate.  You don’t have to do it alone!


Build a Marketing Plan.  Determine what you want to accomplish with your marketing effort. The IMC Colorado established these objectives:

  • attract and retain a growing number of diverse and competent members who actively participate in IMC
  • increase the understanding of what the Management Consulting profession is and its value.
  • promote IMC Colorado and its values, expertise, methods, membership categories, and our unique climate of “safety” for consultants to share their concerns and seek help and advice from peers.
  • build appreciation and awareness of our members’ unique expertise.

What are your objectives?  If you don’t know what you want to accomplish, you will not achieve success. 


Next identify who is your target audience; IMC’s top targets are people who hire us and those who join us.  Define what is your message to communicate.  Determine strategies and tactics to deliver this message.  Assign team members to execute.  Establish clear metrics for success.  Check in regularly about progress toward your goals.  The plan does not have to be long, it just needs to be clear and to be used.  Where is your plan?


Connect with Media.  Issue a media release with your news at least one month, if you have news.  If you don’t have news to announce, go make some. Use a catchy title that is in line with the interests of your target audience.  Send it to the business media in your area.  Create your media list, however don’t stop there.  Find out about online calendars and submit your event directly.  Also there are websites offering free media release distribution; submit to and other sites. With the IMC Colorado, we doubled attendance at our kick-off September meeting because the Denver Post ran a brief about our event on the front page of its business section.


Use Social Media.  Get the word out through blogs and micro blogs, such as Twitter.  IMC Colorado, for example, has a LinkedIn group. We ask our presenters to post the event in their social media channels as well.  One speaker created a video about our upcoming program and posted it at which we linked to in our meeting announcements.  How can you more effectively use social media to spread the word?


Spread via Word of Mouth.  Ask your happy customers to spread the word about your products and services or better yet ask them to open the door to someone who needs what you offer.  At IMC Colorado, we ask members to bring at least one colleague or client to each meeting.  Board members have a prospect list of ideal members and call these consultants to invite them to IMC meetings. 


Utilize your Website.  Do you update your website regularly?  For example, the new revised website has such great power!  After our marketing chair crafts the message, our webmaster then posts it on the IMC website and ensures enticing notices are sent out at least three or four times before each meeting.  It is easy to build the email distribution list with features on this website. We make sure we ask at online registration, how did you hear about the event?


Believe it is possible to build your brand and then take action to make it happen.  The business results will follow.


Theresa M. Szczurek ( and


copyright 2010.  All rights reserved.


What are you doing on Thursday, February 11, 2010?  Theresa speaks from 11am-1pm on “Actions to Help You and Firms Survive and Thrive in the New Economy” at A Spice of Life Events Center, Boulder, CO.  Make $20 check out to ‘LUNCH AND NETWORK’ or $22 with credit card information including signature and mail or fax to be received by Tues. 2/9 to Tobi Hunt, KeyBank, 2590 Pearl St. Boulder, CO  80302.  More info: [email protected] or [email protected] or 720-406-6907


When will things be back to normal?  This economy may be the new normal!  The most successful people and organizations don’t despair — they believe and act! Sales and Marketing play an important role in helping a business thrive in tough times, as does overall leadership of the firm.  Research reveals the key actions which have helped companies move beyond past economic downturns.  Come learn what actions leaders must take now.  Hear case studies of firms that have proactively acted and produced great results.  Through an interactive exercise, explore how to apply this to your company and your situation. As a successful entrepreneur, consultant, and Gazelles® business coach, Theresa Szczurek delivers practical ideas on how to apply this to your company.


See you there.

Theresa M. Szczurek ( and



Join me at this February 12th meeting featuring Heather Lutze, social media expert. The Colorado chapter of the Institute of Management Consultants helps executives and consultants build a successful business through social media marketing.  The Friday, February 12, 2010 breakfast meeting at the Denver Athletic Club, 1325 Glenarm Place, runs from 7-9am and is open to the public. Cost is $25 for members, $30 for guests, and includes a full breakfast.  Walk-ins pay $5 extra.  Register at: 


For more information see:


The Program.  This session entitled, “Your Tweets Hurt My Facebook When I’m LinkedIn:  Optimize Social Media Marketing to Get Consumers to your Website,” will give attendees actionable tactics they can implement immediately to get their website ranked higher in search engine results and dominate the first page of search results.  Participants will learn how to use keywords effectively with Twitter, LinkedIn, YouTube, Facebook, and their own company website to increase your rankings. The audience will gain strategies, tactics, tools and tips to optimize their social media marketing efforts in conjunction with their website. Social media marketing, just like a website, can be so much more than just an online brochure. Optimizing their social media correctly, using free and low-cost tools and Heather’s strategies, website owners can dominate the first page of search engine results. These strategies drive more qualified, buying traffic to their site.


Heather Lutze.   Heather is a nationally recognized Internet marketing speaker, trainer, and consultant in search engine marketing including SEO, Paid Search, and Social Media Marketing Findability. Her speaking engagements are conducted in the same irreverent style of her book The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing published by John Wiley & Sons -- delivering equal parts good information and good entertainment to audiences nationwide. She is a member of the National Speaker’s Association (NSA) and the Meeting Industry Council (MIC). She is a Certified Google AdWords Professional and is a Lead Trainer for the prestigious PPC Summits.  She is also a Senior Editor for the Search Engine Marketing Journal (SEMJ) and has been named monthly columnist for Web Site Magazine doing her Findability Makeovers for web site business owners.  More information at

Institute of Management Consultants is the premier professional association and sole certifying body dedicated to individuals consulting to management. The IMC promotes excellence and ethics in management consulting through certification, education, and professional resources.  The IMC Certified Management Consultant (CMC) designation is awarded to a select group of consultants (only 10,000 worldwide) who have demonstrated that they produce substantive results, adhere to the IMC USA canon of ethics ( , and manage their practices professionally.  Fellows of the Institute of Management Consultants (FIMC) are exceptional CMCs (only 42 in the USA) who have made exemplary contributions to the consulting profession, their communities, and the Institute. Visit .  The IMC Colorado chapter meets the 2nd Friday of most months for breakfast, networking, an educational program, and peer support at the Denver Athletic Club at 1325 Glenarm Place.  


Theresa M. Szczurek ( and


Do you recall Frank Sinatra’s hit song, “That’s Life?”  Think of his lyrics, ‘pick myself up and get back in the race.’  This youtube video has good advice for all of us (


Many people would say they are happy that 2009 is behind them, that last year was a challenging time.  How can you ensure 2010 is not a repeat of 2009 but much better with business growth?


Believe and Act.  You must believe that it is possible and then take proper, positive actions to make it happen. Every year I select a theme to focus my efforts.  I don’t recall ever choosing the same theme twice, until this year.  “Believe and Act” remains as the theme because this is exactly what is needed to get back in the race. What is your theme this year?


Regenerate.  Recall from my research and book Pursuit of Passionate Purpose that Passionate Pursuers are like sunflowers; thus there is a large bright yellow flower on the book’s cover.  Successful people have the nine traits that align with each letter of the word SUNFLOWER.  R stands for “regenerative.”  They don’t let things keep them down – they rebound.  A regenerative nature allows Passionate Pursuers to revive, renew, and product again despite adversity, setbacks, and obstacles.  Resilience is a common trait of the extremely wealthy; check out my article “How to Think Like a Billionaire” at


Practical Pointers.  Here’s what to do to get back in the race in order to position you and your company for the big win? 


  1. Assess what worked and what did not work last year.  What progress did you make?
  2. Decide to revise your attitude.  You must believe that everything is possible.  Believe, believe, believe that you can pick yourself up and get on top.
  3. Revise your personal and corporate Strategic Plan.  What is your vision for the future – where do you want to go? What actions will get you to where you want to go?  Go back to the basics, yet get creative.
  4. Act.  Then do what you need to do.  Get help and don’t try to do it all alone.


It’s never too late.  Schedule a Strategic Planning session.  Contact me today and let’s explore how to get you back into the race.


Theresa M. Szczurek ( and


copyright 2010 Theresa M. Szczurek  all rights reserved.