Professional Documents
Culture Documents
December 2009
From the Desk of...Debra De Graw, CEO
Think Local, Shop Local, Be Local
M E N D O C I N O
days and these tough economic times. Supporting the businesses that
contribute to your local economy, keeps the sales tax dollars circulat-
ing in your community.
C O A S T
Program of Ukiah began their program on November 20, and is plan-
ning to spend about $20k on the program to encourage residents to
shop in Ukiah.
I have been in communication with the City of Fort Bragg and the Fort
Bragg Promotions Committee to share materials that have been de-
signed for promoting the Shop Local campaign. The Mendocino Coast
Chamber is sharing a Mendocino Coast message, and working on an
Anderson Valley message for our members there.
Shopping away from home when you haven’t exhausted what is available here first, sends your
tax dollars to other counties to help fix their roads, supports their schools, and all the services that
article continued on page two...
When I consult with local businesses about how to boost sales, one of the first
questions I ask: Which advertising or promotion programs are working for you
and which aren’t? A frequent answer: “I’m not sure. I’ve never measured it.”
One business owner said he been advertising for years and had no idea if the investment pro-
duced new business. He just had a “gut” feeling he needed to advertise to keep the company
name out there. Unfortunately, gut feelings don’t fill business coffers.
Rule 1: if you can’t measure it, don’t do it.
But how do you know if it works? That’s easy: if the ad appears and you get calls or see an in-
crease in sales –- or people are talking about the ad or the deal you’re offering –- then it prob-
ably is working. Another way to measure: ask your customers. I know what you’re thinking: cus-
tomers often aren’t sure what brought them in. If that’s the case, you need to create advertising
with a more powerful call to action. Then you’ll know for sure. Tip: the advertising departments
at newspapers and radio stations are experts and will help you craft your ad for free. If an ad
doesn’t work, they can help you improve it.
Rule 2: Change advertising that works when it no longer does.
Even advertising that works, may not work forever because you may have filled the demand for
the product or service. Keep ads fresh. Constantly offer new products and services to get cus-
tomer attention.
Rule 3: Always have three to five promotional initiatives going at all times.
Continually dump those that fail and replace them with new ones. Busi-
ness is dynamic – constantly changing – and you need to change, too.
Bottom line: If you’re going to invest in promotion, you need to
know the return. Otherwise, you’re just throwing away your money.
Lewis & Summers is a travel, marketing and media relations consulting firm with offices in Men-
docino and Walnut Creek. Bruce Lewis & Gary Summers have worked with more than 150 For-
tune 500 and other organizations over the past 20 years.
PROFIT
Peters Painting
If something is missing in your
Rates for Chamber Members
business, I can help.
Commercial or Residential Kathie Ittel
Ask for Lloyd Peters Certified Business Coach
cember 20; Monday, December 21; Tuesday, community – Proceeds go to Big Brothers
December 22; Wednesday, December 23; and Big Sisters of Mendocino County . Spon-
Thursday, December 24 (11am-1:30pm only). sored by Ft. Bragg Lions Club. Must be over
Reynolds Mens Wear, 349 N. Franklin Street Em- 21. Call (707) 961-0767 for more informa-
ily at 707-964-1228 or Amberly at 964-5294 tion Fort Bragg Lions Club 707-961-0767
Fort Bragg at Harvest Market and Tangents; cafe and dining room go to benefit the
in Mendocino at Out of this World; and at all Mendocino Coast Children’s Fund Winter
participating Inns. For more information vis- Warmth Sleeping Bag and Holiday Toy Proj-
it our webpage at www.mendocinoinntour. ect 45020 Albion Street, Mendocino Vil-
com or call BBBS or e-mail bbbseh@mcn.org. lage 707-937-6111 http://www.mccf.info
Residential - Commercial
Fort Bragg Realty
Over 150 Years Combined Experience 809 N. Main St.
Fort Bragg, California 95437
161 N. Main St., Fort Bragg, CA 95437 Business (707) 961-1111
Fax (707) 964-3402
(707) 964-2783 ~ (707) 964-4127 Website c21fortbraggrealty.com
www.northcoastplumbing.com E-Mail bclark@mcn.org
Contractors License #375855 Each Office is Independently Owned And Operated Office
2004
For more information about Parents&Friends, INC. visit our Website- www.parentsandfriends.org
Mike Barnes at the Chamber of Commerce, he maintains the lawn, flower boxes and does light exterior
clean-up. This is Parents&Friends, INC. at work in our community!
Campbell Timberland
DATE: Wednesday, December 9, 2009
TIME: 5-7 P.M.
LOCATION: 90 W. Redwood Ave, Fort Bragg
CALL YOUR TOGO ORDER IN TODAY!
(707)9644761
!"#$%&' )** + ,"%&-. /0#1-2%*1.
~INTRODUCING OUR FRIENDS & FAMILY RATE
TO ALL CHAMBER MEMBERS!!!~
NOW JUST $59.99! Per night/plus tax
Invite Family to Visit During The Holidays!
Don’t miss out on this amazing offer! Now through March!
Reservations: call (707)964‐4761
400 S. Main St. Fort Bragg CA 95437
Sponsorship Opportunities for the
2010 Mendocino Coast Whale Festivals
MENDOCINO WHALE FESTIVAL: MARCH 6 & 7
FORT BRAGG WHALE FESTIVAL: MARCH 20 & 21
WHALE OF A SPONSOR-$1200:
Your logo on official Mendocino Whale Festival Wine Tasting Glasses
Your business logo displayed on:
o Event poster, brochures, and newsletter fliers to promote both festivals
o Signage produced for the events
o Link to your site from the Chamber Whale Web page (www.MendoWhale.com)
Company logo and name in Chamber newsletter and weekly e-news during February & March
Includes eight wine glasses with passes to wine tasting at the Mendocino Whale Festival
TROLLEY SPONSOR-$800:
Signage on the trolley advertises your business name as it travels to various events
Link to your site from the Chamber Whale Web page (www.MendoWhale.com)
Company logo and name in Chamber newsletter and weekly e-news during February & March
Includes four wine glasses with passes for wine tasting at Mendocino Whale Festival, chowder
passes for four at either Fort Bragg or Mendocino Whale Festival, plus Whale Festival tote
GOLD SPONSOR-$800:
Your business logo displayed on:
o Event poster, brochures, and newsletter fliers to promote both festivals
o Signage produced for the events
o Link to your site from the Chamber Whale Web page (www.MendoWhale.com)
Company logo and name in Chamber newsletter and weekly e-news during February & March
Includes four wine glasses with passes for wine tasting at Mendocino Whale Festival, chowder
passes for four at either Fort Bragg or Mendocino Whale Festival, plus Whale Festival tote
SILVER SPONSOR-$500:
Company name on our event poster and event brochure
Link to your site from the Chamber Whale Web page (www.MendoWhale.com)
Company name in Chamber newsletter and weekly e-news during February & March
Includes four wine glasses with passes for wine tasting at Mendocino Whale Festival
BRONZE SPONSOR-$100:
Company name on our event poster and event brochure
Company name in Chamber newsletter and weekly e-news during February & March
For questions or further information, contact Amy Luce at 707-961-6303 or chamber4@mcn.org. Return
form by FAX at 707-964-2056 or mail to PO Box 1141, Fort Bragg, CA 95437.
Mendocino Coast Clinics’
Ang
ie P
eter
so n 11th Annual
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