March 21, 2011 presentation hosted by University of Chicago Booth School of Business Entrepreneurial Roundtable at Northern Illinois University Naperville Campus. Video by Stone Cliff Productions, Inc.
Want to learn practical ways that you can make your business more profitable - on a limited budget? Spend an evening with Jim Kendall, prominent marketing expert and business columnist for the Daily Herald newspaper. Jim excels at finding creative, practical and inexpensive ways to market products and services effectively.
A prerequisite of successful marketing is involvement by the owners and leaders of the business. While different aspects of marketing can be delegated, successful marketing requires that the business owners and leaders take certain fundamental steps to establish a basic marketing plan for their business. According to Jim, making marketing happen requires that you, the business leader:
• Actually know your marketplace, which likely has changed more than you expect.
• Can explain why customers should try the product or service you sell.
• Can articulate your goals for the business.
• Realize how pricing impacts your marketing strategy.
• Know the web is important, but acknowledge traditional media sometimes still matters.
• Are willing to commit time, effort and money to marketing.
In his low-key, practical style, Jim will discuss how small businesses can address each of these key points with concrete examples drawn from Jim's vast experience in advising small and midsized companies.
Jim Kendall understands entrepreneurial business and the environment in which they operate. His firm, 121 Marketing Resources, Inc, provides marketing and management support to businesses and banks throughout the Midwest. In addition, Mr. Kendall:
• Authors a popular weekly newspaper column, "Jim Kendall on Small Business, " that appears Thursdays in the Daily Herald, one of the largest newspapers in Illinois.
• Is a judge for the Chicago Area Entrepreneurship Hall of Fame, part of the Institute for Entrepreneurial Studies at the University of Illinois at Chicago...a member of the Advisory Board at the Illinois Small Business Development Center at Elgin Community College...and a mentor at the Center for Professional Excellence at Elmhurst (IL) College.
• Lectures on marketing strategies as part of SBDC programs at Elgin (IL) Community College, and Waubonsee Community College, Aurora, IL.
• Created, produced and co-hosted Talking Business SM, a weekly small business radio program that aired for five years on public radio station WDCB.