Invested Advisors was invited by the U.S. DOT Small Business Transportation Resource Center and Sacramento Asian Pacific Chamber of Commerce to participate in its eight-week Business Development program, designed to educate business owners on critical aspects germane to building and growing a business.
Isabella Argueta, Program Coordinator for the Sacramento Asian Pacific Chamber of Commerce said “the Chamber feels extremely fortunate that Ms. Sargent shared her time and valuable insights with our members and future members. The feedback reflected this class was one of the highlights of the eight-week program and our clients feel more empowered to examine their company’s brand and marketing strategies to ensure they align with their business plan and growth projections.”
Crystal Sargent, founder and CEO of Invested Advisors presented Marketing Your Business: Success in Today’s Digital, Social and Experience Economy. During the two-hour program, attendees gained historical perspective on the evolution of marketing and advertising in the U.S. – from bullhorn to whisper marketing – to practical guidance on developing a competitive landscape analysis and building a brand architecture. Through in-class workshops business owners learned how to identify their key advantages and solutions to overcoming disadvantages within a competitive environment and context.
Sargent shared her belief that in order for marketing efforts to convert to revenue and ROI, it necessitates companies intersect their brand with their technology, strategies, and culture to solve customer problems or needs. Further, Sargent suggested brands should want to create a personal, authentic experience with their customer and to do that, a company must start with articulating their values and attributes to ensure they are in alignment with the target customer. The key to success is proper customer segmentation and personalization with automated delivery of information that meets the customer where they are so conversion can be at the point of contact.
Participants also had the chance to delve into current marketing trends including:
- Social engagement and the power of experiences
- Digital strategies and how to analyze capabilities
- Delivering personal experiences with your brand
- Using content to build trust and drive engagement
The class concluded with one-on-one guidance on the development of an effective Capability Statement, which is a standard tool used by public agencies contracting officers and buyers to evaluate the experience of small businesses that want to engage in business activities with the agency.