Commerce Connection

Happening in Hillsdale

Page 5 Welcome New Members

Page 2 A note from the President

March Calendar

INSIDE THIS ISSUE

Keeping up your online listings By: Becky McCray Source: Smallbizsurvival.com Seems like every week you discover another website that lists one of your local events, usually with some key piece of information wrong! And then there's another directory listing your town, asking you to send them updated information monthly or yearly. And there's the state tourism site, and the regional site, and your neighboring town has offered to trade event calendars.... How can you possibly ever keep all these up to date?

A Word About Keywords

Before you get started, you need to know your area's keywords. Start with your town name, add in attractions, event names, and important tourism-related businesses. You'll want that set of keywords to do monitoring online and other projects, so you might as well make a decent list now.

Find all the listings.

Do a simple search at Google, and another at Bing, looking for listings of your town and events. Bookmark all those listings.

Small towns in particular should keep updated info on ePodunk and LASR. Everyone should look into their listings on Wikipedia, TripAdvisor, and UrbanSpoon at a minimum.

Want to check the credibility of any site you find? Run them through Compete.com along with your own site. That will give you an idea of their traffic. It's a starting point.

Build a simple spreadsheet or database.

Include for each listing:

* Web Address / URL

* Type of info they are keeping on you. (You might want to make this a checklist format: events, lodging, food, etc.)

* How to do corrections and submissions. (Email? URL? Login? Be sure to record those logins.) * Update schedule. (Probably annually when you do your calendar.)

As you run across other listings online throughout the year, add them to the

spreadsheet. The work to maintain this list pays off in fewer inaccuracies online about you.

The Unexpected Upside

All these sites offer links back to your local destinations, and probably to your tourism site, too. Links are the currency of the web, and they make your sites more credible in the eyes of the search

engines. Not to mention that these sites actually do generate some visitors. Just this week, a local tourism person told me a potential visitor called about an event, with incorrect dates found online.

Two Secrets

1. You could easily delegate much of this process to volunteers, interns, etc.

2. You could also do your paper directories and publications the same way. That way, when you finish your annual calendar of events, you'll know where all to send it to get it online.

Becky McCray Smallbizsurvival Author

March 2011

Chamber March Calendar of Events

*** indicates all may attend

March 1 Ribbon Cutting*** 11:00 AM

Coney’s & Swirls 44 East Bacon - Hillsdale

March 1

Ribbon Cutting*** 4:00 PM Olivia’s Chop House

205 East Chicago Street, Jonesville

March 1 Car Show Committee Meeting

Chamber Office 6:30 PM

March 10

Ribbon Cutting*** 1:00 PM O’Rilley Auto Parts

3131 West Carleton Road - Hillsdale

March 15 Car Show Committee Meeting

Chamber Office 6:30 PM

March 17

Chamber Board of Directors Meeting 7:30 AM - Chamber Office

March 24 Hello Hillsdale County Breakfast ***

Johnny T’s Bistro 7:45 AM

March 24

10:45 AM Chamber Chat WCSR - 92.1 FM/1340 AM

Tune in to WCSR the 4th Thursday of

every month for Chamber Chat.

Listen to updates from the Hillsdale County Chamber of Commerce. Learn more about

Chamber benefits, program and services offered, as well as Chamber event updates.

Another service brought to you by your

Hillsdale County Chamber of Commerce.

Recent Ribbon Cutting

Hillsdale Glass and Door

1334 Hudson Road Hillsdale

February 10, 2011

The Hillsdale County Chamber of Commerce welcomes Hillsdale Glass & Door to their new home and wish them many years of success.

Dear Chamber Member,

The national unemployment rates are down, retailers are seeing increased sales, manufacturing is on the rise and spring is around the corner. Now, if we could work on the price of gasoline….

With three ribbon cuttings in the books and another one in the near future and six new members over the last few weeks, we too are seeing progress. Prep work is under way for the Business Expo, Annual

Dinner, Used Car Sale and 20th Annual Hillsdale County Car Show which will all be held in the next three months. The 11th edition of the Hillsdale County Phone Directory will be published, along with a Hillsdale County map and visitor guide.

The Hillsdale County Chamber Phone Directory is a useful tool for businesses and residents alike. If you haven’t already placed your ad in the Hillsdale County Phone Directory, please be sure and give us a call as soon as possible as time is running out. Not only does this resource promote business 24 hours a day, 7 days a week, 365 days a year for area businesses, it also provides income to help sustain the daily Chamber operations which help bridge the gap between membership dues and the budget. Utility phone companies are required to produce a phone directory. They however are not required to include the entire community, only the areas in which they provide services. Eleven years ago the Chamber made a decision to provide a comprehensive county wide phone directory and we are still committed to this today. Promoting Hillsdale County businesses is our mission and this is one of the means in which we are able to do so. Please know, the decision to dissolve the phone directory partnership was not a decision made by the Chamber.

Invitations and award nomination forms will be soon be mailed for our upcoming Annual Dinner which will be held in April. Please take time to complete the nomination forms. A “Son of a Son of a Sailor” tells me it will be “Cheesburger in Paradise”, so you might want to dust off your Hawaiian shirts and Bermuda shorts and get ready for an island good time.

As always, if there is anything we can do for you, please do not hesitate to contact me.

Regards,

Karri Doty, IOM President/Executive Director

A NOTE FROM

Michigan's Ten Steps The 45 x 20 initiative is aimed at reducing the state's reliance on fossil fuels 45 percent by the year 2020, as measured against the 2002 baseline year. The following methods will be used to achieve this objective: Source: Michigan Department of Labor & Economic Growth

1. Energy Efficiency The cheapest energy is energy that we don't use. Improved energy efficiency measures result in less wasted energy and heat, providing direct and

immediate savings to the consumer. Through a variety of low-cost, low-tech solutions measures such as improved insulation and caulking, more efficient appliances, and high efficiency lighting, Michigan homeowners and businesses can reduce energy and heating expenses by up to 32 percent. In essence, use less, save more.

2. Michigan Saves This new program will offer all Michigan households the opportunity to install energy efficiency and weatherization measures in their homes with no up front cost. The energy savings can help offset the monthly loan payment for the installations.

3. Performance Contracting Performance contracting operates like the Michigan Saves program except that it is a service offered by private businesses to schools, colleges and universities as well as other private businesses. Performance contracting finances the purchase of energy efficient measures based on future savings from less energy use. 4. Accelerating Large Scale Renewable Energy Deployment The Obama Administration's energy poli-cies and objectives are in full alignment with Michigan's energy goals.

Continued on Page 13

Featured Member

Rick Searfoss 44 North Howell Street, Ste. A

Hillsdale, MI 49242 (517) 437-4088

Realizing there was a need for

pharmacy services for long term care patients in Hillsdale County, Bill Nash opened Nash Drugs Long Term Care

Pharmacy in 2007.

Nash Drugs Long Term Care Pharmacy is a full service pharmacy with 1 full time pharmacist and 7 seven full time support

and delivery staff. They provide long term care facilities of various sizes

pharmaceutical products as well as over the counter products like aspirin, Tylenol,

vitamins, cough & cold medicine, diabetic supplies and incontinence sup-plies to facilities that house long term

facilities.

Currently they serve 35 facilities with

571 patients throughout Hillsdale and Branch counties. Pharmacist Rick

Searfoss says that there are no other pharmacies of this type in the two

counties that they serve.

Rick believes what sets their pharmacy apart from their competition is

that their prices are low and very competitive with other pharmaceutical

suppliers, big box stores and membership clubs.

Nash Drugs Long Term Care Pharmacy prides themselves on being a family oriented business that cares about their customers on a personal level which

is not often seen in the long term care pharmacy industry. When their staff

visits the facilities that they serve, many times they take time to visit with the

patients and get to know them and their needs.

Nash Drugs Long Term Care Pharmacy accepts all insurance plans and

long term care patients of all ages. They also assist their senior citizen patients with their Medicare Part D insurance

coverage to help them choose the right coverage for their needs.

To find out more about the products and services

Nash Drugs Long Term Care Pharmacy has to offer, give

Rick Searfoss or any other staff member a call at (517) 437-4088

3 Tips to Aggressively Move Your Small Business Forward in 2011 By: Jamillah Warner Source: smallbiztrends.com It’s official: We are two months into the new year and one month away from slipping back into old and some-times unproductive habits. We know what this looks like—we see it all around us. From calorie-conscious shoppers in the grocery store because everyone is dieting for the New Year to overcrowded gyms because all of us are redesigning our bodies. “Give it a month,” said the lady beside me at the gym, “and half of these people will disappear. Then there will be plenty of room. Just wait. You’ll see.” But is that what we really want in our business? To slip back into old habits? I want better outcomes for my-self and my clients. So let’s get fit to achieve our 2011 business goals. 1. Shop and See Every business sells something to somebody for some reason. You know your product, you know your customer, but do you know their purchasing environment? John Mariotti, consultant and novelist, suggests that we master the art of competitive shopping. It lets you study your product from your (potential) client’s perspective. In other words, put yourself in your customers’ shoes. Go to the stores where they shop and see what sits on the shelf beside your product. Experience it the way your client does. Whether you sell services or products, competitive shopping allows you to hear the background noise that your (potential) customers deal with. Putting yourself in the market and making honest observations can help you (and your team) discover how to cut through the noise and stand out. 2. Call the Accountant Anita Campbell of Small Business Trends, recently provided 5 smart steps for cutting costs and keeping more of what you make.

Many small business owners shy away from the financials but in this economy (and for long-term success), pinching pennies is still a savvy move. Among her tips, Anita suggests that we call the accountant sooner than later. “A good accountant can help shape up your business’s finances all year long.” A good accountant can help you discover room for

improvement, including cost-cutting solutions that you can implement now as well as reviewing and fine-tuning your financial systems. Why go through another year with “good enough” accounting and cash management when great is available (and could save you time and money too)? 3. Ask for Referrals Ivana Taylor, author and CEO of Third Force, a strategy firm for small businesses, suggests 9 tips to get more ideal customers calling you instead of you cold calling them. Sounds great, doesn’t it? Just the solution that we’ve been waiting for. Well, if we actually intend to move our business forward in–spite of the economy (or whatever we blame our weaknesses on this week), then it requires smart work on our end. And we just may have to do things in ways that we have never done them before. * It is up to us to PARTNER, to identify our people, the responsive connections in our lives, the ones who take our phone calls, the non-competing members in our industry and connect with them.

* It is up to us to PLAN, to develop an easy strategy for helping others share information about our company and services. This includes describing your company, understanding your ideal cus-tomer and giving your people (your referral team) sound bites that make sense. In other words, teach them how to refer you busi-ness.

* It is up to us to work the PROCESS, to consistently implement our referral request plan. Taylor suggests that we meet in person, via online software like Skype or GoToMeeting, or by phone. Whatever it takes—just connect. And when you do it, don’t act like a salesperson; act like a friend in business. See how you can help them (first), but also tell them what you are trying to do and ask for feedback. The connection will make you top of mind. See, your referral partners meet your ideal customers everyday, but it’s up to you to give your partners what they

need in order to say your name, mention your service, and strongly and naturally suggest your products. Get to It Implementing business solutions is like working out. You’re not a kid in the gym forced to do mandatory exercise anymore. You’re in charge. You control how often you go, the kind of exercise (run, step, dance—whatever you like) you do, and how intense you make it. And because you control all of that, then you control how quickly success comes and how long it lasts. Choose (at least) one and get to it. Referral team, here I come.

The views expressed in the Commerce Connection may not necessarily reflect the views of the Hillsdale County Chamber of Commerce or its staff.

Have a topic you would like more information on or know of an article

that could benefit your fellow Chamber Members?

Send your requests via email to Jon - [email protected] with any topic requests or articles you

wish to share and we will do our best to publish the information in the

Commerce Connection.

When submitting articles please include the author and source so that

permission can be obtained for the usage of the material.

DON’T BE FOOLED by the competition…

The phone directory you have relied on for the past ten years is the Hillsdale County

Chamber Phone Directory.

Our graphic designer is local, our sales rep is at the Chamber on a daily basis and we will continue to print the book just as we

have in the past.

Our directory will continue to be: 1) mailed to every business and household

in Hillsdale County, 2) available at various distribution points

throughout the county, 3) exclusively in all relocation packets and

realtor requests, 4) distributed at our Hillsdale County

Fair booth, 5) distributed at all Chamber events

open to the public.

Your advertising support of the Chamber directory helps keep your dues affordable

and allows the Chamber to continue providing programs, benefits and services.

This is your last call to advertise in the 2011

Hillsdale County Chamber of Commerce Phone Directory. Don’t be left out of the

#1 directory in Hillsdale County.

Contact Larry Mears at the Hillsdale County Chamber of Commerce

today at (517) 437-6401

Baker Fabricating, Inc. Larry Baker

1001 Crispell Road Clarklake, MI 49234

(517) 529-1042 Metal Fabrication, Bulk Oil &

Fuel Specialists

Child Abuse Prevention & Awareness

Stasha Arreguin 20 Care Drive, Suite C

Hillsdale, MI 49242 (517) 437-3100

Raise community awareness about the issues of child abuse

& neglect

Hodz Designs Sally Hodshire

120 North Main Street Camden, MI 49232

(517) 368-5623 Graphic Design & Printing

O’Reilly Auto Parts

Victor Wells 3131 W. Carleton

Road, Hillsdale, MI 49242 (517) 437-4874

Auto Parts Store

SA Industries 2, Inc. Mike Carmendy

2249 West Moore Road Hillsdale, MI 49242

(517) 849-9647 Metal Manufacturing

Roxanne Shankster

Waldron, MI Individual Member

Do you have a product, program or service you would like

others to know about?

Call the Chamber today at 517-437-6401 to have your business listed as

a featured member.

Christie Plemmons, joined the RE/MAX Preferred Realty sales team as an associate broker. Olivia’s Chop House in Jonesville offi-cial opened on March 1st with a ribbon cutting ceremony. Coney's & Swirls - 44 East Bacon Street - Hillsdale recently remodeled the inside of their store and increased their seating capacity from 8 to 22 customers and is open for business. Amy Adair joined Classic Cuts Plus Salon as a nail technician. Hillsdale Glass and Door has moved to

a new and permanent location at 1334 Hudson Road - Hillsdale. The Hillsdale County Road Commission has enacted frost laws for local roads until further notice. Judge Nye is working to restore the Hillsdale County Probate Courtroom from public donations. Sweets for Life, featuring Mackinac Trading Company opened in downtown Hillsdale and is operated by Life Challenge of Michigan. Hillsdale Community Health Center has a new website - www.hchc.com.

Mary Wolfram is the newest Hillsdale City Council member for Ward 3. Patrick’s Gold moved to downtown Jonesville and will soon be opening a second location in Hillsdale. Reading & Allen are considering allowing wind energy farms to be placed various areas in the communities.

Page 6

S E N A T O R’ S S P T L I G H T By Senator Bruce Caswell February 23, 2011 Governor’s Budget Proposal Presented On February 17, Governor Snyder presented his budget proposal to the Legislature. Each year, the Governor presents a proposed spending plan to the Senate and House of Representatives. The Legislature then makes changes to the proposal and sends it back to the Governor for approval. In the past several years, this process has been dragged out until the budget deadline at the end of September. This year, we hope to have the budget completed much sooner. However, the Legislature has many difficult and necessary decisions to make about the budget and we should not make these decisions hastily. The Governor proposed budget cuts to

many programs and the elimination of the Michigan Business Tax. The cuts would address the estimated $1.5 billion budget deficit. He also proposed several reforms to the tax code to pay for the additional $1.5 billion shortfall that the MBT repeal would create, such as a tax on pensions, elimination of the MBT tax credits, and reinstatement of all personal property taxes. How do you feel about these changes and how would they affect your business? I ask that you let me know your concerns so that I can represent your interests in the budget negotiations. I prefer that you send me written comments so that I have them in your own words. You may mail them to my office at: P.O. Box 30036, Lansing, MI 48909; fax them to me at: (517) 373-5944; or, email me at: [email protected]. Please remember to include your name, address, and telephone number. Personal Property Tax Relief For Small

Businesses. I recently introduced Senate Bill 142 to eliminate personal property tax on new equipment purchased by businesses of 25 employees or fewer. This bill would eventually phase out the personal property taxes for small businesses by exempting any future equipment purchases from the tax. Under the Michigan Business Tax, most of the larger businesses do not pay personal property tax. My legislation would help small businesses by including them in this exemption. As always, my office is open to anyone seeking assistance. My toll-free phone number to my Lansing office is 1-866-305-0316 and the fax is (517) 373-5944.

Happening in

Hillsdale County

Annual Dinner (April) 2011 Theme “Cheeseburger in Paradise” This successful event with over 150 Chamber members, elected officials and guests features entertainment, awards presentations and a review of the past year’s accomplishments and a

look ahead to the coming year. ______ Island Fever - $1000 – (1 available) - 8 dinners & 16 drink tickets, preferred seating with table sign, recognition in the dinner program, name and logo on invitations, welcome dinner attendees at podium, opportunity to place promotional items at place settings, special recognition in the annual report, feature article and insert (provided by you) in Commerce Connection.

______ Margaritaville - $750 – 6 dinners & 12 drink tickets, preferred seating with table sign, recognition in the dinner program and annual report, opportunity to place promotional items at shared sponsor table, insert and ad (provided by you) in Commerce Connection.

______ It’s Five 0’Clock Somewhere - $500 – 4 dinners and 8 drink tickets, preferred seating with table sign, recognition in the dinner program and annual report, opportunity to display items at shared sponsor table, and insert (provided by you) in the Commerce Connection.

______ Changes in Latitude - Changes in Attitude - $250 – 2 dinners & 4 drink tickets, preferred seating, recognition in the dinner program and annual report, opportunity to display items at shared sponsor table.

______ Parrot Head - $125 – 1 dinner & 2 drink tickets, preferred seating and recognition in the dinner program. ______ Coconuts in the Breeze (Awards)– $250 per award – (10 available) - 2 complimentary dinners & 4 drink tickets for you and 2 complimentary dinners and 4 drink tickets for the award recipients, participation in award recipient selection, opportunity to present award at dinner, recognition in the dinner program and annual report. Select the award you are most interested in sponsoring: Ambassador of the Year, Non-Profit of the Year, Small Business of the Year, Chamber Mission, Business Person of the Year, Architectural Award, Renovation Award, Chairperson’s Award, Volunteer of the Year, Entrepreneurial Spirit of the year award.

Recent Ribbon Cuttings

The Hillsdale County Chamber of Commerce welcomes these business to our

community and wish them many years of success.

Olivia’s Chop House 205 East Chicago Road - Jonesville

March 1, 2011

Coneys & Swirls 44 East Bacon Street - Hillsdale

March 1, 2011

The 6 Laws of Small Business Advertising Success By: Darrell Zahorsky Source: About.com Guide

Small business advertising is a science and an art. Companies often miss the fundamentals of advertising. Regardless of the size of your business an understanding of the laws of advertising can reap huge rewards.

My understanding of these fundamental laws came years ago when I had the privilege of work-ing for one of the all-time advertising success sto-ries; NordicTrack. NordicTrack's advertising was based on flawless execution of fundamen-tals.

According to Small Business Administration, 5% of an entrepreneur's gross sales should be budgeted for advertising. A 5% small business advertising budget can only help if you understand the laws of advertising.

6 Laws of Small Business Advertising Success

1. Use One Message: A high response rate ad usually conveys a single message. NordicTrack's message of the "World's Best Aerobic Exerciser" was simple and compelling. Your small business advertising needs to quickly communicate its core message in 3 seconds or less. If you are fearful and overwhelmed by technology, which computer book do you buy? "DOS for Dummies" began a best

selling phenomena because its message was easily understood and to the point.

2. Add Credibility: It has become human nature to distrust advertising. Claims need to be real and credible. Roy H. Williams, best-selling author of the "Wizard of Ads" says, "Any claim made in your advertising which your customer does not perceive as the truth is a horrible waste of ad dollars."

NordicTrack added enormous credibility from a University of Wisconsin-LaCrosse research study, ranking the cross-country ski exerciser first in the areas of weight loss, body fat reduction, and cardiovascular fitness. Ivory soap's advertising success was attributed to its credible statement that ivory soap is the 99-44/100% pure.

3. Test Everything: Large businesses have a greater margin to waste capital and resources without testing advertising. Small businesses do not have the luxury. Use coupons, codes, and specials to measure the headline, timing, and placement of your ad. Test only one item at a time and one medium. Testing can be as simple as asking every customer for several weeks how they heard of your business.

4. Be Easy to Contact: Every single brochure, box, email and all company literature should have full contact information including: website and email address, phone and fax numbers, and company address. It seems simple but is forgotten by most companies. At NordicTrack, every box a ski machine went into had full contact information and the "World's Best Aerobic Exerciser" tagline. Be everywhere.

5. Match Ads to Target: Successful business advertising speaks to one target market only. At NordicTrack, the ads were tai-lored to each market. An ad in a medical publication preached the cardio-vascular benefits of cross-country skiing to heart patients. Ads in women's magazines discussed the weight-loss and calorie burn from cross-country skiing. Focus the message to the target group.

6. Create Curiosity: Successful business advertising does not sell a product or service. NordicTrack's ads sold the free video. Once a potential customer watched the video, they contacted the company for more information. The end result, millions of dollars of sales. Create ads that generate interest and make the customer want more information.

Having a poor response is not the medium's fault. Often the problem is the message. Small business advertising is not a quick fix solution to marketing your company. It takes planning, testing and constant exposure to have an impact on your small business. Done correctly, small business advertising can be a winning strategy.

February 25, 2011 As promised, Governor Snyder presented his Executive Budget proposal on February 17th. The Governor expressed what I believe was a sincere and honest assessment of where Michigan stands economically. I certainly respect the time and effort that I have witnessed being given to laying out a plan for reinventing Michigan. It is important to understand that the Governor`s budget proposal is the first step in a process that will include much study and review with the possibility of changes and adjustments along the way. I was particularly encouraged by the focus on doing what is necessary to help Michigan become more competitive and business friendly. Repealing the MBT(Michigan Business Tax) and replacing it with a flat corporate income tax is a significant part of this budget proposal that I can support as moving toward a simpler tax structure. I am optimistic that

much can be achieved to reach the shared goal of a more simple, fair and efficient tax and budgeting system for Michigan families and businesses. My committee assignments are now well established, and the duty of hearing testimony and debate on specific issues has begun. Of particular interest to our area is the issue of MAEAP (Michigan Agriculture Environmental Assurance Program) certification for farms. In short, this is a program that lays out a plan of action and procedures to be established in respect to best practices for handling fertilizers, waste and other products associated with agriculture and how these effect the environment. This is a voluntary program, highlighting the lengths to which a farmer is willing to go in order to not only show but actually put into place those practices that prove they are indeed the most interested in caring for the land upon which we all rely. Recently, legislation was taken up within the House Agriculture

Committee, on which I serve, that provides for greater protection to MAEAP Certified farmers against frivolous and unwarranted lawsuits. The legislation has passed through the House of Representatives and will continue through to the Senate. I am very confident that this legislation is beneficial to both farmers and our environment. I am also continuing my efforts to prevent the implementation of a statewide ban on open burning, or what many of us know as burning barrels. I believe this ban would negatively impact our rural home owners by potentially driving up costs for trash disposal. Others have expressed their concern regarding how a burning ban would likely lead to trash simply being dumped along our roadsides, etc. I believe that our local governments can make these decisions in conjunction with the local residents that they serve. The discussion and decisions in the

K O R N E R

E N’ S A message from State Representative Ken Kurtz

Member Checklist

Attend a Business After Hours

Attend a Hello Hillsdale County Breakfast/Lunch

Place business cards and/or brochures in the Chamber Office

Place an ad in the Hillsdale County Chamber of Commerce Phone Directory

Participated in the Chamber TUF program

Supported a fellow Chamber member by purchasing a product or service from a member

coming weeks will be vital to Michigan`s economic future. I remain encouraged by the support within our local communities for those who are struggling with various difficulties. I want to thank the utility workers, road crews, public safety personnel and others for their dedicated service during the recent storms. I also want to say thank you to the local schools and other organizations that have opened their doors to the community in order to help residents who have lost power, heating and other needs for daily living. This is the strength of character that I believe will carry Michigan through to prosperous and rewarding times. As always, I encourage and welcome anyone to contact my office for information or assistance. As always feel free to contact me through my office at 517-373-1794.

Who Do Your Customers Trust: Friends or Experts? By: Lisa Barone Source: Smallbiztrends.com It’s all a matter of trust. Whether we’re talking social media or business, it’s about building relationships with potential customers so they trust us long enough to stick around and hear what we have to say. Because if they don’t, all that great content, interacting and marketing won’t help. Without trust, you have nothing.

With trust so important, everyone wants to know who people trust more. Who is it you want singing your company’s praises to make an impression? Is it a potential customer’s next-door neighbor, an authority figure, a celebrity? Recently, I stumbled upon on an eMarketer post that commented on two studies that seemed to offer conflicting answers to that question. I thought perhaps I’d dig into their numbers a bit to find the real story.

Study 1: GlobalWebIndex’s Annual 2011 Report

The first study mentioned by eMarketer was GlobalWebIndex’s 2011 report, which claims to have the most detailed set of data on your online audience ever. (So, take that, everyone else.) According to their numbers, since 2009 users worldwide have reported:

• 50 percent increase in their trust of social network contracts

• 21 percent increase for microblog contacts

• 16 percent increase for blogger contacts

Not bad, but probably what you’d expect given the date ranges, right? That study also showed that trust in traditional media like newspapers, tele-vision and radio has barely moved over the same time period. GlobalWebIndex

states these numbers show the important synergy that exists between professional content and who it is that’s sharing that content.

While that’s true, I don’t think it paints a very clear picture of who your prime distributor is. It makes sense to see social media sites showing the highest “increases,” since they had the most to gain over the past couple of years. That doesn’t necessarily mean that’s where your audience is or that trust is growing for “people like us.”

Study 2: Edelman’s 2011 Trust Barometer Report

Edelman’s data provides an entirely different look at consumer trust than the one mentioned above. According to their research, it’s not “people like us” that we look toward for influence, but people smarter than us. Edelman’s data lists the most trustworthy folks as:

• 70 percent: Academic or an expert

• >64 percent: Technical expert • 50 percent: CEO • 43 percent: Person like you Why are Edelmen’s numbers so skewed toward academic professionals? Well, because of the group polled. The respondents for the Trust Barometer study were not your

average sampling of Internet users. Instead, they were college-educated consumers ages 25 to 64, in the top 25 percent of household income relative to age group, who regularly follow business news and public policy. “People like them” are academic professors or field experts. Therefore it makes sense that those are the opinions they

would seek out and trust.

So what are the takeaways for small business owners? Be wary of studies and do your own research to understand who your particular audience takes its cues from.

As a small business owner, you need to observe your own audience. Who are they conversing with? Who are they retweeting? What blogs/information sources do they read? Where do they get the information that they share? Do they ask Twitter for answers or do they ask Twitter for sources? These are their trust circles and how you’ll want to appeal to them.

Trust is essential to your business. That means both gaining trust yourself and understanding who your core audience trusts to help you market to them. You don’t need a fancy survey to tell you who that is. You just have to do your homework.

3” x 2 ½” ad in Commerce Connection

ad provided by you (jpeg or PDF format) $25

12 ads (one per month) - 4 changes per year $175

3” x 5” ad in Commerce Connection

ad provided by you (jpeg or PDF format) $42.50

12 ads (one per month) - 4 changes per year $410

3” x 7 ½” ad in Commerce Connection

ad provided by you (jpeg or PDF format) $60

12 ads - one per month - 4 changes per year $510

E-mail blast E-mail blasts will be sent once per week -

$35 per blast

Inserts Chamber composes & prints - (black print & 1 side) $165.00 (exclusive - no other inserts)

You compose & supply 250 copies, Chamber

inserts & mails $125.00 (exclusive - no other inserts)

Chamber composes & prints

(black print & 1 side) $115.00 (with other inserts)

You compose & supply 250 copies,

Chamber inserts & mails $75.00 - Month (with other inserts)

$25 for ads created by Chamber

Color printing - $25

Colored paper - $10

Second side printing - $10 black and white & $25 color

2011 Advertising & Insertion Rates

DELEG Accepting Applications for Low-Interest Loans Up to $2 Million for Small Businesses to Invest in Advanced Manufacturing of Energy Systems By: Mario L. Morrow Source: Energy, Labor & Economic Growth FEBRUARY 15, 2011 - The Michigan Department of Energy, Labor & Economic Growth is offering low-interest loans up to $2,000,000 for small businesses with 500 employees or less to diversify into high-growth clean energy sectors and invest in advanced manufacturing of energy systems and components. The deadline to apply is Friday, April 1, 2011. "This is a great opportunity for Michigan's small businesses to get a

great 6 percent fixed rate to get the capital they need to diversify into the manufacturing of clean energy technologies," said DELEG Acting Director Andrew S. Levin. "This not only benefits our state's businesses but is also an investment in Michigan's future by promoting economic growth and the creation of green jobs." Examples of clean energy sectors and advanced manufacturing of energy systems and/or their components include wind turbine systems, solar technology, bio-energy equipment, and geothermal heating and cooling systems. This also includes, building or increasing production capacity of next generation energy efficiency technology systems. Examples of eligible technologies are:

• Induction Lighting • Smart Grid systems • Mechanical systems (i.e. heating,

cooling and ventilation equipment) • Water heating and pumping systems • Building control systems

• Electrical power systems (i.e., zone thermostats, office lighting, other)

• Boilers • Combined heat and power systems

(i.e., cogeneration) The loans can only be used to cover materials, supplies and equipment costs. Interest on approved loans is fixed at 6 percent for a maximum of 6 years. Applications and loan specifications are available at: http://www.michigan.gov/dleg/0,1607,7-154-25676-217576—,00.html. Applications for funding will be reviewed by an advisory committee, and awarded based on project merit and applicant creditworthiness. The loans are made possible thanks to Public Act 242 of 2009, which established the Energy Efficiency and Renewable Energy Revolving Loan Fund (Energy Revolving Loan Fund) Program to provide low-interest loans to public or private entities for energy

efficiency and renewable energy pro-jects. The grant, awarded by the DELEG Bureau of Energy Systems, is funded by the American Recovery and Reinvestment Act of 2009 (Recovery Act). The Recovery Act funds projects that will create and retain jobs, save energy, and reduce greenhouse gas emissions. For questions about funding availability and application requirements, contact: Robert Jackson via email: [email protected] For more information about DELEG, please visit www.michigan.gov/deleg. Follow DELEG at http://twitter.com/MIDLEG, visit the "DELEG" page on Facebook and Become a Fan or visit the Michigan Government channel on You-Tube: http://www.youtube.com/michigangovernment

Hello Hillsdale County State of the Community

Breakfast

March 24, 2011 7:45 AM - breakfast buffet

Join us for an informative breakfast as we

hear from the Hillsdale County Board of Commissioners, Cities of Hillsdale and

Litchfield as well as the Village of Jonesville as they provide an update of the economic state of their

communities.

Contact Jon at (517) 437-6401 or via e-mail at [email protected]

Phone Directory Ad Upgrade

Drawing

We will be hosting a drawing between now and March 31, 2011

for a free phone directory ad upgrade.

Each time your company is

represented at any of our Chamber events (January - March),

your company will be put into a drawing to receive a free phone

directory ad upgrade (you must be a current advertiser to

qualify).

Recruit a business to join the Chamber or

advertise in our phone directory and

receive five additional entries into the

drawing.

The business must mention your name

as a referral for you to receive entries.

Pre-payment or payment at time of breakfast is re-quested

An additional $2 fee will be added for those being billed or for those without an RSVP.

RSVP by

March 18,

2011

$10 Breakfast Buffet

INSURANCE

CALL FOR A QUOTE - WE MAKE IT EASY

Home • Auto • Business • Aviation • Workmans Comp.

Trucking & Bonds

Life • Health • Medicare Supplement • Long Term Care

Jack Smith Agency

www.jacksmithagency 800-485-1318

535 Marshall Litchfield, MI 49252

517-542-2946

Michigan's Ten Steps Continued from Page 2 The Obama Administration is seeking to double the nation's production of renewable energy in the next three years. The United States Department of Energy has identified Michigan as being one of four states that has the potential of creating tens of thousands of jobs in the wind energy sector alone in meeting the national goal of achieving 20 percent of the nation's power from wind energy by 2030. With the anticipated new federal financial incentives and policy support, Michigan will be able to accelerate both the deployment of renewable energy production and manufacturing capacity for wind turbine components. In addition, the Land Policy Institute at Michigan State University has calculated that there is enormous potential for large scale wind development off-shore in the Michigan waters of the Great Lakes. We will be moving aggressively to capture these opportunities.

5. Distributed Generation Distributed generation describes a system that provides Michigan homeowners and small businesses the opportunity to generate their own electricity and sell the excess power that they produce back into the grid. The benefits of distributed generation include clean, zero-carbon, emission free power, reduction of the amount of energy lost in transmission over long distances, and improvement in grid stability. 6. Smart Grid Deployment Like the Internet was for the plain old phone system, smart grid is tomorrow's

future for our current electric grid. Smart grid technology uses information technology, advanced materials, and computers to allow the grid to recognize the areas of most need and most supply, and to distribute the electricity to the appropriate areas. The smart grid will connect the distributed small energy

generating systems and allow the free and efficient flow of energy from the source of generation to its end user.

7. Demand Response Today, most everyone pays a flat rate for the electricity they use despite the fact that the market price varies considerably. The cost of electricity that has to be purchased from regional electrical generation to meet peak demand can be very expensive. Conversely, electricity available in the evening and early morning - periods of low demand - is considerably less expensive. Demand response technologies will allow consumers to modify their daily usage needs to use less expensive energy more frequently. 8. Upgraded Electric Transmission An upgraded electric transmission system reduces energy loss and makes our transmission grid more efficient. It will connect renewable energy sources

from large-scale projects in remote areas, such as in the Thumb, to the grid, where existing transmission (power) lines do not have the capacity to carry a large amount of electricity to consumers. In order to be able to actually use energy crated in remote areas, we need to upgrade and

sometimes create anew, the transmission lines needed to get the power to the user.

9. Green Building Green building techniques reduce energy use, and is more environmentally friendly than standard construction because it emphasizes the re-use of materials that would otherwise be discarded, such as wood and other salvageable materials from demolished homes and businesses. Green building also

entails the use of more efficient appliances and materials, such as toilets that use less water, light bulbs that need less energy for the same amount of light, or tiles that reflect the heat from your roof. Green buildings need less energy, water, and materials than you use now in your traditional home or business.

10. Community and Local Government Initiatives Local communities and government are our partners in reducing fossil fuel energy usage. More than 25 cities and mayors have signed agreements to reduce their carbon emissions by turning to efficiency and renewable sources to meet their energy needs. The state will continue to support these objectives of mutual energy savings at the local and state levels.

Interested in serving on the Expo, Car Show or TUF committee?

Would you like to serve as an ambassador?

Please call the Chamber at 437-6401 to learn more.

Chamber Testimonials Jon… You must be a real detective….You are my new best friend. Thank you for finding the information for me…. I will give Frank Armstrong Construction a call. JM - Reading Jon… Can you help me figure out who my electric company is, my utilities are included in my rent and I am not sure…. Thanks, I will give Hillsdale Board of Public Utilities a call. Hillsdale resident

Kathy….I always use the Chamber of Commerce to find out information and I wish other people were more aware of the information provided by the Chamber of Commerce. I can always depend on the Chamber of Commerce to have the answer to my question. PC - Hillsdale

Karri…. Thank you for your assistance, I am amazed at how quickly you fig-ured out the name of the company I have been searching for.... I will give Mac’s Comfort Specialist a call. Gladwin, MI

Page 14

Featured Member

Cindy Padget 81 West Carleton Road

Hillsdale, MI 49242 (517) 437-2249

Melvin Nevins and his son Mike

started Menco Log Home Supply in Colorado. After realizing that a log home stain was not readily available and would hold up to the elements they developed their own brand of

stain - Men-wood. In 1991, the business was moved to it’s current

location at 81 West Carleton Road in Hillsdale.

Today Menco is owned an

operated by Melvin Nevins’ daughter Cindy Padget and her

family. Cindy says it’s truly a family business as her daughter works with

her full time and her husband and son pitch in as needed.

Menco Log Home Supply offers a wide variety of supplies for finishing, maintaining and

repairing log homes, wood sided homes/buildings and fencing.

Menco also offer supplies and

products for concrete finishing and preservation from sealers and stains

to epoxy shield.

All of Menco’s products can be purchased in store and online.

Cindy says 80% of their sales come from online orders to customers in

the U.S. and Canada and some overseas orders.

Whether it is made out of wood or concrete and needs finished or

maintenance the do it yourselfer can find the products and supplies they

need to get the job done. Cindy says what sets Menco apart

from their competitors, is they are a small family owned and operated

business that prides themselves on fast friendly

customer service with quick order turn around times. Customers always

get a live person when they call during business hours.

To find out more about

the products and services Menco Log Home Supply has to offer, give Cindy Padget or

her staff a call at (517) 437-2249 or stop in

and see them at 81 West Carleton Road - Hillsdale.

You can also check them out online at

www.loghomesupply.com

Joe San-ford…………………………………………...........Chairperson Century 21 Action Associates Cyndi Young Vice Chairper-son WCSR Jeff Layman Member At Large Layman’s Service Center Raymond Lee………………………………….…….Member At Large Raymond Lee Custom Carpentry Eric Potes…………………………………………………….Treasurer County National Bank Scott Phillips Board Mem-ber

Coldwell Banker Michael Lee Thorp Board Mem-ber The Plant Nook Florist

2011 Board of Directors

2011 Chamber Partner Member

2011 Chamber Associate Members

County National Bank

Hillsdale County Chamber of Commerce

22 North Manning Hillsdale, MI 49242

Phone: 517-437-6401

Fax: 517-437-6408 E-mail:

[email protected]

We’re on the web

Staff

Fat Tuesday is March 8th! Hillsdale Market House · 210 W. Carleton Rd. Phone 437-2100 or Fax 437-0566

A Polish tradition for “FAT TUESDAY”, the day before Lent! Yeast raised donuts filled to overflowing with fruit…covered in a

variety of sugars and glazes.!

Beat the rush…phone or fax your paczki order today! PACZI ORDER

Name___________________________

Phone________________________________

Pick Up Time______________ Pre-Orders will not be ready for pick up until Fat Tuesday!

While Supplies Last!

QUANTITY VARIETY (circle one)

_________ (ea / doz) Lemon _________ (ea / doz) Blueberry _________ (ea / doz) Custard _________ (ea / doz) Raspberry _________ (ea / doz) Prune _________ (ea / doz) Fluffy White Creme _________ (ea / doz) Chocolate _________ (ea / doz) Apple _________ (ea / doz) Peanut Butter Creme . _________ (ea / doz) Apple-Raspberry _________ (ea / doz) Plain _________ (ea / doz) TOTAL Please check (√) one of the following: Glazed Powdered Sugar Frosted

_______ Cod Loins.................2 for $5 _____ Salmon Fillets……….…..$7.99lb. _____ Crab Cakes……..……….$1.29ea. _____ Sea Scallops…………...$11.99lb. _____ Tilapia Fillets…………..…$3.99lb. _____ Snow Crab…………….…..$9.99lb. _____ King Crab Legs……..…$19.99lb. _____ Ocean Perch……………….$5.99lb. _____ Cooked Shrimp (41-50)…..$6.99lb. _____ Raw Shrimp (26-30)…….….$5.99lb.

Friday, March 11, 2011 9am-6pm

Pre Orders Welcomed ! Fax to 437-0566 Customer Name______________________________________________________________________________ Customer Phone # _______________________________________

We offer double the gas rewards compared to our competition! Spend $25….Save 5¢ per gallon!* Spend $50….Get 10¢ per gallon!* Spend $75….Get 15¢ per gallon!* Spend $100..Get 20¢ per gallon!* *Product exclusions apply! See store for details! Did you know? Market House doubles manufacturer coupons up to 50¢ everyday! Grand Opening is coming up Market House offers a Senior Discount mid March 2011! every Wednesday! We are excited to see this new addition to our facility! Market House’s bakery produces many of their items from scratch! Market House is here to serve the community that supports us! Market House is a convenient and friendly place to shop! Thank you for your business!

Commerce Connection

Documents

Transcript of Commerce Connection