Why tradeshow exibits?

August 14th, 2008

I love to play music.  I’ve been a musician in one form or another my entire life.  I’ve performed before hundreds of millions of people in a couple dozen different countries but yet very few of you know me as a musician.  That MUST change!

Most of my performances happened in the three year period I was serving in the US Army as a Military Musician in the 3rd Armored Division Band in Frankfurt, Germany.  But a fair number of my gigs took place in my youth with the San Jose and Santa Cruz Symphonies and AA (after army) with the Barbershop Harmony Society.

Ok, that is the background.  Why then don’t I play professionally today?  This is a long tail and I must start at the beginning.

I was five years old.  My dad worked for the US Postal Service as a letter carrier.  My dad LOVED his job and made many friends in his 36 year career.  One of those friends was the reason I become a musician and travel around the world playing music for people.  One of his friends shaped my entire life in just one evening.  This friend of my dad’s, lighted a fire inside me that rages still to this day; and I don’t even know the name of this man.

One evening shortly after my fifth birthday my parents loaded me in the back of their yellow Granada sedan and pointed the car south towards the cherry orchards of San Jose California.  Must of the trip was a blur because we had taken this route so many times in the past, but before long we were in a different place.  A place I had never seen before.  The streets were wide like our street on McKee Rd, but there was a big path down the middle of the road with brown grass and very tall Walnut trees.  I think the neighborhood is now part of Highway 85, but that is a different story.

We pulled up to a yellow and white house and I saw what looked like an antique car parked on the street.  I think it was an edstel, but I didn’t know that then.  Mom and dad got me out of the car, took my hand and lead me to this strange house that at night time I was sure was haunted.  The big trees leaning over the roadway with little tree things all over the ground looked spooky.

My parents knocked on the door and my mom took another puff off her cigarette.   I can not image anyone walking up to a house now a days smoking.  An old man answered the door and said, “Is this Eddie Paul?”; he knew we were coming.

My dad proudly answered the man, “Yes this is my son Eddie Paul.  Say hello.”  Don’t we love it when our parents put us into embarrassing situations?  What did I do?  Heck, I was three feet tall, I did what every young boy would do in this scary situation, I grabbed on to my dads leg and hid.

The old man laughed and invited us inside.  My mom never asked if it was ok if she smoked.  Then again she also smoked in the grocery stores and shopping mall.

The old mans house seemed small, even to a little guy like me and the hallway leading into the living space seem extra long and dark and narrow.  There was an opening to the right and an opening to the left and the hallway continued further into the house.  I never saw what was right or straight ahead because when I looked left, the direction the old man went, I saw something that fascinated me.

I had seen a piano by this age, I had even sat at the music store once and played with the keys a little.  But this monstrous looking piano wasn’t a piano, it had three keyboards lots of pedals and lots and lots of buttons.  No way this way a piano, but the largeness of the thing stopped me in my tracks an no more was I shy.  All three adults stood around me but I had no idea what they were doing, I was mesmerized by the sight.  The old man spoke.

“Would you like to hear me play some music?”

Writing these words brings the same tears I had then when the music started.  My dad later told me that I stood in one spot for almost a half an hour without moving which his friend played the Organ.  At that moment, my destiny was written.  I was going to be a musician.

My parents obvious felt I might have this type of reaction, that is why they brought me to this mans house.  But now I need to jump around in time a little because my parents did so to live up to a promise they made.

I was adopted and it was shortly after this musical experience that my parents shared this knowledge with me.  It didn’t really phase me that my mom and dad were not my biological mom and dad, they were my parents and were as real as they needed to be.  Fast forward 30 years, when going through the paperwork my parents kept after my dad had passed away I found my adoption records.  In them was one simple request from my biological mother, “if he shows a musical interest please give him the opportunity to become a musician.”

When I was fourteen years old I had an opportunity to participate in a music clinic for elementary school students.  The Youth Symphony I was in was putting on a special program and they needed someone to use as a role model to inspire the students.  In addition to one of the violin and clarinet players, the conductor choose me because they felt my instrument would be the “hit of the show.”

At 14 I played the marimba and that day I was to play the second moment of the concerto for marimba; one of the most difficult mallet instrument arrangements ever written.  I played that same solo at the center for performing arts in San Jose California just the month before, so the conductor wanted to show me off as his prize pupil.  Needless to say, I love being the ham in front of a crowd.

The performance went great but I noticed that much of the talking was to the adults in the room and not the hundred plus children.  Little boys and girls who had probably never seen a marimba were sitting on the floor  with their legs crossed listening to some old guy pontificate about some musical accomplishments of me.  Yes I did them, but I remember thinking these ackolaids had no place in this setting.  The kids, like me, want to be inspired through music, not through talk.

After the performance, a little girl dressed in pink and blue came up to me, crossed her legs and did the shy dance.  It was like nobody was watching her and all the adults were congratulating one another.  Teachers were shaking the hand of the conductor, children were starting to stand and get in line to leave and the room was filled with noise.  The Symphony was even ignoring the moment and they too were chatting, laughing and packing up; but this little girl had a question but was too shy to ask.  So I spoke.

“Would you like to hear me play another song?”

She shook her head yes and drew in closer.  I pulled out a second pair of mallets and started playing Feeling.  The room fell instantly silent, almost like the sound was sucked out of the room.  Every body turned but the only face I saw was this little girls.  I made a few mistakes because this was the first time I tried playing it on the marimba, it was a song I played on my Organ at home, but this was the song this little girl needed to hear.  I only played the chorus and then I stopped, but the entire time I was playing the room (and the world it seemed) stood still.  In that moment I made a promise.

Keep music a live and special for everyone.  As a professional musician the music stopped being special for me and to get gigs I was forced more and more to speak like the adults in the assembly hall that day, not about the music but about the people I’d played for, the special accomplishments I’d made.  After 35 years and five months later, I am still seeking the chance to ask a child, “would you like to hear me play some music?”

Keep music alive, take your children to experience all types of music an pay attention to them when they experience it.  You never know, but you might have the next Mozart living in your house.

Ed Bejarana

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Anatomy of the Internet Search

July 28th, 2008

As a business owner competing for attention on the Internet, I must constantly keep abreast of search trends and search engine optimization advancements. With the lion share of all searches taking place on Google, my primary research and development focus is on how keyword phrases are performing by how they rank in Google. That said, Yahoo, MSN and Ask all have a loyal follow and for the long-term health of my business I keep a keen eye on how my sites are performing.

So what is an Internet search? As it pertains to business applications, it is the hunt for products or services through as few descriptive words (keyword phrases) as possible.

Search Results Diagram

Search Results Diagram

We have all heard the adage, make your search too broad and you’ll get the phone book. Well, this analogy is a great place to start our discovery process. Here is a simple bard chart (very similar to those we had to constantly make in our college economics class.

The search volume side represents the number of search results. The Search Detail side represents the detail of the search phrase. For example, if you search on Google for “books” (very broad search scope or very low level of search detail) you will get 1.72 billion search results. Increase your search detail to “aviation books” and the search results decreases to 172,000. Further increase the search detail to “American aviation books” and your search results decreases to 7.

On the search side of the equation using google’s keyword tool we find the following search volumes. The approximate number of searches in June 2008 for “books” was 24.9 million; searches for “aviation books”; and the number of searches for “American aviation books” is listed as Insufficient Data.

Going back to a question my Economics Professor always asked, so what? Why is this bit of boring information important to me? Because I believe the Internet search industry has hit Critical Mass and now more and more people are adopting new technologies that allow for deep keyword phrase searching. One such technology is blogging.

At a point in our not so distant past, blogging was mostly a personal activity techy people did to share useless bits of information. But today, the masses are using blogs to tell about product and service offerings, company news, general announcements, tips and tricks, give financial advice, sell homes, buy cars and thousands of other tasks. Sure, there is still a lot of social and political blog activities, but business is turning to the text rich real time web publishing blog medium to keep in contact with current customers as well as reach out to new customers.

The obvious question is “Why?”

Looking back at our search example, if you search on WordPress.com for our search phrases here is the results we get:

  • books = 68,271 results
  • aviation books = 67 results
  • American aviation books = 25 results

The conclusion we can draw is that with text based blog technology, the deeper (more valuable) keyword searches are producing more results. Why is that?

Looking back at websites, the static nature of the technology prevents frequent edits; resulting in loose product association. Books (in our example) is a very popular search phrase and any business in the book business will have that keyword in their meta data. If the company specializes in aviation literature, then listing the keyword phrase “aviation books” in the meta data is very reasonable. However, classifying the keyword meta data to “American aviation books” has very low ROI for the effort it requires to add and maintain on the website.

Blogs, on the other hand, require little to no expertise to use. The process of key word tagging is much simpler, and the subject matter is more losing organized—allowing for very narrow conversation topics.

Put another way, what is the likelihood that you, the business owner, would take the time to add specific types of aviation books to the keyword meta data on your website? Answer, pretty low. However, if you have a book store with a website that has an aviation category, you could use a blog article to write about a few of the fine American Aviation Books in your collection. Since the blog article gets indexed just like a webpage (with more preferential placement), the cost factor of the publication is significantly less.

To learn more about business blogging and how it can be used in your business, please call Zenith Exhibits, Inc. at (503) 709-1454

Ed Bejarana
Zenith Exhibits, Inc
(503) 709-1454

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Rebuild Customer Relationships with Business Blogs

July 21st, 2008

How are you going to keep your current customer relationships when they are tempted by your competitors low price offers?

We are starting to hear the Recession word coming from the administration.  As a smart business person,  you’ve already been positioning yourself to weather the storm.  Cutting costs, trimming back the staff…  As you make recession preparations, you are also keeping a keen eye on the concept of “service is king”.  What is your plan to keep delivering first rate service to your existing client base?

A business blog, when written currently, is a dual purpose communication tool.  First, it tells your current customer based that you are still a live and well.  Second, it also entices your competitor’s customers to give your company a look over.

In addition to a great product or service at a fair price, your customers (and future customers) want to know that they are working with someone who cares.  The old adage is “they don’t care how much you know until they know how much you care.”  Your business blog needs to be a personal perspective on how you are running your business.  Don’t use the blog as a sales pitch tool, us it as a relationship builder.  Tell stories about your life, your business, your plans even your family.

What does talking about your family have to do with delivering better service to my customers?

Don’t forget that in addition to seeing you as a service provider, your customers see you as a person.  They like you.  Sharing personal information about “how” your life and family is affected by your devotion to the business can give you a leg up when it counts the most.  We would never call a customer and tell them about the bring your dog to work policy you’ve just instituted, but your customers would be interested if the reason for doing so made business sense.  Go with me for a moment.

You’ve just cut your staff by 20%, you only had ten people to begin with, but you now just have eight.  Your workers just lost two of their friends and they are going to be uneasy with your decision (no matter how sound the justification.)  While they are happy to have survived the layoff, their personal view of you has changed for the worse and if left unchecked, they could take their frustrations out on your customers in the way of poor customer relations.  Being the savvy “out-of-the-box” thinker you are, you decided to implement a bring your pet to work policy.  You goal is to improve the mental well being of your workers and keep them from turning against you and your customers.  Your employees know you are doing this to keep them happy, there is no need to hide your motivations–instead celebrate your motives and tell the world.

What you are doing to continue delivering first class service is great marketing information just the same as WHY you make the business decisions you make.  Giving the internet access to your inner “personal” thoughts (as they relate to your business) will bring the human element out for all to see.  When considering jumping ship in favor of a few penny’s saved, your customers will value your openness and think twice.

Ed Bejarana

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Definition of insanity…

July 15th, 2008

Doing the same things the same way and expecting different results.

Ok, maybe that is not the official definition of insanity, but it best describes how most business owners operate. More often than not, to reach new customers, a business owner must step out on a limb and try a new marketing method. One such brave soul was a fellow East Portland Chamber Member, Roland Morris from QuickSilver Delivery.

As the editor of the Chamber Blog, my job is to keep our promise with the readers while giving chamber members an opportunity to explore marketing with the blog medium. More often than not, when asked to write something about their business, a business owner will write like they would for a classified section of the news paper. The trick to business blogging is, instead of writing for the classified section of the newspaper, write as if your story is going on the front page of the business section.

Subtle different to most, but important distinction to understand. In the classified section, we write about our products and/or services and how they will help solve a need. In the news section, we write about how our life affected someone else’s.

The obvious question is “how does that help me sell my stuff?”

Great question. In any transaction there must be at least two emotional elements; desire for the product or service and trust in the product/service provider. There may be other emotional elements, but those two MUST be there.

Writing for a classified section of your newspaper is taking care of the desire emotion. We use pretty pictures, catchy slogans, features and benefits statements, and price incentives.

When selling in the business section of your newspaper, you are addressing the trust emotion.

Next obvious question, “if a prospect has a desire why not deal with the trust when they call me?”

Another great question. Because in today’s economy where there are a thousand buying opportunities for exactly what you sell, are you going to trust your business to a price point differentiation? If evaluating a product or service solely on desire, price becomes the top concern. That is not to say that any particular consume may want to buy local, American of from a member of the East Portland Chamber of Commerce (shameless plug). But if not other elements of differentiation exist, then it is logical to assume the consume will lean towards price factors over features and benefits–especially when faced with identical product offerings.

The idea of a business blog is one of expanding your marketing reach, NOT replacing traditional advertising methods.

Last obvious question, “I am already tapped for time, how do you expect me to take on another marketing method?”

Simple, if you already have enough business to support your desires, then don’t. You could go out and hire a publicist to write for you, but it will more than likely fail in the end, because no matter how good the writer, they are not you. Consumers will be doing business with YOU, putting your worlds out for everyone to read is better than putting someone else’s interpretation of what you would say.

To get started with your own business blog, please call Ed Bejarana at (503) 709-1454 or eMail me with your questions.

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Why business blogging is better than bulk eMail

July 11th, 2008

The East Portland Chamber of Commerce offers business blogging opportunities to all of its’ members. Business blogging, using a pull marketing strategy, yield higher click returns and more qualified prospects than traditional bulk eMail blasts (otherwise known as SPAM).

I ask all my clients the same question when describing business blogging…if given enough time to build a relationship (even a friendship) with a prospect would you have a greater chance of earning their business? The answer is always of course; but why then do we turn to blind eMail blasts that clog people’s eMail boxes and frustrate the consumer?

E-Blasts do have a positive return otherwise millions of companies wouldn’t do it, but it uses a less effective marketing strategy. Business blogging is all about introducing the reader to YOU. Not your company, not your great products or services, but consumers today are more interested in who YOU are, what you stand for or believe in. Consumers want proof that you are worth their time and investment. Currently there is no better way to tell your story than business blogging.

Why does business blogging work?

Without getting too technical, search engines love blog site posting structure; but not all blog articles are a like. Search engines are in the business is giving searchers what they are searching for. If a searcher can not find what they want on the first page with-in a few searches, they will move to another search engine. In the internet world, there is no such thing as brand loyalty.

From a product or service based search, blogs are NOT a good vehicle for advertising. Search engines already filter out sales pitches int he blog world. Blogging is about news or stories of interest to the reader. Here is the technical part… Associating “you” with a “topic” (i.e. why you do what you do) will cross reference your “website” and “what you do”. Using keyword placement with-in your story and correct website linking in your article, the search engines will build a link profile for the relevancy of select key words. Put another way, the search engines will see both your main website and the article and see if the article is a duplication of the website or new information that adds to the value of the original keyword.

With a higher value placed on the keyword combination, search engines will rank the blog article higher than your main website because the information contained with-in the article is back ground information supporting your authority on the key word combination. For search engines, the more important the data is rank, the higher on the search result list the link will be placed.

So how is this better than sending out a million eMails on a daily bases?

Because fewer consumers looking specifically for your keywords will translate into higher click over percentages and fewer SPAM complaints. Put another way, business blogging becomes the equivalent of relationship based selling.

For more information about how to participate in the East Portland Chamber blog, please visit one of our Chamber events or you can eMail me directly.

Ed Bejarana
East Portland Chamber of Commerce Blog Editor

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Using Business Blogging to increase Internet Marketing

July 11th, 2008

Business Blogging is a relatively new term, but the concept has been around for more than a few years. Write blog articles about subjects consumers would be interested in reading and search engines will give you good page listings. What isn’t clear is how to build your article and how comment on articles already online to maximize search engine marketing for your own website.

The East Portland Chamber of Commerce has embraced Business Blogging as a benefit of membership in the chamber, but the publication schedule is limited. How do you get blog articles posted if the schedule is already full? Simple, write constructive comments to an already existing article and make sure to include a link back to your website.

When commenting on an article already posted on this blog site, you must follow the same guidelines for the creation of any article, with one additional requirement. When commenting, you must keep the same subject matter and add to the story with relevant input. Adding “me too” or “great idea” to the comments of an article will NOT help your internet marketing.

Focus on one aspect of the blog article when commenting and build or expand on the theme. If you have a different conclusion than the original author, remember to be clear and concise and refrain from making the correction feel like a personal attack. The best general rule for commenting is, “if you don’t have something good to say, it may be better to not say anything.”

In order to comment on our site, you must register as a user on the blog site as well as be a member of the East Portland Chamber of Commerce. If you have any questions about the registration process, please eMail me directly.

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Building Your Own Business Blog

July 11th, 2008

A friend of mine at the East Portland Chamber of Commerce, after learning of my techno-savvy nature, asked if I would take a look at his business (Center for Environmental Medicine) and make some recommendations. In the process of helping John Wade, I discovered a new business service for Zenith Exhibits, Inc.


What is the service?

We help you create a business blog and teach you how to use it to improve your website marketing.

What do we do?

  • create a blog for you on Wordpress.com and teach you how to use it.
  • configure the site to protect you from spam.
  • review you existing website, do a keyword analysis and create article categories to maximize search engine placement.
  • teach you how to find your business blog voice and work with you to create a manageable blog schedule.

How much does it cost?

The basic service is a one time charge of $79.95 and that includes a blog on Wordpress.com (a free blog hosting service), configuration using one of the many standard templates, along with all the above listed services.

If you are looking for a plan that includes your own blog web address, we have a service that includes the domain name, one year of web hosting, and creation of the blog using one of many standard templates. Annual service charge is $199.

What are the benefits?

Higher search engine rankings with out having to pay expensive web design service fees. Search engines like text based web pages because they can index the page in their database and list for someone who types a similar search string. As a result of the search engine’s fondness towards blogs, your blog articles can achieve first page rankings on google in just a few hours.

Couldn’t someone do this with out help?

Absolutely. You could also paint your house, do all of your own plumbing and change the oil in your car. The only part of our process that might be considered “rocket science” is the evaluation of your keywords and how to translate those keywords into articles your customers would read.

Our service is mix of technical savvy and business marketing know-how. The hard part of the process is getting you on a regular writing schedule.

Why so inexpensive?

Web design companies charge several hundreds to several thousands of dollars to design and build a new website and for your main web page you should have it professionally designed; but blogs are different from a company web site. Blogs are not about the flashy layout or lots of cool pictures, none of that formatting helps with your search engine marketing. Search engines are all about text and using one of the standard blog templates is fancy enough for getting better rankings on Google and Yahoo. So we are able to simplify the process and do much of the work for you, in face we don’t even have to sit down and meet face to face, all of our work can be done via eMail, the internet and the telephone.

That means our basic business blog package does not include any web page formatting beyond teaching you how to select from the many templates available and putting your company name in the top prominent position. If you need a professionally designed blog site, then we have business partners we can recommend.

But I am a horrible writer, can I really have an effective blog?

Yes. Good spelling and grammar is important, but it is not the be all and end of of business blogging. An interested reader, if reading something that interests them, will ignore (and possibility not even notice) typos or an incorrect comma. The goal is to get more visitors to your main website. Poor grammar will cost you some business, but if you can increase the number of eyes coming into contact with your message by ten of one hundred fold, it will not matter if a few chose to go else where. Unless of course your business has something to do with publishing or writing, having perfect grammar is not a requirement.

How do I get started?

Easy, call or eMail me.

Ed Bejarana
Zenith Exhibits, Inc.
(503) 709-1454
ed@zenithexhibits.com

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