Branding is Positioning! There is a place for everybody and everything!

IE...The pickle story brought to you courtesy of Mr. Hood, my junior high history teacher. Our Holland Opus.

So it's a big world out there with a lot of people and even more consumers. People are doing, buying, and creating every day and whether you like it or not they need things. People need services, consumable products, amenities, luxuries, and even junk. People are addicted to the process of buying and having.

You are a business or craftsman. You need to create a revenue stream to not only support yourself but your family, employees and yes government. (shhhh-I didn't type that)

I'm here to say that it is vitally important for you to be aware that your branding is all about positioning. You need to know your target market, where they live, breathe, eat, sleep, and where they like to walk their dog. If you know these things than you are well onto your way of maximizing your product, its distribution, and your success. Why pickles you ask? Well many years of gratitude to one very special Craig T. Hood from Chesterfield Central School who has provided a lifeboat of lessons for one very zany marketing girl. He just doesn't know it.

So sit back, breathe deep, and feel the power of the pickle story. It is a business gift from me to you. I hope you will internalize it and take it with you along your journey as I have in mine.

The Pickle Story
by Craig T. Hood (retold by Jennifer Houghton TRG - northeast)


There once was a very smart business man with a whole lot of cucumbers. This man had a mission in life and that was to make money and realize the American dream. He was born in poverty but had been given the gift of wit and intelligence and more importantly than anything else he had been given drive and desire.

So this humble man with a lot of cucumbers had an idea he was going to build a pickle factory and make his own dreams come true. Here's to a very short story with a very good ending. The man became a very successful pickle factory with a very a very successful life and a very happy marriage. And why? Because the very smart business man knew that branding was positioning and this is his secret.

He took his cucumbers and divided them into groups:

Healthy strong cucumbers - no blemishes, dimples, or bruises
Almost perfect cucumbers - a few blemishes here and there but essentially good
Middle of the road cucumbers - chunks missing, dark spots
Wouldn't touch it with a ten foot pole cucumbers - the cucumbers on the bottom of the barrel
with mold starting to grow

Next he created and positioned four product lines from these four groups of cucumbers:

1. Amazing WHOLE pickles
2. Fabulous pickle SPEARS
3. Crunchy Zesty pickle CHIPS
4. Sinfully Delicious RELISH


Need I say more? This blog post was inspired and brought to you by TRG -northeast
through Mr. Craig T. Hood, teacher and life mentor. Stay tuned for more great stories to help you build your business.

Can you really do it all by yourself? It felt pretty cozy under my mentor's wing this evening!

We all know that one of the reasons tourists flock to Portsmouth throughout the year is to take a trip back in time to rediscover their roots in Strawberry Banke. It was actually settled in 1623 as this jolly gent so proudly attest to but do we know why it was named so? One of the lessons that my dad taught me in life is that its best to keep it simple. The settlers named it Strawberry Banke aptly for the wild strawberries that grew up the banks. Go figure. Well actually I'm sure you already did.

I've had a feeling about myself ever since I can remember. I had a feeling that one day I am going to accomplish something big that will make a difference. It's like an eternal flame inside of me that keeps the lights on "when no one appears to be home." If I let myself think about it too much my mind has a wonderful time of making up ways in which I'll reach this goal and more times than not these ideas tend to send me off track. I've been pushing towards something unimaginable my whole life and it always feels as though its right around the corner and before I know it I will be breaking through to my destiny. It is this energy that compels me to be up all night writing, or spinning an idea for a client, or trying to figure out who I can connect a friend with in order to help them out of a tight situation in life.

The problem is when I loose focus and let my mind spin in a thousand directions I've pretty much scattered myself so thin that I loose the ability to do great in one area. Instead I find pretty average results in a number of different projects. Don't believe me? Just come take a look at my perennial beds and my laundry room. Last month I was feeling especially scattered, not knowing which direction I would be taking in life. So I did something I rarely do, I picked up the phone and called a woman who I consider to be a semi-god in business. I am inspired by her to the degree that I purposefully keep distance so she won't think I'm a stalker. Weeks went by and no word from the demi-god and I had honestly forgoten that I had called her. Then without expectation there was a message on my blackberry and it was her!! WOW - I thought "oh shit" I picked up the phone without really thinking about it now I have to be serious and know why I want to speak with her.

It took me a week to feel as though the time was right and when I did finally put the call in I had a surge of energy and I knew it was meant to be. She answered the phone and I emotionally threw up everything that I have been dealing with in life and then told her about the incredible new business opportunity that has literally fallen from the sky into my lap and then I finally ended my long winded monologue with I need your help. I need a mentor.

This was a huge step for me. I grew up in a family where it was our daily task to prove that there wasn't anything that we couldn't do and never ever ask for help especially from someone outside of the family. My mentor as I now love to call her asked me when I could meet her and within a few short hours I was sitting in front of her once again spilling everything. Honest truth with tons of emotion, tears and laughter mixed in. She got me and I could tell that she was listening and reworking the information I was giving her. It felt safe and it felt good. I ended up staying three hours and we were joined by her husband who is a man of great strength, intelligence and ability and then I took my turn listening to all that they had to say. It felt nothing short of amazing to receive the feedback that yes I am on the right track and yes I am doing what I need to be doing and most importantly the piece of information I value the most is....Keep it simple. Be who you are and be it better than anyone else can! We are giving talents and abilities for a reason. It is not to bridle them or mask them in order to make another comfortable nor are these talents basis for one to boast. These unique talents that we are each given are for us to create something good in our own little pockets of the globe.

My little pocket of the world is the Seacoast and New England. I am a Yankee girl thru and thru and it is my job to do what I do best right here in this corner of the world making sure that I am giving what I have to give and receiving what I need to receive. So can we really do it all by ourselves? Are we meant to live, work, and breathe from a vacuum not connecting with others or sharing experiences or knowledge? Wouldn't life be much simpler and less messy if we listened to those that have already been there done that? I'm not saying that we try to avoid important life lessons, I'm really just implying that if we listen to those placed in front of us and know from our guts that they are speaking the truth it might just do a lot towards shrinking our learning curve so we may surpass our own highest expectations of life and get some really good things done for not just ourselves but those around us that might need an extended hand.

I sat in front of my mentor and her husband this evening and my mind was spinning. How could I take the information they were giving me and apply it immediately to my new life? How did I become so fortunate to be able to be in the present moment with them both and enjoy learning all that they had been through? Life is not easy for anyone regardless of how much is in your bank account but one thing it can be is beautiful. When you have the opportunity to reach out and grab an offered hand TAKE it and remember to return the favor one day. Oh what a wonderful place this will be and I can only imagine the many people will be flocking to spend time on the Seacoast.

Be Heard...Be "in" Business not out of business.

Daily Operations of a new business are a full time job on their own, but when you are a founder and president of your own company you know that you need to keep the lamp lit at both ends if you want to break up and out of the start up phase. It's very easy to get tunnel vision and begin to focus on bank statements, employee schedules, inventory, production schedules, cleaning, and the dreaded tax preparation but what happens if you are so focused on the daily operations end of your business and being "in" business you forget to be heard to "grow" your business.

As of mom the closest thing in real life that I can compare it to is being knee deep in the baby phase with your child. As an attentive parent you are focused on diapers, feedings, washing and drying baby clothes, catching sleep whenever possible, so much so that you begin to forget some of the bigger picture tasks. You reach for creamer for your morning coffee and realize you meant to go grocery shopping days ago, you try to use your debit card to buy gas and realize you forgot to deposit your spouses paycheck, and then you remember about the amazing preschool you found through a friend of a friend but you forgot to call and its already full three years out.

Sometimes when you're building a new business or brand you can be entrapped in the daily grind mechanics of the task that you forget to step out of the trenches and remember why you are doing this in the first place. You began this venture to ultimately grow an idea into a dream. We all think big, its just that our perspective on how big is big varies from one individual to the next. When you're in business make sure you keep yourself focused on your end goal and be aware that each and every day you are going to need to take baby steps towards achieving that goal you set out to accomplish.

I say baby steps because it's really about a consistent steady action forward that will bring your closer to your dream every day. It's also more manageable to say to yourself that I need to do one of the following things to make it happen: a blog entry, an email to a local newspaper, asking 10 friends to like your facebook page, co-branding with another's website, sponsoring a community event and then helping to get the word out, sending a monthly e-zine, or even just putting a new flowered pot outside of your retail location. These small manageable tasks all scream you are "in" business and taking steps towards reaching your goal whatever that may be.

I found myself caught up in tunnel vision many times and quickly fell into the dismal deep dark hole of what I know as bookkeeping. YUCK - it's necessary but zapped my creativity and many a day derailed me from making things happen.

So as you are bubbling with excitement that you are finally attacking your lifelong dream and going to be "in" business for yourself remember not to let yourself forget that you are in it to win it and always remember that you need to be heard! If it's not your thing and you are more of a daily operations person than find someone who loves to get the word out and can't keep a good story to themselves, someone like me!

TRG-northeast
Jennifer Houghton
Tyler Ryan Group
207-450-8441

When you're traveling what are some of your must haves?

I woke up thinking about a marketing proposal for a national chain of motels this morning. People already recognize the brand amongst a slew of other similar chains so what is it that will fuel a campaign and make this prospect the obvious choice for business travelers and families on a budget?

What are some of the must haves for you when you are away from home? The first thing that comes to my mind is a soft comforter and a cozy bed. No scratchy coverlets for this girl. I want to be able to pull the blankets up around my chin and sink off to dreamland without wondering why the hotel had neglected to use fabric softener or opted for at least 300 count sheets. At the end of the day when you are traveling you need your sleep. You have been bombarded with new sensations and it can be physically exhausting.

When you first open your door to your room you have an instant sense of whether or not it is really clean or just brushed over. I realize that during these times it makes a lot more sense to stay in an economy room instead of a beautiful luxury suite but it doesn't mean that one should sacrifice hygiene for the bottom line. Every human deserves a clean room, a smile from the desk clerk, and access to an ice machine on their floor. Every avid traveler deserves to know that he or she is getting the best rate and the most respect for their patronage. Every customer counts!

So once you have found a comfortable clean room what else could you want from a hotel chain? Is it the pool that draws you in? Statistics show that hotels with pools have greater revenues but more often than not the pool sits unused. Is it the on site gym that you can't do without? Are your workout clothes and sneakers one of the first things you throw in your luggage when traveling on business or for leisure? Or maybe it is the free continental breakfast that will make you turn left instead of right off the exit.

Sometimes without even knowing it people respond to the word free without even stopping to pause as to what they are actually receiving at no cost. FREE has become a leader in the marketing world and although it may be overused, a quick gimic, it still produces the strongest results when building brand recognition, customer loyalty, and quick results around a campaign. People flock to free offers even when they offer little or no value imagine the results if companies were to use FREE in the biggest sense of the word with absolutely no strings attached. Imagine what the results would be then. Something truly for nothing simply because a business wants you to know that they appreciate your consideration and would like to earn you as a life long customer.

Only on The Internet - The true beginnings of TRG-northeast

I've discovered that when you are starting out on a new venture in business or building an annual community event or fundraiser, undoubtedly at some point in the beginning you will have to take a very big leap of faith. The leap comes from one not knowing how something will be perceived by those around them or if there is room in the market for another whats a ma bob. So what makes some of us take that leap of faith while others write lists, research, re write their lists, ask their friends and families and still don't take the leap?

There's something inside of you that screams out do it! Some people call it their intuition. My mom is convinced that others lack the gene of fear when it comes to change and can just do it without a second thought. I can only speak for myself. I have started five businesses. Some more successful than others, worked for numerous start up companies, and pledged my support to fledgling entrepreneurs when I was in my twenties. I usually jumped in with both feet before ever looking both ways at what might be coming down the road at me. Up until now it has served me well and the experiences and knowledge that I have gained by building from the bottom up has made me a formidable business person and marketer. When you build from scratch you quickly learn how to be a "jack of all trades" and learn how to get it done with little or no budget. That could be anything from reusing fax ink rolls (ouch I'm old), to moving electrical outlets, cold calling fortune 500 companies, establishing revenue streams where no one thought they could ever exist and answering the phone as accounts receivables, payables, marketing, and production all in one day. I LOVE IT and thrive on it. By forgoing the traditional route out of business school and opting for the smaller growing companies I was able to take part in a huge range of duties : co-host national talk radio show, mgr. team of 12 telemarketers, script writer, newsletter and blog poster, manager of operations, director of marketing for print and internet, copy writer for health and fitness site, educational seminars at trade shows, and on and on....

All well and good and I've traveled, met famous people, been quoted in prestigious publications, and best of all made life long friends, but well into my thirties I've found myself asking what do I want to be when I grow UP?

Then one evening on Facebook the most unexpected occurrence took place and my life has since taken off in a direction I never knew existed. I grew up in a very small town in New Hampshire, Spofford/Chesterfield. We started school together and stayed in the same building for eight years. I moved to Maine in 9th grade and that was the last time I saw all of my childhood friends. Then I received an invite to a elementary school reunion and debated whether or not I would go. Seemed so far away and I still pictured everyone pre-puberty, it might be better to keep it that way.

Than Tyler Ryan asked to be my friend on Facebook. Tyler who? So apparently puberty does a world of wonders for some and twenty years later I barely recognize my old friend "TG". I accept his friendship and three months later when he IMs me and it all starts to make sense. Then two weeks later I am his new VP of Northeast Division and meeting him face to face at our elementary school reunion. So this is where I am making my big leap of faith. I've decided to take a position in an unestablished territory with horrible benefits (kidding) for now and commit to making this company grow with no uncertainty. My family was hoping for me taking the secure cushy position in a larger company with predictable salary, benefits, and vacation time but something inside of me is screaming that I must take this GIANT LEAP of Faith and make it happen.

So two weeks into this new job and way of life I can honestly say that I LOVE what I'm doing and I know that I made the right decision. Oh and by the way in case you are wondering, row 1, spaces 4 & 5 are Jen and Tyler.