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Is it crass to advertise during COVID-19?

photo of advertising image

This is one of the oddest, yet regularly heard questions I get asked these days:

“Is it crass to continue to advertise and market during the pandemic?”

This question goes so against my grain it stops me to pause. 

Best answer? It is NOT acceptable to profiteer during the pandemic. For example, some rogues were hoarding and then reselling hand-sanitizer at 10 times its original cost. Not okay.

But, of course, it is okay to sell products and services that are in need by the public.  

It is critical to generate income to keep your staff employed and to maintain solvency. 

Pivoting to do business in creative ways is also strongly encouraged. Tele-quotes, tele-consultation, webinars, online demos, virtual networking are good examples of this. 

Planning an aggressive marketing approach as we emerge from COVID-19, which could be as soon as May 18 in Massachusetts, is strongly encouraged.

Who are the first to reengage with your products and services? What will entice them to act NOW? How can you keep that sales pattern flowing?

What channels will reach them? What is the messaging? How often is the messaging?

Most businesses need to make up for lost revenue. They need to remain visible and viable. 

Heck, yes! It is MORE than okay to advertise and market during the pandemic.

Need help in developing a plan? Capable hands in getting it done? Give us a call at 781-582-1061 to get started.

Is it crass to advertise during COVID-19?Read More

New software transforms how local businesses reach homeowners in Massachusetts. Braintree firm launches Local Leads 365.

Local Leads 365, a new, digitally fast and rich software platform was recently launched to help local service providers and merchants identify and reach potential customers more quickly.  Developed by Gibbs Software Solutions, a company based in Braintree, Massachusetts, the new, robust application can deliver real estate transaction data for any town in Massachusetts. 

The key advantage?  Local Leads 365 provides new homeowner information the day after closing — not 1-12 months later, like many competitors. The leads are automatically delivered to the subscribers’ devices daily.

Additionally, the Local Leads 365 platform offers easy to customize templates for the merchant to entice the consumer via letters, post cards and flyers.  And this activity can be seamlessly integrated into most Customer Relationship Management systems  (CRMs). The software can also easily search for data based on “triggers”, such as homes with acreage exceeding 20,000 square feet or home values in excess of $500,000.  This lets local service providers find and directly target specific customer types.

“We worked long and hard to create a platform that the small business owner or office manager could quickly adapt and use to generate new and lifelong customers,” noted Denver Gibbs, founder of Gibbs Software and Local Leads 365. “We have already received tremendous response from oil dealers, landscapers, painters, roofers, plumbers, electricians, home security, handymen, flooring, furniture stores, dental offices, financial planners, insurance brokers and auto service.  The early adopters tell us that the platform is easy and fun to use and it instantly connects them with newcomers to the area in search of reliable resources.”

According to the U.S. Census Bureau, the percentage of Americans that move every year equates to 14% of the population (or roughly 40 million).  The average homeowner spent $9,081 last year on home services, according to HomeAdvisor. The costs broke down as follows: $7,560 on home improvements. $1,105 on home maintenance.  By virtue of their new circumstances, new homeowners are the nation’s leading spenders.

For more information about Local Leads 365, please visit www.LocalLeads365.com or call (781) 343-1932.

New software transforms how local businesses reach homeowners in Massachusetts. Braintree firm launches Local Leads 365.Read More

Cash is NOT King during COVID-19.

COVID-19 has created a cash crisis for many small business owners. Less cash is coming in.  The domino effect amplifies.  Less cash is going out.  But what if cash was NOT the only currency? 

Responding to that cash crunch, New England Trade, Inc. (NET), based in Malden, MA and the leading barter exchange in the New England region, announced that they are offering free memberships – traditionally a $295 membership fee – and no monthly fees for six months to any business that joins. Qualified new members will also be granted a minimum $1,000 line of credit.

“We know businesses are hurting.  Now is the time to embrace innovative methods to keep the momentum going,” noted Gary Oshry, President of New England Trade, Inc.  He explained, “Our barter network of over 1,000 participating businesses allows members to accrue a balance by providing a service and then applying that balance towards the purchase of any of the hundreds of good and services within the network.”

New England Trade members include professional services (accounting, legal, business coaching), health care professionals (dental, counseling, chiropractic, physical therapy, optometry, acupuncture), marketing services (website development, graphic design, video, printing), wellness (health clubs, massage therapy) food service (restaurants and catering), accommodations (hotels, condos), recreation (rentals for autos, bikes, kayaks, paddleboards) and much more.

New England Trade has won numerous awards from the National Association of Trade Exchanges (NATE), International Reciprocal Trade Association (IRTA) and Barter Association National Currency (BANC.  The organization has received recognition for its members state-of-the-art software, sophisticated website and mobile app, and Swipe Technology to make trading faster and easier than ever, and the assistance of full-time brokers available to promote each business and fulfill needs while saving cash.

Since 1980, New England Trade’s mission has been to increase their client’s sales and conserve their cash flow, facilitate trade among clients in an efficient, easy-to-use, cost-effective way, and improve their business outlook while enhancing members lifestyles.

About New England Trade, Inc.

A barter exchange is a third-party record keeper, providing members with monthly statements of their barter transactions. New England Trade, Inc. members are simply agreeing to accept an alternate form of currency as payment, providing you with an additional distribution network to grow your business. Members are able to purchase any product or service within the New England Trade, Inc. network through their trade account — products or services do not have to be directly exchanged.  For more information, visit www.NewEnglandTrade.com or call (781) 388-9200.

Cash is NOT King during COVID-19.Read More

Nurses are year-round heroes. OCES celebrates nursing contributions.

With 2020 designated as the International Year of the Nurse and Midwife, and National Nurses Week celebrated May 6th to May 12th, Old Colony Elder Services (OCES), the non-profit agency proudly serving older adults and individuals with disabilities throughout greater Plymouth County, recognizes the essential care and contributions that nurses provide to the communities they serve every day.

“Nurses are central in the delivery of care and are on the front line in nearly every healthcare setting, from hospital to health care service agency,” said Nicole Long, CEO of OCES. “The role of nurses is essential and expansive, and the need for nurses continues to increase. OCES recognizes the vital contributions of our nurses and provides them with ongoing support and resources.”

OCES has been serving the community for 46 years and currently has a team of more than two dozen nurses who assist older adults and people with disabilities thrive in the community by helping to meet their long-term personal and health goals.

OCES’ registered nurses provide care to older adults through their Home Care (HC) program and Adult Family Care (AFC) program. OCES nurses conduct overall assessments of individuals which includes health and welfare, medical conditions and limitations, fall risk, the need for personal care, formal and informal supports, clinical eligibility for various program, among other needs, then draws from community resources and programs to help provide specific services needed. There is a tremendous collaborative effort between the various disciplines at OCES and with providers in the community.

OCES is continuously looking for talented individuals who support their core values to join their growing nursing team.

Long continued, “We recognize and celebrate the contributions of nurses, particularly during this incredibly challenging time in history. Their dedication to helping others not only strengthens our communities, but makes the world a better place. Nurses everywhere deserve our deepest appreciation.”

For more information about OCES, visit www.ocesma.org

The Year of the Nurse

2020 marks the bicentenary of the birth of Florence Nightingale. In recognition of the contributions of the founder of modern nursing, the World Health Organization has announced 2020 as the International Year of the Nurse and Midwife. To learn more, visit https://www.who.int/news-room/campaigns/year-of-the-nurse-and-the-midwife-2020

About OCES

Founded in 1974, OCES proudly serves greater Plymouth County and surrounding communities. OCES is a private, non-profit organization headquartered in Brockton with a second office in Plymouth. OCES is designated as one of 25 Aging Services Access Points (ASAPs) in the Commonwealth of Massachusetts. OCES’ mission is to support the independence and dignity of older adults and individuals with disabilities by providing essential information and services that promote healthy and safe living. The agency offers a number of programs to serve older adults, individuals with disabilities, their families and caregivers. For more information call 508-584-1561 or visit www.ocesma.org

Nurses are year-round heroes. OCES celebrates nursing contributions.Read More

Boys & Girls Club of Marshfield Receives 700+ lbs. Seafood Donation to Help Families in Need

When the 40th edition of Seafood Expo North America/Seafood Processing North America had to be rescheduled due to the COVID-19 pandemic, State Representative Patrick Kearney and suppliers quickly stepped up and arranged for the seafood to be donated to families and children in need.

More than 700 pounds of prepackaged restaurant-grade flash frozen Trident Seafood (originally earmarked for the Expo) was donated to the Boys & Girls Club of Marshfield to serve families who would benefit. The seafood included pollock, fillet, shrimp and lobster, which are ingredients many families use in stir fry recipes, stews, and fish tacos. The Boys & Girls Club of Marshfield divided the seafood donation, half of it was distributed to 40 local families and the other half to Quincy Community Action Program’s food center for distribution to families in need.

The Boys & Girls Club would like to thank the seafood suppliers, along with Representative Kearney, Jack McGinnis from JD Transport, Charlie DiPesa from F.J. O’Hara & Sons, Inc., Julie Johnson and Steve Meneely from the Marshfield Food Pantry, Chuck Haddad from Haddad’s Ocean Café in Marshfield, and Dan Burke, Boys & Girls Club Board member, for their assistance in coordinating the donation.

“The Boys & Girls Club of Marshfield works alongside the Marshfield Food Pantry and Marshfield School Department and has become a food distribution site that serves hundreds of families and children throughout the area,” Jim Bunnell, CEO Boys & Girls Club of Marshfield. “Representative Kearney connected with us for assistance in getting this generous donation to families who would benefit. We’re extremely grateful to everyone involved who worked with us in this essential mission to support local families. We will do whatever it takes to meet the needs of kids and communities.”

Serving the Needs of Children & Families during COVID-19 Pandemic

The Boys & Girls Club of Marshfield is committed more than ever, to ensure that members, families, and communities have the resources and support they need to navigate these uncertain times. Although the Club is closed for onsite programming until further notice, they are still providing services and doing critical work to help youth, families and communities. These services include:

– Distributing meals and essential supplies to kids

– Providing affordable childcare support to first responders, healthcare workers, and essential staff

– Providing tutoring and age appropriate counseling support

– Supplying access to virtual programming

To learn more about the Boys & Girls Club of Marshfield or to access virtual programming, visit https://www.bgcmarshfield.org

About the Boys & Girls Club of Marshfield

The Boys & Girls Club of Marshfield’s mission is to enable and inspire all young people to realize their full potential as productive, caring, responsible citizens as well as become tomorrow’s capable leaders. The Club provides programming opportunities in the Boys & Girls Club of America’s (BGCA) five core areas including leadership, education, health, arts, and fitness.  

Currently, the Club serves hundreds of families with children ranging in age from 6 to 18 years old, providing afterschool, vacation week and summer programs, as well as youth athletics, teen, social recreational and leadership opportunities. For more information, visit their website www.bgcmarshfield.org or call 781-834-2582.

Boys & Girls Club of Marshfield Receives 700+ lbs. Seafood Donation to Help Families in NeedRead More

Newly approved Massachusetts bill streamlines HECM/Reverse Mortgage counseling via telephone and online video. Seniors can now access Housing Wealth during COVID-19.

A new law signed by Governor Charlie Baker simplifies the “counseling” requirement associated with most HECM/Reverse Mortgage loans.  The new bill, signed by the governor April 24, 2020, opens the door for telephone and virtual online video counseling to take place during the COVID-19 crisis.  

Previously a face to face meeting between borrower and counselor was required. Given the “social distancing” recommendations this had become impossible.

“We are delighted that seniors, age 62 plus, can now move forward with HECM/Reverse Mortgages and receive the financial security and flexibility they need,” noted George Downey, CEO of Harbor Mortgage based in Braintree, MA and a board member of the National Reverse Mortgage Leaders Association, who championed the bill along with a coalition of other stakeholders including the Massachusetts Mortgage Bankers Association.

The new legislation was part of the “An Act providing for a moratorium on evictions and foreclosures during the COVID-19 Emergency” bill H4647.

Downey continued, “Home equity, recognized now as ‘housing wealth’, has become an important and valuable resource to improve financial planning and extend retirement security. If, how, and when to use it is a key question. Every situation is different and the options are increasing as new programs emerge to meet the changing times.”

Home and condominium owners interested in learning more about their options may contact Harbor Mortgage at 781-843-5553, or visit HarborMortgage.com.

About Harbor Mortgage

Harbor Mortgage Solutions, Inc. is a family-owned, residential mortgage company serving Massachusetts and Rhode Island. Recognized as a leading housing wealth management authority, Harbor Mortgage is dedicated to serving the unique home financing and often complex needs of senior homeowners, while also promoting those needs among consumers, professional advisors, state legislators and industry regulators.

Harbor Mortgage (NMLS #2846, MA-MB2846, and RI 20041821LB) is located in Braintree, MA. For more information, contact 781-843-5553 or visit HarborMortgage.com.

Newly approved Massachusetts bill streamlines HECM/Reverse Mortgage counseling via telephone and online video. Seniors can now access Housing Wealth during COVID-19.Read More

Ready, set, podcast! 8 steps to get there.

We are in the golden age of podcasting. More than half of American homes tune into a podcast regularly. Why not YOURS?

Podcasting allows you to control the message, control the medium and tap into new clients, strategic partners and referral sources.

Where do you start?

First, the “Why”?
Are you doing this to position yourself as the expert? Book prospects as guests and build those relationships? Generate solid content for social media? Enhance SEO? Provide useful information to your core audience?
Your answer to ALL of the above should be YES!

Second, the theme?
What is your unique programming theme? Do you expand upon family business, start-up business, mid-market business? Are you focusing on a niche? Young families? Senior living? Middle age madness? Choose a theme and build upon it.

Third, the Title?
The title of your Podcast should give a hint about the content and entice listeners in. No surprise about what “Planet Money” is about. “Football Weekly” tells it all. You could get clever, but you don’t want to be obscure and leave people guessing.

Fourth, Scheduling?
Most new podcasters can’t keep up a pace of more than once a month. That being said, it is worthwhile to record the first three segments all at once. In our binge watching/listening world, give your audience a good dose of what you do.

We help develop a schedule and editorial outline of segments for each business quarter.

Fifth, Guests?
Let’s face it, unless you are stand-up comedian or experienced performer, you should enhance your broadcasts with a guest or two. Guests add insight, variety and color.

The challenge is to book them, prepare them, obtain background materials, etc. That is a critical part of the process.

Six, the Technology?
How will you record? How will you upload to key podcast portals (Spotify, Itunes, etc.)? How will you promote each episode? We’ve reviewed a wide range of platforms and came up with an inexpensive and thorough solution that includes developing a VlodCast (video of the podcast) and the podcast at the same time. Thus, you are bolstering a YouTube channel and reaching key podcast portals.

Seventh, the Promotion?
Now you’ve gone to all the trouble of creating a Podcast, how do you get it out there?

Social media posts, e-newsletter, news release and blog posts help move it along. These messages should ALSO be prepared and customized for your guests to share with their audiences.

Eighth, Work with a Podcast Sherpa.
Ready to go “live”? 5-4-3-2-1. Call us at 781-582-1061 or drop a line to help shape, produce and promote your podcast.

Ready, set, podcast! 8 steps to get there.Read More

April is National Occupational Therapy Month.

Adaptable of Middleboro, MA helps visually impaired individuals function at the highest level by providing accessible websites.

During National Occupational Therapy Month, Adaptable digital accessibility service celebrates Occupational Therapy (OT) practitioners and their role in helping visually impaired individuals carry out a number of daily tasks – from preparing meals to paying bills online. Whether teaching an individual a new skill or modifying the environment with adaptive equipment, OT practitioners help individuals carry out important activities. 

Adaptable is a service recently launched by Middleboro, MA-based Shotgunflat, Inc., which helps organizations of all types and sizes ensure that the information found on their websites, apps, and other digital resources are accessible to everyone regardless of vision, hearing, physical and cognitive ability. 

“Essentially, OT practitioners help individuals function at the highest level possible,” explained Mike McKenna, president of Shotgunflat. “For example, an OT practitioner can help a visually impaired individual complete their grocery shopping online by modifying the environment with adaptive tools so they can use technology. But, if that grocer’s website in itself is not accessible, then the adaptive equipment won’t work. That’s where we come in. Adaptable makes websites and apps accessible, which ensures that the adaptive equipment that these individuals are using will actually work when they visit a website to shop.” 

As many as one in five Americans may not be able to use a website because of a disability. Many people with disabilities rely on adaptive tools to use technology. For example, a visually impaired user can utilize a screen reader to help browse a website. If a website is not programmed to meet today’s accessibility standards, adaptive tools will not work correctly, and the user will be left at a disadvantage.

“There are many businesses and organizations that are falling short because they simply haven’t built a website that is accessible. This means that even when an individual has the adaptive tools, they wouldn’t necessarily work,” noted McKenna.

The Americans with Disabilities Act (ADA) prohibits discrimination against people with disabilities, and website accessibility complaints are on the rise. Currently there are thousands of cases nationwide. Adaptable is stepping up to implement best practices for ADA online compliance. With nearly two decades of website design experience, the parent company, Shotgunflat, is helping companies get ahead of the curve and avoid costly liability.

Adaptable follows a specific set of guidelines that are considered the industry standard and are available to web developers to ensure that the information on a website is accessible to people with visual impairment or other disabilities. 

Adaptable works with businesses and others to analyze their current digital accessibility status, formulate a remediation plan, execute the required changes, and monitor the product going forward to ensure that companies remain compliant over time. 

Adaptable is currently offering a free website audit to businesses, non-profits and other organizations.

To arrange for a free website audit, or to learn more about Adaptable, contact Chris Herlihy at 781-801-5803 or ch@adaptablelab.com or visit www.adaptablelab.com

About Adaptable

Adaptable is a service of Shotgunflat, Inc.  Since 2002, Shotgunflat has been designing and building compelling websites and apps for small businesses and non-profits, as well as marketing, branding, PR and advertising agencies across the U.S. The firm’s comprehensive suite of services includes Adaptable digital accessibility, web design and development for enterprise, and website maintenance and support. 

An innovative leader in accessibility compliant websites and apps for retail, dining, internet and other industries, Adaptable is based at Shotgunflat headquarters in Middleboro, MA. For more information about Adaptable, contact 781-801-5803 or visit https://www.adaptablelab.com

April is National Occupational Therapy Month.Read More

Accessibility and Liability. Adaptable Digital Accessibility Service in Middleboro, MA Announces Legal Division

During this time of uncertainty, many businesses have begun to refocus their efforts on marketing and other strategies amid slow-down. As such, now is the time for law firms to consider their own liability and take action to ensure their firm’s website accessibility.

Adaptable, a digital accessibility service based in Middleboro, MA, has recently announced a new Legal division which caters specifically to law firms. Adaptable helps businesses and organizations of all types and sizes ensure accessibility for their websites, apps, and other digital resources. 

“Website accessibility is an often-overlooked aspect of building, maintaining and owning a public-facing website,” said Chris Herlihy, EVP of Adaptable. “ADA website accessibility complaints are on the rise and not having an accessible website can have some serious ramifications. Our new division was set up to help law firms ensure that the information found on their website is accessible to all users, regardless of ability.”

Case in Point
Winn-Dixie Stores, Inc. recently faced and lost an ADA-based website accessibility lawsuit—the first of its kind. Lawsuits against businesses with inaccessible websites are on the rise, resulting in tens of thousands of dollars in legal fees and fines.

Meeting Accessibility Standards
As many as one in five adults in the U.S. have some type of disability. The Americans with Disabilities Act (ADA) prohibits discrimination against people with disabilities. Many people with disabilities rely on adaptive tools to use technology. For example, a visually impaired user can utilize a screen reader to help browse a website. If a website is not programmed to meet today’s accessibility standards, adaptive tools will not work correctly, and the user will be left at a disadvantage.

Adaptable is stepping up to implement best practices for ADA online compliance and helping companies get ahead of the curve and avoid costly liability.

Services provided by Adaptable’s legal division include: 
– Analysis of current digital accessibility status
– Formulation of a remediation plan
– Execution of the required changes
– Ongoing monitoring going forward to ensure that the firm remains in compliance.

Herlihy continued, “We assist law firms by focusing on the accessibility of their digital properties so they can continue to concentrate on their core business. Our legal division provides them with an essential solution for attaining and maintaining website accessibility compliance.”

Adaptable is offering a free website audit to law firms.

To arrange a free website audit, contact Chris Herlihy at 781-801-5803 or ch@adaptablelab.com or visit  www.adaptablelab.com

About Adaptable
Adaptable is a service of Shotgunflat, Inc. Since 2002, Shotgunflat has been designing and building compelling websites and apps for small businesses and non-profits, as well as marketing, branding, PR and advertising agencies across the U.S. The firm’s comprehensive suite of services includes Adaptable digital accessibility, web design and development for enterprise, and website maintenance and support. 

An innovative leader in accessibility compliant websites and apps for retail, dining, non-profit, education, high-tech and other industries, Adaptable is based at Shotgunflat headquarters in Middleboro, MA. For more information about Adaptable, contact 781-801-5803 or visit https://www.adaptablelab.com

Accessibility and Liability. Adaptable Digital Accessibility Service in Middleboro, MA Announces Legal DivisionRead More