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Finding the green. Bob Maffei launches The Maffei Companies to help the next generation of entrepreneurs succeed.

Bob Maffei

Money may not grow on trees. For small businesses in the green (a.k.a. landscape), construction and service industries, Bob Maffei knows it grows in direct proportion to the systems the organization employs. It is with this principle in mind that Maffei, founder of Maffei Landscape Contractors, who has recently stepped down as CEO to pursue a new endeavor, The Maffei Companies.  The Maffei Companies are a consulting, advisory and development group based in Mashpee, Massachusetts.  His goal: To assist entrepreneurs to create scalable organizations that become choice providers and choice employers.

Consulting

The Maffei Companies includes a results-driven consulting division which will focus on working with businesses to develop systems that improve accountability, company culture, operational efficiency, and profit.  These principles were utilized to create Maffei Landscape Contractors, the largest landscape maintenance operation on Cape Cod.

After 30 years in business, Maffei Landscape Contractors was sold to a Capital Management firm.  Maffei remained CEO for 2 years to help with the transition. “After building the company from zero to over 130 employees, and blessed with the opportunity to sell it, I feel I’ve learned more than I could have achieved with an Ivy League education, and I want to share my systems and experience with the next generation of entrepreneurs to help them succeed.”

Development

Maffei is also a managing partner in LandOne Takeoff, a software solution for the green industry that will revolutionize Landscape Operators, Account Managers and Salespersons workloads while increasing sales.

“The Maffei Companies is excited to showcase this cloud-based technology.  The software utilizes satellite imagery, advanced measuring tools and now has the ability to create designs on site while meeting with the Customer. LandOne will enable real time – on site estimating, which will greatly simplify the proposal writing process.” said Maffei. “LandOne is but one example of the products and systems we can put in place for the green industry.”

Advisory

Maffei will also lead peer groups and share thought leadership through speaking engagements for green industry and small business venues.  

Maffei is an active leader in the Cape Cod and green industry communities.    He has held leadership roles such serving on the Cape Cod Chamber of Commerce Board of Directors.  He has also received numerous awards and recognitions such as being named a Trailblazer in 2016 for National Association of Landscape Professionals and was recently awarded the 2019 Cape Cod Landscape Association’s Legacy Award.

Maffei resides in Mashpee with wife Reyna and their young children. For more information on The Maffei Companies, visit www.TheMaffeiCompanies.com or https://www.facebook.com/themaffeicompanies/. 

Finding the green. Bob Maffei launches The Maffei Companies to help the next generation of entrepreneurs succeed.Read More

Mining the Golden Age of Podcasting. PR Works, based in Plymouth, Massachusetts announces podcasting services.

Experts and listeners agree, we are in the Golden Age of Podcasting. More than half of American homes tune into a podcast regularly. Why not YOURS?

Given this high audible trend, PR Works, based in America’s hometown of Plymouth, Massachusetts, has launched a podcast service. The service ranges from establishing a Podcast strategy to recording and editing the show to promoting it. 

“Podcasting allows you to control the message, control the medium and tap into new clients, strategic partners and referral sources,” notes PR Works Founder Steven V. Dubin, a Plymouth, Massachusetts resident.

He added, “Podcasting is another story-telling channel and the one-to-one audience it creates is powerful. Where most get stalled is in having a clear niche topic and managing all the details of technology, arranging guests, editing the raw footage, uploading each segment to YouTube and the many podcast portals and then promoting the podcast to expand the audience. We help boil that down and get it done.”

Here are some of the considerations to podcasting.

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 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 us 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 us 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. 

It is best to 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 probably can enhance 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? PR Works has 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 audio podcast at the same time.  Thus, you are bolstering a YouTube channel and reaching out via 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.

Ready to go “live”?  5-4-3-2-1.  For additional information about podcasting, contact PR Works at www.PRWorkZone.com, (781) 582-1061, 18 Main Street Extension, Suite 409, Plymouth, MA.

Mining the Golden Age of Podcasting. PR Works, based in Plymouth, Massachusetts announces podcasting services.Read More

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

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

Response to the response

Admit it. You’ve seen a subject line with COVID-19 mentioned anywhere in it and clicked on “delete”.

Does that make you insensitive or uncaring during a national crisis and international pandemic (is that redundant)?

Possibly.

It also makes you human.

As humans, we react a certain way. A few bangs on the drum and we listen. A constant beat will soon have us covering our ears. And that’s largely what’s happening when you use COVID-19 in your subject line. And there’s a trickledown effect to other phrases.

Like, “during these troubled times,” and others.

Does that mean you’re not supposed to mention the elephant in the room, AKA the COVID-19 crisis?

No. It just means you have to consider your audience when you create messaging.

Are they turning to you for information about the crisis? Unless you’re an authority of some kind, probably not.

Your audience probably wants to know something a combination of things. If its your regular e-mail list, that combination could include something about your business, the current crisis, and how it affects them.

For example, PR Works has put together messaging for clients ranging from hours of operation during the crisis to a company’s COVID-19 process for people who enter a job site.

Or maybe you have an offering that’s relevant to the crisis. Case in point, a PR Works client that makes portable flooring for labs and healthcare facilities.

Conversely, this could be a great time to capture people’s attention by talking about something else. Anything else. Maybe you have a relatively new offering. Drafting a few blog articles and pushing them out to your social media channels might be a welcome sight to people wanting to read some good news.

Or merely different news.

One of the very few beauties of this time is that more people than usual have the time to read. As the theme song from Cheers said, “Taking a break from all your worries sure could help a lot.”

We are all very concerned about what’s going on in our world right now. If you’re putting out a COVID-19 message, that’s great. Just remember to think about your audience and all that they’re taking in right now. The message that doesn’t get read, doesn’t get heard.

Need some help with your messaging? Give us a call at 781-582-1061 or drop a line.

Response to the responseRead More

Now is NOT the time to go silent. Reach out to customers and keep them informed during COVID-19.

photo of Mona Lisa with a mask on during the COVID-19 crisis

Now is NOT the time to go silent. Reach out to customers and keep them informed during COVID-19.

There is no timeline. Customers and staff are concerned.

With the uncertainty of COVID-19 and the situation changing daily, we’ve been closely monitoring the outbreak and its impact on our clients and communities. We’re here (working remotely) to provide support during this unprecedented and challenging time.

What do you need to think about?

Consider how current restrictions are affecting your customers as well as employees and partners. How will you continue to reach out to them, keep them informed and serve them?

What’s your status during the current crisis? Open/Closed/ Limited hours/On-call, etc.?

How can your customers reach you? Are you working from home and holding telephone or virtual meetings?

Consider signage on your business door (and if applicable, inside as well).

Update your website’s home page and social media pages with this same info.

Revise your telephone voice mail.

We can help with:

• Overall message development
• Website & blog content
• Social media campaigns
• eNewsletters
• Podcasts
• Strategy moving forward

A singular message to your staff and customers is only the beginning of your on-going communication.

How will you continue to deliver your company’s message? To give you an idea of some grassroots marketing efforts to keep front of mind with your clients, read our recent blog.

Let us know if you’d like to arrange a call or video conference. Stay safe and be well.

Now is NOT the time to go silent. Reach out to customers and keep them informed during COVID-19.Read More

Content to ride it out?

photo of WordPress add a post page.
Should you keep blogging during the Covid-19 crisis?

Snap. Crackle. Pop.

Most people hear “Snap” and “Crackle” and know you’re talking about Rice Krispies.

But did you know Kellogg’s first introduced their signature product in the height of the Great Depression?

True.

While its chief competitor Post significantly reduced its marketing budget in the 1930s, Kellogg’s actually doubled its advertising spend, investing heavily in radio.

Part of that effort was introducing its newest product, Rice Krispies.

So, what was the end result of this polar opposite approach to a financial crisis?

Well, Kellogg’s increased its profits by 30 percent and became the category leader for decades thereafter.

Post survived. Yet it never really regained its perch atop the food chain (sorry about that irresistible pun).

Does that mean you should increase your marketing budget during this crisis?

When you consider the Kellogg’s example, it’s not the worst idea. Particularly when you consider the current crisis will have an end—they were not so sure when the Great Depression would end.

While a radio buy might not be in the cards for your business, there are any number of low budget and grassroots marketing efforts you can undertake to keep front of mind and/or be ready for when things get going again:

  • E-newsletters – If your company has one, continue to stay on schedule so you’re never too far from the minds of your customers and network. You may even want to increase the frequency (e.g. monthly to bi-monthly).
  • Social media posts – Be it a blog, Facebook, Twitter, etc. continue to post. If it feels too self-promotional during a time like this, mix in some inspirational stories. For example, Stop & Shop offering special hours for shoppers 60 and older.
  • Website updates – When was the last time you edited content on your website? This could be a great time for a thorough review of the content on your site and a chance to punch it up or optimize.
  • eBook/Lead Magnet – Do you have a lead magnet on your website? If not, it could be a great time to develop one. Or, if you do, perhaps you could update it with more recent case studies. Better yet, produce a new eBook/Lead Magnet and have it ready to go for when businesses get back to normal.
  • Podcasts – Hosting your own podcast gives you an opportunity to showcase your expertise but also content spiders well in the search engines.

Speaking of podcasts, PR Works offers a turnkey podcast solution that includes developing a title, theme, bumper music, arranging for guests, guiding you through easy-to-use technology at your desk, uploading the edited segment to Spotify and other podcast portals, promoting each episode via social media and other channels, and more.

If you would like more information on how we can help your business join the Golden Era of podcasting, drop a line or give us a call at 781-582-1061.

Whether it’s a podcast or any of the aforementioned grassroots efforts, none require the kinds of dollars Kellogg’s spent on radio time way back when. Yet with all or a few of these low-cost initiatives. you can stay top of mind of with your key audiences TODAY!

Or you can wait for things to get back to “normal”.

The amount of time until then is the same for all of us. What to do with that time is totally up to you.

Again, if you need assistance in launching your grassroots initiatives, call us at 781-582-1061 or drop a line.

Content to ride it out?Read More

SCORE with ‘Direct PR’

photo of Steve Dubin
Steve Dubin

PR is one of the most cost-effective marketing tools available to small to mid-market businesses. But what are the strategies and tactics to maximize PR? PR Works has coined the phrase “Direct Public Relations”. It’s a relatively new a new approach to PR that emphasizes direct response. And it’s what Steve Dubin will be talking about at two public relations workshops sponsored by SCORE: March 19 in Walpole, MA and April 21 in Waltham, MA.

As part of his presentation, Steve will take on a wide variety of PR topics, including:

  • What is newsworthy?
  • How do you measure results and ROI?
  • How do you get the press to cover your news?
  • How do you create “outside the box” PR opportunities?
  • How do you talk with the press?
  • How do you repurpose news coverage?

The March 19 public relations workshop will be held at the Co-Working Station at Walpole, 55 West Street, 2nd Floor, Walpole, MA 02081, from 6:30 PM to 8:00 PM. You can register for this free workshop by clicking here.

Steve will run a second “Direct PR” session on Thursday, April 21 at the Waltham Public Library, 735 Main St, Waltham, MA 02451, from 6:30 PM to 8:00 PM. To pre-register for that session, contact SCORE-Boston, workshops@scoreboston.org, 617-565-5591.

SCORE with ‘Direct PR’Read More