Brooklyn's Progress
February 2004

Story by Steve Kaplansky

The Marketing Mix (sales, marketing, public relations, advertising, and publicity) is the backbone of any corporate strategy and as we learned, Marketing, Promotion and Public Relations are hot and explosive topics as was demonstrated at the Brooklyn Goes Global (BGG) Food Manufacturers Only (FMO) event held at KeySpan Corporation headquarters Thursday, Dec. 18.  This hot in-depth topic was the closing seminar for the year 2003.
 
Hosted by Keyspan Corporation the event opened with welcoming remarks by Anthony Rondinelli. Mr. Rondinelli also gave an overview of Key span programs and incentives that could benefit the business of members and the participants.   After a short introduction of our guest and their representing companies our three guest speakers, who imparted valuable information were introduced.

Martin Katz of Martin Katz Consulting opened this portion of the morning seminar with a presentation of how you begin a marketing plan. He disclosed ideas regarding the diligent advance effort which must go into a plan, as well as the important elements to consider before one can begin devising a plan. Certainly we could have spent an entire day on his presentation alone, however the time alloted for his presentation only touched the surface, but was detailed in its approach and prompted many guest questions on strategy and approach. Next up, Paul Zullo of Zullo Communications showed a power point presentation on a general marketing plan which would be helpful for any company.  Mr. Zulu underscored the most important factors to consider when developing a plan to promote a company or product line. This in-depth and concise approach by Paul raised many questions that were held for the question and answer period later which was very electrifying. Ruth Weiss of Ad Lib Unlimited, whose clients include both small business and large corporations, made a presentation on packaging design and branding.  Ms. Weiss gave out a package to each guest and walked the group through it, step-by-step as she spoke. 

The purpose of the event was to give a "taste" of these tools which are so important to any business. The business guests on hand were diverse in company size and experience and included Bernie Englehart, who has spent his life in marketing and promotions as a consultant and Bob Stimuli of US Coffee.  During the session, there was heated dialog among the participants and presenters.  Pricilla Maddon of Kitchen For Hire asked about marketing her business which prompted much back and forth discussion about their company name and their product, as it related to public perception and goals and objectives. 

It afforded the groups and excellent example in analyzing the goals and objectives, strategy and marketing mix as it relates to public perception and possible growth of the business.  In the end the presenters agreed Ms. Maddon had a great name.

Information regarding Chamber services for Members was handed out and special attention was given to the Space Alliance Technology Out Reach Program (SATOP) – a program which provides cost-free help from NASA.  New avenues of advertising were brought up including cable and the internet which will lead to a new FMO At the end of the seminar, special Thanks was extended to the guest speakers and  best wishes were offered from Chamber President Kenneth Adams who wished everyone Good Holidays and A Happy, Healthy and Productive New Year.

On behalf of the Chamber Board, and BGG FMO staff we wish you all continued growth.  We plan on offering more great seminars, trade shows and programs to all Brooklyn Chamber members and we thank you for your continued involvement.  Much success to you in the coming year and contact us with questions or comments on how we can bring other great seminar programs to you in 2004!