Measuring Success: Precision Of Your Business Identity

February 13, 2009 by Andy Ebon

measuring-successThis post marks the 2-year anniversary of The Wedding Marketing Blog. Its content, however, is inspired by my friend, Dan Ohrman (Denon & Doyle DJ Service) who asked:

“Can you measure any actual (sales) results, directly from blogging?”

Yes, Dan, you can. Here’s how I have.

NOTE: I recommend that blog posts be 75 – 80% about others and only 20-25% about  oneself or your business. This item may appear to shameless self-promotion. Not exactly. Really read it through and take from it, what applies to you.

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During the decade since selling my second mobile DJ service (Designer Music), I spent the lion’s share of my time operating EBS Virtual Communications. I designed websites and facilitated email marketing for clients, primarily in the hospitality industry. Along the way I had developed some solid speaking and presentation skills, appearing regularly at industry conferences.

Some people like the idea of growth. As a small business lifestyle, I like the idea of being a micro-business owner. I can manage people. I have done it very successfully. I don’t like managing people. I’m quite clear on that.

So, in late 2006, I decided it was time for yet another reinvention of Andy Ebon. Let’s face, it this is no longer the era of 40 years and a gold watch.

The danger of being a successful micro-business owner is that one is established, clearly in the minds of clients, and prospective clients, in your business audience. It took almost a full decade after selling Designer Music before people stopped asking, “Are you still doing that DJ thing?” I knew any transition was going to be a challenge.

I decided to narrow my focus down from Hospitality Industry to Wedding Industry. And to widen the work from just eMarketing to complete marketing, including business and sales coaching.

hockey-puckAfter considerable strategizing, I took a rather simple tack. I took the Wayne Gretzky approach.

“I don’t skate to where the puck is, but where the puck is going to be.”

I declared myself The Wedding Marketing Authority, and set about establishing that identity by doing the following.

  • Building The Wedding Marketing Blog, post-by-post, writing provocative and insightful information on a regular basis.
  • Actively reconnecting and expanding my business network through LinkedIn
  • Actively developing and reconnecting my social and business community through Facebook
  • Rejuvanate my local and conference networking, better maintaining relationships.
  • Actively seeking and booking more public speaking opportunities, primarily as a wedding marketing speaker
  • With sufficient speaking appearances, I would qualify and obtain membership in the National Speakers Association

These actions, and others, have resulted in a domino effect of both expected and unintended random results. While I would tell you that I have a great deal more to do, it is refreshing to have strangers come up to me at a conference and say, “Man, when I do any research on wedding marketing, you’re name ALWAYS comes up.”

Here is what I know about the present, after two years of sustained activity.

  • I have posted a total 280 times on this blog. That averages out to 1 post every 2.5 days. In plain English, 2-3 posts a week.
  • If you Google wedding marketing, you find over 33 million results. My website and blog, come up #1 & #2, and my name comes up several more times in the Top 20.
  • If you Google wedding marketing speaker, you find over 238,000 results. My website and blog come #1 & #2, again and my name appears 7 times in the Top 10.
  • My LinkedIn connections have steadily grown to 450. More important, there have been a number of those connections that have resulted in speaking engagements and other consulting opportunities.
  • Facebook has been a wonderful surprise. As a strictly social media tool, I have reconnected with old friends from college, high school, and even summer camp. I have reconnected with friends from my San Francisco years (1976-2003). AND, Facebook for business has been one of those unintended benefits, that is just beginning to bear fruit.
  • My speaking calendar has been growing steadily since February, 2008, with appearances at the Wedding Planners Conference (Toronto), Think Tank Boston, Mobile Beat Chicago, NACE 50th Anniversary Conference, Wedding MBA – Phoenix, The Special Event (San Diego), Mobile Beat Las Vegas, catersource! Las Vegas, Bridal Show Producers International (Minneapolis) and many more. I have met me goal of accumulating enough speaker credits to qualify for National Speakers Association membership, and will be submitting shortly.
  • The Wedding Marketing Blog has been syndicated to MobileBeat.com, the web presence of Mobile Beat Magazine. Starting this month, I will be writing a marketing column for the monthly newsletter of the Canadian Professional Disc Jockey Association (CPDJA).
  • Two national wedding media companies have asked for a monthly syndicated article to be included for in-house e-newsletters to their advertisers and prospects. These exciting opportunities start almost immediately, and will expose The Wedding Marketing Blog and myself to about 100,000 wedding industry businesses every month. (Note: Both of these companies first found me through discovering The Wedding Marketing Blog.)
  • Each month, Mobile Beat Magazine publishes a wedding marketing article, with my byline.
  • Last month, The Power of the Platform: Speakers on Success was published by the Las Vegas Convention Speakers Bureau. It included a chapter from me, titled: Blogging Your Way To Success.

Lest  you think that all of this has come easily, on time, or without challenges… it has not. There have been distractions, delays, mid-course corrections, procrastination, injuries, physical therapy, and other unwelcome surprises.

The net result, though, is successful reinvention.

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There is a moral here: As the saying goes, “It’s not who you know, it’s who knows you.” – If you are struggling in one or more elements of your business… or if you are just not enjoying ALL of it, like you used to, perhaps it’s time for some change.

After all, this is the year of CHANGE. But unlike big business, don’t just wait for a bailout. Create your own fresh path. Redefine, promote anew, reestablish yourself on better, more satisfying and profitable footing.

Andy Ebon
The Wedding Marketing Authority

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Andy Ebon Andy Ebon (78 Posts)

Keith Alan has been in the DJ biz since 1975, started hosting weddings in 1982 and went full-time in 1993. While personally hosting over 60 weddings a year on the weekends, his mid-week programs generate income through out the year. Young children and seniors are the strong points of the business. Outside of the weddings division of Keith Alan Productions, Keith’s summer program, Campardy™ has grown from 1 event in 2000, to 75 events within a 6 week window! Keith is busy with game shows, trivia, photo booths and extreme bingo the other 46 weeks of the year.


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