Implementing a social media campaign

by Susanna Kline

More than 60 percent of downtown Champaign retail and restaurant businesses use at least one social media platform. Investing time in planning can help your business join those already succeeding in marketing with social media.

Strategize

Evaluate your current marketing and business plans, and align your social media campaign with existing goals like increasing product awareness or improving customer service. Plan to use the social medium for news, product updates, contests, discounts or anything that will generate p/ositive buzz about your company.

Schedule

Establishing a recurring update schedule or designating a person responsible for regular updates will increase the likelihood that your company gets noticed.

Execute

Publish messages that generate interest and initiate dialogue among users. A company website functions as a one-way medium, but social media can facilitate conversation between businesses and consumers, allowing businesses to obtain feedback or address customer concerns.

Private sector hiring at a slow pace

Private employers added a net total of 71,000 jobs in July, far below the 200,000 or more needed to reduce the unemployment rate.

Illinois home sales increase 10 months in a row

Home prices in Illinois are showing signs of stabilizing with continued positive year-over-year median price growth and 10 straight months of mostly double-digit sales increases. According to the Illinois Association of Realtors' latest report, statewide total home sales including single-family and condominiums in June 2010 were up 18.3 percent, totaling 13,072 homes sold, compared to June 2009 sales of 11,048 homes. The median price in June 2010 was $170,000, up 2.5 percent from $165,825 in June 2009. The median is a typical market price where half the homes sold for more and half sold for less.

It's all about "you"

By Allen Howie

The next time you read a brochure or visit a website, notice the way they refer to you. As odd as it seems, most of the time, they don't. They might talk about customers, companies, students, etc., but many organizations seem ridiculously resistant to using the simple word, "you." Yet research shows that it's one of the most powerful words you can use, especially if you're trying to be persuasive. Take a look at your own materials -- print and digital. If you want to engage the reader, don't refer to them in the third person -- make it personal. Use "you."

Can cutting costs undercut your business?

By Allen Howie

If your primary path to increased profits is cutting costs, it has to distract you from the other path to growth -- which is to do what you do in ways that are so extraordinary that customers will pay more for it. Apple is certainly zealous about containing costs, but their primary profit driver is innovation. What's yours? After all, you can only cut costs so far -- but excellence has no limits. And the second that cost-cutting begins to hinder customer service or product delivery, it begins to cut into market share, too.

80 percent is the new 100 percent

By Allen Howie

According to one AT&T rep, the most you should hope for from their DSL service is 80 percent of the maximum speed you're paying for. That's the level of service they're content with. The problem is, businesses never improve by aiming low. If you're happy with 80 percent customer satisfaction, that's what you'll get (if you're lucky), because that's your target. If you'll accept a 95 percent accuracy rate, that says you're happy with 5 percent inaccuracy. Whether it's the quality of your products or the caliber of your service, where do you set the bar? Perhaps more importantly, where do your competitors set theirs?

New area businesses

By Christine des Garennes, The News-Gazette

New auto shop

Jason Zuidema and Matthew Phillips have opened a new auto shop in Champaign called Midwest Automotive & Diesel.

Zuidema is the service director, and Phillips is the master technician. Both Zuidema and Phillips and their dealer-certified and Automotive Service Excellence-certified technicians have years of experience working for auto and truck dealerships in the area.

They service light- and medium-body trucks, including fleet vehicles, motor homes and cars. They accept most extended warranties.

Midwest Automotive & Diesel is at 1306 N. Prospect Ave., near Z-tech, and can be reached at 352-7343. It's open 7:30 a.m. to 5:30 p.m. Monday through Friday and 8 a.m. to noon on Saturday.

Mediate, not litigate

Local lawyers Dan Pope and Helen Pope have established a new firm, Mediation Solutions, that offers mediation services to east central Illinois.

Dan Pope, most recently with the Urbana law firm of Phebus and Koester, has worked as general counsel for Christie Clinic and as a mediator in Chicago.

His wife Helen Pope has worked in large and small law firms in Chicago and Champaign and is the former general counsel of Vaughn & Bushnell Manufacturing Co. They're both certified mediators.

Mediators are neutral parties that help settle and resolve a dispute.

Mediation "is a much more efficient way of handling disputes," Pope said.

It's cheaper and often quicker, he said.

The firm can be reached at 220-7673 or

hkpope@yourmediationsolutions.com.

New sweet shop

Caramel Corn & More, 503 S. Mattis Ave., will be in the space previously occupied by Maggie's Place.

The 3,000-square-foot store will serve caramel corn, cheddar-flavored popped corn, other flavored popped corn and a variety of candies and treats like chocolate-covered pretzels.

Soft-serve ice cream will also be available, said owner Rick Welch, who has been a basketball coach at various schools in the area.

"We'll have caramel apples, peanut-covered caramel apples, M&M-covered apples, Rice Krispies treats, lots of good stuff," he said.

He plans to work with schools and organizations on fundraising projects, such as selling containers of popped corn and other gift boxes.

An opening is planned for sometime this fall.

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