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The Fresh Twist Newsletter — October 2006 | Issue 19

How BZA Broke the Rules

By Barbara Zaccone

Last week we exhibited at the North Essex Chamber Biz Expo. Our exhibit space included a ten foot skirted table with two chairs behind the table. I was surprised by how many companies displayed their goods and just sat behind the table. Through all of my corporate marketing training I was always told to stand in front of your space, close to the aisle, in order to begin a conversation with those that walked by. I have always followed that strategy.

As soon as I arrived I moved our table back and to one side so I could put up our beautiful bright green "Fresh Twist in Words, Pictures and Graphics" vertical banner. This by itself is not particularly groundbreaking, but our give-away strategy really set us apart. Trade Show marketing experts always tell you to make sure your give-away item matches the theme of your exhibit. This reinforces your brand and your message. If BZA were to follow that rule, most likely we would be giving out Kiwis.

Weeks before the show, I came across these beautifully hand painted watercolor bookmarks at a small store in my town. I thought, "What a great item to give out at the show." To the store owner's delight, I bought every one she had. Each bookmark was unique with themes of cats, flowers, motivational quotes, music, success quotes, etc. After I spoke to each person that visited our space I told them I had a special gift for them. I then brought out a selection of the bookmarks for them to choose from while I asked about their interests. I could sense the delight of each person as they were receiving something that was not only handmade but tailored for them. Following the show, I got several "thank you for the bookmark" comments. When was the last time you said "thank you" for the paperclip holder or stress ball?

A few days following the show, while at the monthly NJAWBO breakfast meeting, the President of the organization held up her bookmark, and she publicly thanked me for the gift. She proceeded to read the quote from Eleanor Roosevelt printed on the bookmark. Now that inspirational message has spread to others.

It just shows, that by thinking out of the box, and breaking a few rules one can stand out from the crowd. Oh by the way, I did hand write in small letters on the back of each bookmark, "from BZA.COM". And I do have a few left over. If you want one just send me an email and I'll send you one. Quantities are very limited.

The Celebration of Personal Styling

With the growing popularity of design and interior decorating, BZA came up with a unique and modern showcase vehicle for displaying the creative decorating solutions of Savoy Enterprise. We crafted SavoyEnterprise.com as a way to celebrate the process of transforming and defining your own personal style.

Through the combined efforts of our own appreciation of Savoy's caliber of work and our design expertise, we created a web presence that is both visually striking and immensely user friendly for any visitor.

Site visitors can enjoy a customized experience with logical samples and content that make sense to those who are looking to create a warm and welcoming environment that reinforces comfort and confidence.

News

Zaccone to Speak at NJAWBO Meeting


Barbara Zaccone, President and founder of BZA LLC will be a guest speaker at the Essex Chapter meeting of the New Jersey Association of Woman Business Owners (NJAWBO). Zaccone will be speaking about how to optimize your web site for the best search engine ranking. The meeting will be held on Tuesday October 17th from 6pm to 9pm at Il Tulipano Restaurant in Cedar Grove. For more information visit http://www.njawbo-essex.org.

BZA Selected to Design Site for Human Powered Vehicle


BZA has been selected to design a web site for Go-one LLC, a US distributor for the stylish go-one³ enclosed bicycle manufactured in Germany. The go-one³ is more than an enclosed bicycle [actually tricycle], it's a "Human Powered Vehicle" [HPV], complete with headlight, backlight and turn signals. The website will sport a stylish new look with extensive and well organized information including the history of the Go-One vehicle, features, frequently asked questions, purchasing information, and a sleek animated photo gallery. The site will be launched this fall.

BZA Attends Miva Conference in San Diego



Photo courtesy of Leslie Nord
John Farley and Barbara Zaccone are greeted at the Miva Conference opening reception by Gina Lewis, Director of Marketing for Miva Small Business. The event was held August 29-September 1, 2006, in San Diego, California. The event provided insight into the world of e-commerce, with topics ranging from data protection, search engine optimization, and security to e-commerce industry trends and even product photography.