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NWC News Desk

Marketing expert talks about becoming a destination business in March 1 program

Posted February 14, 2011

POWELL, Wyo. - Nationally known marketing expert and small business strategist Jon Schallert will share his 14-step strategy to becoming a destination business during an intensive one-day program Tuesday, March 1, at the Nelson Performing Arts Center Auditorium at Northwest College in Powell.

Schallert presents his “Increase Sales and Profits as a Destination Business” seminar from 8-11:15 a.m., followed by a Marketing Roundtable from 12:45-1:45 p.m. to discuss business issues specific to participants.  The 2-3:30 p.m. time slot is reserved for networking and consultations.

Schallert defines a destination business as one “so compellingly different it pulls consumers from well beyond its market place.” To illustrate how even businesses in demographically challenged areas can transform into destination operations, he provides numerous real-life examples from retail stores, restaurants, service-related businesses, professional practices and even Internet websites.

His examples include his own experience at Hallmark Cards where he was part of the reinvention of Hallmark’s card shops, rolling out the destination-store concept in 5,200 stores nationwide. The successful strategy increased traffic in stores, the distance from which customers traveled to shop in the stores, the amount of time they spent in the stores and the total amount of their purchases.

Schallert will talk about increasing sales, profits and customer traffic; implementing customer services that matter; social networking beyond Facebook and Twitter; improving business appearance; marketing and advertising; employing new media tactics not commonly used yet by small businesses; and getting free publicity.

He’ll also talk about product differentiation and how to compete with businesses who can offer the same or similar product at lower prices.

Schallert promises participants will “walk out with a whole laundry list of things to do that will give you an advantage over your competitors.”

Schallert believes most independent businesses that fail today would not have to close if they had adapted to easily recognizable marketplace changes and focused on becoming consumer destinations.

“It’s an oversimplification to say that all small mom and pop businesses are doomed because of today’s economic recession,” Schallert maintains.

His consulting firm, The Schallert Group Inc., is noted for providing competitive tools to independent business owners that are typically used exclusively by large corporate chains to dominate a marketplace.

He’s been working with independent business owners since 1983 and contributes his business strategies to national publications like the Wall Street Journal, Washington Post, and Entrepreneur Magazine. Schallert speaks and consults with thousands of entrepreneurs annually. 

Schallert’s appearance in Powell is sponsored by the NWC Center for Training and Development.

Cost for the entire day is $49.95 to businesses and individuals in NWC’s service area, which includes Big Horn, Park and Washakie counties. Others pay $139.95. Groups of five or more from the same organizations pay a flat rate of $500.

To preregister, or for more information, including a video detailing the seminar presentation in Powell, follow the “Training Schedule” link.