I’m fond of saying: “when the hell am I going to learn to be patient?” Yes, patience is a virtue and sometimes we have little choice but to wait. Trust your instincts. Your gut can tell you when to wait and when to move. You don’t want to grow roots by waiting too long.

A successful media campaign raises awareness and enlightens an audience (your audience) to your product and service. This video is a prime demonstration of a well-executed media campaign.

http://www.youtube.com/watch?v=VovlCa0W7vU

If you believe everything you read (and see), you may have heard that media is dead. The rumor of this death has been greatly exaggerated. The vehicle delivering our news has changed from radio, TV and print to hand held devices like PDA’s and electronic tablets but the news is there and people will always crave information. We recently launched a campaign that got our client on the front page of the LA Times, the New York Times, the BBC, KCAL, KABC TV and Radio, KTLA, KMEX Univision, KNBC, the Daily News and more. Traditional media is alive and well and they are utilizing social media and digital delivery to augment their message. The best way to get great media attention is to maintain a high caliber of news content. If this is unclear, contact us to clarify it for you. In the meantime, check out this news clip we placed on the BBC.

BBC footage of Paddle the L.A. River

Mainstream media  helped my client sell out a 7 week program in ten minutes. This might sound like hype but it’s the results of careful planning and efficient execution.

Arguably the greatest basketball player of all-time, Michael Jordan once said, “you will miss 100% of the shots you never take.” The same applies in business. The phrase “analysis paralysis,”  has entered our lexicon.  Don’t be afraid to try. Sometimes you will suceed, sometimes you might not. There is a reward in trying and you won’t have any regrets!

I recall a conversation I had with a band when I was in the music business. The band’s leader had just told me that he thinks they could be the biggest band in Glasgow (Scotland). My response was that I wanted him to aim a bit higher. I wanted the band to become the biggest in the world. Although every step of progress is relevant, why not aim high?! To succeed, a business needs to be targeted and focused and it needs to set goals. A good plan is to set short term and long term goals. Multiple short term goals can help reach the long term goal. At times, the same effort that’s applied to an attainable goal can be applied to a lofty one. Aim high and reach for the stars.  The journey as well as the destination are worth the effort.

Our client will be unveiling an amazing new smart menu at the National Restaurant Association Show in Chicago this weekend. Check out the link. This product will revolutionize the way we dine. http://www.foodequipmentnews.com/2011/05/denorma-electronic-smart-menu-debuts-at-nra-show-in-chicago-may-21-24.html

Did you know that there is a company using the normally discarded Lobster shells to make biodegradable golf balls for use on cruise ships? You may ask, what does that have to do with anything? The point is that you can use what you have, what you have learned and what has failed you and turn it into a successful situation. Don’t over analyze, move your feet!

Why do some people throw away their credibility like its a used tissue? Credibility is more important than intelligence or creativity. In business, you want to be known as a person who does what he says he’s going to do. That means; call when you say you’re going to call, be where you say you’re going to be (at the designated time) and do what you say you’re going to do. Excuses went out in high school. It’s a great feeling to know you are reliable too!

You snooze, you loose.

We’ve all heard the expression, you snooze you lose. It applies to business in so many ways.  Be receptive to opportunities. If something interesting crosses your desk, act on it. It’s more important to live each day to its fullest than to wait for special occasions. It’s the daily choices that make or break us. Don’t doze and choose wisely.

We have a mantra. Success comes from doing things other people won’t do. We believe that. Too many people don’t meet deadlines, won’t return phone calls and simply shrug these off as “oops.” We have a sense of humor and it does not include: “oops.” Avoid rookie business mistake #14 and be a person of your word.  You will distinguish your business from those out there that think “oops,” is acceptable.

The lure of a shortcut is simple. It gets you to where you want to go more quickly. However, beware of the shortcut. What if the surgeon who’s operating on you took a shortcut? The outcome would be most unpleasant. If your car mechanic takes a shortcut, chances are you’ll need to take your car in again to fix the problem and the shortcut. If a home builder takes a shortcut, the results are disastrous. Doing things right might take a little longer, but in the long run, it’s quicker because you won’t need to do it again.

It’s okay to disagree with someone, but do it with tact and finesse. Some people think they are standing up for what is right when they don’t agree. While you should take a stand, do it with diplomacy. This means keeping your voice at a civil level and not letting your discussion turn into a verbal assault. Stand your ground respectfully and you’ll make your point.  No one wins when your argue in anger.

If you want to stand out in “Modern Times,” go “Old School.” In the age of texting, instant-messaging, tweeting, Facebook  and email the easiest way to correspond is electronically. While this is the most convenient, it does not distinguish you from the masses. Let’s put it this way, what was a more meaningful birthday gesture? The 80 messages you received on Facebook or the “old school,” handwritten card that you got in the mail?

Purchasing a card, hand-writing the note, placing a stamp on the envelope, and dropping it in the mailbox might sound like a lot of work. But it isn’t. And it will make you stand out. That’s what you want right?!

If your marketing offer sounds too good to be true, then it’s not really credible. Treat your customers with dignity & respect-*NOT* hype!

No one likes to be conned. Don't Hype.

It takes courage to get back up. It's in you.

There is an old proverb that states fall 7 times but get up 8. Many people give up too easily. Innovation and success rarely happens with one or two attempts. The greatest inventions and achievements come from persitently fine-tuning a craft. Leave giving-up to others. If you fall get up again and again.

Happy New Year! As we embark on a new calendar year and set our goals let’s avoid Rookie Business Mistake #4: “Tripping on Small Stuff.” We need to take the 10,000 foot view as we look down on our business. Obsessing over small details often derail us from accomplishing big picture goals. Yes, the “devil is in the details,” but sometimes, it does not matter how you reach the goal as long as you reach it (and it’s moral). Make it happen!

Don't trip on the small stuff.

Rookie Business Mistake #32 is expecting others to make things happen. You must be a participant in your own success! When you admit you can not do something because …(fill in the blank) you are making an excuse.  Take charge! Do it yourself! You can!

Talk. In this modern era, so much communication is done through Facebook, text messaging, twitter, email and more. It’s possible to have an interactive day without having an actual conversation. Pick up the phone (not to text) and have an actual live conversation. The exchange will be more meaningful and productive. When possible meet in person. While this is more time consuming it still yields better results.

Whether you want to have a one-on-one or one to many connection, it’s still about PERSONALITY!

Buyer Beware: Just because someone calls themselves a “social media expert,” doesn’t mean they are.

If you are getting bombarded by “social media experts,” who are courting you to manage your online marketing strategies, make sure they understand marketing and business.  You’ll be surprised how many people don’t.   At  a minimum, make sure they have a successful business track record.

Social Media is of course about being social.  But what else should you do before hiring someone?  Glad you asked.

Ask for credentials.  Too many people are calling themselves experts with no real-life experience, no marketing background, and no other credentials other than self-appointed titles.  It’s only those who understand marketing who can truly help your business.

Request past successes, case studies, and client references.  Call those references. Ask what these “experts” did for them?   Ask how they did? Have their sales improved?  Did these experts impact their business besides just increasing their number of followers? If so, were they the right followers?  Did they understand how to reach the desired target market?  Are they familiar with other media? Are they someone who is influential?  Do they fit a certain profile?  Was the ROI sufficient enough to keep them?  Would they recommend them to other businesses?  Did they “get” their business?”

You wouldn’t go to a quack that calls themselves a doctor to operate on your brain, would you?

So before you turn your brand or your business to someone else, ask yourself and them these questions and others that come to your mind.  If it’s a true expert, they’ll  be happy to provide those references and case studies.   If they cannot, run for the hills!

Interaction is connecting. Try it!

There’s a reason why social media is not called “technological media.” Put the “social” across all platforms and you’ll come out on top.

Stay tuned for our Social Media song. Sure to bug Kanye West, get sampled by Dr. Dre and  curl Justin Bieber’s bangs.

Investing in things -vs- effort. Biz owners sometimes invest in “things”rather than in what is important & lose focus. There are no silver bullets to replace vision and determination.

Believe in yourself!

Rookie Business Mistake #99- Letting people talk you out of success. Don’t ever let anyone talk you out of your convictions.

Rookie Business Mistkake#7:  Why are you trying so hard to fit in when you were born to stand out?

It’s easy to stand out in today’s business world. All you have to do is be ethical and honest. If this sounds too simple to be true, sit back and reflect upon the dodgy business tactics that we all encounter.  There’s a bunch of them and none of us are impervious. It’s crucial to spot them and avoid like your bank account depends on it.

The question is when did the business model go from serving a client to stealing from them? I am horrified that somewhere along the line, a group of executives gathered in a conference room and concocted a strategy on how to deceive the buying audience that supports them. What was that meeting like? Was there any guilt involved or were executives high-fiving each other on how this new plan can fatten profits? The scary thing is that this abomination was not created or practiced by one l sole company but literally hundreds of them. Businesses hope and expect customers to be loyal to them and yet some businesses can not be honest with the very same customers who support their bottom line and essentially provide their paychecks. “Let the buyer beware,” has never had more significance than it does today.

Here are a few examples.

Client: Americas United Bank (AUB)
Case Study: In our continuing efforts to promote and publicize Americas United Bank, ileanainternational illuminated the work of AUB Vice President Amy Navarette. The media outlet was publicizing Hispanic women who have risen through the executive ranks. This profile highlights Americas United Bank as well as Amy Navarette.

Ileana International placed story as it appeared on Noticias 34:

To place your story, contact Ileana International.

Client: Americas United Bank (AUB)
Case Study: AUB hired ileanainternational to help promote and market the event. A recent message from AUB is that in spite of a recovering economy, AUB is financially strong, growing (rising to the status of the largest Hispanic bank in California) and actively lending money to deserving businesses.

To place your story, contact Ileana International at mike@ileanainternational.com

ileanainternational is truly a bicoastal and bilingual (as well as international) company. Evidence of our bi-coastal prowess was demonstrated by what we’ve done for our client La Bella. La Bella participated in both the New York and Los Angeles versions of Junta Hispana, a huge event directed at Latinos.

ileanainternational placed stories in media outlets on both coasts in some of the largest Hispanic media outlets including Univision TV, Univision radio and other Latino media outlets.

Client: La Bella
Case Study: La Bella produces mass market personal care products like shampoo, conditioners, and styling products. Although their products have mass appeal and are sold in chain drug stores and mass market retailers, the core audience is Latino. ileanainternational placed news stories in Hispanic media outlets to reinforce the loyal consumer base.

To place your story, contact Ileana International.

Client: Amnesty International
Case Study: Ileana International was hired to promote the Amnesty International Film Festival. The intent was to draw attention to the organization as well as the films which were presented. Both initiatives were accomplished.

To place your story, contact Ileana International at mike@ileanainternational.com

Client: Comprehensive Pain Relief Group
Case Study: Our client began his medical practice trying to assist patients with pain. What he discovered is that many patients develop a dependency on prescription drugs. Ileana International wanted to deliver Dr. Smith’s message to a wide audience which we accomplished through CNN Headline News.

Ileana International placed story as it appeared on CNN Headline News

To place your story, contact Ileana International.

Client: Hermosa Beach Restaurant Association
Case Study: The Hermosa Beach Restaurant Association hired Ileana International to publicize all the good work the association does. This story demonstrates a community oriented service that earned them praise and support.

Ileana International placed story as it appeared on CNN Headline News

To place your story, contact Ileana International

Client: School of Dance & Music
Case Study: The School of Dance & Music has a knack for nurturing natural talent. In Rising Star, a young student has transcended from raw talent to phenom and ii was there to find a vehicle to chronicle his ascent.

Ileana International placed story as it appeared on CNN Headline News

To place your story, contact Ileana International

Client: Toy Jungle
Case Study: When the Toy Jungle opened a new store (they have a flagship store in Manhattan Beach) they hired Ileana International to attract attention to the opening. We looked for a distinguishing factor that differentiated Toy Jungle from their competitors. This toy safety story was the hook!

Ileana International placed story as it appeared on CNN Headline News

To place your story, contact Ileana International

Client: School of Dance & Music
Case Study: The School of Dance & Music is proud to provide lessons for all ages. Ileana International demonstrated their point by placing the Tapping Along story about a spunky 82 year old woman who’s taking tap dance lessons.

Ileana International placed story as it appeared on CNN Headline News:

To place your story, contact Ileana International.