May 19, 2020

Don't Take Your Eye Off the Marketing Ball This Summer

business tips
small business
The Renaissance Group
marketing tips
Bizclik Editor
3 min
Don't Take Your Eye Off the Marketing Ball This Summer

Via The Renaissance Group

While small business owners work hard year-round, a large percentage are less productive in the summer months. Studies show that they tend to scale back on their marketing efforts during the summer. They claim it is because it is slower then. The question is, is it slower because it is summer or because you scaled back on activities?
“Business owners should not take their eye off the ‘marketing ball’ during summer months,” says business coach and small business marketing expert Kevin Poland of The Renaissance Group. “Working on your marketing during this ‘slower’ time will set yourself up for greater success down the road.”
To explain, Poland offers the following areas you could work on this summer:
Reflection: July is the halfway point of the year, making it a great time to take a step back and reflect on the previous six months of marketing activities and results. “A careful review of the first half of the year will reveal what has worked and what corrections or adjustments should be made in the second half of the year,” says Poland.
Reward: Business owners can get so focused on what’s not working that they forget to recognize the activities that did work.  “Reviewing what worked is a good business habit. Rewarding yourself and your team is a great habit.  Recognition has proven to be the best way to motivate your people and repeat your successes.  Celebrate both the hard work and the results and treat yourself and your team to a meaningful reward for a job well done.” continues Poland.   
Relevant:  Based on your results from the first-half of the year, is your marketing strategy and marketing plan still relevant?  What adjustments do you need to make?  What marketing activities should you keep doing?  Which activities should you stop doing?  Are there any new marketing activities you need to start this quarter?  “Update your strategy and plan to ensure it is relevant for what is going on in your business and your industry.”
Research: If you have conclusive data that proves your summer marketing activities are not a good use of time and money, you can still work on your marketing.  “It is a great time to update the profiles of your target markets.  Customers evolve over time; make sure your profiles are evolving with them.   It is also a great time to work on your marketing message and make sure it is still resonating with your targets.  You might also want to research and even test market a new product or service, or a new target market.” 
Repeat:  Reflecting on what is working and not working, rewarding accomplishments and making adjustments and changes to ensure your marketing strategy and plan are relevant should now become an ongoing process in your business; not just a summer activity. “Repeating these steps either monthly or quarterly will prove to be an effective way to produce more consistent results and growth.”   
“While it is true you, your team, and your customers may take a vacation during the summer that should not be an excuse for taking your foot off the gas entirely,” added Poland. “Not to mention, it is a great time to get ahead of competitors who are using the summer as an excuse to put marketing on the back burner.”
About The Renaissance Group:  The Renaissance Group is a management consulting and coaching firm to the growth and success of small businesses and organizations.  The Renaissance Group, creator of the Growth by Design™ business development program, is based in Tampa, FL.  For more information, go to or call (813) 636-9181.

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Jun 14, 2021

Giving efficiency the full throttle at NASCAR

3 min
CDW is a leading provider of information technology solutions, optimized business workflow and data capture systems for the auto racing company.

The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.” 

NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well. 

2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer. 

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