One Entrepreneur On Marketing: Brad Versteegh

This is part of a series called "The Entrepreneurs on Marketing."  This interview is with Brad Versteegh.

Regarding your approach to marketing, push or pull?

Our over all marketing plan had to be changed due to sudden changes in 1099 employment laws. We began planning on hiring 300 full time sales reps. We had to scrap that plan and are now working on a grass fire, grass roots growth. We are just now starting and are learning as we go. Summation: Very much a push campaign. We are not a well known or understood medium. So, we are in the field networking, talking about our industry and our company to educate.

What do you think about branding?

In our case it will be critical. There are only a handful of competitors in our industry. We fully intend to differentiate ourselves from these current companies and provide a better customer experience and broader scope of offerings.

How important is your personality to your brand?

I personally feel they are inseparable. It is difficult if not impossible to run a business (sustainably) in a manner that is contradictory to your personality.

What are your top three ways to promote your business?

Networking first and foremost. We are largely a hands on, eye to eye, handshake type of company. We can do that now because we are new and are relatively small. As we continue to grow, that will begin to change into a more virtual experience with on-line support, sales, consulting, etc. Secondly, we are working toward beginning to build an online presence and will be investing heavily in the internet medium. Lastly will be targeted, small scale conventional media campaigns.  

What have been your keys to success when it comes to growing your online audience?

Limited experience. But social media has grown our exposure and we have high hopes that we will be bale to leverage this successfully.

Any final thoughts on marketing a business?

I’m intelligent enough to know what I do and don’t know well. I would say, “invest in professional help”. It should save you time and frustration.

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