LOCAL MARKETERS SPEAK AT “DIVE INTO MARKETING” CHAMBER LUNCH AT CCYC

Members of the Centralia Chamber of Commerce got their chance to “Dive into Marketing” Wednesday, during the Chamber’s “inspire connections” lunch at the Centralia Community Youth Center.

Leading the presentations was chamber director, Marcus Holland, who spoke on the process every business or organization should take to create a successful marketing strategy.

Holland reiterated the importance of being found, being recognized, being different from competitors, having a clear message, and following the seven touches of marketing. The seven touches include approaching customers with in-person conversations, thank-you messages, customer service follow-ups, websites and social media, brand and identity.

“Advertising is supposed to be that additional touch,” Holland said. “The one that pushes them to buy. Without the other touches, your ads won’t be as effective.”

Holland opened the discussion up to local media sources, including the Morning Sentinel, WBJD Radio, and Withers Broadcasting.

Jeff Peyton, general manager and publisher of the Morning Sentinel, explained the historic newspaper is now replacing much of its tabloid-style special sections with slick magazines to be released on a quarterly and annual basis. Peyton also spoke on BNI Marketing, Inc., a new, subscription-based platform the Sentinel will be pushing out this year which utilizes a third-party operation to build quality websites for business.

Bruce Kropp, owner and longtime radio host at WJBD, spoke on the successes he has seen in using both on-air and digital advertisements. Kropp said radio helps create top-of-mind exposure, while the radio station’s website allows businesses to cast a wider next than they may on social media platforms like Facebook which utilize algorithms and limit post visibility.

Jake Linder, who works in marketing at Withers Broadcasting and serves as morning radio personality Big Jake, said the broadcasting company has an experienced team and a wide range of listeners. Linder spoke on the importance of radio as a marketing tool, especially to local businesses, saying that even if the businesses themselves do not listen to the radio, a sizeable demographic of their customer base likely does.

The event was catered by Big Daddy’s Floating Rib, which served up a delicious barbeque meal of pulled pork, smoked brisket, potato salad, pit beans, and more.