Marketing : Innovation + Job News

Nik Mody and his partners, Vinit Mody and Roshan Patel, are using their experience in the hospitality industry to launch a new online travel savings club. Based in Columbia, MD, Members Hotel Network aims to create an online travel booking site that benefits both guests and hoteliers.

Typically, bookings that come to hoteliers through an online travel agency cost the hotelier about 22% in commissions paid to the agency. Travelers booking through online travel brokers are often unaware that hotel franchisees are obligated to enforce a rate parity concept by their corporate parents that ensures that online brokers and the hotel's online site are providing the same rate. Booking travel through a broker also usually means that a traveler is unable to collect loyalty points for the booking.

"Our purpose is to serve the two most important entities in the process, the guest and the hotelier," says MHN founder Nik Mody.

The company launched the club's booking site in June. At the Members Hotel Network site, club members can book hotels and rental cars at a club discount around the country. Bookings through the site qualify for hotel and rental car company reward programs, as well as discounts from AARP and AAA. Club members also earn reward points from Members Hotel Network that can be redeemed through the site for cash back rewards.

"We continue to have good traction since our June launch with significant increases in membership registrations and reservations. The public is gaining a better understanding of what it means to have all of their perks back at no cost," says Mody

Members Hotel Network recently added staff at its Columbia office, and is looking at expanding further in the near future. The club is offering free membership through the end of September.


Writer: Amy McNeal
Source: Nik Mody, Members Hotel Network

Chesapeake Capital Ventures is taking Maryland's products overseas. As the world economy begins to recover, the United States once again became the second largest exporter of goods in the world. Companies like Chesapeake Capital Ventures have responded to the demand for US made food and consumer products by ramping up their efforts to get  those goods into the hands of consumers in emerging markets overseas.

"We here in America make fine products, from consumer goods and foods and beverages to electronics and energy-related hardware. The quality control of US made goods surpasses that of almost all of our competitors. Quality control and American innovation go a long way with foreign merchants, and they typically understand that when they look to America for a product to market, they know they are getting high-quality and sustainable products," says Daniel Beach of Chesapeake Capital Ventures.

Located in Dunkirk, Chesapeake Capital Ventures is finding success taking products produced by small to medium sized manufacturers to market overseas. Food products, from wheat to prepared foods, are especially popular. The company takes a full-service approach to helping those smaller companies enter the export market.

"We don't simply act as intermediaries, do marketing, match-making, and advertise US goods on behalf of our clients. We represent our US clients and run the entire export gambit from start to finish. From proposing contract terms and agreements, to banking solutions and shipping quotes, and on to freight forwarding, securing payment and drafting a Letter of Credit," continues Beach.

Chesapeake Capital Ventures is currently looking for more manufacturers to market. The company is also accepting applications from students to work as part-time researchers.


Writer: Amy McNeal
Source: Daniel Beach, Chesapeake Capital Ventures

The inaugural Small Business Survival Summit was held at the Baltimore Convention Center on September 7 -9. The idea for the Small Business Survival Summit grew from a grassroots effort spearheaded by founders PJ and Patrick Chambers, the minds behind the Harford County web design firm WebIXI. The master of ceremonies for the event was Bob Paff, a noted local motivational speaker and founder of Integrated Benefits Corporation.

The workshops, lectures, and networking events were tailored to the needs of small business owners. Workshops including "Getting Social Media Savvy- Building Your Buzz Online" and "Social Media Blueprint" were designed to offer introductory and intermediate lessons to small business owners looking to increase their online presence. Marketing was featured prominently in the majority of the Summit's workshops.

"You can make the best cupcakes or coffee, but what does it matter if you don't promote it?" Paff says.

Workshops on obtaining government contracts, upcoming legislation relevant to small business owners, logistics, and employee relations were also offered. The Small Business Survival Summit featured specific activity tracks dedicated to Marketing (Traditional, Online and Social Media tracks), Non Profits, Leadership & Organization and Government and Your Small Business, to allow business owners to easily keep up with the topics of interest to them.

"We're looking to do this every year," Paff continues. "Small business is the backbone of this country."

Also on the program of activities were networking events and lectures. Evening banquets featured entertainment and inspirational talks from luminaries, including speeches by Dr. Ben Carson and former New York Mayor Rudy Giuliani.


Writer: Amy McNeal
Sources: Small Business Survival Summit, Bob Paff

Incite Creative is offering a new series of workshops designed to help start-ups launch with an understanding of how to position their enterprise for success. Dina Wasmer, President of Incite Creative, saw an opportunity to create positioning workshops that would teach entrepreneurs how to build their brand and position their business themselves rather than relying on a service to do it for them.

"Over the years we've had a number of small businesses or sole proprietors say that they love the process but can't afford it. We have created the 'Positioning Lite' workshops to provide the same information we convey in the full-bodied version, but do so at a lower price-point and just 1.5 hour investment of time. And for those who prefer the autonomy, this format is set up where we provide the tools, teach them how to do it, and they can implement it themselves, which is also appealing to some," says Wasmer.

The Positioning Lite workshops offer entrepreneurs training in forming a brand identity and a position statement for their business. The workshops focus on concepts like communicating your business's unique niche, streamlining and consistently portraying your marketing message, and figuring out ways to have your message heard. The Positioning Lite workshops also offer entrepreneurs the opportunity to connect in a small group setting.

"I think it's a tough time to start a new business. Even established businesses that have a solid reputation are struggling to get contracts signed in a timely fashion and contending with price wars. That's why it's so important that business owners have a solid market positioning that is built on a point of distinction other than price. Someone will always be cheaper, but they won't necessarily be better. Positioning is the art of striking a balance between being unique and being in demand," Wasmer says.

Incite Creative is accepting reservations for Positioning Lite workshops in August and September now.


Writer: Amy McNeal
Source: Dina Wasmer, Incite Creative

JigSaw Marketing began in 2002 as a one-woman operation. Founder Kathy Walsh saw an opportunity in Baltimore's growing startup community. Her Bel Air based company has found success by working with startups and small business clients while growing into a firm that could handle larger operations.

"While working for a larger agency, I felt frustrated that our high hourly rates put our services out of range for many startups and smaller, local businesses -- ironically the people who most need marketing assistance. By opening my own firm with less overhead, I was able to set more affordable rates and have the discretion to further discount fees with the theory that earning a loyal client during the startup phase would pay off in spades as that business grew," Walsh says.

JigSaw Marketing has found success in marketing architects, contractors, and other businesses in the design and building industry. JigSaw also works with Moscow software manufacturer Acronis Inc., Cecil College's Department of Career and Community Education, Gaithersburg biotech startup Noble Life Sciences, Baltimore-based architects Urban Design Group, the Harford Land Trust, and White Marsh accounting and financial services firm WeberMessick.

"I think what sets JigSaw apart is the incredibly high level of responsiveness. One of our greatest strengths lies in our creativity. We try to conceptualize and implement marketing tactics that are thoughtful and stand out from the crowd," Walsh continues.

JigSaw was recently recognized for its work for Baltimore firm Floura Teeter Landscape Architects with a Marketing Excellence award from the Baltimore chapter of the American Marketing Association. That campaign also received a Mayor's Business Recognition Award from Mayor Stephanie Rawlings-Blake.

JigSaw Marketing has grown its staff to match its client list. The growing firm is planning to continue adding staff, including an additional account manager, in the next year.


Writer: Amy McNeal
Source: Kathy Walsh & Jessica Dixon Bieber, JigSaw Marketing Solutions

Tourism is heating up for the summer in Baltimore. As the city enters a summer packed with headline-making events like the Grand Prix and Baltimore Pride, the hospitality sector is looking forward to a busy and profitable season. 

"Tourism is lifting itself, and doing very well," says Tom Noonan, President and CEO of Visit Baltimore. 

At the Inner Harbor, increased tourism spending is providing opportunities for growth. The Rusty Scupper, a staple of the Inner Harbor tourist trade, expects revenues to increase 25% this year. The National Aquarium and The Maryland Science Center are also experiencing increases in visitor traffic and revenue. Baltimore's popular free bus service, The Charm City Circulator is experiencing increased ridership, and expects to reach 2 million riders this year. 

Visit Baltimore has taken the expected increase in tourism seriously. Through its Certified Tourism Ambassador program, Visit Baltimore aims to have hundreds of specially trained personnel around the city to provide welcoming help to visitors. The program will train hospitality industry workers, police officers, cab drivers and workers in other tourism related industries to help tourists navigate the city and answer questions about history, venues and landmarks. 

"We're training a knowledgeable force, so that as a guest you'll run into someone who is certified, has taken a class and passed an exam," adds Noonan. 

Hotel occupancy is increasing, fueled by both a rebounding travel market and a healthy convention business downtown. Baltimore's hoteliers are adding approximately 2,500 new rooms to handle the increased demand. The city's hospitality profile will increase with the addition of the new Four Seasons Hotel in 2012.

Author: Amy McNeal

Source: Tom Noonan, Visit Baltimore

Award winning cafe chain Miss Shirley's has entered the burgeoning Baltimore food truck scene, launching their first food truck in Tide Point on June 1.  

The launch of the new truck comes during a period of concern for entrepreneurs as Baltimore's city government explores regulations and permit issues with the growing trend. The City's first step was to establish new "Food Truck Zones" in locations around the city. After attending a June 1 meeting on the issue, and hearing about the steps being taken to resolve concerns about food trucks in the city, Miss Shirley's feels confident that their truck with keep rolling.

"I think the city is open to the food truck phenomenon," says Jennifer Mcillwain, marketing manager with Miss Shirley's. "We understand being sensitive to our surroundings, we're restaurant owners too. We'll be in private lots that we've been invited to."

Miss Shirley's envisions using the food truck as both a revenue source and a marketing tool. The truck will be visiting different Baltimore areas on a rotating basis, including setting up for business in private lots in Tide Point, the Rotunda, and the Morgan Stanley building. The menu features a variety of breakfast and lunch favorites, including blueberry pancakes, Miss Shirley's Gumbo, the Maryland Omelet, and several sandwiches.

"There's a demand for bringing Miss Shirley's to the people. It's staying with the times," Mcillwain says.

Business is up from 2010 for Miss Shirley's and the cafe chain will be growing in 2011. Miss Shirley's plans to open a new location in Annapolis in the fall. The company is looking to hire new workers for several kitchen positions, including line cooks and sous chefs, to replace staff that will be moving to the new Annapolis restaurant.


Writer: Amy McNeal
Source: Jennifer Mcillwain,  Miss Shirley's

Global Results is stepping into the mobile marketing field with a new mobile marketing tool. The Owings Mills-based company is launching a service to help business owners connect with clients through text message marketing. Business owners will create a keyword that interested clients can use to opt into their mobile marketing campaign. That client will then receive text updates from the business.

"Mobile marketing is a modern form of communication," says Global Results CEO Kathleen Dorsey. "Many of the younger generation look to receive communications through their phones more than any other format."

According to Mobile Marketing Watch, text messages have an average open rate of 98%. Email has an average open rate of 22%. Mobile marketing technology provides business owners with ways to communicate quickly with their clients. The service can be used to confirm appointments, tout specials, or send news updates.

"If business is slow at a restaurant, they can send a message out to those who are on their mobile lists to offer specials for that day only," Dorsey continues.

Opened in 2007, Global Results has grown from a SEO optimization firm to a full-service social media company. CEO Kathleen Dorsey was recognized by National Association of Women Business Owners-Baltimore Regional Chapter as its 2010 Trailblazer of the Year.


Writer: Amy McNeal
Source: Global Results, Kathleen Dorsey, Mobile Marketing Watch