Pique Ventures & Activ8 – Let’s Talk About Trust. Investing with our Values.

People used to invest in businesses they knew well – their neighbour’s business, local businesses, a friend’s business…

Stock exchanges and mutual funds made investing more accessible and more efficient, but we’ve become more distant from our businesses.  The economic crisis of 2008 caused many people to lose confidence in stock markets, in banks, and in their financial advisors.

However, with new technologies, social media, and crowdfunding platforms, things are changing.  Or are they?  At our Crowdfunding event in August, some people asked how we could tell the difference between a scam or an authentic project.

Let’s Talk About Trust.

Join Bonnie Foley-Wong, Founder of Pique Ventures, and Loa Fridfrinnson, Founder of Activ8 Corporate Relations, for a candid conversation over drinks and nibbles around:

• Building trust in an investment relationship between investors and entrepreneurs
• What are investors relations or corporate relations?
• What roles do social media and marketing play in building trust and investment relationships?

This is the fifth of a series of events held monthly to talk about a different approach to investing.  We thought we’d cut to the chase and start talking about the things that help us or prevent us from investing with our values.

Downtown Vancouver venue to be announced.

To register click here!

IR Conference Thoughts & Social Media Talk (Video)

After speaking at, exhibiting and attending Vancouver’s only dedicated IR Conference at the Fairmont Waterfront Hotel on January 20th, I was impressed by the caliber of people who I had the pleasure of meeting and networking with.  Congratulations to conference producers, Howard Fitch and Neil Lock of MarketEdge Media for their incredibly well organized show filled with engaging, timely topics on all subjects related to public company success.

I hope you find my talk educational and that it delivers insights into the benefits of having your company active in the social media space. Let us know if you’d like some help navigating this rapidly evolving area by emailing loa@activ8inc.com or calling us at 604-687-2004.

IR Conference in Vancouver – Activ8 Speaking and Exhibiting!

Our very own Loa Fridfinnson will be speaking on “Social Media ROI” at the upcoming IR Conference on Jan 20th at the Waterfront Hotel. The talk is open to the public (free admission) at 9:15AM. If you’d like to learn more about social media for your business, we’d love to see you there! We will also be exhibiting in booth #18.

Session synopsis:

Millions of people globally have adopted social media as a way to find and share information on products, services and investments they are interested in. Social Media is now an essential part of the communication mix for IROs whose responsibility it is to protect and enhance the reputation of their companies. Often there can be a push-back from management to invest in this vastly expanding area because they don’t quite understand it, and/or think there is too much risk. Loa will unravel the mysteries of online communication explaining why it’s essential for public companies to have a voice in social media, how to show ROI, and remain compliant.

Sales is Helping People Get What They Want

I just read an amusing comic created by Amit Agarwal who writes a technology blog called Digital Inspiration.  The cartoon addresses a PR rep pitching an invite to their client’s event in hopes of having him cover their product or service favorably in his popular blog.  When he politely refused a second time, the rep asks him for names and contact addresses of his blogger colleagues.   Obviously, a one sided exchange in communication just happened here.

It inspired me to write a thought about how some company representatives in the age of relationship centered selling, still don’t quite get it.   We live in a sophisticated buyer environment where information is available at our fingertips, and products and services are commodities due to the sheer volume of choices available.  It’s really time companies train their people how to establish relationships and learn about the prospect’s needs before attempting to make a close.

In the situation illustrated through this comic, the PR rep could have been less one-sided and instead thanked Amit for his time, following up with an article that he might of found useful based on what she learned about his interests.   Such action shows she is thinking of him, not just herself.   This opens the door to a potential business relationship where perhaps next time, he might attend her client’s event.

As human beings, we instinctively want to do business with people that we believe have our best interest at heart.   Time is so precious in today’s fast-paced economy.  We don’t have even ten minutes to waste on those who are completely self serving.  I’m not suggesting that as sales people we don’t put our intent forward or be honest with the buyer on our objectives.  The idea here is that we do so with integrity and customer care learning what matters most to the prospect so we can then deliver a solution (or invitation to an event) that makes their lives better.

It may take longer to get the sale this way, but the end result will be so much more rewarding….for all involved!

When Bad Markets Happen to Good Companies

Turning Doubt and Fear Into Opportunity

Instead of seeing the glass half empty, try viewing it half full with opportunity created through positive action.

As entrepreneurs, owners, CEOs and marketers of our businesses we know contraction in the financial system makes most people stop dead in their tracks, frozen in fear. An extremely wise investor and one of the most successful business men alive once said:

“Investors should remember that excitement and expenses are their enemies. And, if they insist on trying to time their participation in equities, they should try to be fearful when others are greedy and greedy when others are fearful.” — Warren Buffet

In an ideal world, our marketing activities would be self supporting and provide immediate payback but in reality, we understand this just isn’t the case. It takes time, effort and an ongoing investment to create integrated marketing programs that yield positive results. Studies have proven that marketing is the lifeblood of recognition, building trust, increasing sales and maintaining a professional image in the minds of customers, investors and all stakeholders in your business.

There are many factors influencing a company’s decision to continue delivering its message versus tightening the purse strings when economic conditions are uncertain. The largest of all reasons (next to a low cash position) is usually fear and mass panic. This creates a herd mentality, where everyone does nothing in the hopes that the pain will go away.

The problem with this type of reaction is that it is often the worst thing a business can do. This negatively affects its reputation and can result in greater reductions of stock prices, market share and growth.

Many companies view marketing as a luxury, or as a tactical manoeuvre that is executed when the company has cash to burn.  Do you think your brand is strong enough to defend against time? Think again. While you are doing the bare minimum or perhaps nothing at all to communicate with your respective audience, savvy and strategic competitors are gaining an advantage and getting in front of your prospects, customers and shareholders.

Whose advertisements or media stories do you think will be read, noticed and remembered when all others companies are in hibernation? Whose calls do you think will be accepted by financial professionals or the media when the markets turn around?

There are smart investors this very minute looking for an opportunity to cherry pick when the markets are being beaten down.  Studies by research groups and think tanks conclude that companies who reduce their marketing activities during times of economic contraction lose presence in their core markets and end up spending far more to reach a minimum level of exposure, never mind returning to where they were before.

Starting from scratch to rebuild trust with an audience costs you so much more than just money. Don’t lose the goodwill you have built up. Those that stay focused on their goal of building a loyal following end up taking market share away from their less aggressive counterparts.

Any marketing activity that is undertaken should have specific and measurable goals. Don’t waste your funds on poorly thought out campaigns – the one ad approach will not do the trick. Even in tough times, it is imperative that you increase your presence and exposure through strategies that will yield the best results. There are many strategies that can be undertaken that are affordable yet effective in reaching your audience.

For example, your database is a gold mine (mining companies, excuse the pun). If investors are thinking about selling your company’s stock, making contact via phone or email to let them know you are alive and well will put their minds at ease and possibly stop any selling action.

Points to remember:

• The best time to be out there is when no one else is! In other words, there is less competition for eyeballs when others are not promoting

• Be strategic in your IR, PR and marketing goals. Have a plan, execute it carefully, measure and fine-tune for best results

• Negotiate deals on advertising as media companies are hungry to fill their advertising quotas

• Be easy to find for cherry picking investors or consumers looking for sales

In summary, halting all IR, PR and marketing efforts because times are uncertain is not a strong strategy for growth or even maintaining what you already have. An analogy for marketing would be putting gas in the tank of your car – without it you won’t get very far.

In relation to recent market and economic conditions, as the ancient Sufism motto goes, “This too shall pass.” Where will your company be when it does? Hopefully, not starting from scratch. Be resilient and it will pay off.

As I have noted in past articles – when you don’t promote, a terrible thing happens – nothing.