Strategies for businesses to improve their standing in the marketplace were emphasized by marketing expert Jon Schallert during a seminar Thursday morning, Sept. 21, at the Cardinal Inn in Albion.
About 35 area business owners and employees attended the session that focused on using the available tools to move their businesses forward.
“Small businesses no longer compete simply with the store down the street or across town,” said Schallert. “They now must learn to distinguish themselves so they become destinations of customers around the world and in cyberspace.”
He listed a 14-step plan for businesses to use in making themselves unique, and advised businesses to market both to their local area and to a broader audience and customer base. He urged businesses to have a plan of action to set themselves apart employ those differences in their marketing.
Albion was the third stop on an area-wide tour. Seminars were also held in Columbus on Sept. 19 and in O’Neill on Sept. 20.
Schallert owns and operates a business consulting firm, The Schallert Group, Inc. in Longmont, Colorado, that has been in business for more than 20 years.