Google: "I'll raise you a rabbit"
I was blessed with the name Park. It gets attention. No, I’m not Korean. And in some future post, I’ll tell you where it came from.
For now, I thought I’d give you a little more background on the guy behind the name. The following are my responses to the Phoenix Business Journal’s “2 Minutes With” section that just ran.
Does that mean I only have 13 minutes of fame left?
And of course, all of my best lines ended up on the cutting room floor (I guess you can be the judge of that), so I’ve included my entire interview here.
What advice do you have for entrepreneurs just starting out?
I like the famous photographer’s line, “F8 and be there.” You don’t have to be an incredible business mind to be successful, just like you don’t have to be a world renowned photographer to take great pictures. You just have to show up everyday, give it your all, and keep it simple.
What is one of your business goals for 2009?
We’re going to grow Park&Co by 10 percent this year due to our work in green marketing and sustainability. We call it “Responsible Marketing,” and the timing couldn’t be better, given the growing economic and environmental sensibilities of the market.
How have you changed your business strategy to reflect current economic conditions?
We took a page out of the survival manual from Arizona Mountain Rescue: “High speed, low drag.” This perfect economic storm is an IDEAL environment for our agency – and our clients – to capture market share that is often more difficult and more expensive to do in bull markets. We are more efficient and nimble than ever with our staff, operations, and bringing campaigns to market. We look for and work with clients that are driven by realistic opportunity and not fear.
What resources did you use to help develop your business and marketing plans?
Fortunately, this cobbler’s kid has shoes, and pretty nice ones too. We rely on our brilliant staff for our own marketing strategy and creative. We also work with outside consultants, like Pete Walsh of Peak Performance Coaching, to test our assumptions and plans.
How do you use technology, i.e., social media, Internet marketing, etc., to promote your business?
Technology and internet marketing is a tactic, not a strategy. We always tie our online digital footprint – Blogs, Facebook, Twitter, Pay-per-click campaigns, organic search, Ning groups, etc. – to tangible, in-person marketing so customers can experience us real-time, not just virtually. I also write this blog called “A Brighter Shade of Green Marketing,” at ParkHowell.com. This is a great way for potential clients to get a better understanding of how I, and the agency, approach sustainable, responsible marketing. You’ll find a lot of free advice there.
How do you recruit and retain quality employees?
We recruit quality employees by a very selective word of mouth and referral program. We retain them by respecting and appreciating what they contribute to the team. And we challenge them to do their finest work here; in an accountable environment that promotes their personal and professional growth.
What is a significant goal you achieved in the past 12 months?
We have dramatically increased our online marketing and social media capabilities, and have experienced tremendous results combining this virtual world with real world word of mouth marketing for our clients.
What is the biggest challenge you’ve overcome in growing your business?
Getting out of the way of our talented team. I love rolling up my sleeves and diving into strategy and creative challenges for our clients. But I am surrounded by an insanely talented group of pros, and I need to give them the freedom to do what they do best.
Do you have an exit strategy or a succession plan for when you retire? What is it?
Besides driving my business into the ground through a series of ridiculous and avoidable blunders and waiting for the government to bail me out, I haven’t found a succession plan I like yet. Too young, I suppose.
Did you ever want to call it quits? If so, why, and what stopped you?
No, I can’t say I ever wanted to call it quits. I don’t have enough dough to retire, and I can’t see myself in a corporate environment. I tend to be a free thinker and like to push our clients beyond their comfort zone to help them grow. These are qualities that often go unappreciated as an employee. Plus, I can’t color inside the lines very well. Never have.
What do you know now that you wish you had known when you started your business?
Numbers and Little League coaches often lead to unrealistic expectations. It’s actually impossible to give 110 percent. Ninety percent effort with concerted thought is typically 20 times more than what most businesses offer 60 percent of the time.
How do you market?
We market our traditional and nontraditional advertising services through social media, online marketing, and in-person workshops and presentations. We seek out and ignite the growth of those people, products, services, and businesses that are having a measurable positive impact on our planet.
What mistake have you learned from?
When I started Park&Co in 1995, I tried to be all things to all people. Then we began doing a lot of work in sustainability and cause marketing long before green became cool. This focus is a reflection of the first of our seven operating tenets: “Run a profitable, socially conscious company.” Given the current global economic and ecological meltdown, the market has found us in a big way. Find your niche, and if you don’t, sometimes it finds you.
What’s the best piece of business advice you ever received?
Actually, I have two “Best pieces of business advice” that came from my Dad: “A deal is only good if it’s good for both parties,” and “Make more than you spend.” which is pretty good advice these days.
Do you have a question for me? Please ask in the comments form below, or shoot me a note from my contact form.
