Justin Levy

Justin Levy of New Marketing Labs sparked my interest when I found him on twitter. 

Justin is a partner in a restaurant and their website made me hungry!  He's done some incredible marketing things and I knew I had to interview him.  It's a long interview and I promise you'll see some things in it that you can put into practice today for your business. Enjoy the read! 

Hi Justin. All of our readers love to  know more about the person I interview.  Who are you? Okay, seriously - tell us a little about yourself.

I live in  Boston with my fiancé, Laura and our dog and cat.  I love the Boston Red Sox, Celtics and New England Patriots.  I enjoy working out, watching movies, being an audiophile and doing research on new media, productivity, business process, communities, human interaction, and a whole bunch other topics.

You are a partner and general manager of Caminito Argentinean Steakhouse. How did you get into that?

I have been involved in the restaurant business for about 10 years now. I started in restaurants when I was 15 years old and was mentored at an early age in all aspects of a restaurant.  I worked in various restaurants over the years.  When my best friend, Joseph Gionfriddo bought Caminito, where he was the Executive Chef, from the  original owner, I took on the website development for the steakhouse.  I also helped Joe with marketing and business until at the beginning of 2008 we formalized the relationship and I became a Partner and General Manager.

When we talked, you mentioned that over the last 14 months business has grown 22% each month straight.  In this economy, how have you managed to do that?

We've done a spin off blog, Prime Cuts, where we talk about grilling, cooking, kitchen tips, recipes and more.  (http://primecutsblog.com)  There is PrimeCuts TV on YouTube, Viddler and Blip.tv featuring how tos. All restaurant news is distributed via a social media press release on the web.  We also publish a monthly enewsletter and have MySpace and Facebook pages for the restaurant.

 For a lot more information on some of the other things we’re doing, this was a great study that Jason Falls did on the restaurant which highlights many of the things we’re doing:click here to read it

Besides our new media strategy, we also took a close look at exactly what we were selling and during what times of the year. We then adjusted our menu and wine selection accordingly. We also constantly run experimentations involving events, price points, specials, etc. to determine what is the right fit and what will get our customers excited and in the door.

You also mentioned you've put together new media content, less traditional marketing and you nurture your current customers. Let's start with them.  How are you keeping tabs on who your customers are?

Well, we can’t know who every single one of our customer is even if we really want to. However, we do encourage people to sign up for our monthly newsletter, our Facebook fan page, and to interact with me on the many other social networks that I’m involved in.

 Then what do you do to nurture them?

One of the ways we nurture them it by continuing to regularly reach out to them via our newsletter and other emails.  For those who interact with us on our Prime Cuts blog or on the various social networks I’m involved, I will regularly ask them what they want to learn about or see posted.  We have done this in the past for our Prime Cuts TV content as well. The customer or viewer then feels like they contributed and that you listened to what they asked for.

 Now -- less traditional marketing. Spell that out for me please. Would you give me an example?

Most restaurants run frequent ads in newspapers and magazines as well as radio and television spots. Some will even run billboards ads. We never run billboard ads. We also don’t run any television spots. During 2008 we cut our traditional marketing budget by approximately 80%. We evaluated all of our marketing including newspapers, magazines, radio spots, digital ads, website traffic, etc. and decided where we were seeing the greatest returns. Our greatest impact and returns were with the digital ads, our website, blog and other new media. We cut out everything that we weren’t seeing returns on even if every other restaurant was involved. We have kept some of our newspaper ads and radio spots because they help us continue to reach a group who isn’t active online or aware of our online presence.

 In case you can't see where I'm going here, I want our readers to be able to use the example you set and lay it over their own businesses. We need to help each other grow if we can.

New media content -- your website is very well done. How often are you adding or changing content on it? Any recommendations for what to do with a website for a small retail business?

We change or update content on our website about once per week. About once per quarter we go through some major revision.

 As far as recommendations for small businesses, that could be another interview itself just because there is so much that goes into it. But I would say that you should have a strategy for your website. Understand how search engine optimization and marketing works. Do your research before you rush into just putting up a website. Remember that it is your brand presence online and that approximately 65% of people will search for your brand online before they ever do business with you.

 I have a brick and mortar business and need some help from someone like you.  What do you recommend? 

I am General Manager of New Marketing Labs along with Chris Brogan.  http://newmarketinglabs.com  Additionally, the Inbound Marketing Summit (http://inboundmarketingsummit.com) is our big conference series.  You could attend one of our conferences.  We will be in San Francisco, Dallas and Boston during 2009.  We also run Inbound Marketing Bootcamps (http://gonmbootcamp.com) and several webinars.  Visit the site for more information on these events.

 Other than those avenues, I also regularly speak at marketing and business conferences around the country and blog regularly at http://justinrlevy.com about marketing, social media, and business strategy.  As always, you can reach me through one of the many social networks that I’m on and am always willing to help as much as I can.

 You're a busy guy. You have a family, several businesses, blogs, websites and you interact in social media. How do you do it all? What tips/tricks/secrets can you give me that you use regularly?

I don’t sleep much, I type fast, consume content at a extremely fast rate and have an ability to multi-task. J Sleep is an opportunity cost for me. While I’m sleeping there is someone that is staying up just a little longer. I stay motivated and highly focused. I have certain goals and continue to drive towards them. Also, I have created a series of tools and lean processes that help me. I continually evaluate my productivity and I make tweaks, test new tools, etc.

 

Gary Vaynerchuk says that Hustle is the most important word for small businesses today. Do you agree? Why or why not?

Hustle is the most important word, bottom line. http://justinrlevy.com/2009/02/12/are-you-focused/

 What three things can I as a small business owner do this week or this month to create more customers to my business?

1. Listen to what your current customers are telling you (OR not telling you). Don’t just hear them. Listen and take action.

2. Evaluate your marketing. Is it working? Can you point to actual real revenue or positive brand exposure from it? If not, then why are you doing it?

3. Hustle! Bottom line. If you really want to win in your space, then you need to hustle more than you are now.

 What is your contact information?

Justin Levy
jlevy@newmarketinglabs.com  Twitter: @justinlevy | Facebook: justin.levy@gmail.com |

LinkedIn: www.linkedin.com/in/justinlevy 
http://newmarketinglabs.com | http://justinrlevy.com | http://primecutsblog.com

 

My 100

Becky McCray threw down a challenge for me.  Here's the note she sent: 

I know you didn't ask for one (a challenge), but I have one anyway. 

What is your 100? I'm doing Small Biz 100, a series that will add up to 100 posts on small business basics. I stole the idea from Chris Brogan and his Social Media 100, that lead him to the launch of New Media Labs. Glenda Watson Hyatt is doing an Accessibility 100, and that helped her create her consulting focus on making the web more accessible. What's your 100?  If you answer that, you'll have a specific focus for yourself and your blog. And that's an important part of making it to revenue. 

This is my 100th post and I thought it appropriate that I take a look at what my 100 is.  I focus on two topics primarily.  Shop Local and Work At Home Advice.You will find an occasional random post as well.  I will be attending SOBCon with the intention of walking out of there with a working, solid action plan - along with action steps to bring home and implement.  My main business is my Work From Home one - so I've just brainstormed via the written word what my 100 will be on!  Work at Home Advice.  

I'll be flushing out this concept over the next few weeks.  I'll also be reading posts of the presenters at SOBCon, and looking hard at the topics they will be covering.  I'll mindmap, doodle and think about what I want my online business to provide for me.  

It's an awful lot of fun being your own CEO, isn't it?  Let's have a conversation - what kind of things do you think I should be writing about in my 100?  

Challenge photo by Hryck at flickr.com 

How Good Are Your Grapes?

Last month CBS 60 Minutes featured a report on the benefits of resveratol.  It may slow or reverse aging!  You can view the entire report  by clicking here

If you are involved with a business that promotes health, you need to know this information!  If you take grape extract products, you should be aware of it as well. 

Are your grapeskin products using grapes that have that right levels of antioxidants?  Make sure your grapes have not been scavenged by wine making operations.  That lowers the flavonoids - and makes them pretty useless.  

Then you want to consider if your body is actually absorbing these grapeskin products.  Are you spending money on tablets that just end up in the sewer system?  

I know my company has products with the right ingredients and that are absolutely absorbed better than any other companies (proof in writing).  I'm happy to be slowing down my aging process and getting the proper antioxidants into my my body.

Can you say the same?   Feel free to contact me for more information!

photo of grapes by roblisameeham @flickr.com 

Staples: that was easy.

I had to buy a router today.  It's to put in my mom's house.  She has DSL and a very old computer.  I have satellite and a brand new laptop.  It will be great to work from her house.  Faster speed and mom and dad are happy to have me there.  They've both promised to wear their hearing aids when I'm there.

So we head off to Mason City and the local Staples (don't worry, I checked my hometown first - no one had a router).  

I got a headset for my cordless phone, some really cool post it strips and then went to the router aisle.  I was confused.  Too many choices.  I looked up to see a young man on the phone watching me.  I nodded at him and pointed to the aisle.  He nodded back and raised one finger.  In Iowa that means "hold on a minute, let me finish this and I'll be right there".  (If you're driving and someone raises one finger at you - besides the middle finger - that means hello.  Just so you know.)

Thomas came over and helped me make an informed decision on the router.  He also told me he didn't like one brand because it was difficult to install.  Thomas looked at the headset I was holding and asked me was I sure I wanted that one.  We then traveled to the headset aisle and he pointed out the benefits of the Plantronics M175C headset.  For an additional $8 I would get an over the head piece and an ear piece.  I could mute by mic and increase the volume as well.  And there's noise cancelling in the microphone.  I spent the extra $8.

It came time to check out.  There were 2 registers in use (with one customer each).  I was willing to wait.  However, Darin Suntken, the store manager said he could ring me up.  He did so.  Darin also asked me how was my service.  I explained Thomas was fine and helpful, even though he was on the phone when I waved him over.  Darin told me "he's a good kid.  Smart.  Sometimes you gotta get him to move - thanks for doing that.  We're happy to have you shop here."

Wow!  Now there's a little honesty in that conversation.  Not to mention he didn't want any customer waiting for service, so he opened up a register just for me.  Then -- he asked me if I had a StaplesRewards card.  I said no, and don't worry about it (thinking here's another credit card I don't need).  Darin said they are free, you'll save 10% on ink, toner and paper, and copy center purchases right away. They come with all kinds of benefits and you can find more info at www.staplesrewards.com  

Will I recommend Staples at 3440 4th St SW in Mason City Iowa?  You betcha.  Tell Darin I said hi. 

picture is of Darin Suntken, store manager

Blog It Earn It Discount: SOBCon 2009

SOBCon09 will be in Chicago this year, from May 1 to May 3.  Full price for the three days is $795.  I just mentioned to Becky McCray that that price is out of my budget.  Ask and you shall receive!  They just announced a discount of $200.  See the information here.

You'll have to read the entire post just mentioned.  The discount is  called the “Blog It, Earn It” discount. Here's what they are looking for:  We’d like to hear from you about what “The ROI of Relationships” means to you. Tell us why relationships matter. How they affect what you do every day and how you do it. Maybe how you see them changing the face of tomorrow’s businesses. We want to know how relationships and personal connections shape your world.  You'll have to link back to the above post and follow some other directions there. 

I'm a relatively new to the internet blogger.  I'm not a new writer.  I write every day.  I'm the editor for a local newspaper, I teach classes at Iowa Valley Education, I write training materials for my business, I write geneology articles, I write grants for the Historical Society.  Just to mention a few things.  I am able to write for a couple of reasons.  One: I'm a writer.  It's part of who I am.  I love to write.  It's my passion.  Two: I'm a relationship kind of person.  I believe that we need each other.  

For as long as I can remember, I've been the go to guy.  Go to Deb, she'll know that answer.  Go to Deb, if she doesn't know - she'll find out.  I live and breath on relationships. I love to meet new people and ask them questions.  I'll go through the drive thru of a fast food restaurant and ask the person who takes my order if they like their job.  I will ask for the store manager when I get good customer service: I believe you should tell the store manager when an employee does good!   

So the first question is what is my investment in relationships?  I invest my time.  I spend it getting to know someone.  I listen to them.  We all want to be heard, don't we?  I invest my intellect as well.  I do a lot of research so I can have information available for people when they need it.  I invest money as well.  It takes meals, coffees, events, books, gifts - things - to build a relationship over time.  

Why do relationships matter?  I get paid to refer people to the company I work for.  It requires that I talk to people, build their trust in me and show them how to shop with my company.  I would have no business without relationships.  I have to have a relationship with someone to ask for referrals.  A person does not give a referral to someone they don't trust, they don't have a relationship with.  I write a paper every day.  I talk to people, interview them, share their knowledge.  You've got to have a relationship to get to the heart of the matter.  My interview questions go beyond the who, what, where and why of it all.  I don't get answers without a relationship.

Finally, how do I see relationships changing the face of the tomorrow's business?  I think the day of the big box stores is going by the wayside.  People are coming back to their local communities and shopping with their neighbors and friends.  Why?  It's not the simple answer - price.  Maybe price is better, but often its the same or higher in your local community.  The real answer is we crave relationships.  We want to know the person doing business with us knows us.  That he has our best interest at heart.  This happens because our neighbors and friends care about us.  Will there be big box stores and large corporations around?  Of course.  Let me tell you my prediction.  The successful ones will create a community with their shoppers.  They will earn our trust.  

See you in Chicago in May! 

picture from www.sobevent.com