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Evaluation of Resources & Capabilities Section 2 including value chain & strategic cost analyses and BCG matrix.

Value chain analysisThe value chain analysis consists of the following components arranged in sequence: artists and repertoire development, recording, manufacturing, marketing, distribution and finally retail. Such chains as manufacture, recording and retail are very often outsourced, even by the Great Five (Warner Music group, EMI Recorded Music, Universal, BMG Entertainment and Sony Music Group).

A thorough analysis and review of CCM’s operations has been completed by reviewing the current and long-term problems in both the internal and external environments. Artists and Repertoire Development: Recording companies put as much available money as possible into developing their groups and music, the musical repertoire and quality, to promote concerts and organize tours, to prepare the merchandising. CCM plans to expand its product line to include more musicians and albums and to expand the musical genre the company operates into. Recording: Usually major labels have their own recording studios, though still outsourcing this link of the value chain is possible even by such premier companies as Columbia and EMI. Primary costs come from the equipment and mixing, which in the case of Colorado Creative Music were the cheapest quality equipment from all possible.

Manufacturing: Manufacturing a CD usually takes 10% of its cost. There are not too much CD manufacturers in the world, since the costs of the process make the market very limited with serious entry barriers. CCM’s manufacturing is not very costly process due to the technology employed, though the company didn’t manufacture actually CDs, it bought them from the relevant producers, and then just duplicated them. Marketing: activities connected with marketing and advertisement traditionally account for 30% of total CD production costs. Marketing costs combine radio and television advertisement, printed catalogues and press releases, promotional tours and other events. Also, marketing costs include preparation of PR tours and music videos. CCM’s marketing events include: live performance, comprising malls, art festivals and concerts; Website, specifically website promotion and new programs to acquire and to learn; publicity consisting of airplay radio, TV, internet radio, live interviews on radio and TV, print press releases and reviews featuring listings of events; promotion - in store, contests, sponsoring, giveaway; and email marketing methods comprising monthly newsletters. Distribution: The distribution phase accounts for about 40% of the total cost of the product. This process involves physical transportation and packaging of a CD from manufacturing place to distributors or direct retailers. Since there are few manufacturing facilities, delivery from these places to any corner of the world may be very costly. Moreover, as delivery is often needed within short terms, the distribution costs grow even higher. For CCM, the distribution may include direct sales on live performances, through 800 number order, through website or mail order catalogue. Indirect distribution channels applicable for the company can be traditional and untraditional. Traditional channels comprise chain music stores, chain book stores and independent music stores. Nontraditional methods include catalogs, retail chains, gift stores, independent bookstores, Christian chains and independents. Inclusion of indirect distribution methods into CCM’s distributional tactics is wise since it distincts the company from its competitors and aims at winning still untouched potential markets. Retailing: the retailing operations are generally carried out by major labels and internet superstores like Amazon.com and CDnow. Until products of CCM become popular with particular public segment, the company cannot enjoy such retail service. Strategic cost analysisStrategic cost analysis aims at comparing the cost position of the firm relative to the key competitors activity by activity from purchase of raw materials until the price paid by the final customer.( Hill & Jones , 1995) In this case, the analysis will be carried out in regards to CCM and the representatives of premier market segment such as Sony Music of EMI. In 2000, with the total income making up $216, 614.05, the primary source thereof was direct gig sales, accounting for $181, 451.92, that is more than 80 percent. Major companies derive their main income from traditional indirect distribution channels, such as retail music stores. Other major sources of CCM income comprise wholesale ($12,238.83), mail and phone orders ($11, 442.24), and website sales ($6,419.35). Traditional distribution channels, along with other sales, make up only $1,758.79. This number is relevant for the microlabels but absolutely not characteristic to independents and major labels. The cost of goods sold makes up $22,034,33, therefore gross profit of the company in 2000 made up $194,579.72. This number is the higher of 1997-2000 period and such relatively low cost of production of goods (10%) is typical for the whole industry. As for expenses, 2000 was the first year when the company spent some amount (up to $500) for equipment rental. Until that moment, the company used its own equipment. Equipment rental and production outsourcing is a typical practice for major recording companies and though they posses a large amount of costly equipment, sometimes they pay considerable sums of money for rental of unique, exclusive and particular equipment for the needs of individual recording. It should be noticed that professional fees of the company, that is the money paid to the staff, increase on a yearly basis, that means that the company each year conducts growingly active human resources policy, hiring more professionals, technicians, musicians and performers. This is a good index and such expenses (in 2000 they made up $29,719.26) should increase each year if the company wishes to grow in size and in prestige. Major labels employ tens or even hundreds of first-class technicians, sound producers and producers and pay them tens thousand dollars yearly. Besides, the major companies conclude contracts with famous artists with costs often exceeding several hundred thousand dollars. Another feature which should be mentioned in the analysis is low cost of advertising expenditures. In case of CCM it makes up $10,423, that is only 5% of total income. This figure shows unsatisfactory advertising and promotion campaign, since typically music recording labels account for larger percentage, at least 8-10%. In a whole, the revenues and income structure is typical for microlabel companies with low expenses assigned for advertisement, distribution of their products and particularly professional fees. In major companies and independents, structure of expenses is different. The main accent is drawn to upgrade and maintenance of the equipment (major companies have very expensive equipment working on analogue basis which needs to be constantly maintained); professional fees, which are incredibly high due to popularity and prestige of performers and high professional level of the staff; advertising and promotion campaign and distribution channels. CCM approximates these proportions only with professional fees, which along with payroll make up about $45,000, the largest expense segment of the whole income statement. Key competitive success factorsKey success factors are tangible measurements of the vision, mission and values of the organization on a yearly basis with the aim of attaining improvements for reaching ideal future vision (Gerry, Kevan, 1997). The key success factors for Colorado Creative Music are values assessment, member satisfaction, financial viability, effective performance management system, customer satisfaction and recognition, development of technologies and enhancing the array of brand names. The music industry has a number of driving forces which are the determinants of success for such company as CCM. These forces, directly impacting CCM, include:” Tangible reduction of the cost of recording and duplicating music on the digital basis. Without this fact, the existence of CCM is very dubious. ” Distribution and downloading music via virtual internet means. The affordability for people to comply and burn their own CD has the revolutionizing impact on the structure of distribution channels in the music industry and decreases the retail price of a single CD. Internet has become very effective, novel, affordable and today critically important tool for informal direct and indirect (through virtual bookstores) channel of distribution. ” The relative easiness of making website, posting it on the web and conducting online sales of one’s music. Internet makes easier not only distribution of the music, but promotion thereof as well. Internet promotions of the website of some musical products, taking into consideration growing number of internet users, is by far one of the most effective advertising means.” Small-scale informal distribution of music is possible. Thus, the company possesses certain distribution channels even if it is deprived of the opportunity of access to traditional indirect channels. All these factors altogether provided CCM with the opportunity to make music recording industry affordable and attractive for small studios. At the present moment, to succeed, the company has to focus on developing these directions of activity such as production, distribution, and marketing, but to grow further and reach another level, to turn into independent label, the company has also to expand its repertoire, the number of musicians recorded, and work on the popularity of the artists whose works it records, promotes and distributes. Competitive advantage over the rivals may be achieved through cost leadership policy, when the company lowers the price for its products and makes them cheaper than those of competitors, and differentiation strategy, which implies offering different from the rivals array of products or services. Also, there is focus strategy, but if the company strives to grow from microlabel to independent, it needs to expand its customer base and acquire new segment of market besides the one it already has. Therefore, differentiation strategy is by far the most effective in gaining competitive advantage for CCM, though some elements of cost leadership, including lowering the price for music purchase in the Internet, or elaborating saturated pricing structure, is also possible. These two strategies are elements of competitive advantage based on the position of the firm, also called positional advantage. There is also another approach for gaining competitive success, called resource-based view, which stands for utilizing by the firm its resources and capabilities for gaining competitive advantage over the company’s rivals. In this viewpoint, CCM has to focus on such success factors as installed customer base, reputation of the firm and brand equity, which altogether form distinctive competencies enabling innovation, quality, efficiency and customer responsiveness. BCG matrixBCG growth-share matrix deals with allocation of resources among the company’s business units. The business units which may be identified within CCM are recording department, promotion department, distribution department, finance and accounting, management and human resources department. Currently the company doesn’t have such functional units, since its staff is not numerous and Darren Skanson, top manager, performer and producer, simultaneously works as accountant, desktop publisher, database manager, newsletter editor, website designer, copywriter, leading artist and manager. But the company aims at growing from microlabel into independent recording studio and for that it will certainly need more staff and division of working directions among functional units. According to BCG matrix, almost all units of the company are dogs and question marks, since the market share the company occupies are rather small relative to its rivals, the company has acquired a distinct niche which has limited customer base. Such units as recording, finance and accounting and management may be defined as dog sectors, while promotion, distribution and human resources are question marks.

Helene Solinga
http://www.maxiwebsitehosting.com
http://www.maxisilver.veretekk.com
http://www.maxifig.com

Manufacturing Journalist TR Cutler on Sunday Manufacturing Radio Program

The new weekly radio show sponsored by the Manufacturing Institute — the research and education arm of the National Association of Manufacturers (NAM) — will feature the nation’s leading manufacturing journalist, Thomas R. Cutler this Sunday morning regarding the outlook for manufacturing media coverage.
“Manufacturing America’s Future,” a briskly paced half-hour program, debuted June 12 on Washington’s ABC owned and operated WMAL-AM 630.

According to Host and producer Darren McKinney, “The fact is manufacturing remains - and must remain - a vital part of our U.S. economy, and we hope our show will help people get that.”

McKinney is the NAM’s senior director of media relations and a former award-winning television journalist. He also was a House communications director and served as a public affairs specialist at the Treasury Department during the Clinton Administration before joining the NAM in 2001.

Thomas R. Cutler, President & CEO of TR Cutler, Inc. (www.trcutlerinc.com) based in Fort Lauderdale, Florida, is also the founder of the two thousand member Manufacturing Media Consortium and will be a key guest on the September 18th lineup. Cutler is also the author of The Manufacturers’ Public Relations and Media Guide, and contributes feature articles to more than two hundred leading manufacturing trade publications annually. Cutler will discuss the importance of sharing the great manufacturing company profiles and how manufacturers need to take control of their message and image in the media.
Listen to Manufacturing America’s Future at http://www.nam.org/radioshow.

Helene Solinga
http://www.maxiwebsitehosting.com
http://www.maxisilver.veretekk.com
http://www.maxifig.com

Manufacturers maintain a Consistent Corporate Identity

A muddled corporate identity can hinder success in the marketplace. Manufacturers that have a confusing corporate identity impact their success. In contrast, well known corporate manufacturing identities including graphics, design, and color are used to demonstrate successful corporate identity.

Those responsible for maintaining an organization’s corporate identity or looking to expand their communication assessment skills should work with key identity strategists at least once per year and audit the messages once per quarter. There are few public relations and marketing firms that have manufacturing expertise and the generic “cookie-cutter” approach to branding does not apply to manufacturing.

It is best if there the firm has several strategic alliances that can be tapped to test the message consistency. Color Gurus, like Henrietta Ortiz, of Bold Consulting, noted that is ideal if a PR firm can pool resources from SEO (search engine optimization and web marketing) specialists to print media PR, to mass media PR, and all other arms of brand identity outreach. Corey Wenger, the nation’s only Lean Manufacturing based SEO, Key-Position, agreed that you have to have all creative parties “on the same page.” Roger Meloy of Cincinnati-based Focus Marketing specializes in work with Manufacturing Software firms, also finds the cohesive and holistic approach to a marketing strategy essential in developing a consistent message.

According to Dean Schmidt, Program Manager with TR Cutler, Inc., “Beyond the visual components of branding are the actual words, taglines, and descriptions of a manufacturing company or product. There can be no vacillation in these consistent product and company identity message.”

TR Cutler, Inc. (www.trcutlerinc.com) is the leading manufacturing public relations firm worldwide and has developed a cohesive and integrated market branding program with the hallmark of consistent identity.


TR Cutler, Inc.
www.trcutlerinc.com
Thomas Cutler
954-486-7562

Learn the basics of developing an opt-in email list and watch your website traffic soar and your product sales increase.

You’ve heard it before, your best friend online is your opt-in email list.

Time and time again you have heard how important it is to develop a  list of email subscribers that will allow you to place your products,  special offers and priceless information in front of them on a regular  basis.

Not sure about that?  Let’s consider the facts:
 
Fact: Online buyers are skeptical.

Fact: Online buyers need to trust you before they buy from you.

Fact: Online buyers require your product or service to be placed
in front of them an average of 7 times before they actually buy  from you.

Fact: Buyers that buy from you once are likely to buy from you again.

Fact: Your email subscribers need to be extremely targeted (interested) in what you have to offer.

Fact:  Most visitors leave your site and never return.

So what do these facts mean to you?  They mean your success as  an online marketer depends on creating, nurturing and communicating  with an opt-in email list.

This is what your email list will do for you:

- Allow you to capture your visitor so you can get them to return to  your site on a regular basis.

- Allow your visitors to develop a trust in you. The best way I know to  gain trust is to communicate with people. Tell them what you’re about,  what you offer and what your products and services can do for them.

- Keep them abreast of new products, specials and events. If they  had a positive buying experience once, they’re likely to buy again.

If you’re a savvy business person and understand how this strategy  can help you build a successful online business here’s what you’ll  need to do.

1) Publish A Newsletter
This is not as hard as it sounds. Start with a simple informational newsletter  that you can send to your readers at a minimum of once a month, preferably once a week. Offer information relating to your products or services and  sprinkle it with sales offers, product information, website updates, FAQ’s,  etc. Keep your newsletters fun and develop a writing style that has flair.  You want your readers to look forward to hearing from you. Encourage feedback, respond quickly to inquiries and be helpful.

2) Invest In An Email Autoresponder
An autoresponder service or autoresponder software will automatically  collect your email list information.  It will also allow you to send emails  automatically to your list. You can pre-write your emails and schedule  them however you wish. It will also send auto replies for any email you receive. The options are tremendous, however the key is automation and we all need lots of that.

3) Set Up An Email Opt-in Form
Typically your autoresponder will help you create a form to put on your website.  The key to setting up an opt-in form is to keep it simple. You  only need to request a name and email address. Also be sure to state on your form that you will not sell or share email addresses with anyone.

4) Offer Free Incentives
As an incentive to getting your viewers to subscribe to your newsletter offer them something free. You can write a simple e-book and give it away, or find an e-book online that you can give away.

Remember that if you really want someone to do something, it helps  if you can give them something in return for their patronage.

5) Write articles
Writing articles is an excellent way to get subscribers. It works by  placing a link to your newsletter subscription in the byline of your article.  If someone enjoys your article they’re very likely to want to find out more and subscribe. 

Not a writer?  Not a problem. There are plenty of people out there  willing to write articles for very reasonable fees. The amount of  sign-ups you gain and the potential for sales can more than make  of for the cost of the article.

6) Write an e-book
Did you ever write a term paper in school?  Writing an e-book is not much different.  If you are knowledgeable enough to have a product  and a website, you are knowledgeable enough to write an informative  and useful e-book on your topic. Think carefully about your products  or services and list everything you know about it.  You might be surprised at how much you really know.

An e-book will capture email addresses because your e-book should promote your newsletter link as well as your website link. Try giving  away your e-book to other business owners to use as a free give away.  Once your e-book gets into the hands of interested parties, you’re email  list will grow like wildfire.

7) Join and participate in online forums. Respond to comments, answer  questions and give advice when you can.  Most forums allow you to  create a signature line which you can setup with the link to your  newsletter opt-in form or the page of your website that has your form  on it. Another excellent way to build trust, promote your expertise or simply make a few business acquaintances.

If you can offer valuable information for free, establish yourself as an  expert and remind your viewers to come back to your site, you’ll be well on your way to achieving increased traffic and in return, increased sales.

Here are a few of my tips for getting publicity and links on the web sites, AND getting news stories and articles in the newspapers, magazines and Internet radio show sites.

So, you have a great product or service, yet your web site is not getting the high rankings and traffic you desire from the top search engines like Google and MSN Search.

You’re not alone. This scenario is playing out all across the web, yet there is a simple solution to the problem. Publicity. Publicity is the art of gaining exposure for your web site, product, or service with press releases, articles, and other promotional methods. A consistent publicity campaign can get you links from some of the best web sites on the Net. These links provide your web site with “Link Popularity” and the Google PageRank numbers you need for high search engine ranking and traffic. Plus, the links themselves can bring you a significant about of targeted traffic.

The Top 5 Tips for Getting Publicity (and Links)

Here are a few of my tips for getting publicity and links on the web sites, AND getting news stories and articles in the newspapers, magazines and Internet radio show sites.

1.  Be Consistent - Stick With It For The Long-Haul

For maximum results, use public relations as a long-term awareness and link-building campaign. This will allow your messages to be delivered to the appropriate audience and generate visibility, traffic and sales for you.

The biggest mistake I see businesses making with publicity, is they’re not consistent at all, only sticking with it for 1, 2, or 3 months. It pays to be consistent is because sometimes you’ll send out a press release and get no response back, no publicity, nothing… In fact, this is when most people quit, when they should realize that publicity is a “numbers game” that generates exposure over the long-run if they would just stick with it. Plus, if you know where to submit your articles and send your press releases, each one that you write can generate 3-20 or more new publicity hits and new links to your web site! So, send something to the media at least every month, if not every week or two. Stay on track by scheduling your articles and news releases on your marketing calendar.

2.  Offer Great News Ideas and Quality Articles

To maximize your results, don’t send corporate “flack” to the media. “Flack” is blatant advertising disguised as a press release. Instead of wasting the media’s time, be their ally by sending them real news and quality articles that help their audience.

Don’t think you have enough time or ideas for writing articles and press releases? You probably already have the content for 12 press releases or articles without having to write a bunch of new content.

 

Where is this “hidden” content that’s already written? It’s the content on your web site, and in your white papers, and other marketing materials. Simply “repurpose” and edit this content into announcements, articles, press releases, tip sheets, and other publicity materials.

3.  Expand Your Publicity Campaign By Building A Media List

In the publicity game, your greatest assets are your contacts. Since you know your ideal customer, you can target the web sites, media, and publications that your customers use to get their news and information. Your media list should consist of the following types of media…

• Industry-specific web sites, and e-newsletters


• Internet blogs, discussion forums and discussion lists


• Article syndicators


• Trade publications


• Newspapers


• Magazines


• Radio & TV shows

4.  Distribute Via E-Mail

A 2003 study by the Meta Group revealed that approximately 80% of business people say their e-mail is more valuable than the phone. This applies to media professionals as well, so send your press releases and articles via e-mail. E-mail is f*ree and easy to use, but adhere to these quidelines for e-mail press releases…

• Introduce yourself via e-mail to the media professionals on your list and start building a relationship.


• Use a compelling subject line that is personalized by including their first name.


• Never ever send attachments


• Be sure to format your e-mails in ASCII text file with hard returns at 65 characters. (Use Microsoft NotePad) 


• Following up via the telephone will greatly increase your results, but never ask “did you receive my press release?” (The media hate this question since they get hundreds of press releases a day!)

5. Post Your Articles On Your Web Site And E-Mail Newsletter

Content is King on the Internet, and the search engines love web sites with great niched content. Your articles and news releases are a perfect source of keyword rich text that’s tasty “spider food” for the search engine crawlers. So, post your articles and press releases on your web site to increase your search engine traffic.

But don’t stop there. Send them to your e-mail newsletter subscriber list, you never know who might be on your list who will love your article and link to it!

CONCLUSION:

As the great P.T. Barnum once said… “Without publicity a terrible thing happens… nothing!” Publicity is a great way to build your web site links, visibility, traffic and sales.

Use these tips to maximize your publicity campaign’s success.

Promote! Promote! Promote!

Helene Solinga
http://www.maxiwebsitehosting.com
http://www.maxisilver.veretekk.com
http://www.maxifig.com

TR Cutler’s Manufacturing Media Consortium Operations Managed by Dean Schmidt

Thomas R. Cutler, President of TR Cutler, Inc., (www.trcutlerinc.com), the nation’s largest manufacturing marketing and public relations firm, based in Fort Lauderdale, Florida, founded the Manufacturing Media Consortium™ in 1999. This is a group of more than two thousand journalists worldwide writing about trends, data, case studies, profiles, and features in the manufacturing and industrial sector. Cutler worked with hundreds of media outlets to expand the coverage and importance of the manufacturing media coverage.

Effective October 1, 2005, the Manufacturing Media Consortium will be managed by Vice-President of Operations for TR Cutler, Inc., Dean Schmidt. While Cutler will continue to oversee the growth and development of the organization, Schmidt will perform a critical liaison function between freelance journalists, editors, and publisher and manage the day-to-day operation of the highly successful division.

Cutler, who founded the consortium in 1999, has grown the participation from 300 journalists to thousands. Cutler noted, “Dean has maintained extraordinary relationships with clients, journalists, editors, trendsetters, and key business leaders worldwide and will allow me to continue to serve as a key resource for those writing about the manufacturing sector.”

Schmidt noted, “This idea has grown because Tom realized the importance of the manufacturing sector when it was not popular. He is a visionary who has become the manufacturing journalist worldwide and gives back to the sector with creative programs, scholarships, and an unimaginable dedication and perseverance.”

Cutler has authored more than 1000 articles for a wide range of manufacturing periodicals, industrial publications, and business journals including most of the leading monthly trade publications.

TR Cutler, Inc.
www.trcutlerinc.com
Dean Schmidt
dschmidt@trcutlerinc.com
954-449-3176

Helene Solinga
http://www.maxiwebsitehosting.com
http://www.maxisilver.veretekk.com
http://www.maxifig.com

Manufacturers in areas of Katrina’s Landfall given Discount PR

The staff of TR Cutler, Inc., the nation’s largest manufacturing public relations firm, wishes to express our deep compassion and concern for the manufacturers impacted by Hurricane Katrina. Beyond compassion there is action.

TR Cutler, Inc. Action for Manufacturers Impacted by Hurricane Katrina
Effective immediately, manufacturers in Florida, Louisiana, Mississippi, and Alabama will receive direct use and access to the Manufacturing Media Katrina Campaign at cost. It is through this aggressive media marketing effort that we will help to rebuild the Gulf Coasts’ Manufacturing community. This positive approach allows Katrina manufacturers a unique PR campaign that provides a three (3) month public relations campaign with no less than 45 press releases written and distributed by TR Cutler, Inc. Our sincere commitment is to help rebuild lives and manufacturing businesses in the region.

Both current and prospective customers need to know the business is still running. The ultimate goal is to drive sales for through heightened media exposure via the very best public relations program available in the country.

Next Step for Manufacturers Impacted by Hurricane Katrina:

This initial direct response is only the beginning. TR Cutler, Inc. will work to plan for a long-term manufacturing recovery throughout the Gulf Coast states impacted by Katrina.

Contact TR Cutler, Inc. directly at 888-902-0300 or trcutler@trcutlerinc.com and tell us that you are a Katrina manufacturer interested in the unique opportunity participate in this PR program.
TR Cutler, Inc.
www.trcutlerinc.com
Thomas Cutler
954-486-7562

Manufacturing Media Blitz Promoted by Dean Schmidt for TR Cutler, Inc.

Thomas R. Cutler, President of TR Cutler, Inc., (www.trcutlerinc.com), the nation’s largest manufacturing marketing and public relations firm, based in Fort Lauderdale, Florida, is pleased to announce that Vice-President of Operations Dean Schmidt will serve as a key liaison for the proprietary Manufacturing Media Blitz program.

Accord to Cutler, “This program has allowed very small manufacturers to have the visibility, awareness factor, and sales revenue of much larger organizations because we are able to cost-effectively get the name recognition in a fraction of the time it would have taken just a few years ago.”

Schmidt noted, “Tom developed the Manufacturing Media Blitz, which provides massive media coverage in a 90 day period and the results have been extraordinary. My hope is that more manufacturers will carefully whether the effectiveness of other existing marketing programs are driving web traffic, brand awareness, and sales. By evaluating the losing proposition of most tradeshows, direct mail, and print advertising, there are alternatives and the Manufacturing Media Blitz is one of the most effective.”

Cutler did note that quantifiable metrics are provided to the manufacturers using the Blitz program to measure the impacts, effectiveness, and sales results. We often see that the message of the manufacturer may need to be re-tooled to provide a clarity and precise call-to-action.”

Schmidt said, “Similar programs would be cost prohibitive for smaller manufacturers, however the program is very carefully positioned to allow even the smallest manufacturer to enjoy the benefits of a strong PR outreach campaign.”

TR Cutler, Inc.
www.trcutlerinc.com
Dean Schmidt
954-449-3176

TR Cutler’s Manufacturing Journalism Scholarship Program Managed by Dean Schmidt

Dean Schmidt, Vice-President of Operations for TR Cutler, Inc. has been named the Manufacturing Journalism Scholarship Coordinator. According to Cutler, “It is terrific to have Dean manage this important effort. His objectivity, integrity, and excitement for this program are valuable assets to the company and participants.” The deadline for submitting scholarship applications is January 6, 2006; TR Cutler, Inc. expects more than a thousand journalism students have responded to the first annual manufacturing journalism scholarship award. After graduation, the scholars will be given an opportunity to continue their journalism careers as freelance contributor for TR Cutler, Inc. The scholarships are intended for students with an interest in the manufacturing sector. Thomas R. Cutler has built the Manufacturing Media Consortium that includes more than 2000 journalists covering the manufacturing sector. The scholar is chosen for his or her interest in journalism pertaining to the manufacturing sector; the scholarship is for $2,500. Each year, TR Cutler, Inc., (www.trcutlerinc.com), the nation’s largest manufacturing marketing and public relations firm offers one college scholarship to an outstanding journalism major of an accredited college or university.

TR Cutler, Inc. was founded by Thomas R. Cutler in 1999. Cutler maintains extraordinary relationships with clients, journalists, editors, trendsetters, and key business leaders worldwide and has become a key resource for those writing about the manufacturing sector.

TR Cutler, Inc.
www.trcutlerinc.com
Thomas Cutler
954-486-7562

When you first logged on to the Internet, Did you have a clue as to
the education that you were going to get?

I didn’t!

It didn’t take long for me to realize, “This would be No overnightrocket to Internet stardom.”

I also had reservations about being able to learn all this new stuff!

At times I would become almost overwhelmed with terminologiesthat were as foreign to me as a proposition in nuclear physics.

After all, I’d been a construction worker for the past 25yrs. Whatever gave me the idea that I could trade in my Hard Hat for a shotat Internet Marketing?

The answer to that question: “Because I knew I could and because,above all else, I wanted to.”

Like most of us I spent countless hours on the Web. Searching foreffective ways to get my site noticed. Trying everything thatseemed to make sense to me.

I went the route of free classified sites, ffa link sites, banner exchanges, link exchanges, and spent a few bucks trying the automated software to submit to those sites. There wasn’t exactly a flood of traffic to my site. Although I really had no way of knowing what kind of traffic I was getting since I didn’t do any adtracking back then.

I did an awful lot of reading and discovered that I could get Freesubscriptions to online publications that were just jammed withuseful information.

Ezine/Newsletter editors and publishers that freely shared theirknowledge and expertise with those that would read theirpublications.

I subscribed to many. There were some that were extremely goodand some not so good. After a time It occured to me, there seemed to be a concensus among them about effectively promoting yoursite.

Writing Articles!

Now don’t jump right up and say, “I can’t do that!” or “Jeez I don’t even have a High School Diploma!” or any of a thousand excuses we can come up with that keeps us in our Comfort Zone.

We all know something about something.

If you’ve ever told a story.

If you’ve ever told a joke.

If you’ve ever rehearsed a conversation in your head that you were going to have at a later date.

If you can fog up a mirror.

YOU CAN WRITE AN ARTICLE!

With a couple hundred thousand online publications out there,what you have to share, will affect someone.

Will your first article be perfect? Lord No!

Will everyone read it? Probably Not!

Will there be room for improvement? Sure!

Will we ever be equal to the Big Authors? Why not? With timeand practice anything is possible.

A paradox that I hold on to is: What We Give Away We Get to Keep!

Build relationships with people.

Don’t be an anonymous, facelessimage behind your computer monitor.

Give your name out whenever possible.

Always introduce yourself when contacting someone for the firsttime.

Let people get to know you. Go On Take a Risk!

Share willingly and freely with your fellow travelers and Successwill surely Be Yours.

Yours in SuccessArt Luff

Helene Solinga
http://www.maxiwebsitehosting.com
http://www.maxisilver.veretekk.com
http://www.maxifig.com