Momentum Bringing People to Saskatchewan, Not Advertising

Regarding increasing Saskatchewan population numbers, Finance Minister Pat Atkinson said at a news conference yesterday that "Clearly, advertising and marketing works". While I'm smart enough to know that this clip of a quote most definately came as part of a bigger package, one where she probably talked about all the reasons behind the marketing that makes a campaign produce results, it brings up an interesting point.

Saskatchewan party MLA Ken Krawetz gets a little closer to motivation for the increase in population by touching on tax breaks and a growth in the economy. But I doubt that people in Alberta and Ontario are sitting around saying "man, the economy in Saskatchewan seems to be growing, let's go!" Trying to pinpoint one thing that makes a family pick up and move to Saskatchewan isn't worth it, because no one makes a life decision based on one thing. There has to be momentum in favour of the decision. I am featured in some of those billboards promoting Saskatchewan(!) but I hardly believe that my smiling face at a golf course will bring flocks of people to Saskatchewan. But I agreed to do the billboards because I have a passion for Regina, and a passion for Saskatchewan. So does my wife Katlyn who has moved here from Alberta to be with me. No political agenda to support or denounce.

The reason, in my unproven opinion, that people are coming to Saskatchewan is because of the positive momentum that has been building in Saskatchewan. It has been a whole bunch of little positive things that have started a big snowball of positive energy about Saskatchewan.

I know the book and dvd "The Secret" has created both positive and negative reactions, but it's hard not to see it's principles in action here. A few years ago the attitude in Saskatchewan was decidedly negative. For some reason the growing world view of a Saskatchewan person was to get out while they still could. That negative energy spread, and a self fulfilling prophesy ensued.

But something happened to change that negative energy. A few people had the idea to get the ball rolling in the other direction, which then made it acceptable for other people to jump on the band wagon. It was people like mayor Pat Fiacco championing the I Love Regina movement and living it every day, John Gormley who seemingly has a goal to turn Saskatchewhiners into Saskatchewinners, and others like the people involved in RREDA who are trying to make the business climate in Regina more attractive and at the same time promoting it as well.

Those are just a couple of people and organizations that have helped to build the positive momentum for Saskatchewan. It's not one policy change by government that makes this province a great place to live, it's a whole bunch of policies along with a whole bunch of other things that make this province a great place to live.

Rolling Stones concerts, CCMA's, The Saskatchewan Roughriders, upgrades to the Regina airport, Canadian Comedy Festival, Casino Regina, retail development, rising house prices, and a booming economy all have contributed to making Saskatchewan what it is.

People don't move here for one reason. It's the fact that whenever you advertise or communicate anything about Saskatchewan to people from other provinces there is always something good to say. When there is always something good to say, people start to take notice and are forced to ask the question - "What's happening in Saskatchewan, are they for real?"

I think we are.

-Sean Stefan

P.S. I'll have a post soon that relates this idea to your small business marketing.






You can find people online like finding friends and old classmates that seem to have just dissapeared. You can also find criminal records on any person or employee on just about any people search websites.

Email Marketing For Your Small Business

Email marketing could be huge for small business, but not a lot of businesses are currently taking advantage of it. When you have a sale, promotion, or special, chances are your small business takes out some radio ads, has a station on location, runs some newspaper ads, and possibly some television ads. It gets pretty expensive to tell people about the event you're having.

That's why LRS Consulting has developed a program to allow small business owners a way to easily and inexpensively market directly to their customers via email. We start by putting a customer sign up form on your website for your visitors to sign up to receive communication from you. What you choose to communicate to your customers is up to you, but the better your offers, the more subscribers you'll get.

Once you have established a good list of your customers, you can send emails to them directly whenever you are having a sale, promotion, or special event. We look after the maintenance of your customer list with double opt in and unsubscribe features, send the emails on your behalf, and track the open and click through rates of your batch emails.

Looking to start marketing directly to your customers through email? Our email marketing packages at LRS Consulting start as low as $149/month and we can get you up and running right away.

P.S. If you already have a list of your customers with their contact information we can import your Excel files into our Infusion CRM program easily. By switching over to our services you'll never have to worry about maintaining your list again and it will still be available for you to run targeted direct mail campaigns too!

Squidoo - A great way to spread ideas for your business

One of my marketing mentors is Seth Godin, a business author that writes about the spread of ideas and the fair treatment of customers and employees. He does a great job of writing in plain speak and making his ideas interesting. He is also the creator of a great little internet tool called Squidoo.

Squidoo is a site that allows you to create a free "lens" for any topic you choose, for as many topics as you wish. It is an opportunity to promote a website, blog, product, or idea through an easy to create web page or lens. I've just got into the Squidoo thing, but it is a great way to promote anything you need to promote. It also does wonders for your search engine optimization strategy by providing highly relevant one way links to your sites (my apologies to the non-computer nerds out there that don't quite grasp this concept).

Squidoo makes money for authors and charities through ads and referral partners integrated into each and every lens. But instead of telling you about it, why don't you check it out?

I've started a few lenses. One about this blog, one about our online services at LRS Consulting, one for a client of ours (SaskHomeBuyer.com), and one about the only football team worth cheering for, the Saskatchewan Roughriders.

Have a look. I'll be putting together a bunch more I'm sure. Maybe you'll be able to think of something to promote or come up with an idea to spread.

Don't Anger Your Customers!

It's amazing how some small business operators are willing to allow emotions to affect their business.

We had enrolled our beagle puppy Finn in a 6 week puppy class this July. We chose it because it was 6 weeks long and would be scheduled to end just before our wedding. We had signed up for a class earlier in the summer but it was cancelled 3 hours before the first class due to a lack of interest so we signed up for the next class.

We attended one class and it was fine. Twenty five minutes before the second class was set to start we got a phone message as we were walking out the door saying that class was cancelled this week because the instructor was ill and also would be cancelled the week after. The 6 week class was suddenly stretched into 8 weeks, not exactly fitting our timeline. I called to inform the instructor we would have to drop out of the class and requested a refund.

After no reply to our phone message, my wife Katlyn sent an email requesting the refund as well. Finally a few weeks later there was a reply requesting our mailing address to send a refund. We offered to come pick up the cheque but were told that was not an option and it would be mailed in 5 to 7 business days.

Well a month passed by and no cheque in the mail. I left another voice message (apparently this business does not like answering phones) trying to be as nice as possible, asking where the refund was. A few days later, about September 18th, a cheque appeared in the mail back dated to July 31. It was only for $75, we paid $100 for the class.

I understand charging us for one class, but last time I checked, $100 divided by 6 was not $25/class. They never offered to sign us up for another class that fit our time frame better, took over a month to respond to our multiple messages, and decided to charge us a miscellaneous fee of $25 to attend one class. Needless to say we have nothing good to say about this place to anyone, but it's not my place to name names here.

Instead, I ask this question. What benefit does your business receive by making customers angry? Sure you might feel good about yourself for getting the last laugh, but at what cost?

On the flip side, we are just two classes in to an agility class with another dog school, Kaos Dog Sports Regina and it is spectacular. The instructors are firm but fun, making sure everyone has a positive experience. They are completely open to questions and comments, and communicate quite well. Perhaps this is why their classes are so much in demand. They go out of their way to make sure people enjoy themselves and understand the concept of creating customers for life.

Does this dog's tale remind you of a time when a business made you mad when it was completely avoidable? People just want to be treated fairly. If you are a business owner, take a moment to make sure you don't have some silly policy or employee in place that is turning your customers away. If you do, you're not just annoying one customer, they'll tell their friends.

Make sure you are providing a great experience for your customers. Give them something good to say about you. Take a page from Kaos.

Saskatchewan born entrepreneur stars in internet reality show

The first thing noted on her bio is that she was born in Saskatchewan. Some of you may even know her. Her name is Jaime Luchuck, and she is Saskatchewan's connection to the first internet reality show - The Next Internet Millionaire.


The Next Internet Millionaire is the creation of Joel Comm, an internet marketing guru who has written a NY Times Best Seller called The Adsense Code. The show, which is currently airing it's fifth episode, is basically an online version of The Apprentice for internet marketers. Contestants are competing for a $25,000 first prize and an opportunity to participate in a joint venture with Joel Comm, who made $750,000 with his last joint venture partner.


The production of the show is pretty amazing considering the quality we have gotten used to with online video. The only downfall I find is that people are still getting used to the idea of watching 30 minute to one hour videos on the internet. That being said, this show could be the start of big things for online programming.


Online content is changing the way people make money and the revenue model for the show is extremely clever. In a thirty to sixty minute video, they only incorporate a few blatant commercials into each episode. They get around commercials by using in-program sponsors, and have a special guest mentor for the competitors each episode. Not coincidentally, each of these guest mentors has an online business with something to sell. There are ads placed below the video player that click through to a sales pages for info and software products as well as options to opt-in to email lists.

Online marketing is changing business. Watching this show and learning about the business model has really got my mind going about the opportunities that exist on the internet. We've already started on a few projects with our own business and with our client's businesses to really take advantage of the internet. We're also looking to put these ideas into action for more businesses. Are you interested?

Sean Stefan is a marketing consultant with LRS Consulting focusing on using the internet to help small businesses take off.

P.S. My favourite to win the show is Charles Trippy, the video marketing dude that is way smarter than his uninterested appearance would show. Pretty funny too.

You can watch the trailer to The Next Internet Millionaire below.

Integrating Customer Sign Up Forms Into Your Small Business Website

Wouldn't you like to know who visits your website and if they are actually interested in buying something from you or receiving more information? By integrating online customer sign up forms into your website, you can do just that.

Customer sign up forms on your website allow your visitors to raise their hands and tell you they are interested in what you have to offer. The information that you can capture with online sign up forms will allow you to conduct targeted follow up marketing that will turn your visitors into sales.

Examples of websites using our online sign up forms are: http://www.restaurantmarketing.ca/, http://www.saskhomebuyer.com/, and http://www.thediplomatsteakhouse.com/.

Tracking visitor information on your small business website

If you have a website for your small business, you should have a traffic analytics program to monitor how well it is performing. While you won't know the identity of your visitors, you will be able to gather some key statistics to evaluate how your search engine optimization (SEO) and marketing campaigns.

When small business owners spend money on advertising and marketing, they want to know the results they are getting in return but very rarely are able to. So if you use your website as a call to action in your marketing campaigns, you can use website analytics to monitor the success of the campaigns.

Tracking visitor information is more than just having a hit counter on your website. You can find out where your traffic is coming from, what keywords people are searching for, monitor your search engine rankings, and find out what pages are being visited.

For more information about how to implement analytics into your website, email me at sean@lrsconsulting.ca or visit us online at http://www.lrsconsulting.ca/.

Regina, Saskatchewan Booming!

This just in, Regina is the place to be. The economy is growing and more people are migrating into the province than out of it for the first time in a long time. It was front page news in this morning's Regina Leader-Post, with multiple stories talking about the positive outlook for Regina and the rest of Saskatchewan.

A Conference Board of Canada Study has Saskatoon's GDP growth targeted for 4.7%, overtaking Calgary for biggest growth in the country. Regina is forcasted at 3.5% growth, the fastest in a decade. The attitude in Saskatchewan is decidedly positive, making now the perfect time for entrepreneurs, businesses, skilled labourers, and home owners to position themselves for success.

LRS Consulting team member Sean Stefan and his wife Katlyn have been active in the quest to change attitudes about Regina and the province of Saskatchewan. As members of the RREDA Future Leader's Group they helped put on the "Think Regina" event in Calgary this past May. In today's front page Leader-Post feature, Jill Welke of RREDA reports that there have been 20 confirmed hires by Regina companies that can be directly traced back to the Think Regina event.

Sean has also been pictured in a recent billboard campaign (seen below) running throughout Alberta. The campaign is an initiative of the Saskatchewan Government's Advanced Education and Employment, advertising the Saskjobs.ca website.
His name was passed along after having the chance to tell his and Katlyn's story about choosing to settle down in Saskatchewan after spending time in Alberta. The two met working in Alberta, where Katlyn had spent nearly her whole life. Katlyn made the decision to move to Saskatchewan to finish her business degree, but after the school year the two moved back to Alberta to work for another summer. Coming to the end of their degrees, they had to make a choice about where to settle down and Regina turned out to be the only real choice. It was a place where the two could make an impact in their careers while balancing that with an enjoyable personal life. They now own a home in Regina, recently got married, and have great career potential (Sean with LRS Consulting and Katlyn with Meyers Norris Penny). That being said, they still have plenty of time to spend with their beagle puppy Finn, play some golf, ride horses, and spend plenty of time out and about in the community.

Sean has told this story when he had the opportunity to speak alongside Mayor Pat Fiacco and outgoing ISC President and CEO Mark MacLeod at the Think Regina event as well as others with a passion for Saskatchewan at the most recent I Love Regina Day festivities in Victoria Park in June.

It's just one story, but for every one you hear there are plenty more out there. Saskatchewan is becoming the place to be in Canada, and in Regina business is set to take off. Are you on board?

Regina Brings in Canadian Comedy Awards and Festival

Another big event coming to Regina. London, Ontario is a sore over the loss of the Canadian Comedy Awards and Festival.


Regina has last laugh as London loses festival
Wed, September 12, 2007
By JAMES REANEY, SUN MEDIA

It would be funny -- if it didn't hurt.
After five years as host city of the national laugh fest, London is losing the Canadian Comedy Awards & Festival to Regina next year...


Read the entire article.

Why does a business need to blog?

A backyard BBQ at a friend’s place this weekend sparked an interesting question that I’m not sure I had a very good answer for initially. But after giving it some thought, I think I’ve come up with an answer to the question; why does a business need to blog?

The question was actually about why we have this blog for LRS Consulting. Directly it makes us little to no money. We’re experimenting with Google AdSense but until we build up a much bigger following, it will be a while before we see our first cheque from Google. So why do we allocate time to writing blog posts that don’t generate revenue? Why should any small business allocate time to writing blog posts that don’t generate revenue? Here are a few reasons:

1. To add personality to your online presence.

There are so many websites out there that it’s hard to know which ones are from legit people and which ones aren’t. Everybody is hesitant of being scammed, especially online, so the more trust you can build with people the better.

Even if your business has established a trustworthy, recognizable brand, you still need to show your personality. Everything else being equal, people like doing business with friends. By communicating with your customers through your blog, people can get to know you and your business and in the process start to feel more comfortable about doing business with you.

2. To build your credibility.

Everybody and their dog claims to be an expert at something. But in order to prove that you know what you’re talking about, you need to provide some evidence. Writing a blog gives readers a peak into the knowledge base that you possess.

3. To improve your search engine rankings

Search engines love sites that have regularly updated content. The definition of a blog – a site that allows content to be updated regularly. A properly optimized blog gets great rankings from the search engines. By linking to your main site from your blog, you’ll also start to generate some traffic to your website as well. If your website is any good that should generate some leads for you and eventually turn into a few sales.

It’s also helpful to write regularly for your own good. Writing should be a learning process in itself. A blog helps you create a journal of things that you know and can help you document information that you can use to create a sales pitch, marketing materials, or employee manuals.

Another question that I got this weekend was “How many hits are you getting on your blog”. I could answer that question in quite a bit of detail, but most website owners can’t. I’ve got a video in the works right now explaining how we use website analytics to evaluate our web presence. I’ll post it in the next few days to give you a peak at what information your website could and should be providing you.

Sean Stefan is a marketing consultant with LRS Consulting Inc. His focus is on helping small businesses integrate the internet and all it’s tools into their marketing programs to achieve measurable growth.

Can your customers find your small business website in the search engines?

Can people find your business in the yellow pages? Most Likely. Can people find your business in the search engines? Maybe, maybe not.

Search engines are becoming the new yellow pages. Google and the like have made it so easy to search for the information you need, there is less of a need to use the yellow pages. But while many businesses spend hundreds and thousands of dollars to be found in the yellow pages, very few businesses are doing anything to be found in the search engines.

It doesn't happen by accident. Contrary to what some web designers will tell you, just submitting your website to the search engines will not get you listed. It might actually hurt your chances of being listed. Search engines have programs they call spiders that crawl the net looking for websites. Those spiders need a way to find your website through links on other sites, and your site needs a way to tell those spiders what your page is all about.

This video about the LRS Consulting search engine optimization services demonstrates how important it is to be found in the search engines and how it hurts you if you aren't. If you are interested in finding out how to get your business listed near the top of the search engines, get in touch with us at info@lrsconsulting.ca. We'll provide a free evaluation of your website, if you have one, and identify how you could be getting more out of your internet presence for your small business.

Big Rider Labour Day Win Offers a Business Lesson

There was a football game on the weekend, did you hear about it?

Of course you did, and a good portion of the Saskatchewan population did too. It’s amazing how the Saskatchewan Roughriders have created such a buzz in this town. The buzz is exaggerated when they are off to the best start to a season since 1970, but that buzz is there even when the team is losing. People just love to talk Roughriders.

The annual Labour Day game on Sunday demonstrated how Rider fans have created a feeling inside Mosaic Stadium at Taylor Field that is tough to match. My wife Katlyn and I have season tickets and love going to the games. It’s not just because we enjoy football and the Riders, but because it’s fun to get behind something that so many other people are passionate about as well. The Riders have created a brand that nearly everyone in Regina and all across Saskatchewan is behind. They have created that brand by working hard on the inside reality of their organization and making sure that reality is portrayed to the fans.

So why aren’t you trying to create that feeling for your customers with your small business?

It’s the experience that people buy, it’s not the product. That’s why the Riders have a stronger fan base than the Toronto Argonauts even though we have a fraction of the population. It’s still a football game, but the experience is different.

There’s endless examples of teams and businesses that provide a better experience than others. The Red Deer Rebels seem to sell way more tickets to much more enthusiastic fans than the Regina Pats even though Red Deer is half the size of Regina. For some reason Pat’s fans seem to be the most subdued in the WHL, and this is in the same market as the Rider’s thrive in. The Pat’s just haven’t been able to create a product that people can get as passionate about (with the exception of the 2001 Memorial Cup).

But enough sports analogies. If you have a special occasion restaurant, people don’t pay for the food, they pay for the experience. If you sell insurance people don’t buy a policy, they buy piece of mind and security.

Your job as a small business owner is to find out what people are really buying from you. Then figure out how you can shatter their expectations and provide them with that thing that they’ve been searching for.

Sean Stefan is a marketing consultant with LRS Consulting Inc. and is a regular contributor to the Regina Business Blog. Send your comments to sean@lrsconsulting.ca.