Radio Promo Pilot – The PALACE

Parties are about good times, good friends and good memories. And that is exactly what the PALACE does-provides a place for children, (including their families and friends) to get together in costume to transform into their favorite princess, rock/pop star, diva or runway model, to take the stage as their favorite action figures or super heroes and we capture lasting memories for these little superstars.

Take a listen at this Pilot radio promo…..

Don’t forget to email the PALACE at for a monthly chance for your child to be selected to be our guest for a free party!

Greatest Marketing Campaigns-Television



Johnson & Johnson/Motrin
J. Walter Thompson, 2017  & Multicultural Excellence Award, 2017



Johnson & Johnson/Motrin
J. Walter Thompson, 2017  & Multicultural Excellence Award, 2017

/Description: Motrin is supporting women who are in pain.

Objective: To show women that you can overcome through the pain and you can do the impossible for you. Compassion and strength are the appeals

Target Market: Women living with pain

Call to Action: Use Motrin to relieve pain

Value Proposition: testimonials create a safe place for women to receive support


Sprint Alma DDB, 2017

Multicultural Excellence Award 2017

Greatest Hits

Description: Sprint decides to embed brand and promo messages through Latin Music Lyrics; showing clips performed by famous Latin artists like Rickey Martin and Jose Feliciano to name a few. Appeal through songs made popular by these artists

Objective: Increase sales

Target Market: Latino communities

Call to Action: purchase SPRINT cellular service

Value position: Unlimited Data Anywhere Anytime



Xoom, Keyframe, Inc. 2017

Multicultural Excellence Award 2017

LOL Comedy Series 2

Description:  A young man is grateful for his mother’s help getting him through college so he is sending her money electronically. It shows all the negative consequences that affected his mother when he used another money transfer service. Appeal through humor

Objective: To persuade viewer to use Xoom for online money tranfers by showing all the negative consequences that affected his mother when he used another money transfer service. Appeal through humor

Target Market: Filipinos (22-35)

Call to Action: do not let your mother suffer because of your ignorance in selecting the best service

Value Proposition: When mother is happy, everyone is happy



Jockey International, 2017; Multicultural Excellence Award 2017

Show ‘Em What’s Underneath

Objective: Motivate Veterans; there is life beyond what happen. This ad shows a young Navy Vet who has embraced his loss with determination to live.

Target market: Veteran and military men

Call to Action: You have to keep pushing through adversity against all odds; never stop showing up

Value Position: Life Events change how you do things but not who you are


Ford Motor Co., UniWorld Group, 2017-Multicultural Excellence Award 2017

Expo Speaker

Description: Young African American Female appears to be rehearsing her speak for and EXPO, but when we get to listen inside she is psyching herself up rapping to a song on the radio.

Objective: Sell more Ford Vehicles

Target market: African American Women

Call to Action: Make a bold statement by driving a Ford

Value Position: Long legacy of dependability and now adding more style




Professional Marketing Services – Do I Really Need Help?

A local radio station in my area Rejoice 100.9, ran their own advertisement to gage new clients that said, “Not advertising on radio is like winking in the dark…you know that you are doing it, but no one else does.” I thought it was quite clever to show that your non-marketing efforts were lost in the sea of darkness where the only sure one to show up is you. But we all know that starting a business is about sharing a product or service to a target audience for an attractive price to hopefully take your piece of the entrepreneurial pie or market share. Many new start-ups suffer because they are winking in the dark. Not enlisting the help of a professional marketing service is a great way to go out of business. Just because your family and closest friends think it’s a great idea, doesn’t speak for your target audience. A comprehensive marketing strategy can help a business mark its territory, brand their image and create a resilient presence.

The word itself mark-it, if you are southern, denotes a drawing the line between you and your competitors. Like a dog marking its territory, you want to “… ‘stake a claim’ to a particular space, area, or object by marking it, using a variety of methods at levels of intensity.” (Humane Society, 2018) You are making a statement of I am here to establish your brand.

Marketing helps with branding. They are not one in the same. “In the mind of customers, your brand isn’t the product itself, nor is it your company’s messaging, logo, website design, advertisements, etc. Your brand consists of the perceptions customers have about the business and how it makes them feel.” (Prendergast, 2015) A marketing campaign supports your business by cultivating trust now with continued trust for the future. It projects who you are as a business; not what you have to offer.

Many years ago, Wachovia’s, now Wells Fargo, slogan was “We are here. Where are you? Let’s get started.” They made their presence known in the community by intentionally cutting the lights on with advertising; hence no winking in the dark expecting customers to visit a branch because they were on the corner. Founded in 1879, Wachovia stood firm in the financial industry for almost 150 years. (Wells Fargo, 2018).

As an entrepreneur, we all have an expertise, passion or goals which cost. Small businesses that struggle to get off the ground often cut marketing budgets or have none at all due to trying to keep the doors open. Word of mouth and referrals are not a sustainability plan. In order for your business to grow, you should enlist the assistance of a professional marketing firm. Decide why you should obtain professional marketing services, then look for a firm that is compatible. It should never be like a blind date. But instead, it is similar to an online dating site. Fill out the profile of your company; then explore your obtains of compatibility. Do your research before you set up the first date. There is a process for finding the right one and you may kiss a few frogs before you commit to that royal an agency that meets your expectations. Let’s dig a little deeper into the reasons, process and expected outcomes for enlisting the help of a professional marketing service. The reasons are clear. The process may be tedious, but the outcomes outweigh the tensions.

Why do you need a professional marketing service?

As a new business owner, you may not have a pulse on the market. Yes, the classes that I am taking for this graduate program give me a snapshot of the real world of business ownership. It prepares me for what to expect and what I need to consider. It is a road map for what I can handle and what I should sub out. If you are expecting growth, you need help. Instead of picking your battles, pick your victories. What do you do very well? Allow others to help with the rest. “…the key is to stick to what you’re good at and find a partner for the rest. Marketing is a great place to start your outsourcing experiment because branding and outreach needs typically change at a rapid pace.” (Dearing, 2013)In the beginning you need to decide where to invest to ensure success or at least ensure continued growth and sustainability. I must continue to stress that word of mouth marketing may not be enough. You have to be strategic. Your real competitors will be and they have a pulse on what your particular market is doing.

With so many moving parts to a business, decide who your key team players will be. A marketing firm or consultant should be considered. Hiring outside help will create a success story for your business! Firms specialize in the business of moving your business. They have years of market research and trends specific to your business and market area. What could take you months to research is readily available through an outside agency in minutes. Their job is to be in the know so that you can focus on the product or service. Let them be great at what they do so you can be great at what you do.

Another reason to hire a firm or consultant is for the reality check. As an owner, you may not always be able to be objective. They can offer a realistic perspective about your business in relation to others in the market and give you the most advantageous plan to make your product or service a must have instead of an alternative. You pay them to be objective and honest. Whereas your view may take some emotional and illogical turns that could cost you growth. They will offer you a roadmap to follow and adjust as the business progresses allowing your dream to explode into a reality right before your eyes. They will strategically place your business in the eyes, ears and mouths of your market. A firm or consultant will give your business a face and a voice.

Like any relationship, when you make an investment, there is an expected return or ROI, known as return on investment. It is important to interview your potential marketing partner. You want to know that they not only have capabilities, but they have a proven track record of success. Inspect what you expect. Establish a master plan or blueprint of your expectations and come to an agreement with what is doable. There are many cuts of beef from a cow. You may talk prime rib or filet mignon, but your budget is sirloin. Or just the opposite, the firm may boast T-bone, but they only possess ground beef reach. Setting realistic and attainable goals are essential to meet or exceed expectations. Goals should also be measurable. There should be benchmarks for reaching the goals which allow you to track the success of your investment. Benchmarks also give you a place to park and evaluate for change. This change could be internal (financial, management, etc.) or external (shift in market trends, the local economy, or political shifts). You want to have a solid plan with an open mind that allows for flexibility and creativity.

Your reasons for trusting someone else to tell your story- marketing is the story of your business-could range from small beginnings for the mom & pop small town local shop on a two-way street in Smallville, to the major technology race on the 26 lanes I-10 in Houston. This is your brand; your statement of who you are. This partnership is not just about the product or service, but it is about who you are as a company. Whatever road map you choose with a marketing partner becomes a track for your success. Every aspect of this journey means engagement by you in the process in order to see the desired outcomes. Whether you start off big with a major campaign or small with event promotion, always remember you are the driver and they are along for your ride to success.


Dearing, G. (2013, December 18). Capital One SparkVoice: 5 Things to Look for When Hiring Your Marketing Agency. Retrieved April 30, 2018, from

Prendergast, C. (2015, October 08). 3 Marketing Mistakes Business Makes That Hurt the  Brand. Retrieved April 29, 2018, from

Urine-Marking: Why Dogs Mark Their Territory. (n.d.). Retrieved April 30, 2018, from

Wachovia Is Now Wells Fargo. (n.d.). Retrieved April 29, 2018, from


Let’s Make a Deal

ENT640 – Winning Angels -Negotiating

Last Friday night I had the opportunity to watch some television. The remote is not the first thing I grab if I have some down town. Usually it’s closing my eyes. As I scrolled, I came across SHARK TANK (ABC). I call it the 20th century let’s make a deal. It is motivating to see how they all came from humble beginnings, yet with perseverance are now the shot callers to make dreams come true. They all have different personalities yet their commonality make each one a force to be reckoned with when it comes to negotiating.

Amis and Stevenson believe, “How you think about negotiation is important not only because it impacts the terms, price, and overall structure of the deal, but also because it is a prelude to the highly interdependent relationship formed between the investor and the entrepreneur.” (2001, pg. 225) At the end of a deal, the investor gives the entrepreneurs a hug instead of just handshakes. Even though negotiations usually involve “structure (terms), price, amount of capital that will be invested and role,” the entering of personal space with an embrace points to a deeper relationship than just clicking a button to invest. (p. 225)

Amis and Stevenson tell us to consider “your preferred role, time availability, preferred relationship with the entrepreneur, whether you are the lead investor, and the amount of capital you tend to invest” for determining your negotiation strategy. (pg.225) Last night’s episode brought a few deals where young and eager entrepreneurs already had lead investors. I saw how a good deal was no longer attractive because of their secondary position. Of course at that point there was no relationship with the entrepreneur and the amount of capital was not a huge concern. The timing of when an investor receives the return-on-invest (ROI) is crucial to the deal. It’s a difference to wait and be first in line, but to wait and to be second is not an attractive view for the risk.

I watched as the interested investors negotiated the terms rather than the price and deals were at $100,000, which is change for a millionaire. “By giving the entrepreneur their own proposed terms, it should be hard for them to regret it later.” (pg. 226) Here again we are looking at relationship. But that relationship does not trump ROI. Of the four investors at least two “take a pass” leaving them to drill down until they strike water or pull out beforehand. The investors do exactly as Amis and Stevenson propose when taking a pass. They let them know with “positive feelings about the project (rejection is always a sensitive undertaking) along with whatever issues led [them] to [their] conclusion.” (pg. 227) And they do it with a smile; it’s not personal, just business.

Negotiating is like a work of art. The entrepreneur brings the canvas and the brush bidding the investor to provide the paint for their picture. But are the colors right to make this a masterpiece that they envisioned? Or will there be compromising to make this vision a tangible offering in the marketplace? Only the entrepreneur can decide.


Amis, D., & Stevenson, H. H. (2001). Winning angels: the seven fundamentals of early-stage investing. London: Financial Times Prentice Hall.

Burnett, M. (Producer). (2017, June 16). Shark Tank [Television series episode]. In Shark Tank. ABC.


Company Building-Internal and External Customers

The final stage in The Four Steps to the Epiphany: Successful Strategies for Products That Win is Company Building. Just to recap, the first three stages focused on discovering and understanding your customers, validating sales through the Earlyvangelists, and creating and sustaining a market for the product or service. This stage adds key internal factors.

Blank suggests three ways for a company to evolve from a startup to a major company:

  1. Build a mainstream customer base beyond the first earlyvangelist customers
  2. Build the company’s organization, management, and culture to support greater scale
  3. Create fast-response departments to sustain the climate of learning and discovery that got the company to this stage (2013, pg. 211)

The early stages focus on the customer, but in this stage focus is share with the organization and its culture. “Most startups don’t give much thought to organization and culture, and if they do, it may have something to with Friday beer bashes, refrigerators full of soft drinks, or an iconoclastic founder.” (pg. 214) This bureaucracy translates into “…a hierarchical, command-driven management style, process-driven decision-making, an HR driven employee handbook, and an ‘execution’ mindset.” (pg. 214) The culture extends beyond what it done, but how things are done. It creates the very threading to perception, policies, and the politics of an organization.

In this stage, the company becomes “mission critical rather than process oriented.” (Brown, 2012) Blank further expounds, “For mission-centric management to work, you need to ensure the intentions of all missions (corporate and departmental) are understood, not just by a few key executive, but everyone, top to bottom, in the company.” (Pg. 250)

Think back to your previous work experiences. How well were you orientated with the company? In banking, I was oriented by key people in the organization and in the departments. In academia, my first day was with a computer. The difference was like night and day. I can say that I felt more a part of a team in the former than the latter. What type of culture are you creating for you company and how is that culture perceived by employees? This Customer Develop Models pours so much time and energy into the external customers, please don’t forget to pour into your internal customers as well.

The Four Steps to the Epiphany: Successful Strategies for Products That Win is a great resource for growing a startup. I found that my SME used these stages without even knowing it. They have a successful restaurant and catering business that began with Customer Discovery; literally going door to door to businesses. The potential customers didn’t know they had a problem, but the city did lack restaurants. It took five years to actually move into what is now the restaurant site, but they would take nothing for this fifteen year journey of success!


Blank, Steven G. The Four Steps to the Epiphany: Successful Strategies for Products That Win. 2nd ed. California: Steve Blank, 2013.

Brown, P. (2012, June 03). The Four Steps to the Epiphany [Review]. Retrieved February 28, 2017, from

ENT 601 Reflections Week 8

Earlyvangelists – Customer Validation

The Customer Validation Stage is the GPS for sales and marketing. “The sales roadmap is the playbook of proven and repeatable sales process that has been field-tested by successfully selling the product to early customers.” (Blank, 2013, pg. ) A key player in this stage is what Blank calls “Earlyvangelists.” They are the first set of customers who believed in your vision. “They will pay for the product-sometimes months or even years before it is completed.” (pg. 110) We are still not going to get ahead of ourselves here to sell. So therefore a sales force is not necessary yet. It is about predictable forecasting of repeat buyers/sales and a big GREEN light for your sales model.

These basic GPS questions need to be answered to ensure a sales blueprint. (pg.111)

  1. Are we sure we have product/market fit?
  2. Who influences a sale?
  3. Who is the decision maker?
  4. Who is the economic buyer?
  5. Who is the saboteur?
  6. Where is the budget for purchasing the type of product you’re selling?
  7. How many sales calls are needed per sale?
  8. How long does an average sale take from beginning to end?
  9. Is this a solution sale?
  10. If so what are ‘key customer problems’
  11. What is the profile of the optimal visionary buyer, the Earlyvangelist every startup needs?

I want to profile the Earlyvangelist, which is a key force on your startup journey. The Earlyvangelist will to plug into your vision without a product. “The Earlyvangelist does not just buy your product; they buy your vision. The vision of your enterprise is what binds the Earlyvangelist to your company.” (Kroonenburg, 2016) But why will they jump off this cliff with you? Blank suggests, “They may do so because they perceive a competitive advantage in the market, bragging rights with peers in their neighborhood or in an industry, or political advantage with their company…; they not only understand they have a problem, but are looking for a solution, to the point of trying to build their own.” (pg. 112) Stop one minute here. This customer isn’t an angel investor. Remember we are talking about the people who will purchase this product or service, not the one who wants to invest. They are looking for a practical dividend instead of a financial one.

They see the bright light at the end of their problem tunnel and are mesmerized by your solution. They “get it”… but not from a “suit….” but the founders not the salesperson. So you are still hands on cultivating the relationship. It is essential to identify your Earlyvangelist. They are your sales and marketing; taking your product or service “…inside their companies and throughout their industry-or as consumers, to their friends and neighbors. Treated correctly they are the ultimate reference accounts.” (pg. 112) Now you see why a sales team isn’t need at this point. The Earlyvangelist have their place in your history for this stage of customer validation. They are the customers that you discovered by hitting the pavement.

Who are your Earlyvangelists?


Blank, S. G. (2013). The four steps to the epiphany: successful strategies for products that win. California: Steve Blank

Kroonenburg, M. V. (2016, August 03). Earlyvangelists, your first and most important clients. Retrieved February 24, 2017, from

ENT 601- Reflections-Week 6

Customer Creation – Marketing Strategy

Thus far we have looked at Customer Discovery and Customer Validation. Both stages place an investment in spending time and finances on the customers need and solving problems. Up until now, startups have been lean with the founder literally finding the business in the marketplace. There has not been a major investment in VP executives, nor sales and marketing teams. The Customer Creation Phase is no different and it turns toward building a brand in your market instead of forcing a brand into the marketplace. Being mindful of correctly identifying your market (existing, re-segmented or new) is important in this phase? The main goal is to “provide an experience that drives market demand into the sales channel of the company.” (Martin, 2016)

Customer Creation “represents the essential marketing activities necessary to help customers learn about a product and create a desire to buy it.” (Blank, 2013, pg. 161) Blank does not label it as marketing communication for four important reasons:

1. In a startup these events are occurring for the first time;

2. They are not about the marketing department, they are about customers;

3. They are creation events, not follow-on execution activities; and

4. The types of appropriate marketing programs differ widely, depending on Market Type.

Traditional marketing strategies are less effective and more expensive. “Launching a new product and company should not be confused with executing a laundry list of marketing tactics.” (Pg. 162) You are not pouring dollars into a marketing campaign, but instead you are extending your foot print within your current customers. In essence customer creation is a “meaningful reach; …to make sure that this happens, the kinds of marketing opportunities that you chose should be directly in line with the market that the business is entering.” (Martin, 2016)

Blank and CLEVERISM offer extensive information about market type and positioning. Therefore I suggest that you take some time to review this area from the resources listed to make sure you are spot-on in capturing your segment for a successful product launch.

The Customer Creation phase has allowed me to look deeper into the marketing strategy for a startup. One size marketing does not fit all. As I said in an earlier blog, your startup is not a cookie cutter process. Such care has been given towards the early consumers to ensure success. Creating the buzz, following up with the buzzers and then extending your reach beyond the initial buzz into your real customer base is a strategic process that is often overlooked because of focus on the product.  Customer creation shifts your focus away from Earlyvangelists and towards the real customers in the broader marketplace. These customers unlike the earlyvangelists, who buy into your dream without a prototype in hand, need to see the product for absolute buy-in. Are you ready to present the real thing?


Blank, S. G. (2013). The four steps to the epiphany: successful strategies for products that win. California: Steve Blank.

Martin. (2016, January 29). CDM: Understanding Customer Creation. Retrieved February 24, 2017, from

ENT 601 Reflections Week 7

eZine Article-Better or Perfect

In a recent blog entitled “What Does Flawless Look Like,” I wrote consumers anticipate better, not perfect. Better has a place to go, perfect is stuck. Perfect is based on personal preference. The perfect color that matches your eyes, the steak that is grilled to perfection – medium, medium well, or well-done; the perfect ingredients for a baked good or the perfect seasoning for an entrée. Perfect is “me focused.” But better is “other focused.” As an entrepreneur, the dream or vision is yours, but the reality of it is in the hand of others, the consumer.

Entrepreneurship starts as a small business. At this point, are you a small business owner or an entrepreneur? Perfect is consumer focused for solving problems around them? Better is consumer focused by always seeking to solve problems, especially the ones that do not exist yet on a global scale. This is the realm where innovation reigns. This place of scale also defines the small business owner and the entrepreneur. Both are important and vital to the economy, but at different levels.
“Small businesses are the backbone of this country. They create jobs, come up with new ways of doing old things, and help keep money in the local community.” (Spring, 2014) Spring contributes the difference to “… different styles of leadership and thoughts on running their business. One is not better than the other, they’re just different.” She gives four areas that support her position. Small business owners have a great idea to solve a community problem, whereas entrepreneurs have “big ideas that haven’t been tested, diagnosed or worked through.” Small business owners “hold steady” making calculated decisions with a clear outcome. Entrepreneurs” love risk”, diving in with confident and banking on a favorable outcome. Small-business owners ponder on “things that need to be finished this week”. Entrepreneurs are “thinking ahead six months, allowing others to run their business while they continue moving towards the next better offering to the public. (Spring, 2014)

Currency symbolizes movement. With the perfect product of service, the buck stops, but with a better product or service, the buck keeps flowing into different currency streams to a national or international level. Continuously making it better and different was Steve Jobs’ philosophy. In the movie Jobs, there were key statements made which set Apple and Steve Jobs in the innovation realm beyond the competition. He “willed” things into existence. “How does someone know what they want if they’ve never even seen it?” He said, “Make things better; we don’t stop innovating.” His “risk disguises promise” drive made Apple one of the most profitable corporations in America.

Perfect and Better are both needed to drive the economy. Which vehicle are you cruising in right now?


Spring, M. (2014, May 15). Are You a Small-Business Owner or an Entrepreneur? The Difference Is Important. Retrieved February 09, 2017, from

H. (2016, December 26). Steve Jobs full movie in HD in English. Retrieved February 07, 2017, from

Michelle Wilson Moore has been a grant administrator for a sate supported university for the past five years. Her background spans eighteen years in the financial sector. Her current interests include writing and teaching. She is also currently enrolled in the Masters of Entrepreneurship Degree Program at Western Carolina University. Webmasters and other article publishers are hereby granted article reproduction permission as long as this article in its entirety, author’s information, and any links remain intact. Copyright 2017 by Michelle Wilson Moore.

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The Four Steps to the Epiphany

The four steps to epiphany as described in Steve Blank’s book, The four steps to the epiphany: successful strategies for products that win are: Customer Discovery, Customer Validation, Customer Creation and Company Building. As I have been exploring the concept of the Customer Development Model, it boils down to identifying and developing a customer base while you are developing the product. These parallel lanes create a win-win situation for the startup.

Step 1 – Customer Discovery starts with locating the customers that buy into your solution for their problem.  It’s time to hit the streets and identify your repeat buyers. That does not just consist of surveying the land to see if there is an interest, but “Instead [being] out in the field listening, discovering how [the] customers worked and what their key problems were.”(Blank, 2013, p. 28) How often is the product or service shopped instead of shopping the problem and learning consumer behaviors?

Step 2 – Customer Validation is the GPS for sales and marketing. “The sales roadmap is the playbook of proven and repeatable sales process that has been field-tested by successfully selling the product to early customers.” NY Daily News reported that in 24 hours, pre-orders for the Apple iPhone 6 and 6 Plus set a new record at 4 million. The previous year, Apple sold 9 million in 3 days. They were almost at half with pre-orders for the new version. (2014)

Step 3 – Customer Creation is the foundation for your first sales. “Its goal is to create end-user demand and drive that demand into the company’s sales channel.” (pg. 29) Now you can pour dollars into marketing. But be mindful that the type of branding depends on your unique start-up. Marketing is not a cookie-cutter generic fit. It is determined by what type of market you are entering.

Step 4 – Company Building is where you move out of the “discovery-oriented team” into the “formal departments with VPs of Sales, Marketing and Business Development…with a focus on building mission-oriented department exploiting the company’s early market success.” (pg. 29) You have a firm footing and understanding of your niche; growth demands your executive assignments.

Daymond John, CEO of FUBU (FOR US BY US hip hop apparel) and Shark Tank Host, saw a popular style of wool hat being sold for $120. He sewed 90 that were similar and sold them for $10 each in front of a coliseum and made $800 that day. His mother invested $100,000; with the help of three friends for production and one popular rapper friend, LL Cool J, as spokesperson, FUBU now has over $6 billion in global sales. (Celebrity Net Worth) He started in the basement, built a following by believing “customers first” and then created an empire. Customer Discovery, Validation, Creation and Company Building at its best! Watch this video and be inspired!


Blank, S. G. (2013). The four steps to the epiphany: successful strategies for products that win. California: Steve Blank

Daymond John Net Worth. (2016, October 02). Retrieved February 04, 2017, from

Apple: iPhone 6 pre-order sales smash records. (2014, September 15). Retrieved February 04, 2017, from