Advertising : Innovation + Job News

Incite Creative is offering a new series of workshops designed to help start-ups launch with an understanding of how to position their enterprise for success. Dina Wasmer, President of Incite Creative, saw an opportunity to create positioning workshops that would teach entrepreneurs how to build their brand and position their business themselves rather than relying on a service to do it for them.

"Over the years we've had a number of small businesses or sole proprietors say that they love the process but can't afford it. We have created the 'Positioning Lite' workshops to provide the same information we convey in the full-bodied version, but do so at a lower price-point and just 1.5 hour investment of time. And for those who prefer the autonomy, this format is set up where we provide the tools, teach them how to do it, and they can implement it themselves, which is also appealing to some," says Wasmer.

The Positioning Lite workshops offer entrepreneurs training in forming a brand identity and a position statement for their business. The workshops focus on concepts like communicating your business's unique niche, streamlining and consistently portraying your marketing message, and figuring out ways to have your message heard. The Positioning Lite workshops also offer entrepreneurs the opportunity to connect in a small group setting.

"I think it's a tough time to start a new business. Even established businesses that have a solid reputation are struggling to get contracts signed in a timely fashion and contending with price wars. That's why it's so important that business owners have a solid market positioning that is built on a point of distinction other than price. Someone will always be cheaper, but they won't necessarily be better. Positioning is the art of striking a balance between being unique and being in demand," Wasmer says.

Incite Creative is accepting reservations for Positioning Lite workshops in August and September now.


Writer: Amy McNeal
Source: Dina Wasmer, Incite Creative

JigSaw Marketing began in 2002 as a one-woman operation. Founder Kathy Walsh saw an opportunity in Baltimore's growing startup community. Her Bel Air based company has found success by working with startups and small business clients while growing into a firm that could handle larger operations.

"While working for a larger agency, I felt frustrated that our high hourly rates put our services out of range for many startups and smaller, local businesses -- ironically the people who most need marketing assistance. By opening my own firm with less overhead, I was able to set more affordable rates and have the discretion to further discount fees with the theory that earning a loyal client during the startup phase would pay off in spades as that business grew," Walsh says.

JigSaw Marketing has found success in marketing architects, contractors, and other businesses in the design and building industry. JigSaw also works with Moscow software manufacturer Acronis Inc., Cecil College's Department of Career and Community Education, Gaithersburg biotech startup Noble Life Sciences, Baltimore-based architects Urban Design Group, the Harford Land Trust, and White Marsh accounting and financial services firm WeberMessick.

"I think what sets JigSaw apart is the incredibly high level of responsiveness. One of our greatest strengths lies in our creativity. We try to conceptualize and implement marketing tactics that are thoughtful and stand out from the crowd," Walsh continues.

JigSaw was recently recognized for its work for Baltimore firm Floura Teeter Landscape Architects with a Marketing Excellence award from the Baltimore chapter of the American Marketing Association. That campaign also received a Mayor's Business Recognition Award from Mayor Stephanie Rawlings-Blake.

JigSaw Marketing has grown its staff to match its client list. The growing firm is planning to continue adding staff, including an additional account manager, in the next year.


Writer: Amy McNeal
Source: Kathy Walsh & Jessica Dixon Bieber, JigSaw Marketing Solutions