Marketing success:Three local businesses talk about about how they made the most of marketing

DUTCH ENTERPRISES

Since Dutch Enterprises began as a family business in 1963, the Jackson company has continued to expand its offerings -- and its marketing strategy.

Rob Janet is owner of Dutch Enterprises Inc. in Jackson.

"It's evolved over the years," said Rob Janet, owner of Dutch Enterprises. "We've always had a presence in the Yellow Pages and on high school sports radio. As time went on we got more into retail."

Janet's father-in-law, a plumber, started the business and gradually added more services, including heating, ventilation, cooling and air conditioning. Still, Dutch was usually associated with business and commercial construction and needed a plan for retailing both its commercial and residential services.

"First was name recognition, then that we do not just big jobs, but any size jobs," Janet said. "The concept is that no job is too big or too small. It kept evolving and we began doing more advertising directed toward residential."

Knowing that different people consume different types of media, Dutch accomplished its goal by advertising in a variety of media, including radio, newspaper, TV and direct mail. The company launched an Internet site six years ago and completely reworked it three years ago, adding photos and videos about its services. Janet notes that since people tend to judge companies by their Website, Dutch wanted to make sure its home page was professional.

When it comes to marketing, the bottom line is this, Janet said: "What you have to do is identify the services needed by a target market and then form a strategy based on that target."

PLAZA TIRE SERVICE

Plaza Tire Service has come a long way since its days as Plaza Car Wash. Started in 1963 by Vernon "Pee Wee" Rhodes, the Cape Girardeau-based company expanded to provide tire services, then began selling and changing tires, and now offers tires and a number of other auto services. Today, Plaza Tire Service has 49 stores in four states. Mark Rhodes, president of Plaza Tire Service, believes marketing a consistent image -- like its bright green roofs -- has been vital to the company's success.

"We focus on maintaining a consistent message to strengthen our brand while maintaining a consistent presence on chosen media outlets," Rhodes said. "This consistency is key in reminding customers we are here between their tire purchases, which on average occur every two to three years."

Mark Rhodes is president of Plaza Tire Service.

Plaza Tire Service uses TV, radio, newspaper and Internet advertising, its own Website, and even coupons to market this idea. Rhodes also believes that advertising consistently, in itself, has helped the business by getting people to remember Plaza Tire Service.

"A long-term strategy maintains focus and consistency in a marketing message," he said. "That message builds a particular image or brand over the long-run that customers refer to throughout the buying process for the long term."

His best marketing advice? "Always remember what you're selling -- you," Rhodes said. "Keep that in mind when developing every campaign for a consistent message and keep a consistent advertising schedule to share that message. All result in a strong brand."

Linda Springs and Becky Davidson, co-owners of Belladona Salon Spa and Boutique of Cape Girardeau, have honed their marketing skills over more than 25 years of working together. They met while working in the cosmetics department of J.C. Penney, and though the company eventually phased out its cosmetics departments, Springs and Davidson weren't finished with the beauty industry.

"We still loved cosmetics, and we were the top sellers in the cosmetics department," Springs says. She and Davidson started their own business, Color Me Beautiful, where they continued to apply and sell makeup as well as accessories. Many of their clients asked where they could go for hair cuts and styles, massages and manicures. Springs and Davidson knew how -- and knew other people -- who could do these things, so they decided to open their own salon.

"Customer service is our No. 1 marketing strategy, and I think that's why our clients keep coming back," Davidson says. "We want them to like it here and feel the love."

And when clients "feel the love," they're likely to pass it along to their friends, families and co-workers. The salon does receive many client referrals, which is why Davidson and Springs agree that word-of-mouth is another great marketing tool -- one that can only be earned through great customer service. Free samples, appointment reminders via phone and e-mail, and a presence at Cape Girardeau's annual Bridal and Prom Expo are all ways Belladona boosts customer service and relationships with clients. Springs and Davidson also carry business cards at all times, a tip they learned at J.C. Penney and followed ever since.

"The branding of Belladona is also important. I can see how that has progressed," Davidson says. She describes Belladona as elegant, earthy, warm, and inviting to both men and women, and that's what she hopes consumers see in the salon's newspaper and radio advertisements and website and Facebook page.

"You have to have a website," adds Springs. "Also, you've got to do what you say you're going to do."

BELLADONA SALON SPA AND BOUTIQUE

Linda Springs and Becky Davidson, co-owners of Belladona Salon Spa and Boutique of Cape Girardeau, have honed their marketing skills over more than 25 years of working together. They met while working in the cosmetics department of J.C. Penney, and though the company eventually phased out its cosmetics departments, Springs and Davidson weren't finished with the beauty industry.

Owners of Belladona Salon Spa & Boutique Linda Springs, left, and Becky Davidson.

"We still loved cosmetics, and we were the top sellers in the cosmetics department," Springs says. She and Davidson started their own business, Color Me Beautiful, where they continued to apply and sell makeup as well as accessories. Many of their clients asked where they could go for hair cuts and styles, massages and manicures. Springs and Davidson knew how -- and knew other people -- who could do these things, so they decided to open their own salon.

"Customer service is our No. 1 marketing strategy, and I think that's why our clients keep coming back," Davidson says. "We want them to like it here and feel the love."

And when clients "feel the love," they're likely to pass it along to their friends, families and co-workers. The salon does receive many client referrals, which is why Davidson and Springs agree that word-of-mouth is another great marketing tool -- one that can only be earned through great customer service. Free samples, appointment reminders via phone and e-mail, and a presence at Cape Girardeau's annual Bridal and Prom Expo are all ways Belladona boosts customer service and relationships with clients. Springs and Davidson also carry business cards at all times, a tip they learned at J.C. Penney and followed ever since.

"The branding of Belladona is also important. I can see how that has progressed," Davidson says. She describes Belladona as elegant, earthy, warm, and inviting to both men and women, and that's what she hopes consumers see in the salon's newspaper and radio advertisements and website and Facebook page.

"You have to have a website," adds Springs. "Also, you've got to do what you say you're going to do."