Need to develop or re-focus your marketing strategy? WINC has the big idea …The Idea Network
Melissa Gasnick Cloeter is President and Founder of WINC - The Women’s Initiative Network & Connection, LLC, a consulting company that customizes business strategies and programs with special emphasis in three areas: Workforce Initiatives, Marketing Initiatives and Connecting Initiatives.
Q. What was the “spark” that propelled you to start your business?
I started WINC after working for Garden State Woman Media and Events Company as the VP of Sales & Marketing and RDD Associates as the Marketing Director. I recognized a real need for corporations and firms to consult with an outside expert who understands the complexities and the financial rewards of a diverse workforce, and how to make diversity happen. Additionally, as VP of Sales and Marketing for a woman’s magazine, I recognized a real void in marketing strategies on understanding women as consumers or clients. Based upon my experience and background in sales, marketing, business development, networking and women’s initiatives, I knew I could accomplish results for companies and women by filling the voids and creating opportunities.
Q. Why was it important to you to start a business that focuses on Women’s Initiatives?
I started a business that focused on Women’s Initiatives because I saw a need I could fill. I truly believe that many of the issues companies are grappling with today would not be as severe if a variety of voices with different ideas and experiences were sitting at the decision making table. It is through diversity that fresh ideas, approaches and strategies are created to conquer today’s problems. Diversity is the future because diversity is the world.
Additionally, I know what it is like to be seen as less competent, make less money and not have the same career opportunities presented to me due to being a woman and a mother. I know what it is like to have to restart a career after taking a break to raise kids and support a spouse’s ambitions. I know what it is like to sit at a meeting and not have a voice because I wear a skirt and not a tie. I know…
Q. What should be our focus when planning a marketing strategy in this challenging economy?
Whatever your business, when determining smart marketing strategies, you need to know your customer- first and foremost. Evaluate: Age; sex; marital status; career professions; demographic information such as: household size, income, and location. Are you a B2B business? If so, what is the best vehicle to reach the key decision maker of a company you want as a client? Everyone is talking about “Networking.” Networking can be relatively low cost and effective only if you are making the right connections and not sitting in your seat. Otherwise, networking is a waste of time and valuable resources. Also, you need to have a realistic budget.
Q. What was the biggest challenge to starting your business and how did you overcome it?
My biggest challenge has been getting out of my own way and shifting the focus of my business mindset from “What I Want” to “Where I’m Going.”
Spark a conversation! Post your questions for Melissa here on The Idea Network page.
February 5th, 2009 Posted in Q & A, The Idea Network |