How to Spend Your Marketing Dollars on Things that Don’t Just Look Nice but Actually Work

On today’s program, Michael Rogers talks with Janeve Helmbold, owner and creative director of Crystal Cranes Media and an Elite member of the Small Business Association of Michigan. Inspired by her parents’ immigrant journey and successful restaurant, she developed the PRISM model: Prove it, Research it, Invert it, Shape it, Make it – a framework that helps businesses identify and leverage their unique differentiators. “Very similarly to my parents, small businesses usually have the least amount of money for marketing and don’t have the luxury of trial and error,” she says. “Every dollar that they spend has to count, and so that’s why being strategy forward is so important. If you don’t start with clarity and direction, you can end up pouring money into things that look nice but don’t actually move the needle.”

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