Bizwatch: Harebrained Marketing
Vail, CO, Colorado
Business Name: Harebrained Marketing
Date opened: Feb. 28, 2007
Owner: Kelly Coffey
What services do you provide? I help Vail Valley companies get a handle on their marketing. Whether it’s as simple as creating a new brochure, or as complicated as running a multi-faceted marketing campaign, I help local businesses figure out their marketing needs and carry out those solutions.
Harebrained Marketing is also a resource for all local businesses, not just my clients. There are some great articles and links on http://www.HarebrainedMarketing.com. I also publish a free monthly e-mail newsletter with tips and articles relevant to marketing in the Vail Valley.
What strategy do you use to differentiate your business from your competition? Harebrained Marketing connects local businesses with local customers. I don’t think there’s any other marketing firm that focuses solely on the Vail Valley.
There’s a home-court advantage to being a local business. You can spot trends, see opportunities, and target your customers in a way that outsiders can’t. Harebrained Marketing helps companies maximize their local advantage. The result: Better marketing for less money.
What philosophy do you follow in dealing with your customers? What can your customers expect from you? Know thy customer. You know your business. I know marketing. Combine the two and the ideal marketing opportunities will pop out, front and center. That’s why I believe in getting to know my clients very well. The more time I spend getting to know your business, your goals, your focus, the better I will be able to serve you.
Tell us a little about your background, education, and experience: Most recently I was the marketing manager for Verbatim Booksellers in Vail. I’ve also been involved with a number of local political campaigns, which are marketing in a combat zone ” you quickly find out what methods work and what don’t. Through my time at the bookstore and freelance writing for the Vail Trail, I developed many of the contacts I use now to help with my clients’ projects.
Currently I’m on the Marketing Committee for the Vail Valley Partnership and am a member of the American Marketing Association. I also write a marketing tips column for the Vail Daily’s High Country Business Review.
What is the most humorous thing that has happened at your business since you opened? Shortly after I passed the point-of-no-return to start my business this winter, I broke my kneecap skiing. I couldn’t walk. I couldn’t drive. I couldn’t even sit comfortably at a desk. When I was supposed to be putting in 16-hour days on my new business, I could barely get in one hour of productive work. Despite all that, and although I hadn’t done any promotion for my business, my first client fell into my lap through a friend. That’s funny. Not ha-ha funny, but the moral is I need to make more friends.
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