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Tuesday, April 27
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Thank You
to everyone for all your news & photos.
The Spectrum Connection.
Greetings All,
I am often asked how Spectrum has grown so much and so consistently through the years.
Or some ask, “What growth percentage do you target for this coming year?” My answer is
almost always the same, “I have no idea. I don’t have a plan for growth.” People are a little
taken aback by such a comment and while it is not exactly true, there is quite a bit of
accuracy in my statement. None of us have a plan for our growth, nor do we set benchmarks
for what we want that growth to be. We want to grow and intend to grow, but not to a target.
We have a plan for recognizing opportunity, but more about that in a later edition. We grow by
fulfilling our purpose and maintaining our focus year in, year out, day in, day out; every
minute of the day focusing on the main things. If you recall, number one on the list of main
things is:
Focus on working hard to retain current clients and harvest new business.
This first item may be the most important platform of the foundation for our growth. Without
retaining, satisfying, and exceeding our current client’s expectations, we will lose them and
their business. Conversely, by retaining that business we don’t have to find new business to
replace lost business, and consequently any new business results in our growth. Further,
exceeding and pleasing our clients allows us to exploit a human character trait to share
positive (or negative) experiences with others in their industry. People love to share positive
or negative news with others. If we change their lives for the better, they are very likely to tell
others of their outstanding experience, which opens the door of opportunity for us to add a
new client to our company. It is human nature for one to want what someone else has. If you
think about it, that point is a cornerstone of a significant amount of advertising. Because we
perform at the highest levels, our Spectrum message gets easily passed to potential new
clients through positive testimonials. It is important to note that a negative could easily be
transmitted just as well. All we need to do is recognize the client’s needs, LISTEN to what
they really want and DELIVER what they want, not what we want to sell them.
Clients and associates alike are often amazed that we don’t have printed menus or event
sheets for them to choose from. I think that having such a piece would be terribly
presumptuous of us to think that we know better than our clients what they want. Our
approach allows us to customize the end product so that it is exactly tailored to our client’s
specific situation. We can read their body language, hear THEIR words and speak to that.
This insures their happiness and our mutual success.
continued on next page
There are two more items on our list of main things:
* Work as cost effectively as possible
* Deliver the highest quality goods and services in the market place
Working cost effectively allows us to save our clients money, value pricing our services and
further differentiating us from any competition. Of course, delivering the highest quality
goods and services is, well, EVERYTHING.
Wrapping this all together is the fact that our continued growth is directly tied to our current
performance. It is the product that we showcase everyday and our client’s perception of
how we change their lives through our professional approach, going the extra mile and
delivering added value that fuels our growth.
Recognize that every day you set foot on a job you have the power in your hands, your
head and your heart to create growth opportunities for our company. Every thoughtful
conversation, every new idea, every warm handshake can make it better for everyone. This
applies to every single person in the company regardless of the task at hand.
I am lucky and honored to work with each and every one of you.
Peace and Grace,
From Sales & Marketing
Melanie Parker -
VP Sales & Marketing
7 Tips on Keeping Customers for Life
I found a very interesting article on line that I wanted to share with you.
I am often compelled to keep myself in tune with the needs of our valuable
customers. Here are seven tips on keeping customers for life. I hope you’ll enjoy!
1. Deliver what you say you’re going to do.
"If the business can't deliver on basics, then any other steps will be wasted effort," says
Ruth Stevens of eMarketing Strategy, a New York consulting company. In other words,
don't swing for the fences when you can't even lay down a bunt. It may seem ludicrous, but
far too many businesses focus on ways to keep customers, only to lose sight of the fact
that their product or service simply isn't what it should be. Make certain that the core of
what you do is deserving of long-term customer loyalty, and then look for ways to nurture it.
2. Expect the best.
Another stumbling block to establishing customers for life is turning the tables. Many
businesses wait for customers to "prove" their worth before they start to take steps to
cement the relationship. Instead, approach everyone as a potential lifer: "Don't adopt the
mindset that a customer must 'earn' their way into your good graces as a business," says
Erin Duckhorn of Crucial Technology, an online memory upgrade provider. "Instead, we
assume from the very beginning that this new customer is going to be a long-term loyal
customer and treat them as such." By treating your customers respectfully from the start
and expecting that they will pay on time — rather than prodding them about payment
deadlines before it ever becomes an issue — can engender long-term customer loyalty,
Duckhorn says.
3. From there, go beyond the usual.
Once the basics are clicking, one way to win a customer for life is to consistently exceed
the expected. Establish a baseline of good, and make it policy to climb to better and
beyond. For instance, E.D. Foods, an online provider of soups and other food products,
wins plaudits for placing orders for items that customers want but can't find in its online
catalog. "It's really simple," says co-owner Leslie Eiser. "Have great products and provide
customers with service beyond what they were expecting.“
continued on next page
From Melanie…cont.
4. Watch your customer, not your bottom line.
A continuing element of lifelong customer loyalty is more attention to the needs and
preferences of your clientele and less on your earnings growth. Of course, profits are
crucial. But long-term solvency derives from customers who are also there for the long
haul. And that stems from a business which listens in any number of ways. "I've
always asked my customers' opinions of new product ideas," says Ellen Cagnassola of
MaryEllen's Sweet Soaps, an online soap retailer. "Keeping them a part of the process
can inspire them in more ways than one.“
5. Nurture lifelong employees.
An effective strategy to win long-term clientele doesn't exist in a vacuum. Treat your
employees as you would a customer who you want to see year after year. Not only
does that encourage staff to also do their bit to entice customer loyalty, it's simply a
good idea to maintain a consistent emphasis on a supportive, responsive environment.
"Southwest Airlines insists on capitalizing both customer and employee in all of its
correspondence," says consultant Rich Gallagher. "As a result, they're a top-rated
service quality leader as well as an employer.“
6. Make customers want to stick around.
Great service or products are terrific, but it never hurts to stack the deck to lure
customers into the long-term fold. In Franklin Plumbing's case, that means discounts
for repeat customers. For Fern Reiss of PublishingGame.Com, an independent
resource for readers, authors and book publishers, it's a 25% discount on updated
titles if customers send in the cover of an old title. "Because my books are updated
every three to six months, and because the publishing industry changes so quickly,
many people who like the book end up re-ordering it on a regular basis," she says.
"They get the latest information, for sale — and I get the repeat business.“
7. Be picky about your lifelong customers.
Saying some people aren't cut out to be lifelong customers seems akin to saying you
despise Bambi. But the fact is that some customers are more trouble than they're
worth. Monitor what goes into keeping a customer satisfied; if it's too costly or simply
too much work, it's probably better to put your lifelong-customer building muscle
elsewhere. "Look at your service costs. Some clients mandate expensive sales
coverage and some always insist on face-to-face meetings with a sales rep," Stevens
says. "If they're a problem, give them a competitor's number or manage the
relationship more carefully. But it's a myth to say that everyone should be a lifelong
CCRO/SNL Energy Conference
A great big thank you to…
Ruben and the warehouse staff,
Chef Jay and his staff, and everyone who
helped make the CCRO/SNL Energy
Conference such a huge success. They
were first time clients and were very
pleased with everything.
In fact, here’s what they had to say:
“You all have gone above and beyond
what we expected. See you all next year!”
I could not have made it so
successful without each of you!
Lisa Stroyne
Festival Update
From Tony Terwilliger – Director, Festival Division
For the latest –
Chelsea Staub
Nathan Kress
Sunday only
Saturday only
THE HOUSTON CHILDREN’S FESTIVAL, presented by Baker Hughes, is
set for April 10th & 11th in downtown Houston. Designated as “The
Mayor’s Official Family Celebration,” the festival is in its 22nd year and
benefits Child Advocates, Inc. In fact, the festival has now raised
over $4 million dollars for Child Advocates and the abused and
neglected children it serves in Harris County.
The festival fun includes six stages, ten Family Adventure Zones and
over 300 activities. Highlights of the event include the Saturday
personal appearance of Nathan Kress, who stars in the role “Freddie”
on Nickelodeon’s iCarly, which ranks number one in the Nielson cable
television ratings. Chelsea Staub, who stars as Stella on Disney’s
JONAS will appear on Sunday. Nick Jr's. Dora, the Explorer and Diego
will be on hand for the younger set. We’re also excited that Chad
Hedrick, 5 Time Olympic Medalist from Spring, Texas, will be on hand
on Sunday for an on-stage Q&A, as well as autographs.
The Spectrum Festival Division plans and coordinates all phases of the
Houston Children’s Festival including sponsorships, advertising and
publicity, entertainment, food and beverage, volunteers, finance and
all other aspects of event production.
The festival was recently featured in Frommer’s 300 Unmissable
Events & Festivals of the World travel guide. Spectrum is proud to be
a partner with Child Advocates, Inc. in the production of this annual
event that benefits the abused and neglected children of Harris Co.
For the first time, the festival is offering the opportunity to purchase
admission tickets on-line. We will also be offering a limited number
of Meet & Greet Packages for Nathan & Chelsea. For details and to
iFest - Spotlighting the Caribbean
April 17th & 18th and 24th & 25th, downtown Houston turns into a
Caribbean paradise and Spectrum will be there assisting with event
production management, as well as providing a variety of rental items
(tents, tables, chairs, staging, etc.) to support the event. The festival
features eight entertainment zones and a world class line-up of music
that will satisfy everyone’s tastes. Check out the fun at
Spectrum has its First-Aid Kits ready.
What about your family’s First Aid Kit… are YOU ready?
From Ruben Garcia
Crystal Brana gets the Spectrum First-Aid Kits ready for action.
It’s a good time to make sure your family’s First-Aid Kit
is ready for any emergency.
Have you checked to see what’s in it?
Do you know where it is?
Here’s a list of the basic items that should be included to help you
stop bleeding, prevent infection and assist in decontamination.
Things you should have:
Two pairs of Latex, or other sterile gloves (if you are allergic to Latex).
Sterile dressings to stop bleeding.
Cleansing agent/soap and antibiotic towelettes to disinfect.
Antibiotic ointment to prevent infection.
Burn ointment to prevent infection.
Adhesive bandages in a variety of sizes.
Eye wash solution to flush the eyes or as general decontaminant.
Prescription medications you take every day such as insulin,
heart medicine and asthma inhalers. You should periodically rotate
medicines to account for expiration dates.
Prescribed medical supplies such as glucose and blood pressure
monitoring equipment and supplies.
Things that may be good to have in your kit:
Cell phone with charger * Scissors * Tweezers
Tube of petroleum jelly or other lubricant
Non-prescription drugs:
Aspirin or non-aspirin pain reliever * Anti-diarrhea medication
Antacid (for upset stomach) * Laxative
The Spectrum Team making it happen…
Photos from Jose Ventura & his rockin’ Verizon Blackberry
Ready for business at the Norfolk, Virginia Naval Base.
Sunset over the Norfolk Naval Base.
Blane…better not mess around with Frank.
Chino & Carlos hard at work cleaning the blocks.
Eduardo snapping pics at the
JELD-WEN Golf Tournament in Oregon.
Frank is saying his “thank you” prayers
that he works at Spectrum!
The Spectrum Reading Room
Melanie recommends –
A new feature
The Spectrum
Dave started things
off with a list of books
that he has found
helpful & inspirational.
Now, everyone else
can get in on the act.
Hopefully, the list will
grow each month as
members of the team
contribute their own
favorite books.
Take the time to read Nick Schuyler’s book
Not Without Hope. It is an inspiring true story
that I know you will enjoy. Melanie
What to expect…
What began as a relaxing fishing party became
a harrowing tale of death and survival against
unfathomable odds.
On Saturday February 28, 2009, 24-year-old Nick Schuyler and
three football friends - Raiders linebacker Marquis Cooper, 26, Lions
defensive end Corey Smith, 29, and Will Bleakley, 25, a teammate
from the University of South Florida - sailed away from Tampa Bay
for a day of fun in the Gulf of Mexico. But 35 miles off the coast of
Florida, their 21-foot boat flipped, hurling the four athletes into the
rough water.
What happens during the next 45 hours is an unforgettable tale of
courage, grief, strength, and love, "Not Without Hope" is an
unforgettable true story of one man's incredible survival and a
moving tribute to the friends he lost…and will never forget.
The Lone Survivor - Marcus Luttrell
A Sense of Urgency - John Kotter
The Spark - Lyn Heward and John Bacon
Outliers - Malcolm Gladwell
Monday Morning Mentoring - David Cottrell
Good to Great - Jim Collins
Not Without Hope – Nick Schuyler
Favorite Quote From Melanie - As many of you know, I am a huge baseball fan.
I recently had the good fortune of going to visit the Baseball Hall of Fame in Cooperstown.
It was fantastic! I noticed the following quote that really inspired me and the word
“baseball” can easily be substituted with Spectrum..
“Baseball’s future? Bigger and Bigger. Better and Better. It’s the greatest game there is!”
~ Hall of Famer, Ted Williams
Tony Terwilliger and Leigh-Anne McQuitty, both from
Spectrum’s Festival Division, recently became
“Festival Investigators” when they visited Bayou City Arts
Festival, Tomball German Heritage Festival and Frontier
Fiesta. Bet they came up with some great new ideas!
Houston Mayor Annise Parker & Beth Harp,
Sponsorship Director of the Houston Children’s Festival.
Mayor Parker recently generously taped the introduction
to a new video for the Houston Children’s Festival.
From Jason Reed
Exec Director of Retail Venues
Performing Arts Center
Baltimore, MD
Springtime is officially here & what better time to start being
green! I know that Kermit said it wasn’t easy being green, but if
we look at our options, it isn’t hard at all. The Theatre Division
has found a great, cost effective cup that comes in a variety of
sizes, ranging from 7 oz. up to 32 oz. They are made by a
company called Nature Works and produced by two other
companies, Eco Products & Fabri-Kat. These cups are cornbased products and are able to be 100% composted. They can
be recycled & not thrown in a trash bag to sit for eternity. If
anyone would like more information on them, just let me know.
They have all types of great products that would work well in
many aspects of Spectrum.
Flashback Fun…
can you identify who these people are?
(Answers next month. And maybe more photos!)
Vicky Sanchez
Peggy Kozan
Aaron Wilkinson
Brian Strom
April 2
April 3
April 4
April 27
Debbie Keyser
Ryan Underwood
Claudio Atilano
Roland Silvas
Lisa Stroyne
Juan Carlos Osorio
April 1996
April, 2005
April 4, 2006
April 1, 2007
April 23, 2007
April 4, 2008
A Special Shout-out to…
Watch for
updates & share with friends &
And we’ll post YOUR news!
If you have something exciting
to share, please send it to:
Sarah Schaefer
([email protected])
or to
Melanie Parker
([email protected])
Mike celebrated 16 years with Spectrum
on March 12, 2010!
Mike has worked at Spectrum longer than anyone else
except Dave Smalley!