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M arketing in this economy is no easy task, and winters like the grueling 2013-2014 season just make things worse. When customers are only looking at price, even standard advertising campaigns can miss their mark and sap marketing budgets at the same time. To really make an impression, the company needs someone representing them out in the community. It can be a salesman; it can be an owner or operator, heck it can be anyone associated with the company. Not many people, however, are eager to give up their nights and work as hard as they need to in order to really make a difference. Kim Keil at Valley Energy said that's just how she operates. She sought out owner Russ Beck Sr. because she had to do something more in the area. "I worked 10 years outside my community," said Keil, who lived in the area for 23 years, but felt disconnected from the area. "I really wasn't part of my community, I traveled for a living, and I worked in the city." She said the family-run business gave her the opportunity to get more connected with her surroundings. And the Beck family found an opportunity to grow beyond their standard advertising and sales calls. "It didn't allow me to get involved as I am now. Valley Energy allowed me to get involved with a lot of the local businesses. And that's something they didn't do prior to myself coming on board," said Keil. "We do have a sales- person by the name of Roger Smith, and Roger has really brought a lot of business over the years to Valley Energy. And they wanted to expand upon that." She said that while she's just shy of a two-year tenure at the company, joining the various local chambers of com- merce was a quick way to make herself that important per- sonal contact for the company. "I've just kind of taken over and joined our chambers; which I truly support. I'm an ambassador for the Columbia County chamber; I'm a member of Green County and Duchess County too," said Keil. She said close ties with the local Realtors also lead to an award and helped boost Valley Energy's visibility greatly. "I'm on the board for Columbia County board of Realtors as an affiliate. We won the Affiliate of the Year Award there," said Keil, who added that they get a lot of second-hand feedback about fuel oil in general from people talking with Realtors. She said no matter where a business is, constant net- working is key to staying on people's minds into the local business community. "I attend a lot of after-hour events. After the normal day, it's really a lot of business networking. I do a lot of speed networking visits; I do a lot of women lunches," said Keil. "We have a whole network community that all of the cham- bers do a business lunch. I've worked really hard to network in the community and various businesses that have really strengthened our business." She said there isn't any secret to her success in network- ing. "I'm just very active. I make sure to follow through. I make sure I know what their needs are and really work at growing our customer base," said Keil. That hard work and follow through has helped the busi- ness thrive despite all the challenges in the market. "We have a tremendous following in Columbia County, we are extremely strong in this area as well as Greene County — where I won businesswoman of the year — and Duchess County," said Keil. Demonstrating value and showing community support is an ideal way to stick in people's minds — especially with other community-focused companies and businesspeople. "If they know that you're out there, that you're aggres- sively trying to grow your business, offering programs to churches and schools, they know who you are – and that's extremely important," said Keil. She said before she started, Valley Energy did was many fuel marketers have always done, something that just doesn't work as well in today's economic climate. "They really stuck to a little bit of advertising, and really didn't do a lot," said Keil, noting that without that personal connection, price is the driving factor. "You can advertise all day long, but if they don't know who you are, they can buy from you or the company 32 miles down the road." Marketing to the Community Face-to-Face MAKING IT HAPPEN By NiCholas UptoN l F O N Kim Keil 50 MAY 2014 | FUEL OIL NEWS | www.fueloilnews.com