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FROM THE EDITOR The New Face of "Community" I'm sure many of you, as business owners or managers, issue some sort of e-mail news or promotions to your client list. And I would venture to guess that most of you are no strangers to e-mail updates, promotions, newsletters and coupons from your favorite stores, restaurants, and others with whom you do business. I recently received an e-mail that I found interesting on several levels. The message was from the owner of a local restaurant. The establishment has quirky/humorous decor, a simple menu of pizza and sandwiches, and is the type of place where you can still throw peanut shells on the floor. The ownership has long been offering "rewards" cards to frequent guests and e-mail updates with coupons and promotions. But the e-mail I received this week was titled, "An Uncertain Future." In it, the owner of the restaurant began by saying that he never understood businesses that closed up shop without giving employees and regular customers fair warning. "I realize that sending an e-mail like this is risky and unorthodox, but I don't care because I don't have anything to fear or hide," he stated. He went on to outline how he had overbuilt and overspent by adding another restaurant in a nearby town. He detailed cuts that had been made, percentages of loss, and fiscal hurdles that remained. Overall, he shared the bleak potential future of his business. He indicated he would likely have to close at least one of his restaurant locations, but implored customers to spread the word and do what they could to help save the restaurant through their patronage. He also opened up the discussion to potential investors and others with ideas as to how to save his business. Although the business in question is a restaurant, it very well could be from any number of fields — including the tree care industry. The restaurant owner is right that such an e-mail is risky and unorthodox. Obviously, it could backfire and have a negative impact on consumer opinion ("Hey, did you hear that they're going out of business?"). But it also shows how desperate times call for desperate measures. He's right that in the past most people would find out about a business's demise after the fact — and after it is too late. So his approach to reach out to the community at large is a bold move to save what he has worked to build. His e-mail also highlights how much times have changed, and how John Kmitta Editor 847-720-5613 jkmitta@m2media360.com direct the relationship is between business owner and client. E-mail and social media are putting us all in closer, more direct, contact. Digital correspondence is now where we find our "community" or "communities." As a result, understanding and leveraging those options is important in any line of business. Despite the "uncertain future" we all face, taking advantage of electronic media has vast benefits that can personalize business owners to customers. If handled properly, e-mail announcements about available services, discounts or even just news updates can help keep the business at the forefront of the client's consciousness. And if that community is properly built and maintained, hopefully it won't have to be used to issue one last-ditch plea to save the business. 6 Arbor Age / October 2011 Joy Gariepy 16267 W. 14 Mile Rd., Ste. 202 Beverly Hills, MI 48025 248-530-0300, ext. 1401 jgariepy@m2media360.com 1030 W. Higgins Rd., Suite 230, Park Ridge, IL 60068 www.arborage.com jkmitta@m2media360.com Integrated Content Team Executive Vice President Charles Forman Editor John Kmitta Calendar Editor Steve Noe Editorial Direction Richard Brandes Production Team Art Director Adam Lane Production Manager Karen Kalinyak M2MEDIA360 President/CEO Marion Minor Vice President, Finance and Operations Gerald Winkel Vice President, Circulation and Collateral Services Joanne Juda-Prainito Production and Operations Director Mary Jo Tomei Direct Mail List Sales Cheryl Naughton, 678-292-6054, fax 360-294-6054 e-mail cnaughton@m2media360.com Reprint Service Cheryl Naughton, 678-292-6054, fax 360-294-6054 e-mail cnaughton@m2media360.com For Subscription Inquiries and Customer Service Questions Please Call: 845-856-2229; 845-856-5822 (fax) ARBOR AGE SALES TERRITORIES Charles Forman, Executive Vice President Advertising Account Managers Glenn Datz ph: 213-596-7220 fax: 213-624-0997 gdatz@m2media360.com 626 Wilshire Blvd., Suite 500 Los Angeles, CA 90017 Bruce Loria 626 Wilshire Blvd., Ste. 500 Los Angeles, CA 90017 213-596-7226 bloria@m2media360.com Publisher's Notice: We assume no responsibility for the validity of advertising claims in connection with items appearing in Arbor Age. Reader Service Numbers are given to facilitate further inquiry. Commercial product names are used for the convenience of the reader. Mention of a commercial product does not imply endorsement by Arbor Age or Bev-Al Communications, or preference over similar products not mentioned. 360 1030 W. Higgins Rd., Suite 230, Park Ridge, IL 60068 www.arborage.com 6