Archive for September, 2011

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Christine Bolaños christine@hillcountrynews.com Hill Country News | 0 comments

CEDAR PARK -- After serving in the military for more than two decades, a local man went from helping develop local communities and small businesses in the Middle East to helping small businesses succeed right in Cedar Park. Michael Rodocker, along with wife Sabine and daughter Victoria, are running the show at the newly opened PostNet which will officially open Thursday. Part of the nation's first and only Neighborhood Business Center franchise, PostNet in Cedar Park offers design, print, copy and shipping services all under one roof, catering to small business owners, employees who work from home, and busy consumers in the area. The business offers a number of digital printing, document finishing and professional packaging services as well as freedom of choice for the customer as an authorized shipping outlet for FedEx, UPS and the U.S. Postal Service.

Michael said that if it wasn't for his experience as a military financial manager, he may never have realized his knack for the business world. He spent three of his 22 years as an officer in the military, in Iraq and Afghanistan, helping develop local communities and small businesses surrounding Baghdad and Kandahar. Michael was part of the Community Enhancement and Regeneration Programme which helped developing communities progress through initiatives such as building schools and roads.

The program helped boost production, create jobs and give people "a sense of normalcy," Michael explained. In addition, he realized how people there appreciated things such as electricity, sewage and roads that people in the United States often take for granted. Michael said he spent 15 months in Baghdad and 14 months in Kandahar as financial manager.

Upon his retirement from the military, Michael went to Texas State University where he earned his MBA. After receiving his degree, he was determined to help small businesses in the Austin area and opened up PostNet in Cedar Park.

Michael said he applied the same concept he used in the Middle East to PostNet - help people with their business and in addition, had the resources and knowledge of building relationships with others business as he had done with Bank of America and Federal Credit Union.

Starting a business is a risk in itself and keeping it going takes a lot of work and Michael feels PostNet helps ease the life of business people. While business owners can get some of the same services through competitors, PostNet is unique in that it offers the customer the flexibility to make decisions in the development of their business, he said.

Big name printing companies will complete a printing job as requested by a customer but PostNet takes it further by advising the customer on how a flier for instance, could attract more attention, or finding an original photograph so that a copy of the photograph doesn't show up in poor quality when it's printed out in a larger format. The best part is that PostNet staff finds the original photograph themselves so that the customer doesn't have to worry about finding it if they don't already have it.

If one were to lay PostNet prints right next to a competitor's prints, Michael said the quality is noticeably different.

"We're about being able to provide convenience, service and quality in printing, design and shipping services," he said. "We try to understand exactly how you're using print, that way we can suggest ways to improve it to better reach your market. We excel our competitors in how we work with our customers. We understand what [the customer] is trying to get to and it's our job to get him there."

Michael said their quality printer - a 2,400 dpi printer - ensures their quality beats the competition. In addition, pricing is very competitive, Michael said, and they match competitor pricing.

Another factor that sets PostNet apart from major competitors is the intimacy of the staff-customer relationship. As the face of the company, Sabine learns the names of all the customers and develops lasting relationships with them. Victoria, who began attending ACC this fall, helps her parents out when and how she can. Michael is in charge of marketing.

The PostNet franchise is very supportive among each other, said Michael. "We just rolled out our mobile website. We have marketing campaigns every other month." From offering business tips online, to creating logos for up and coming businesses to offering cash incentives to customers through contests, to doing annual fundraisers for local non-profits, PostNet does it all, he said.

In addition to being a member of the Cedar Park Chamber of Commerce, PostNet is also actively involved in BNI, the world's largest business network. To learn more, find PostNet on Twitter, Facebook and visit postnet.com. PostNet is located at 2301 S. Lakeline Bvld., Ste. 800. The other Cedar Park location is at 2800 E. Whitestone Blvd., Ste 120.

Daily-deal sites, text message marketing, social media – digital marketing has exploded as businesses look for new ways to attract clients in an increasingly digital world. But studies show that print marketing continues to be one of the most effective tools for small businesses. According to research conducted by the U.S. Postal Service, 87 percent of Gen Y and 86 percent of Gen X bring in the mail the day it’s delivered, and 73 percent of Gen Y and 68 percent of Gen X retail Direct Mail readers have used coupons received in the mail.

The marketing experts with PostNet, America’s Neighborhood Business Center with more than 700 international franchise locations, take a consultative approach when working with local small-business owners to design, print and distribute their marketing materials. Steve Greenbaum, co-founder and CEO of PostNet, answers a few frequently asked questions about digital versus print marketing and how business owners can successfully integrate the two.  

Q: How do I decide between print vs. digital marketing?
A:  When deciding if your promotion or message is better suited for print or digital marketing, consider the benefits of both. Print pieces are more tangible and add a sense of credibility to your brand. They are also more difficult to ignore and are most useful when communicating a message that won’t change. Digital marketing is dynamic and beneficial when you have info that changes often. Social-media channels also provide a unique opportunity to build a dialogue with your customer, instead of simply pushing out information.

Q: What are QR codes?
A: Consumers use their smart phones to scan QR (quick response)barcodes to instantly download contact information, maps, etc straight to their phones. These can be included on your business card, on signs or banners, or even on your direct mail pieces so that your clients or potential clients can gain more in-depth info at the click of a button. But of course, you must use best practices to make these an effective part of your marketing campaign.

Q: What are PURLs?
A: PURLs (personalized URLs) are unique web addresses that act as permanent identifiers of your clients. They allow you to tailor your messages to specific customers and track which prospects demonstrate interest or engage with your brand. 

Q: What are some best practices for using social media to promote my business?
A: Before you even open a Facebook page or Twitter account, take the time to lay out your goals and objectives. A stagnant page is worse for your brand than not having one at all. Once you identify your objectives, decide which channels are most suitable for your business. If you run a staffing firm, LinkedIn would be the best place to start. If your business is mobile, Twitter may be a good way to stay in touch when you’re on the move. Once you have a clear purpose for your social media accounts, be sure to add the social media links to your business cards and printed materials.

For more information on the latest trends in small-business marketing, and how to integrate print and digital marketing, visit www.postnet.com.

Media Contact: Monica Rutkowski, Fishman Public Relations, mrutkowski@fishmanpr.com, (847)945-1300