MBB Marketing Workshop: Craft an Effective Message

“1-Minute Marketing” guest presenters and the director of Business Development Projects for MEDB. Photo provided by MBB.

Maui Business Brainstormers recently held a lively and interactive workshop called “1-Minute Marketing” at the Malcolm Center in Kīhei.

The workshop offered the over 30 local entrepreneurs and business owners in attendance an opportunity to learn how to craft an effective message for in-person or online marketing media delivery.

David Fisher, a Maui-based business consultant and educator who also opened and operated the Small Business Development Center at the Maui Research & Technology Park until 2009, kicked off the session with a definition of terms, such as mission statement, vision, tagline, elevator pitch, along with local examples of each.

Participants Stephanie Chu (Island Baby Bug Spray) and Beverly Stanich (Wailuku Elementary School) brainstorm their messages. MBB photo.

Participant Beverly Stanich (Wailuku Elementary School) brought the school’s existing “1-Minute Marketing” messages for audience input. MBB photo.

“1-Minute Marketing” audience at the Malcom Center. MBB photo.

Participants Kate Griffiths (Mauimama Magazine) and Leon Custodio (Maui Taxicab Service) brainstorming with guest panelist Lori Fisher. MBB photo.

“1-Minute Marketing” conference room. MBB photo.

“1-Minute Marketing” guest presenters and the director of Business Development Projects for MEDB. MBB photo.

“The nature and purpose of these communication tools have evolved over time,” said Fisher. “It is challenging to be informative, compelling and brief.”

“When it comes to your elevator pitch, mission and tagline, ask yourself ‘Could my competition use this, too?'”panelist Danielle Miller advised the audience. “If the answer is yes, keep digging until your find what makes your business unique.”

The focus of the remainder of the workshop was to help the attendees develop or refine these messages to create a powerful first impression for their business. While working on their business messages in the workshop, an experienced panel was on-hand to answer questions and brainstorm with the participants.

The panel included Lori Fisher, Danielle Miller, David B. Fisher and Wayne Wong. Attendees presented their newly created messages for feedback from the panel and from the other attendees, resulting in spirited discussion and suggestions.

Panelist Wayne Wong, Maui Center director for Hawai‘i Small Business Development Center Network, observed that “the concise mission statements and effective taglines that the attending small business owners were able to brainstorm after just a little bit of expert guidance and direction was quite impressive. Kudos to both the participants and organizers.”

Attendees later commented that they “learned how to condense the information” about their businesses and “got great feedback.”

Panelist Fisher remarked that the workshop produced “some really inspiring tag lines and passionate mission statements.”

“Clear, concise and consistent communication is key to getting your business noticed,” said Frank De Rego, director of Business Development Projects for the Maui Economic Development Board. “At MEDB, we support entrepreneurs by supporting events like ‘1-Minute Marketing.’ Participants can sharpen their skills and add them to their business toolkit.”

The Malcom Center is located at 1305 N. Holopono St.

MBB thanks Gerry Smith and De Rego of MEDB for use of the Malcolm Center.

The following sponsors and supporters helped make this MBB session possible: Maui Economic Development Board, Maui Small Business Development Center, Maui Native Hawaiian Chamber of Commerce
 and SCORE Maui.