eMarketing Catalyst Brad Kleinman

Attracted almost instantly to entrepreneurship Brad Kleinman targeted small business owners with his first Web Design company that he started while still in school. He also helped kick off Entrepreneurs of the Cuyahoga, a year-round collegiate entrepreneurship program for non-traditional business students at Tri-C's Corporate College (http://www.corporatecollege.com). His business acumen and outgoing personality quickly garnered him Associate Directorship at the institution.

A Cleveland native, Kleinman is a 1999 Beachwood High School Graduate. He attended The University of Cincinnati where he earned his Bachelor of Science in Engineering Mechanics. After graduating, he returned home and enrolled at Case Western Reserve University to complete his Masters of Engineering Management. Today, Kleinman is instrumental in developing business programming and a sense of community at the facility. He's implemented networking groups, hosts a monthly Entrepreneurial cable television show and helped devise the forthcoming eMarketing for Entrepreneurs Conference. http://www.emarketingforentrepreneurs.com.

Cool Cleveland caught up with Kleinman recently, who spoke eagerly about the ground breaking eMarketing for Entrepreneurs event convening at Corporate College East this Friday, May 4.

Cool Cleveland: Can you give the Cool Cleveland audience a preview of the eMarketing for Entrepreneurs Conference?

Brad Kleinman: It's an exciting event that we're proud to present. We have a national Keynote speaker, John Jantsch. He's an award-winning blogger, veteran Market coach and author of Duct tape Marketing-The World's Most Practical Small Business Marketing Guide . Besides presenting, Jantsch will conduct two breakout sessions in our computer lab.

We'll also feature some of the biggest names in eMarketing in Cleveland . They'll be speaking, participating on panels, doing podcasts or interviewing attendees about their businesses throughout the day. George Nemeth and Thomas Mulready of Cool Cleveland and Dan Hanson from Inside Business are two of the well-known eMarketing leaders who'll be present.

Whatever your interests, industry or state of your business, you're bound to find topics to help you implement eMarketing. Our tagline is "Practical Solutions for Your Business." We want this to be an event where you leave ready to implement eMarketing strategies and techniques on your computer.

All of the techniques being taught have been incorporated into marketing the Conference itself. Many, like email marketing and online video are inexpensive or free (make sure you check out this link to see sneak peeks of all of the sessions!)

How important is eMarketing for businesses today and is it beneficial for both products and services?

If you're ignoring the power of the internet, you're missing out on potential customers and eyeballs that could see a snippet of what you do on the internet or through your eMarketing. You're missing out on potential revenues and profits. Some of the techniques are, I won't say, easy, but they're so simple to integrate into your systems. For example, it can be relatively simple to create an email marketing campaign or e-Zine. eMarketing is a subset of marketing, and benefits both product and service offerings . A monthly, educational email newsletter that you send out to your customers could benefit them whether you're selling widgets or consulting for the widgets.

For someone who considers themself "Technologically advanced," can they still learn something by attending the conference?

Yes. You'll find on the conference website the breakout Session page which highlights the 15 different breakout sessions offered throughout the day. You can see a sneak peek video of each presenter's style and expected Learning outcomes by attending that session. Topics range from basic email marketing to "Advanced Search Engine Optimization."

Conversely, for anyone considering themself a "technophobe," can they still benefit by attending the conference?

Yes, definitely they can. Technology can be something that some people say " I don't need to use it," and they walk away. This conference is about connecting. Everyone's name tag will be color-coded indicating their main area of interest. If you're intrigued by Podcasting for example, you'll be able to pique the brains of someone with similar interests. Learning about related websites or gathering knowledge about blogging, Podcasting or email marketing from a potential client or prospect is, I think, alone, worth the price of admission.

What can you say about Keynote speaker, John Jantsch?

He's a great guy. We've communicated several times by email and phone and we always end up laughing and having a good time. His Persona will lend an educational, light-hearted approach to the conference. He's comfortable with his audiences and that's the atmosphere we want our participants to absorb. We want people to feel comfortable raising their hands and asking questions during breakout sessions, or approaching someone and asking them about their email marketing campaigns and learning from them. The fact that John agreed to conduct several breakout sessions shows his interest in eMarketing for Entrepreneurs.

The conference brochure touts that you'll "Walk away with skills you can implement immediately." Is this true for most of the sessions or do they require significant cost and time to learn?

Something like a major Mobile Marketing campaign, yes, can take time and money to implement. But for techniques like blogging or implementing a RSS feed, you'll leave the Conference with the tools to do it for little or no cost. If you want general knowledge about concepts like web 2.0 or Social media, attending the Conference will be a good primer. Participants will receive consolidated, take-home information on the variety of topics covered at the event.

Blogging has its Proponents and Opponents. Is there a right and wrong way to blog?

Several months ago, NEOSA hosted an event at Corporate College entitled "To Blog or Not to Blog" Panel. Blogging is all about talking to your customers, experiencing and being concerned about them as individuals. It's all about a value exchange. Statistics forecast that blogging will cap out in 2007 regarding how many businesses use the technique. It's definitely appropriate for some people and not for others.

The Conference features a Lunchtime Panel, Moderated by Thomas Mulready of Cool Cleveland. The Panel will discuss Case Studies in eMarketing for Entrepreneurs...?

The panel was conceived by Thomas. You often see a panel of experts kick around ideas on a given topic. It's rare that you see a Panel moderated between Experts and their clients. Dialogue will focus on how eMarketing professionals and clients have worked together to conduct successful eMarketing campaigns.

One of the Conference sessions is billed as "Building & managing websites: So easy... even a kid can do it!" Are we adults, setting ourselves up to be "faced" by the intelligence of a child?

Alexandra McDaniel is quite an interesting young woman. She's 12 years old and started her first business when she was 8. She sells Care-oriented products to animal lovers. She's been running an eCommerce website with a Content Management System (CMS) for the past few years . If we look at the statistics that nearly 85% of small businesses fail within the first five years, it's looking good that she'll succeed long-term.

Some individuals may say "Of course a kid can do it," but these eMarketing concepts are such that once you know where to go and a few things to do, you can do it too. You can't ignore the power of the internet and the fact that 98% of people open up your text messages with mobile marketing (SMS). It could be a great opportunity to connect with your market.

Some of the conference terminology may be unfamiliar to certain people. Could you elaborate on the following terms: Mobile Marketing (SMS).'''

Mobile Marketing is text messaging and could be one of the fastest growing eMarketing techniques over the next few years. Every cell phone produced today has text messaging capabilities. Statistics show that less than 20% of emails sent are opened, let alone read. Conversely, 98% of all Text Messages sent are opened. You can send time-sensitive information with a good chance that it will be read. Similar to CAN-SPAM laws, commercial Mobile Marketing has compliance regulations, and participants have to request to receive your information and will more likely read it.

Really Simple Syndication (RSS)

Similar to text messaging, people request to have information sent to them. As a business owner you can deliver information on a topic your customers subscribe to via a RSS feed.

Social media and user generated content.

Essentially, it's web 2.0. Here, Users control how they interact with the Web. Web 1.0 was limited to one-way distribution of information. Web 2.0 is interactive.

One session is listed as eMarketing with chambers. Can you preview its contents?

Led by Vicki Hawke, Executive Director for the Northeast Ohio Area Chamber of Commerce (NOAAC), it's geared toward chambers and other non-profit organizations. Hawke and her associates will discuss how they're using eMarketing among chambers. They'll offer tips on how other businesses can implement similar techniques to keep their members and clients connected.

Can you give the Cool Cleveland audience three primary reasons why they should attend the eMarketing for Entrepreneurs Conference on Friday, May 4?

The conference will showcase to date, the most densely packed group of area eMarketing professionals to help you grow your business. The event is, in itself, an innovative Case Study and not your run-of-the-mill occurrence. It shows in our sponsors and collaborators. Finally, the reception following the day's activities from 4:30 to 6PM will rock! Red Bull will be available (and throughout the day), and the Rockin' Robots from Ingenuity '07 will mingle among the crowd. The Best Damn Tech Show Ever will preview their July event. At 6PM, the Vision Entrepreneurship Competition Awards Ceremony will begin. Ten young entrepreneurs from Tri-C, Case Western Reserve University, Cleveland Institute of Art and Cleveland State University will each receive $1,000 and a whole bunch of free prizes to help them launch their Entrepreneurial vision. This event is open to the public.

Do you have anything else to add Brad?

This event wouldn't have been possible without all of our sponsors and collaborators. They've been incredibly supportive and helpful and we here at Corporate College express our gratitude.

Interview by Cool Cleveland contributor Tim Zaun timATtimzaun.com
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