At center, Roberta Rogers, marketing manager for the San Juan Regional Medical Center, talks about marketing on Thursday during an Aztec Chamber of Commerce meeting at the Aztec Municipal School District administration offices. (Jon Austria — The Daily Times)
AZTEC — Mayor Sally Burbridge arrived at Thursday’s Aztec Chamber of Commerce meeting and began her speech on business marketing and social media with a confession.
“I broke two of the first basic rules of marketing today — I forgot to bring business cards,” Burbridge said. “I know. Use me as an example. Here’s what not to do. Always bring business cards and hand-out material. I didn’t bring either one today.”
Despite the oversight, Burbridge was less bashful about sharing news of the city’s record-breaking $492,347 in gross receipts taxes in December. She attributed the financial boon in part to promotion of the city’s new holiday shopping event, Aztec Sparkles, which took place that month.
“That was December business sales — the highest numbers we’ve had in five years,” Burbridge said. “This was the city partnering with the chamber partnering with a lot of independent businesses in the community … to help spread the word about coming and shopping in Aztec.”
Burbridge said the event, which could have been a wash-out when cold winter weather blew through town, was a success because of collaborative advertising and promotion of the event online and in print.
“Snow, rain, sleet — it all happened that day,” Burbridge said. “But, I think, the extra promotional effort that went into (Aztec Sparkles) is paying off.”
Also participating in the panel discussion on business marketing and advertising were Roberta Rodgers, marketing manager at San Juan Regional Medical Center, and J.R. Sykes, the publisher of The Talon, the city’s bimonthly newspaper.
Sykes emphasized fine-tuning business advertising and then repeating it to reach as many people as possible.
“Repetition — and I can’t say that enough, and that’s a terrible pun,” Sykes said. “Repetition is the law in advertising and marketing. Repetition is the immutable physical law of the universe.”
When she’s not fulfilling her official duties as Aztec’s mayor or running her own business-consulting service, Growth Potential, Burbridge said she often finds herself online. She said she manages clients’ social media sites, including Facebook pages for herself, the Aztec Chamber of Commerce, Aztec Trails and Open Space, Aztec Four Corners Paddle Trail group and Aztec Highland Games.
Burbridge added that a business’ personality should shine through in every online post and message.
“It’s the ones that actually have a little different information in different ways that stand out,” Burbridge said. “Let your sense of humor show through, if it’s business-appropriate. Crash Music here in town is constantly posting stuff that’s just off the wall and nutty, and yet it totally fits with their business personality. And it catches people’s attention.”
James Fenton covers Aztec and Bloomfield for The Daily Times. He can be reached at 505-564-4621 and @fentondt on Twitter.
