Jane Talks About Authenticity

Jane Talks About Authenticity

Earlier this year, when Family Biz Buzz enlisted the research help of the Craig School of Business, we learned from their work that authenticity in marketing is key for family-owned businesses. Jane Olvera Quebe, founder of the Family Biz Buzz project (and host of our new web show), discussed the importance on her blog for JP Marketing. Here it is once again: You Can’t Fake Authenticity Authenticity in advertising seems to be the hot new buzzword. In fact, if you Google it, you’ll get more than 9 million results. So why authenticity and why now? Perhaps as a result of Occupy Continue Reading…

How Tom's Body & Paint Shares Their Family Values

How Tom’s Body & Paint Shares Their Family Values

Brandon Maxwell (top left) grew up watching his grandfather working on vintage cars and running the family business. Tom’s Body & Paint has repaired and painted thousands of cars in the Visalia area since 1979. Now, over 30 years later, the business is expanding their marketing practices using radio and online advertising, along with social media. Family values, great customer service, and auto body expertise are second nature to the Maxwell family. “Cars have always just been a part of our family,” said Brandon, 22. “My grandfather was super passionate about them and the family business. If he were alive Continue Reading…

A Family-Owned Vacuum Company Features Family Member as Spokesperson

A Family-Owned Vacuum Company Features Family Member as Spokesperson

The Bissell family invented their first vacuum in 1876 to help keep their crockery shop floors clean from sawdust. This cleaning invention has driven the company’s growth for nearly 150 years. The Bissell Company is still family owned and operated, but it wasn’t until this year that they ran their first television campaign touting this fact. Watch more of the family-focused television campaign. Featured as the spokesperson of this new messaging is Cathy Bissell, Director of Corporate Affairs and wife of CEO Mark Bissell. You’ll find Cathy identifying herself as a member of the family and working into each of Continue Reading…

Trust in Your Business

Trust in Your Business

Trust is one of the most important cornerstones to build a company on. But sometimes, trust in business is hard to come by. We’ve found that family businesses rely heavily on trusted relationships to keep afloat, whether those are with employees, vendors or their customers. Trust can be an effective platform to build your brand’s identity and messaging. You have to trust your customers. Dick Johanson, founder of Johanson Transportation, describes this trust for your customers to continue being customers as a “two-way street… [trust] just won’t work pointed in one direction.” So, he built his business on the mutual Continue Reading…

Marketing Family Ownership to Consumers: Do You Care?

Marketing Family Ownership to Consumers: Do You Care?

A couple of years ago, Enterprise Rent-A-Car launched a television campaign that positioned them as the family-owned car rental company that cared. This is a dramatically different direction for marketing messages in a crowded industry where travel websites like Travelocity empower to compare car rental companies only on price and little else. I happen to use Travelocity for booking work travel, and my selection process includes confirming an airport location and then comparing price. I’ve always lumped car rental companies into one big group of providers and one not really that much better or different than the other. That is, Continue Reading…