Vol. 3, No. 2 • Feb. 2011

Business ConneCtionKelso longview Chamber of CommerCe • longview Downtowners

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Around the Water Cooler . . . .3

Business Toolbox . . . . . . . . .3

Longview Downtowners . . . . .4

President’s Message . . . . . . .5

Mark Your Calendar . . . . . . .6

Kalama Chamber . . . . . . . . 7

IN THIS ISSUE

Cautious optimism seems to be the theme for 2011. This new year offers particular hope to workers and job seekers ready for progress in their careers and a fresh start as the economy begins to change.

Throughout 2010, the recession took its toll on the workforce, a fact underscored by widespread economic uncertainty in a variety of sectors. Survey results confirm that many have felt increased pressure over the past year. In September 2010, Express Employment Professionals surveyed 9,340 current and former clients and 49 percent of respondents reported that their work stress increased, while 36 % rated their stress as “overwhelming” or “very high.”

That tension also has a tangible result. According to the American Psychological Association (APA), “Job stress is estimated to cost U.S. businesses $300 billion a year in absenteeism, diminished productivity, employee turnover, and direct medical, legal and insurance fees.” The APA also notes increases in substance abuse and domestic violence throughout the past year - destructive behaviors sometimes associated with stress.

It’s not always possible to resolve daily stressors, but you can choose how to react to issues that cause tension. Having a strategy for the workweek can

get it off to a great start. Follow these five tips for a less stressful new year:

MondayWrite yourself a roadmap: Take a proactive approach to the week by prioritizing your main tasks. Divide each task into manageable steps. Post your list in a visible place where you can check off each item as it’s completed. An organized approach will help you to feel more oriented and know that you’re making positive strides.

Tuesday Step up your exercise regimen: Try attending a fitness class a few times each week or hitting the pavement with a brisk jog. Exercise doesn’t just keep you in shape and reduce your risk of preventable illness. It also releases stress-fighting endorphins that can boost your mood. Add variety to your routine with other less traditional activities, like ice skating or ballroom dancing.

WednesdayTake a break from technology: Society is now more connected than ever, and it’s easy to feel bombarded by news. Give yourself permission, mid-week or whenever your work allows, to turn off your TV, mobile devices, and computer for an evening. A little break goes a long way.

cont on page 2

T he time to support our regional economy and position your business for a successful 2011

is now. On Friday February 25th the Cowlitz County Regional Business Expo, co-sponsored by 72 Degrees Air Conditioning & Heating and Prographyx, will host close to 100 businesses from the area for a one day, business-to-business networking event. It is easy for managers and owners to become busy with the everyday maintenance and upkeep of their businesses, leaving little time to make connections in the community that could benefit them substantially. The Business Expo will provide a place for you to step out of your business and into an arena with other professionals looking for the same growth and prosperity through face-to-face networking.

A variety of businesses are onboard and include flower shops, lawn maintenance companies, real estate agents, credit unions, technical support companies, physicians’ offices, insurance businesses, area ports, cities, chambers and many more. Booths and table spaces are still available and registrations are accepted through the day of the Business Expo. The event will be held at the Cowlitz Regional Conference Center in the Mount St. Helens and Loowit rooms from 11am to 4pm on February 25th. The layout includes booths surrounding the outer areas of each room, and tables lined up in rows at the center. A stage will be set up in the Mount St. Helens room with a big-screen behind it where organizers

will give away gift baskets and announce the two grand prizes.

During the Business Expo, a multi-media marketing package worth over $6,000 in gift certificates will be given away to one exhibitor. The package includes certificates for radio advertising, promotional materials, graphic design work, print ads, website design, printing and online advertising. For businesses of all sizes, new and established, winning this prize would put you above and beyond your competition and keep money in your pocket. The second grand prize will be given out during the regional Afterhours Reception in the evening; one ticket holder will win a cruise for two to Alaska that includes a double occupancy stateroom with an ocean view on Norwegian Cruise Line, select dates from June through September, meals including sit down dinners and buffets, and onboard entertainment.

Following the Expo is the regional Afterhours Reception. The chambers of Kelso Longview, Kalama, Castle Rock and Woodland have agreed to make this their afterhours event for the month of February. Tickets come with exhibitor packages and extra tickets are available

cont. on page 6

The Social and Business Event of the Year!BUSINESS EXPO

2011 ... Win an

Alaskan Cruise!

DON’T LET THE NEW YEAR GET YOU DOWN ...Five Ways to De-Stress Your Work Week

By Julie Nelson, Express Employment Professionals

PAGE 2 • FEBRUARY 2011 KELSO LONGVIEW BUSINESS CONNECTION

Meet elected officials & participate in dessert dash & auction

Register online atwww.CowlitzRepublicans.com

or call 360-577-1211

Featured Speaker:

Steve BerenNoted conservative,

congressional candidate & speaker

Master of Ceremonies:

Rick WinsmanPresident of Kelso/Longview Chamber

of Commerce

March 5, 20116:00 - 9:00pmKelso Red Lion HotelTickets: $35(after Feb. 28 - $40)

De-stresscont from page 1

Thursday Invest time in friends and family: Dedicate one night every week to spend with people who energize you. Surrounding yourself with a support system gives you a chance to talk with others about issues that stress you out, as well as to relax in good company.

Friday Do something you enjoy. It may sound simple, but engaging in activities or hobbies that you find fulfilling can make a difference. Whether it’s going to a movie or visiting a local coffeehouse, taking a break from work, being in a different environment, and changing

your usual schedule can improve your outlook.

Get your new year off to a great start by determining what will help you curb tension at work in 2011. By resolving to reduce stress with these five tips, your workload will seem more manageable and you’ll feel better about a new year of professional opportunities. Approach every week with a fresh outlook and watch your productivity soar.

• • •

Julie Nelson is the Business Developer for Express Employment Professionals. To reach her or anyone at Express Employment Professionals regarding de-stressing your workplace call: (360) 414-1200

KELSO LONGVIEW BUSINESS CONNECTION PAGE 3 • FEBRUARY 2011

WHY SHOULD YOU CARE ABOUT CUSTOMER CONVERSION RATIOS?

By Susan Hoosier

TOOLBOXbusiness

Question: What is the single, most important reason you belong to the Kelso Longview Chamber of Commerce?

WATER COOLERaround the

“Around the Watercooler” is a regular feature of Kelso-Longview Business Connection. Watch for our roving reporter this month at a watercooler near you.

“It’s all about the networking. I honestly think that if you are in business you have to belong to your local chamber.”

Diane McCallumVice-President, Heritage Bank

“To be a part of the community organization that supports the local economy and each other.”

Dr . Ed LaulainenOwner, Three Rivers Eye Care

“To get to know other business owners and prove that we can exceed their expectations and provide the best service in the heating and air conditioning industry around the local commu-nity.”

Edwina & Doug ClayOwners, 72 Degrees Air Condition & Heat

“I am new to Longview and it is a good way to feel the pulse of the business side of the city of Longview.”

Pam Rugh, Executive Director, Monticello Park

One of the key performance indicators (KPI) for retailers, whether the retailer sells from a store-front or online, is the Customer Conversion Ratio or Sales Conversion Ratio. It is simply calculated by the number of sales transactions divided by the number of people who enter the store. It is a simple enough calculation, assuming the business tracks this information. Sales and marketing professionals generally track this information because it is a part of their performance requirements but many small business owners fail to understand the importance of gathering the information, calculating the ratio and then analyzing why the ratio is what it is.

If we were to compare the top 10 customer services mistakes to the top 10 conversion-killers for online retailers, we would find that there are great similarities and, for all practical purposes, customer conversion is all about customer service:

Examples of Online Retail Conversion Killers:• Hard to find • Missing product information • Product not available • Unclear shopping cart information • Surprise fees and charges • Check-out security • Payment options • Lack of follow-up • Fail to meet delivery promise • Hard to return or exchange Examples of Store-front Conversion Killers:• Untrained staff• Trying to win the argument with a customer• Inaccessibility (for dealing with customer service issues)• Standing by your policy at the cost of keeping your customer• Unfulfilled promises• Poor record keeping • The runaround • Email/online cop outs so that you don’t need to deal with them face-to-face• Failure to listen• Forgetting the basics, i.e. ‘please’, ‘thank you’, ‘we are sorry’ about the inconvenience.While we could spend a lot of time talking about each item noted above, the point of this article is to address the fact that unless you take the time to track your total transactions and your total customers, calculate the conversion ratio and then tackle the real challenge

of identifying why the ratio fails to meet expectations and the goals set by the business, nothing will change within your organization. Sales performance may always be lackluster unless the business sets conversion ratio goals and regularly does an internal assessment of how they can improve the conversion ratio on a regular basis.

According to an article on Customer Conversion, written by Pat Conroy and Scott Bearse of Deloitte & Touche USA LLP, “It is difficult to benchmark conversion because it varies dramatically across different retail strategies, channels, and formats. Usually high-margin businesses convert at lower rates, while business models with lower margins and costs convert at higher rates. In effect, the economics of the retail business model impact conversion. A web site might convert at a rate as low as 2%. In contrast, a grocery store may convert nearly 100% of its customers into purchasers in at least some departments, although it may miss additional conversion opportunities in its bakery, deli, or pharmacy departments. It is all relative. Every retailer has significant opportunities to improve conversion by delivering a better customer experience. For some retailers, however, it is hard to fix what is not seen or understood.”

If a customer walks through the door of your establishment (or comes to your website) you may be tempted to feel proud of your marketing efforts. But if you fail to measure your customers’ experiences you may make the mistake of assuming that they were just not ready to buy when, in fact, they have no intention of doing business with you again. The conversion ratio is only one small part of measuring your customer’s overall experience. If you fail to track it, analyze it, implement improvements to your systems and set regular goals, you are losing tremendous opportunities to increase revenue for your business.

This article was written by Susan J. Hoosier, a SBDC Certified Business Advisor with the Longview Small Business Development Center, which is part of the 24 statewide offices of the Washington Small Business Development Center (WSBDC) network. The WSBDC offer in-depth, confidential, and no-cost management advice to businesses within Washington State. To locate your local SBDC advisor please visit the SBDC web site www.wsbdc or if you or your business is close to the Longview WSBDC office you can contact Susan Hoosier at shoosier@wsu.edu or 360-442-2946.

Office:� 360-425-2950Fax:� 360-425-8010Toll�Free:� 877-425-2950Email:� Shannon@cascade~title.comWeb:� www.cascade~title.com

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Shannon ImbodenEscrow�Officer,�LPO

Kelso longview Chamber of CommerCe

TeamRick Winsman, President/CEO

Norma Davey, Director of AdministrationAmy Johnson, Program Director

Debbie Brock, BookkeeperKelso visiTor CenTer

Connie Parsons, Center DirectorLois Sigurdson, Center Assistant

CowliTz CounTy Tourism bureau

Mark Plotkin, Tourism DirectorMegan Wells, Tourism Assistant

Kelso Longview Business Connection

published monthly byKelso-Longview Chamber of Commerce1563 Olympia Way, Longview, WA 98632

360-423-8400

Produced by Columbia River ReaderTo advertise, call 360-636-1143

or 360-749-2632. E-mail: nedpiper@comcast.net

Make plans to attend the 2011 Business Expo on Friday, February 25th ...

See you there!

PAGE 4 • FEBRUARY 2011 KELSO LONGVIEW BUSINESS CONNECTION

What’s happenin’

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Business Expanding: Highlander Cycling, 1313 Commerce, is expanding and taking over an empty space next door. They are currently painting, hauling, building and making it “…look just like Highlander Cycling, just bigger!” emailed co-owner Janice Forbes. “Our goal is to provide a community hub for all cyclists and for those interested in the sport of cycling.” The business is also starting a race team, Team Highlander, and invites racers in all categories, masters and juniors and in all age groups racing road, mountain, downhill and cyclocross to join the team. www.highlander-cycling.com; 360-353-3790.

New Doctor in Town: Spine surgeon S. Raymond Golish MD PhD has joined InMotion Orthopedics at PeaceHealth St. John Medical Center, 1615 Delaware. Dr. Golish is a fellowship-trained spine surgeon specializing in all diseases of the cervical, thoracic and lumbar spine. The focus of his practice is providing surgical care that is compassionate, evidence-based, and minimally invasive. He has been the recipient of national and international awards for surgery and science. 360-414-5750.

New Consultants in Town: Dave Campbell, Assistant City Manager, spoke at the Longview Downtowners’ January General Meeting. The city has contracted with HyettPalma, a consulting firm specializing in the economic enhancement of downtowns and older business districts. The firm will develop a Downtown Action Agenda which will provide an action-oriented, practical strategy for making our downtown more able to attract customers, attract businesses, attract investors, and generate tax revenues.

Campbell stressed the need for downtown business involvement. The action agenda process will involve

a local process committee, surveys, focus groups and a site visit tentatively scheduled for April 25-29. For more information, call 360.442.5004.

Valentine’s Day Fudge: Tom Bert, owner of the Old Schneider Hardware Building in the 1200 block of Commerce, had been making and selling fudge at the Treasure House. Now he is offering a Valentine’s Day Fudge Special to raise money for the Longview Downtowners. Bert is selling 1-1/2 pound boxes of assorted flavors (individually wrapped) for $20. To place an order, contact Bert at toms.fudge@gmail.com.

Valentine’s Day Cards: Broadway Gallery, 1418 Commerce, is featuring

some lovely Valentine’s Day cards by local artists. The colorful cards by Vicki Brigden are particularly unique because she recycles paint chips along with other found items. 360-577-0544.

Another Friday Night Special: The Brits, 1427 Commerce, has opened a Pub in its location on Friday night from 5-11. The pub will be offering local beer and wine, salads, sandwiches and other pub fare. 360-575-8090.

Out of Business: In Good Company Floral, 946 Washington, and the Treasure House, 1252 Commerce, closed in January.

KELSO LONGVIEW BUSINESS CONNECTION PAGE 5 • FEBRUARY 2011

PRESIDENT’S MESSAGE

Rick Winsman

Pssst ... Wanna Be A Chamber Member? PROGRAPHYX • 72 DEGREESPPRROOGGRRRAAPPHH 722 DDEEGGRREE

Regional Business Expo 2011

EEPRRCowlitz County

CRUISE TO SUCCESS

www.cowlitzcountybizexpo.com

Chance to win a vendor Grand Prize Media Package and the Afterhours

Grand Prize Cruise for 2 to Alaska!

SAVE THE DATEFriday Feb. 25, 2011

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T he start of the year. The continuous flow of member-ship renewal invoices in your mail box. The request for money, resources, and merchandise for a lot of great

causes. And your time. Always someone requesting your time for meetings, projects and worthwhile events.

Even the Kelso Longview Chamber of Commerce.

So this month, let’s take just a minute to look at some of the reasons you should be a part of the Kelso Longview Chamber. A la Dave Letterman, here are the “Top 10 Reasons to be Part of the Chamber:”

10. The Chamber needs you! Your commitment and financial support enables the Chamber to continue to be a strong, action oriented organization.

9. We offer something for everyone. No matter what your interests are, there is a Chamber task force, group or committee working to support your individual effort. Why not join forces with other concerned business members?

8. Your involvement makes a difference in helping to reach important community and membership goals.

7. Networking socially with other business members is fun!

6. While there is a cost to membership, there is no cost to volunteering and the rewards are priceless.

5. Task force/committee involvement is a unique, members-only benefit and offers valuable leadership experience and collaborative problem solving skills.

4. It doesn’t take much of your time. In most cases only an hour or so each month.

3. You will have increased opportunities to have your opinions known and suggestions acted upon.

2. You will be more informed regarding issues that involve your business.

And the number 1 reason you should be a part of the Chamber:

1. Involvement will benefit your business by making you more visible in the business community, increasing your business contacts and giving your customers and clients the perception that you are a community leader.

• • •

Rick Winsman is President of the Kelso Longview Chamber of Commerce.

PAGE 6 • FEBRUARY 2011 KELSO LONGVIEW BUSINESS CONNECTION

Express Employment Professionals Welcomes

New Members to the TEAM!

Respecting People. Impacting Business.™

(360) 414-12001208 Washington Way • Suite 140 • Longview

New staff members:Fraser McDonald - (at left) Fraser has a degree in Economics from University of Washington and comes to us with a recruiting background in the insurance industry.Ashley Stevens - (next to Fraser) Ashley started as a Temp Recruiting Coordinator with Express three months ago and has been offered a permanent position with the company as a Recruiter. Ashley is graduating May 2011 with a Human Resources degree from Washington State University. (Go, Cougs!)

Existing Staff:Felicia Hering - Office AssistantJulie Nelson - Business DeveloperD’Dee Douglas - Senior RecruiterLisa Staughan - Franchise Owner

The Kelso-Longview Chamber of Commerce would like to help publicize your

promotions, significant happenings and personnel achievements. Send information to: ndavey@kelsolongviewchamber.org

NEWS?Got

MARK YOUR CALENDARS

February 7Member2Member Monthly Mailing Deadline

February 25Cowlitz County Regional Business Expo

Business After Hours @ The Expo

March 3Quarterly Membership Meeting – “State of the Chamber”

March 14Member2Member Monthly Mailing Deadline

March 15Business After Hours

April 11Member2Member Monthly Mailing Deadline

April 19Business After Hours72 Degrees Air Conditioning & Heating

Every MONDAY: January 7 – April 10Monday Morning Briefing Breakfast

Every WEDNESDAYYour Chamber ConnectionKEDO AM14003:00 – 4:00 p.m.

Business Expocont from page 1

to purchase online or at the offices of the Cowlitz County Tourism Bureau and the Kelso Longview Chamber of Commerce. Tickets purchased by February 18th are $20/person, then $25/person through the date of the event. The ticket is good for the buffet, desserts, one beverage…and more networking.

Sign up today to be a part of this historical regional event. In support of a more vibrant local economy your competitors will be there and so should you. For more information go to www.cowlitzcountybizexpo.com or contact Megan Wells at 360.577.3137 or Amy Johnson at 360.423.8400.

FREE COUNSELING and GUIDANCE FOR SMALL BUSINESS(existing or being formed)

Provided by S.C.O.R.E., an adjunct of the Small Business Administration.

Counseling is by appointment only. Call 360.699.1079

2011Board of DirectorsOfficersFrank McShane, ChairCascade Networks, Inc.

Dale Lemmons, Immediate Past Chair, Interstate Wood Products

Jerri Henry, Treasurer Futcher - Henry Group

Mike Claxton, Legal Counsel Walstead Mertsching

Rick Winsman, President/CEO Kelso Longview Chamber of Commerce

DirectorsJohn AndersonAnderson & Anderson Advisory, LLC

David Campbell, City of Longview

Diane CraftKoelsch Senior Communities

Joel Hanson, KLOG/KUKN/The WAVE

Mike JulianKelso Theatre Pub

Bianca LemmonsTwin City Bank

George RaiterCowlitz County Commissioners

Denny Richards, City of Kelso

Julie RinardCommunity Home Health & Hospice

Spencer PartridgePNE Construction & CCS

Ted SpragueCowlitz Economic Development Council

Neil ZickTwin City Bank

Government Affairs MONDAY MORNING BREAKFASTBRIEFINGS7amMonticello HotelLaRiviere Room

KELSO LONGVIEW BUSINESS CONNECTION PAGE 7 • FEBRUARY 2011

KALAMAKalama is a quaint little town with

a rich history and plenty of shops and restaurants, conveniently

located along the I-5 with three freeway exits. Along the Columbia River there is not only the industrial district but also recreational opportunities aplenty. Kalama has a strong community spirit with some families able to trace their roots back to the official incorporation in 1871.

Originally settled over 175 years ago, the town of Kalama maintains its his-torical appeal and tribute to the past through showcasing antiques and col-lectibles at a number of stores located in downtown area. Our Antique District shops present an unmatched variety of quality antiques to even the most dis-criminating collector. Whether you are looking for a particular piece to com-plete a collection or just window shop-ping, the Kalama Antique District has been a main attraction to antique lovers and unique gift shoppers for decades.

The Kalama Chamber of Commerce is dedicated to developing, encouraging and promoting business endeavours,

and to promoting civic interest within the Kalama area.

At the Kalama Chamber of Commerce we realize that our member businesses are the backbone of our community. To ensure that our members have the tools they need to succeed the Kalama Cham-ber of Commerce provides education, programs, and services plus a member-only area on our website with links and articles to information relevant for small businesses. We also provide access to small business counselling through the SBDC (Small Business Development Center).

The Kalama Chamber is actively engaged in promoting Kalama and its businesses to customers and potential customers through a variety of media in a variety of markets. Being part of the Chamber creates a vast referral net-work and plenty of network opportuni-ties. The Kalama Chamber also offers ribbon-cutting events, grand opening and other celebration events.

The member directory for the Kalama Chamber is available online with free exposures to our members with a direct link to your website. You are encour-aged to use fellow chamber members and refer them to others.

On the home front, the Kalama Cham-ber puts out the Embrace Kalama news-letter. This quarterly publication is an excellent tool to reach all customers and potential customers within Kalama and its surrounding area for a nominal fee.

Come explore this charming small town and everything it has to offer, all without going through a traffic light!

Find us at the web at:www .kalamachamber .com

• • •

by Brad Whittaker, President of the Kalama Chamber of Commerce

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Leasing its newest industrial build-ing will be one focus of the Port of Kalama this year. The expansion

and updating of its marketing materials will be another.

The Port currently receives frequent inquiries into its available properties. Most businesses interested in the Port learn of it through word of mouth or radio advertisements.

“We run a variety of radio spots which have attracted many potential clients,” said Jim Lucas, Port of Kalama Commis-sion President.

“Additionally, the Port of Kalama is well respected throughout the region, and our location, knowledgeable staff and advanced planning make us a sensible choice for these companies,” Lucas said.

In its new marketing plan, Port of Kal-ama staff will keep these successful approaches, and will explore new ave-nues of advertising as well.

The Port plans to promote its largest building which is all ready for someone to move into. It includes a 33,000 square foot warehouse and 2,250 square

feet of front office space. The structure, located in the Kalama River Industrial Park, is designed to house a manufacturing, distri-bution, or warehous-ing company. It leases for $0.35/sq.ft. for warehouse space and $1.35/sq.ft. for office space. It features immediate access to Interstate-5, access to the Burlington

Northern/Santa Fe and Union Pacific Mainline Railroad, as well as access to International deep-draft shipping termi-nals.

“We have had some great companies bring jobs to the Port this past year, and we will continue to look for new busi-nesses to site in our industrial parks. Economic development and creating family-wage jobs for the people of our community remains our top priority for the year,” Lucas said.

Port of KalamaNEWS

PAGE 8 • FEBRUARY 2011 KELSO LONGVIEW BUSINESS CONNECTION

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