2. K A R I N M . C A R O
F O U N D E R & C E O
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TheDailyBlu. Our articles are written
by experts in their field, featuring their
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4. MODERN DESIGN STUDIO
• LOGO DESIGN
• WEBSITE DESIGN
• MOBILE SITES
• STATIONARY
• PROMO ITEMS
• BROCHURES
• INFOGRAPHICS
• BLOGS
• BANNERS
• LETTERHEADS
• NEWSLETTERS
• VEHICLE WRAPS
• CLOTHING DESIGN
• LETTERPRESS
• BRANDING GUIDES
AND SO MUCH MORE...
5. Psychology is the science
of behavior and with any
science we can make pre-
dictions on the way situa-
tions will occur. We often
make decisions when
purchasing products
based on a number of
different triggers. These
triggers can be emotion-
al, how this purchase will
make us feel, or practical,
the purchase is necessary
for some aspect of our
survival.
Having stated this, we are
not completely impracti-
cal or emotional when
making decisions, but
we are a mix of both. Our
emotional reaction varies
based on the product;
however, our practical
or rational reaction var-
ies based on our circum-
stance. For example, no
one really gets excited
about the value of baked
beans but they are a suc-
cessful product. While
the majority of us may be
dreaming about having a
yacht, our practical minds
tell us we cannot afford it.
In other words, while we
have a great emotional
reaction to the yacht, we
have little to no emotion-
al reaction to the beans,
yet beans and yachts are
both successful products,
so what are the different
processes at work here?
In 1943,Abraham Maslow
published his theory
about the “Hierarchy of
Needs,” which describes
how our behavior varies
according to our circum-
stances. There are differ-
ent levels in this hierarchy
that can be categorized
as physiological (food
& shelter), safety (law &
stability), social (friend-
ship, family & intimacy),
esteem (independence
& respect), and selfactu-
alization (self-fulfillment &
peak experiences). While
Maslow claims that most
people never reach self-
actualization, the other
four categories influence
what a person buys or
not in today’s society. He
further stated that as an
individual’s situation im-
proves their motivation
and perception shift and
they move up the hierar-
chy.
Going back to the yachts
and beans example,
yachts are a product that
is not very hard to sell on
an emotional level. The
purchase of these vehi-
cles is based solely on an
emotional reaction, and
the power of the brand,
simply put: you want it
because you want it. On
the other hand, baked
beans are a food or sta-
ple, so you don’t have
to increase emotional
components in order to
sell this product because
they are a necessity and
therefore a practical pur-
chase. How does a com-
pany fit into fulfilling this
hierarchy of needs? The
German supermarket
chain Aldi thrived as a
result of the 2009 reces-
sion in Germany because
peoples’ circumstances
changed when their fi-
nancial situations were
altered. His memoir, “The
Little Engine That Did It,”
reflects on how his dis-
ability empowered him
to achieve his goals in
life. His life’s purpose
is to empower people;
both with disabilities and
those without so that they
may achieve their life’s
goals and realize, we are
all the same. Dr. Richard
is a licensed clinical psy-
chologist and a certified
rehabilitation counselor
with over 20 years expe-
rience in the field of dis-
abilities. Having cerebral
palsy, he’s overcome
many obstacles. Because
of his personaljourney,
he strives to empower
others. People were look-
ing for a cheaper grocery
store option, which Aldi
provided them with. For
Aldi this was a fantastic
opportunity to appeal to
an individual’s budget
and provide them with
quality products at an in-
expensive price. They ad-
dressed this basic human
need, which allowed peo-
ple to move up the hier-
archy, and consequently
they were very successful
in building their brand
with the consumer. In
summary, the purchases
we make are not arbitrary,
yet they are influenced by
our subconscious. Our
brain is silently making
decisions for us based
on our emotional reac-
tion to a brand’s advertis-
ing, while our conscious
mind leads us to believe
that we are making deci-
sions based on our own
accord. He does this by
changing their attitudes
about themselves. Dr.
Richard is also a Shriner
clown and entertains chil-
dren with orthopedic dis-
abilities and burns at the
Shriner Hospital in Bos-
ton and Philadelphia.
T H E P y S C H O l O g y O F A d v E R T I S I N g
B y : D R . R i C h a R D T s C h R N E
6. Imagine going to a doctor’s office where you are actually seen at your
scheduled appointment time, where the doctor
takes the time to listen to your history, evaluate you and report the results all
on the same visit, and where if intervention is needed it is tailored specifically
to your needs and expectations.
Many patients expect endless hours seated in a crowded waiting room, a
cursory visit with the doctor, and minimal handholding throughout their
healthcare experience. Audiology of Nassau County challenges that model
and is committed to providing the complete patient experience… and it
begins the moment you walk through the door.
Established over 30 years ago by Dr. Barbara Rosen, and now joined by her
daughter Dr. Stefanie Wolf, this mother daughter duo is dedicated to providing
the ultimate patient experience. This family operated business offers a more
personal business than large chain stores are able to provide for patients
suffering with hearing loss. For most individuals, hearing loss begins as a
gradual decline in sensitivity, which if untreated has many potential negative
health consequences including depression, social isolation, and even
dementia, according to the current scientific research. Dr. Rosen and Dr. Wolf
specialize in navigating the journey to understanding hearing loss,
acknowledging areas of difficulty, and creating a personalized communication
program to achieve a patient’s “best hearing possible.”
And better hearing is possible!
The personalized experience that Audiology
of Nassau County can offer clients is
unmatched by larger chain stores, which is
what sets them apart from their competition.
After all, life is about connecting but hearing
loss stands in the way of building and
strengthening these connections and
relationships
7.
8. Mario Doyle Chief perating fficer
At Doyle Security Services, Inc. DSS
We’ve always taken a consultative approach to
marketing. It’s not simply selling guard services or integrated security
systems or security related products. What we do, and what we are noted
for, is getting to know how we can enhance security for clients while finding
cost effective solutions that meet their current needs and are formulated to
incorporate emerging challenges.
It means long before the actual sale, we are consulting with potential
clients about what they see in their future and how DSS can help them
mitigate risk. We research ahead of time so we can have meaningful
conversations and keep our focus on their needs and what it will take to
provide outstanding customer service. ver time, we’ve found that this
personal approach to security increases everyone’s comfort level and helps
us get to the heart of issues.
Even when potential clients aren’t ready to make an immediate switch, they
know they will be able to count on DSS to handle the work. And we make
our teams available to meet special assignments and projects as needed.
For instance, when the Belmont Stakes resulted in a Triple Crown winner
this une, and Belmont ark was alive with 0,000 spectators, it was DSS
personnel and management that handled the security detail.
We analyze both past threats and possible future threats to ensure that we
can provide the correct security measures. The right protection level varies
for each client and our ability to adapt to different situations allows our
clients to get exactly what they need.
9. Save The Date
Nassau Community College Foundation
Gala
Friday, November 6th 2015 - Cradle of Aviation Museum
A Tribute to service and success
Honoring
Edward P. Mangano
Nassau County Executive
&
Thomas C. Krumpter
Nassau County Acting Police Commisioner
10. 47% of all
Internet users
(estimated to be
just over 3 billion
people) are on
Facebook
500 million
Tweets are sent
each day
DID YOU
KNOW?
70 million
photos are sent
daily on
Instagram
Facebook is adding
, people every
minutes or per second
eople share .3 million
pieces of content on
Facebook every minute
of every day
11. SOCIALMEDIA
BREAKDOWN ourtesy of
eff oullas
0 million users are
on interest
0 of pins are actually
repins
ver 0 of pins are
food related
The cost for
hour promoted trend
on Twitter runs about
00,000
Tweets with images have x
the engagement rate
3 of brands are
on Twitter
12. Crisis Management 0 Facing the Media
Every business small or large must be ready in advance to respond to the media in a
crisis. A crisis is defined as any situation that threatens or could possibly threaten to
harm people or property, interrupt business, damage reputation, or negatively impact
share value.
replanning for a crisis is crucial. ou must have, within the context of your business
continuity plan, a section outlining specific steps to take when addressing the media.
nce a negative situation has already developed, it is too late, as it can take a firm
several years to recover from a crisis handled poorly. ou must be ready, willing and
eager to be a problem solver and do the right thing swiftly and unequivocally. The
media, the business community, and the public largely respect those who demonstrate
accountability.
The first step is to establish
internal lines of communication.
The first few hours of a crisis
situation are chaotic. ave in
place a “crisis information
team” who can source,
synthesize, and report
information directly to the
company resident or CE .
Designate an appropriate
company spokesperson who is
articulate, knowledgeable and
comfortable speaking to the media. If no one in your firm fits this role, consider hiring a
professional spokesperson.
Do not avoid the media. ive them face time. Adopting a strategy of routinely hiding
from the media can be a fatal aw in your corporate policy. iding causes the media to
seek out other sources within your industry for comment. Do you really want your
competitors appraising your situation, criticizing your business, and possibly profiting
from your misfortune No.
Anticipating all of a reporter’s questions is rarely possible, but be prepared for the
basic who, what, where, when and why. If you honestly do not know an answer, admit
it. Do not guess. Assess the time it will take to get the answer and request that time to
get back with the specifics.
Always be available for follow up questions.
13. A Story of Success
idia Szczepanowski, Esq. Attorney The Everything idia Show
Everyone has a story. Some of it is written for you by others, but much is authored by you.
Although opinions will differ as to when your story actually begins, let’s just use a point of
reference as the day you’re catapulted into the world and take your first breath. By this
time, your entire introduction and maybe even your first few chapters have been written
your genetic make up is pre determined, and believe it or not, studies show that even your
belief in a higher power, your political preferences, your confidence, and your popularity
may have already been established. So how does one write his or her own “Success
Story”
First you have to define what “success” is. We can all probably agree that it means
something different to everyone and the definition changes from one situation to another.
My working definition of success is the accomplishment of a purpose by finding that
unique blend of choices, adjustments and continuous re evaluations that bring you
happiness and fulfillment at that particular moment in your life.
I have found great success in my show, “The Everything idia Show.” This show is an
extension of my personal brand, which essentially combines my professional persona as
an attorney and entrepreneur with my fun loving and light hearted personality and chic
and sophisticated style. By sharing progressive, cutting edge information and innovative
ideas about health beauty, career, safety, home, and “Everything ifestyle” on my web
T talk show, I am able to continue to educate, challenge, and inspire viewers to feel
fulfilled, successful and fabulous while reinforcing and exemplifying the mission of
Everything idia, Inc., which is to “encourage women to realize their true self worth and
maximum achievement potential all while enjoying the ride and attaining genuine
happiness.” The company’s positive message, delivered with passion, humor, and
intelligence, is a rallying cheer for women of all ages who believe in “ etting, aving
Enjoying It All. ”
“The Everything idia Show” spotlights a broad spectrum of topics from politics to
pocketbooks so the show’s audience is fairly diverse and it includes women of all ages as
well as men. The show continues to strengthen the signature image, unique voice, and
recognizable standard established by Everything idia, Inc., that viewers, readers, fans, and
clients have grown to recognize. This show allows me and my company to gain a positive
reputation and identity while still maintaining a personal level of trust and interaction.
ou write your “success story” every day. “Becoming” then “being” successful is a lifelong
journey that starts with following your own path, trusting your intuition, and creating a life
that is in alignment with your personal values.
14. Media relations are a stressful and
demanding job. n a daily basis
R professionals are in touch with
multiple members of the media
on behalf of their clients.
To succeed as a R professional,
there is nothing more important
than building relationships and
a reputation as being straight
shooting and responsive. Every
interaction with the media,
whether it is local or national,
requires attention and respect.
When a professional is able to
proactively provide newsworthy
information and respond effectively to short deadlines, respect and trust are built. This
is the foundation for a positive working relationship with the media. Building
relationships with the media is not exclusive to members of the R profession. The
process of building relationships starts with making a connection and creating a
mutually beneficial environment .
Start by connecting, commenting on and sharing stories you like from reporters on
social media. Share your perspectives and industry information with them. This
interchange builds trust. Engage in conversations and when appropriate, bring
your story or idea to the reporter. Through an ongoing conversation, a reporter will
understand your expertise and may come to you to be part of a story.
Members of the media are bombarded with hundreds of pitches every day take the time
to get to know who covers your industry or subject matters you are interested in.
Be patient and build the relationship. Do not try to “sell” reporters on stories let them
get to know you first. Remember, the media reports the news and they are not looking to
do commercials for you.
The goal is to get positive media coverage. Both parties recognize this fact. When a
member of the media knows you can provide quality and interesting information, they
will call upon you often. When you come through for them, they will respect you and
this is the foundation of a mutually beneficial relationship.
This article was provided by Bill Corbett, r. resident of
Corbett ublic Relations. Bill is an expert in media relations
and his clients have appeared in thousands of news articles
as well as on local and national T news broadcasts.
Building Relationships with Members of the Media
15. Everyone has heard that old saying, “you only get one chance at a first impression,”
but in today’s workplace, as well as social circles, it couldn’t be truer. ou are always
on display and the contacts you make socially professionally can make your career…
or not. ong before you hand over your business card you’ve been measured and
judged. ow you look, speak, and carry yourself can make all the difference in
whether a valued connection keeps or discards your information.
So what matters bviously grooming matters no one wants to shake a dirty hand.
Also, keeping the little things like hair and nails well trimmed is far more than a must.
While we’re at it, let us not forget the all important breath mint! And for the ladies,
chipped nail polish or un kept hair does not send a good message. Although a ponytail
can be fashionable, it’s over use is a clear statement.
The woman in the tight dress had me feeling that I was being lured in by her display of
herself to keep me off balance however, the third woman was feminine yet confident.
She was decisively female yet displayed a success at her profession and its rewards.
Now, if I had to choose with whom to do business it would be the woman in the
conservative dress. er “business card” displayed her success in a matter of fact way.
She knows her job, does it well, and can afford the feminine pleasures of wardrobe and
accessories while still looking professional. She was in my eyes “the real deal”!
Moving on to clothing for that important meeting or
event. Fashionable, yet not too trendy, is key to being
admired and lets face it when someone admires you
they are more likely to remember you and will
ultimately look forward to doing business with you in
the future. ick items that fit well without being tight
or revealing. At a recent event, I was introduced to a
few wealth management professionals. The one
gentleman was in pleated pants, collared shirt, and
loafers he was accompanied by two women one in a
skin tight dress with a neckline cut deep but not
plunging, and the other in a solid conservative dress
that fit well. My impression was immediate. I felt if
the man didn’t take care to dress properly, how would
he care for my investments
Daniel M is known for his style sense and fashion advice as
well as his fondness for great venues that let people shine.
As CE of Evolve rofessional.com his daily advice on social
media and blogs help bring a clear picture of how to look
and be the best you can. e often works with private clients
to bring strength to their presence in both the workplace
and social arena.
ou are our Business Card
16. When your staff is happy your customers will ultimately feel the same way.
For me, being happy should be everyone’s goal. I am not saying you need to be
“smiley” all the time however, your mood does come across in your voice and
body language. Remember, how you are perceived is how you are received!
We have all seen sales associates in a retail store with their arms folded or an
indifferent look on their faces and we simply just walk away even though we
really wanted to see and buy that great piece of jewelry in the case.
The same holds true for telephone agents. Their voice, tone, and manner of
speech is all they have to convince a customer that they are empowered to help
them no matter what and the customer will feel great after the call.
A satisfied customer is times as likely to
buy again if their problems are solved
quickly and professionally.
appy Employees Mean appy Customers
By aura Sikorski
Independent Contact Center Consultant
aura Sikorski is a recognized expert in
Call Contact Centers, roject rogram
Management and Business perations.
She has worked with hospitals, utilities,
automobile manufacturers and
numerous industries across the
nation.
aura is the recipient of Call Center Magazine s ioneer Award in
recognition of her significant accomplishments and contributions to the call center
industry.
She received the Community Service award from the Mineola arden City Rotary
Club,
Woman of Achievement award from the Nassau County egislature,
Certificate of Appreciation from the Society of Marketing rofessional Services,
and a roclamation for making significant contributions to the community from
17. Training, coaching, and product
knowledge
Defined career paths and
mentoring
enuine appreciation for a job
well done
The company stands behind their
products services and keeps their
promises
The company knows who I am, when I
last contacted them, and why
The company lets me know if
something is wrong before I even know
I know how to stay focused
and listen to the customer.
I am confident that at the end
of the call I have satisfied the
I know how to stay focused
and listen to the customer.
I am confident that at the end
of the call I have satisfied the
customers’ reason for
contacting us.
I enjoy getting up in the
morning and going to work.
I know how to deal with an
unhappy customer.
Am I realistic in what I expect the
company to do
Do I let the company know how I
felt good or bad by completing
any of their surveys
Do I understand why the company
cannot always do what I am
asking
Do I let friends know how great a
company is and give referrals
“ appy is indeed a state of mind
however, if we all identified ways
to make customer resolution
better and made it easy for our
customers
to have a great experience, we just
might be part of the solution and
not part of the problem.
18. KNOW YOURKNOW YOUR
NN
ate Fox is a ong Island poet, breast cancer survivor, and author of theate Fox is a ong Island poet, breast cancer survivor, and author of the
collections My ink Ribbons and ope. ate has been a regular contributor tocollections My ink Ribbons and ope. ate has been a regular contributor to
reat South Bay Magazine since 00 . er work has been featured in two shows atreat South Bay Magazine since 00 . er work has been featured in two shows at
the East End Arts allery, Bards Annual 0 and 0 anthologies, and Suffolkthe East End Arts allery, Bards Annual 0 and 0 anthologies, and Suffolk
County oetry Review 0 .County oetry Review 0 .
She received the Bards umanitarian Award for the work she does for BreastShe received the Bards umanitarian Award for the work she does for Breast
Cancer Awareness and the American Cancer Society. Since the release of My inkCancer Awareness and the American Cancer Society. Since the release of My ink
Ribbons, ate has spoken at several events, sharing her inspired journey withRibbons, ate has spoken at several events, sharing her inspired journey with
anyone who will listen.anyone who will listen.
K
19. ne of the things important to a writer is that they are able to share their words
with others. In fact, it becomes a compulsion, once the decision to do so has been
made. A good portion of writers that I have encountered, however, do not
understand how to market themselves appropriately and have not really given
much thought to it.
As someone who has been fortunate enough to have her poetry published in
magazines and anthologies, I have been able to share my words with others. But,
there have been times that I found myself struggling with how to market myself.
nce my first collection was published, I had to identify my target audience and
make myself available to that audience. As a breast cancer survivor, I found a
second population to appeal to, as well. nsure as to my approach, I started
reaching out to groups where I thought there would be an interest in my product
read “myself” and made myself available to those groups for readings, speeches
and fundraisers.
It is necessary for a poet to
participate in readings in order to
be seen and heard. This is
something that must continue for
as long as you have a product
that you want to reach people.
As someone who wants to inspire
people and who donates a
portion of every sale to the
American Cancer Society, it is
also necessary to make public
appearances and give speeches,
which I have made sure to do.
When the product is you, or a part of you, it is imperative that you make yourself
available to any group that will have an interest in what you are presenting. ou
must identify your audience, reach out to them in any way possible and be truthful
as to why you are there. In order to market this very special product, you must
know your niche, become comfortable there and, then, find a way to expand that
niche.
20. A SPECIAL THANKS TO
STAR COMMUNICATIONS!
T H E B l U C R E W
Karin Murphy Caro
Katherine Leo
Rosie Flore
Dawn Bowerman
Dr. Steve Maraboli
Danielle Venticinque
Dr. Richard Tsch
Kate Fox
Michael McDermott
Samantha Spica
VIDEO TEAM:
Michael Shershonovich
Samantha Matthew
Stefano Santoro
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