How Would You Like To Have This Corporate Embarrassment On Your Record?

Posted by admin on June 30, 2011 | No Comments

Back in April, the largest known e-mail security breach took place when Epsilon, an online marketing corporation, had their clients’ lists of e-mail addresses stolen by sophisticated cyber thieves.

Epsilon was in charge of maintaining the e-mail databases and campaigns of some of the largest corporations in the country, including 1-800 Flowers, Best Buy, Walgreens, JPMorgan Chase, Capital One, and more. In fact, there’s a good chance that you’ve received multiple “apology” e-mails from these vendors.

While some said the breach didn’t cause a whole lot of damage, we disagree. Essentially, these cyber criminals now have the ability to invent highly sophisticated phishing attacks by creating e-mail offers that look like legitimate promotions coming from companies they (the people whose e-mail addresses were stolen) buy from and trust.

And though it’s already common for cyber thieves to impersonate credible organizations with what appears to be legitimate e-mail messages that seek to verify account information, this recent breach of security allows cyber thieves to be smarter and even more targeted with their scams.

Two Key Lessons

First, you need to be a lot more wary of e-mail promotions and communications that ask you to provide your credit card information or to validate your account information (username, password, social security number, etc.). No valid company will ever ask you to send important, confidential information in that manner.

Second, this breach serves as a warning to all businesses that they must have the MOST up-to-date security systems in place for their computer network, especially if you handle client data such as credit cards, bank accounts, social security numbers, passwords, client lists and more. Epsilon has responded to the security breach, apologizing to all of those affected, but the damage is done to their organization, not to mention their clients.

That’s why we urge all of our clients to enroll in our ITEZ Care Program. This service allows us to monitor your network’s anti-virus, firewall and security settings to make sure your network is fully protected against these damaging events.

How to Raise Your Profits By Raising Your Profile

Posted by admin on May 23, 2011 | No Comments

I recently listened to an interview with David Avrin, author of the book, “It’s Not Who You Know, It’s Who Knows You.” His message is pretty simple but powerful: the more your marketplace KNOWS your brand, the more sales and profits you’ll generate. I highly recommend his book since it contains a lot of good, common sense strategies for small business owners. Here are a few of the tips from David that I wanted to pass on to you and my other readers:

You Can’t Control Your Brand: You can only INFLUENCE it. I actually thought this insight was very powerful. If you think about it, your ‘brand’ is formulated in the mind of your customer. It’s the feeling they get when they think of your company, product or service; but since the CUSTOMER generates the feeling, only they get to decide what that association is. To that end, your brand is the sum total of everything you do. For example, you eat at a restaurant where the food is outstanding but the bathrooms are dirty, the waiter is rude and they get your drink order wrong…twice. Unfortunately, the food may not be enough to get you to come back again.

An Important Question You Should Know The Answer To: As business owners we spend YEARS perfecting our services, working on our operations and building our business – yet most of us only spend minutes thinking about what message we want to portray to the marketplace. During this interview, David posed the following idea: “What question do you want to be the answer to?” For us, it is “What company can just make our computers work in a productive and secure way, be there when I need them, answer the phones with a live person, do the right thing even when no one is looking, is personable and can talk in a simple to understand language?”

Marketing Is Not A Department: Most people think marketing is just about web sites, brochures and postcards. Not so. Marketing should infiltrate every aspect of your business. To that end, make a list of every touch point you have with your customers and prospects and ask yourself, “Am I being INTENTIONAL about how we interact with our clients to make sure we are fulfilling our brand promise?” That would include often overlooked areas like how you answer the phone, or what you print on the invoices you send out.

Being “Good” Is Not Good Enough…Anymore: With SO many choices, being “good” at what you do is no longer an advantage in the marketplace – it’s the entry point to doing business. Think of how many “good” restaurants you go to, or how many “good” stores you frequent. Chances are they deliver a satisfactory product or service, but not one that blows you away. In order to truly win the hearts (and wallets!) of our clients, we have to work on being outstanding.