Sherre DeMao
By Barbara Hall
I had the pleasure of talking with Sherré DeMao, founder of SLD Unlimited Biz Growth Inc., an award-winning marketing firm based in North Carolina. She specializes in “next-level, next-idea solutions” for entrepreneurial
Sherre DeMao
Marketing Expert
enterprises. DeMao is an expert in helping entrepreneurs prosper in life and in business, and has dedicated her 29-year career to this purpose. Her company has earned more than 50 awards locally, regionally, nationally and internationally.
She is recognized for creating the CRISP Principle for both marketing and operations since she sees them going hand-in-hand.
DeMao’s CRISP principles
Marketing
C – Customer relations
R – Referral relations
I – Internet presence
S – Strategic involvement effectiveness
P – Public relations
Operations
C – Confirm compelling distinctions
R – Reflect to refine profitability
I – Innovate intellectual property
S – Sustain and systemize operations
P – Preserve and protect uniqueness
“Our approach is based on implementing validated core tactics and initiatives through looking at the whole company and what it will take to grow with confidence and stability,” she said.
DeMao also sees a business owner’s time as a valuable resource. “I ask, How are you using your time, technology and resources? I get involved on the operational function of the company on a day-to-day basis. Business owners can develop a strategy to assign tasks to people internally and they can outsource to us what they can’t do. Some have the wherewithal to implement marketing strategies and I’m there as a coach. So I help them use their time, people, and technology. Business owners especially need to learn how to budget their time.”
I also asked DeMao for her thoughts on business owners working with a marketing agency and she had some important advice. “In choosing a company, it’s more important what the marketing services company asks. They should ask who your ideal market is, and who you believe your competitors are. They should challenge assumptions. What distinguishes you? What’s your edge? What is your best value? They should help you figure that out.”
She also said a marketing company should work from two aspects. “There’s the tactical aspect and strategic aspect. A company should help with more than just the tactical aspect. The strategic aspect would include a situation analysis, everything from trends, market segments and prioritizing and ideal markets, competitive analysis. Also, talking to customers about what makes the company unique. And they can help with pricing and how products are packaged and presented and developed in the market. That shapes how the tactical aspect will develop.”
Whether the marketing company receives a commission for placement is also an issue she says should be discussed, although she adds that many companies and media outlets are getting away from paying commissions to an agency.
Finally, DeMao says “Marketing should be viewed as an investment, not an expense.”
