By Kevin Flynn

As the American economy sputters again, many companies are reducing spending and protecting cash flow. They are delaying large capital projects, trimming staff or slowing hiring, and generally tightening their belts wherever possible. This can be a wise move in the short term, but it may have long-term negative effects on the overall value of the company or its brand.

Although many people believe that consumer confidence will not fully return until after the next presidential election, now is the time to prepare for the post-recession economy. If you look ahead 12 months, will your company be positioned for growth? Do you work at or operate a company that is taking a hiatus during the second recession or is your company repositioning itself during this tumultuous period, ready to grow when consumer confidence returns?  There will be new definitions of value, higher customer expectations, and smart competitors who do not sit idle and wait for the sun to shine. These competitors will emerge from the soft economy with new products or services and the attention of your customers.

There are countless examples of companies or brands that have broken the mold or come from behind to change their category. Netflix reinvented the DVD rental business when video stores like Blockbuster sat back and watched their market share disappear. Then Red Box did the same to Netflix, not counting their own difficulties by trying to raise prices when their customers where not open to the change.  In their book  “Accelerating Out of the Great Recession: How to Win in a Slow-Growth Economy,” authors David Rhodes and Daniel Stelter cite numerous examples of companies that found ways to grow during the Great Depression, including giants like IBM that developed many new products during that time. What can you do to reinvent your category during this second dip? How long does it take your company to develop a new product or service and get it to market? How long does it take to reposition a brand? The presidential election is not far off and if you want to aggressively grow your business in the long term (not just this quarter or fiscal year), then now is the time to do something about it.

Start by talking to your customers and potential customers. You will likely find that what they wanted or needed before this recession may not be what they want after the recession. While they will not have a crystal ball into the future, they may tell you about an unmet need that could lead to a new product or offering. They may tell you about flaws with your current products or service; now would be the time to fix them. They could tell you about what they think of your competition; this will allow you to sharpen your positioning or change it to grow when the time is right. I recently met with a company owner who saw no value in talking to customers. He had been in the business for so long, he said he already knew what his customers think and want. I believe this company will have a harder time finding and adjusting to new trends in its industry without listening to their customers and prospects.

All consumers, from housewives to multi- billion dollar conglomerates, have tightened their spending during this economic down turn and are likely to be more select about future spending.  Their sense of value may have shifted to include higher quality, a higher emotional connection, or a third-party endorsement by a friend or peer. Some consumers will only seek a lower price, and that will never change. You just have to ask if that is where you want your product or brand to be in 12 months or beyond. Every category has a low price leader, but there can’t be two. That will lead to even lower margins and a downhill slope that does not have much upside.

So, what is it going to be? Sit back and wait or take market share from your competition by repositioning your existing brand or creating new products or services that post-recession consumers actually want to purchase?

Monday, 15 February 2010

The Board of Directors is proud to announce that they have contracted with Valhalla Publishing to publish a quarterly community magazine/newsletter. We are confident that the new format will be well received as it will provide a more friendly format providing community news, local events, and timely and valuable FCW homeowner information. This magazine will be mailed to every home in Foothills Club West (2490 homes) with additional copies dropped off at local businesses. The new magazine will have over 10 pages available for advertisement from local and regional businesses.

Please help support our new community magazine by advertising your business in upcoming issues. For advertising information please contact Valhalla Publishing at 480-634-1708 or visit their website at www.valhalla360.com

Watch for the inaugural issue coming out in April 2010!

Thank you,

Brenda Brunette

Community Manager, Foothills Club West

Rossmar & Graham | 1801 S. Extension, Suite 124, Mesa, AZ 85210

________________

The Foothills Club West community, in Pheonix, AZ, has chosen Valhalla Community Magzines to publish their quarterly magazine. Starting in April, 2010 Valhalla Community Magazines, a Gilbert Arizona custom publisher, will publish the community magazine.

Club West Magazine is the exclusive community news source for its 11,000 Residents and will be mailed to all of the residents and surrounding businesses. Total distribution will be 3000 copies.

Every issue will include HOA information, community activities, management and the board news, events, human interest, home, landscape and more!

For advertising information, please call 480-634-1708 or click here for more Club West Magazine information.

Wednesday, 30 December 2009

The Las Sendas Management, in Mesa, AZ, has chosen Valhalla Holdings to produce their bi-monthly magazine. Starting in January, 2010 Valhalla Holdings, a Gilbert Arizona custom publisher, will publish the community magazine.

Las Sendas Life Magazine is the official publication of the community and will be mailed to all of the residents and surrounding businesses. Total distribution will be 4000 copies.

For advertising information, please call 480-634-1708 or click here for Las Sendas Community Magazine.

Thursday, 31 July 2008

The Province Community Association, in Maricopa, has selected Valhalla Holdings to produce their monthly magazine, Province Life. Starting in September, 2008 Valhalla Holdings, a Gilbert Arizona custom publisher, will publish the community magazine. The change in publishers was voted on by the board and approved this past July.

Province Life is the official publication of the community and will be mailed to all of the residents and surrounding businesses. Total distribution will be 1000 copies.
For advertising information, please call 480-634-1708.

Dear Province Residents,

The Province Life newsletter has a new look! Please let the HOA offices know what you think. Everyone knows the importance of being heard and understood. Communication is essential in private and public lives and it’s critical in running the Advisory Committee and the affairs of Province Community Association. Please let me know what you think!

The reasons for switching to the new newsletter company (Valhalla Holdings) include:

• Reduced cost of printing and design of publication. We will save around $900 per month in design and printing charges with the new newsletter company.
• Resumed mailing of Province Life newsletters to residents vs. picking them up at the fitness desk. We have had a couple of advertisers stop paying for space due to the newsletters not being mailed to all Province residents.
• Valhalla can reduce our mailing cost by about $840 a month by mailing our newsletters at a bulk rate.

• Improved quality of design and layout to increase readership.
• Reduced administrative cost of handling advertising. Valhalla will manage all contracts with advertisers (fielding phone calls, selling, managing artwork, billing and collections).
• Decreased cost associated with mailing additional correspondence (CC&R issues, Advisory Committee activity, management updates, events, financials, year end reports, and annual meeting notices) by having Valhalla include additional correspondence with the monthly newsletter.
• Overall the change to the new newsletter company will save Province around $2,300 each month in printing, designing and mailing the Province newsletters.

If you have any questions or concerns regarding the change to the publication please feel free to call or e-mail me at any time.

Thursday, 31 July 2008

The Rancho El Dorado Management, in Maricopa, AZ, has chosen Valhalla Holdings to produce their quarterly magazine. Starting in Ocotber, 2008 Valhalla Holdings, a Gilbert Arizona custom publisher, will publish the community magazine.

Rancho El Dorado Magazine is the official publication of the community and will be mailed to all of the residents and surrounding businesses. Total distribution will be 3300 copies.

For advertising information, please call 480-634-1708.

Written by Nicole McConville, Community Relations Coordinator

This is an article written to all of the homeowners in the Scottsdale Ranch Community, by the
Community Relations Coordinator.

The most effective method for communicating with the 3,938 units and over 11,000 residents of Scottsdale Ranch has proved to be the SRCA magazine. Released every two months, each magazine issue includes all of the essential information about the Ranch, from association updates, Board briefs, architectural guideline reminders, events and programs, and even news about the local community. It is an excellent communication vehicle for our association and the quality of this product only continues to improve.

The content of each magazine is formatted and printed by the talented company, Valhalla Holdings, who specializes in association publications. The cost of this production is funded through its advertisers, for without them none of this would be possible. SRCA remains responsible for the cost of delivery only. This has been a significant cost savings for SRCA, while at the same time, improved the quality of our publication. We continue to be proud of the quality of our magazine and hope that all of our residents take advantage of this excellent resource.

As the coordinator, writer, editor and photographer for the SRCA magazine, I have taken great pride in developing this product month after month. I continue to strive to increase our reader’s interest and keep the residents of this community attuned to all of the Ranch news. I am thankful to have such a wonderful team of contributors, my chief editor, our Executive Director, Kathe Barnes, the SRCA Communications Committee, and the many SRCA staff and local amenities personnel and volunteers who kindly submit articles and continue to keep us all updated. We are looking forward to another successful year and the continued enhancement of all of our communication efforts. Your comments and suggestions are always appreciated.

“By the end of 2007 we will have donated over $55,000 in advertising space to local charities”, says Cory Billings. Billings, VP of Valhalla Holdings, a Phoenix publisher of community magazines. Billings describes this kind of donation as “allowing” instead of giving. “We allow local charities to showcase, to promote the need they are fulfilling, and to expose them to 10′s of thousands of their neighbors”, says Billings.

Since it its founding in 2003, Valhalla has made a commitment, that as a company, it would be a leader in community publishing and to giving back to the community at large. “We understand that growing community awareness for local charities is very difficult, we have the resources and the ability to get the word out. So, we help every charity that we can.”

If you are a charity and would like some free publicity you can contact Valhalla at 480-634-1708.

Valhalla Holdings is the largest publisher of community magazines in Arizona. With its 9 individual community magazines, Valhalla delivers to over 35,000 homes in the Phoenix area. The communities are some of the most exclusive in the Valley, including the Foothills, Ocotillo, and Scottsdale Ranch.

In 2006 and 2007 Valhalla donated over $15,000 in advertising space to the Susan G. Komen for the Cure, the world’s largest breast cancer organization. The Komen Race for the Cure Series raises significant funds and awareness for the fight against breast cancer, celebrates breast cancer survivorship, and honors those who have lost their battle with the disease.

Dear Valhalla,

I am writing to thank you for your commitment to Komen for the Cure.

Your promotion and advertising for the Susan G. Komen 3 day breast cancer walk was awesome! Your generous contribution raised awareness and donations for an important cause and builds hope in myself and others whose lives have been affected by breast cancer. Thank you for making a difference!

With great appreciation –

Jodi Maslowski
Breast Cancer Survivor

Friday, 13 July 2007

The Augusta Ranch Community Association, in Mesa, AZ, has chosen Valhalla Holdings to produce their quarterly magazine. Starting in September, 2007 Valhalla Holdings, a Gilbert Arizona custom publisher, will publish the community magazine.

July 14, 2007

Dear Neighbor and Advertiser:

Excitement abounds with our cutting edge approach of offering quality communication resources to Augusta Ranch Community Association residents. We chose Valhalla Holdings to publish a full-color 32 – 48 page magazine on a quarterly basis. This is an awesome vehicle for our association to communicate with members, as well as showcase our community and its amenities. Limited advertising space is available to you now in this truly unique publication.

Our quarterly magazine offers targeted advertising opportunities, which provide access to a lucrative market for you, the advertiser. Newspapers have a limited life, and advertisements go ignored. Experience shows, our specialized magazine has a minimum shelf life of several months, and your advertisement will receive repeated viewings. In addition, our distribution reaches approximately 2,200 members, plus circulation to local merchants for distribution among their clientele. If exposure to thousands of local consumers, at a reasonable cost, interests you, we invite you to contact Valhalla Holdings regarding advertising opportunities.

For answers to questions and to reserve your advertising space, contact Cory Billings, at info@valhalla360.com
or (480) 634-1708. Thank you for your interest, and we look forward to seeing your personalized advertisement in the Augusta Ranch quarterly magazine.

Sincerely yours,

On behalf of the Board of Directors

Augusta Ranch Master Community Association

Cydney Holter

Master Community Association Manager
Rossmar & Graham, Mesa Office
1801 S. Extension Road, Suite 124
Mesa, AZ. 85210
Office (480) 551-4226
E-mail cholter@rossmar.com

Dear Mr. Billings,

Thank you for the generous donation, from Valhalla Holdings, of a color full-page ad in the Cottonwood Palo Verde at Sun Lakes Magazine.

Neighbors Who Care plays a vital role in the Sun Lakes and south Chandler communities in enabling our frail, elderly, homebound population to remain independent in their homes. Our non-profit organization is dependent on both in-kind and cash donations, and it is through generous giving such as your we are able to carry out out our mission.

Once again, thank you from the Board of Directors, Staff, Volunteers and Clients of Neighbors Who Care.

With appreciation,

Chris Stage, PhD

Executive Director