Network Solutions – Small business conversations and working together for small business success

Part 2 of 2 Interview with Mitch Arnowitz of Tuvel Communications

Mitch Arnowitz has been around the DC tech scene for more than 10 years. He has extensive experience in both traditional and online marketing, advertising and communications. Mitch was part of the founding team of the Morino Institute Netpreneur Program, and a key architect of its highly respected online communications strategy. He runs Tuvel Communications, an online communications firm located in Silver Spring, MD.

Tuvel has worked with organizations to identify and target potential customers through innovative communication campaigns that spread messages through the Internet’s most powerful channel: word-of-mouth. Some of the organizations and companies that Tuvel has worked with recently include Freedom Bank, Tech Council of Maryland, Apptix, British Midlands, Every Child Matters and Venture Philanthropy Partners.

I recently had the opportunity to sit down with him and discuss the company’s background as serial entrepreneurs and what the future holds for Tuvel. Here is the transcript of Part 2 of 2 of that interview.

Steve: As a follow-up question, since you offer many services that deal with all types of online marketing communications, how does a company come up with the proper mix for its business?
Mitch: The proper marketing mix will depend on factors such as the type and size of the company, campaign goals and who you’re trying to reach. Our mix used to be more broadcast-heavy, with things like banner advertising and e-mail broadcasts. Now, we’re seeing more “social media” marketing, with things like e-mail outreach and business-to-business social networking in the majority. It’s mission-critical that the organization or company deliver a consistent and integrated message through both traditional means and online marketing efforts. This holds true for advertising, direct marketing, telemarketing and social media efforts.

Steve: Switching gears a bit, you were one of the team that founded Netpreneur with Mario Marino. It was the hub of networking and tech events in the region. After the bust, there was really no leadership until Peter Corbett started the Twin Tech events, which bought together the old-guard government contractor with the new-guard hip and cool Web 2.0 crowd. How do you see the DC metro area tech community these days? Is it different than during the boom days?
Mitch: The DC tech community has always been full of great people and groups! After the tech bust, many Netpreneurs headed for safer havens and paychecks. Now, we might be seeing some of them come out of hiding. There’s still a fair amount of thrashing in the DC community in terms of monikers, points of difference and the like. Social networking communities have made it easier to connect. Some of the newer, grassroots groups and established organizations are filling the void many felt when Netpreneur went away.

Steve: What more do you think needs to be done to grow the tech community? Networking site, more events?
Mitch: It might make sense to bring together the different regional groups for both traditional and online networking. We did this during Netpreneur days with our Leaders Lounge, where we brought together support and user groups, grassroots efforts and established tech councils. Then, we set up an online community or “sandbox,” where group members and leaders alike could get to know each other. We found that the groups had more in common than they thought and were able to develop ways to help each other out. And, we had a lot of fun!

Steve: To close our interview, I would like to get a “Top 5” from you. Since we are facing some tough economic times ahead for possibly the next 12-18 months, what are the Top 5 things you would recommend new entrepreneurs running a business should do to weather the storm?
Mitch: Revisit vendor costs. Don’t necessarily take it in-house, but look for different ways to do the same thing that save money and time.

Think smaller. There’s nothing wrong with thinking big, but it might make sense to start off smaller, letting the business grow organically.

Establish relationships and work your partnerships. Relationships give you long-term connections and clients. Partnering allows you to trim costs while getting on-the-job training. Also explore the use of interns. We’ve gotten great input from some of the area schools.

Think outside the box. Companies and organizations are more interested than ever in discovering unique ways to locate and leverage best customers. This also holds true for lead generation and retention efforts. What do you have in your toolbox that can help them get the job done?

Use resources that are available to you! Networking with peers, participating in online discussion lists, joining local tech groups and social networking are good things that can help build and grow a business.

Comments are moderated and will appear shortly. See terms.