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.

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 Mitch and discuss the company’s background as serial entrepreneurs and what the future holds for Tuvel. Here is the transcript of Part 1 of 2 of that interview.

Steve: You have been building Tuvel for the better part of a decade. Since this was not your first startup, what are some lessons learned, good or bad, that you have applied to this venture?
Mitch: Tuvel Communications is an online communications firm focused on helping companies and organizations use new ways to get their messages out and find customers. We help customers find “hidden” customers and keep them coming back – again and again. Through this approach, companies and organizations have been able to increase sales efforts, build membership and subscribers, increase the size and quality of databases, get closer to their customers, and enhance the value of their reputations.

We’re pretty intense about staying focused. We don’t do what we don’t do! We typically refer opportunities not within our core competencies to business partners. We only take on assignments where we know we can do a great job! If we don’t think we can write a great case study, full of metrics, we pass. We try to predict, rather than follow, trends—this is easier said than done in the communications business. We always begin and end with the relationship. People do business with those they like and want to spend time with. Social media is all about engagement and this also holds true for the client relationship—we try to listen more than we talk.

Steve: Since you are a serial entrepreneur and have been through many business cycles, with the economy in a tough spot these days, do you feel it is a good time to start a business?
Mitch: It’s a good time to start a service business that can be grown organically. It’s (still) a good time to exploit a niche market. People continue to do it successfully every day on the Web.

Steve: One question I get from people thinking about starting a business is “do I need a marketing plan”? I tell them that, if they are a freelancer and selling their skills, they don’t, but… if they are planning to grow a business, that they can’t run without one. What is your philosophy on this type of thing?
Mitch: A marketing plan is an important part of anyone’s business plan. A freelancer’s needs might not be as extensive as a start-up, but they should still commit a marketing thought process to paper. Many of us lived through the days of made-up revenue projections. When looking at a business plan, I always wonder if there’s a market, but also try to figure out how the entrepreneur will sell and market the product or service. I would say that a marketing plan is important to anyone starting out.

Steve: Your firm has been really pioneering e-mail campaigns over the last few years. How has this particular technology evolved in the last few years? How do you feel it is used most effectively in a business environment?
Mitch: Outsourced e-mail solution providers make it easier than ever to create and send customized communications. Providers offer newsletter templates, distribution and reporting with easy-to-understand metrics. Deliverability and filtering are still big issues, though. One thing that hasn’t changed over the years is that it’s still about the people and not the technology. In other words, you still have to follow best practices in relationship-building.

A business should put together an ongoing communications plan that includes a long-term strategy and timetable. Too often, companies stop communicating once the event or launch has concluded. Don’t let the (e-mail) relationship languish. Continue to offer value to customers and prospects, even when you don’t have something to sell. It is most effective to build a house list of customers and prospects who want to get your stuff. Then, when using that list to contact people, over-deliver on value. That is, value to the customer or prospect—not the pitching company!