How We Measure Success

By Lynette Lo Tom
Wednesday - May 11, 2005
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Suzanne Watanabe, Sherrie Coronos, Cheryl Tamura, Paul Brencick
and Lynette Lo Tom of the Bright Light Marketing team

“You’re in marketing — how much fun that must be!”

People who say that are right. Our job is never boring, and we are constantly thinking of the next idea. Every client has a different situation, has different needs, and our creativity directly translates into their financial statements.

We have been fortunate to keep “good company.” By starting off small and then growing gradually, the firm has been able to be very selective of the company we keep. Some firms have given their marketing trust to us for nearly a decade.

Bright Light specializes in public relations, ranging from publicity to special event planning, corporate celebrations, employee communications and issues and crisis management. Our motto is, “Everything is possible.” Bright ideas naturally attract excitement, attention, funding and fun. If something isn’t working, we create bigger ideas.

At 15, my first “real” job was working as a countergirl at the McCully Zippy’s. Since many of the customers would stop by weekly, I would memorize their orders and they would be surprised that I could remember their favorite dishes. In the same way, we strive to know the preferences of our clients. After learning their individual and company’s personalities, we offer ideas that may be a stretch for them, but will help to build their reputation and reach their financial goals.

Our mission is to help clients grow their businesses and increase their profit. We strive to either increase a person’s or company’s public perception, or to fill a restaurant, store or event with customers.

To some, marketing and public relations is a fuzzy idea; an expendable afterthought. The strategies we recommend have resulted in dramatic revenue increases, up 52 percent in one year for one client and for another client, profit from a special event to fund student scholarships, up 200 percent.

We help many non-profit organizations. We’re proud that we have been able to increase their profiles, and when our generous Hawaii community hears of their good deeds, their contributions soon follow.

I started the company 15 years ago after working as a reporter and a communications manager at a large company. Today, Bright Light Marketing has more to offer our clients because of the valuable experiences of those on our team, who have worked in a wide variety of industries.

Our clients rely on us for bright ideas and creativity. We become trusted business partners whose insights are sought out long before the actual need for “publicity” is required. In many cases, we have become the marketing arm of small and large firms.

We encourage our clients to allow us to be a part of the planning process so that the ultimate need to “communicate” with the intended target audience is considered every step of the way. We know that decisions made by planners “up front” can make or break their ability to successfully communicate through the media in the end. This is a big responsibility that we gladly take on to ensure the greatest possible exposure for our client’s products, services and programs, which improves their profits.

Our Bright Light team takes pride in doing a good job, and that is our motivation. We’re proud that clients trust us to continue giving us work, so much so that last year we broke the $1 million mark in revenues. This thrills us because it shows that clients trust us with their future.

We don’t spend much time selling Bright Light Marketing. That’s because more than 90 percent of our new business comes from clients telling their friends what we have done for their image or bottom line. We cheer when we achieve recognition for our clients. At Bright Light Marketing Group, we see this as our best measure of success.

Next week: Allen Uyeda, president & CEO of First Insurance Company of Hawaii

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