0 (0s): Welcome back. Everyone who's been tuning into Radio Entrepreneurs our reformulated version are back to work and keep the economy going. Radio Entrepreneurs more people than ever are tuning in. Radio Entrepreneurs and Why because we are at the forefront of what entrepreneurs are doing to stay in business, go to market with new strategies, keep people employed. Uh, my CO's for this segment, uh, one of my favorites, uh, is definitely Evan Macedo of Cyprus and wallet, but also from our partner association, FEI, the financial executives international. 0 (34s): Wow. Thank you. Jeffrey. It's good to be here as always and this shows are a lot of fun, so I look forward to keep doing them. You're looking very big on my screen. I don't know if you've been eating too much, but good. Uh, ver you're twice the size of our guests and uh, our guests as someone which someone, you know, a Kirsten, uh, Furman principal at jumpstart. Marketing welcome. Kirsten 1 (59s): no, they're nice to meet you guys and thank you so much for having me. 0 (1m 2s): You know, Kirsten I know Evans is going to jump in with some questions after I get started, but you know, for me Marketing in this time is more important than ever. More people are on the web reading information, getting information. You can't, uh, you know, traditional ways of meeting are now gone and uh, you must be quite busy. So why don't you talk to us about all the things that you're doing for your, your client organizations. 1 (1m 28s): Yeah, yeah. Thank you. You're, you're right. It's actually been quite busy these past couple of weeks. Busy in a good way. Busy in a bad way, kind of everything. We hit the gamut and you're very right that Marketing is quite important because one of the most important things right now in this crisis, um, generally in general it's, it's important, but right now it becomes even more important is to continue to communicate with people. Um, you know, communicate with your clients, communicate with the individual that sits behind those organizations that you are ordinarily talking to. 1 (2m 1s): Um, you know, and the gamut of what you're communicating about with these people has actually expanded quite a bit. So, um, as far as us having been busy, um, it's really been a lot of communication strategy building for our clients and beyond. We've been, um, Is with organizations helping them, giving interviews like this as well. Just to give advice on, on how you can actually straddle this, this current pandemic from a marketing perspective, 0 (2m 30s): most of your clients in a specific segment of the marketplace, is it More service, privately owned, family owned public companies? What are the niches you tend to be busiest with right now? 1 (2m 42s): Yeah, that's a good question. We actually run the gamut. Justjump Marketing in general does not, um, hit a specific industry. Um, we run the gamut across industries. Um, but the one common thread has been that we work with companies that traditionally have a little bit a resource challenge within Marketing. They have a lot to communicate but only a certain amount of people. So we either become the marketing department of our clients or where the helping hand with the marketing department and often it's the strategic end of the marketing department. 1 (3m 15s): So we kind of put the head of the COO on, um, and, and work with the organizations and it's actually across industries as I said. So from manufacturing to financial services to, um, we've actually worked with a, a, um, a convent before we, um, work in professional services. Um, it just really the gamut across the board and as far as, you know, small or big, it's also been running the gamut there as well. We've had small, small entities that we work with solo preneurs. 1 (3m 48s): Um, but we also have worked with global companies, um, that, that needed marketing help as well. So it's really been an interesting mix. 2 (3m 58s): Evan, I'm throwing a ball at you. Absolutely. Thank you Jeff. Um, you know, Kiersten, I know that, uh, right now there's been a lot of companies that are in turmoil. A lot of people have been laid off, uh, in people are just wondering how they kind of get through all of this, which I know I'm sure has changed around your whole marketing perspective. What would you say are similar, like your, your do's and don'ts during this time on trying to approach people? 1 (4m 28s): Yeah, that's a really, really good question. And I think it's a really important topic to cover as well because marketing has changed and it's nature and I think it also goes along with sales as well. I'm obviously, this is not the time to do what you used to do in the past. Um, you know, both on the sales as well as on the marketing side. Um, so really we've been talking a lot to our clients on how to actually change their marketing strategy from what they had before. And you guys probably all have heard about, you know, the, the audience that you work with, the personas, um, your core competence, value preposition off of your products, et cetera to your clients. 1 (5m 5s): Um, those are kind of the Marketing lingos that one hears quite a bit. But when you look at this pandemic and you look at the different kind of stages that people have been going through, it's actually been changing the audience and the way that the value is actually communicated and understood as well, um, from what it was before. So what I'm talking about is if you think about the beginning of, you know, us all being locked up, um, we really all kind of experienced, um, challenges with fear being paralyzed, not knowing what to do, a ton of questions, no answers whatsoever. 1 (5m 41s): Um, that was a phase that was a very challenging phase to market to an audience. So what we've been talking a lot to our clients is ditch the idea of Marketing think about communicating, and I've talked about that earlier today as well. I haven't used the word Marketing, um, itself to, to audience at all during this conversation. It's the communication that you need to do. Then the next phase that everybody seemed to have gone through was kind of rolling up the sleeves. Understanding this is no different. So let's figure out how to do that. 1 (6m 11s): You know, you've gone through how do I actually do the zoom? How do I keep the kids and the animals, various animals at Bay so that they don't bark during conversation, stuff like that. It was very tangible and very kind of, um, you know, tips and tricks were shared during that timeframe. Now we're kind of entering a phase of, one of my colleagues just called it a quarantine fatigue. So it's, it's very, very personal. All of a sudden, you know, people are getting very exhausted at staring at screens every day long. 1 (6m 41s): Um, it's exhausting to figure out how to actually get off a meeting, jump on a meeting and make it somewhat natural. Um, it's exhausting to be locked up inside with the same people over and over, or the kids have stopped, you know, looking at yea where we have no school, and then all of a sudden realizing how great that used to be. So, you know, it's a very different timeframe. You're locked up with your partner, where when you had a TIFF in the, in the past, you know, you were able to separate and go to work and now all of the sudden it's just constantly there and it makes it very difficult. 1 (7m 13s): So what I'm talking about is from a marketing perspective, you actually have to think about, you know, what the challenges are that your audience is facing right now and have to find a right tone and the right, the right challenges that you need to be addressing and communicating. And what we've seen with our, our audience is that it has changed quite a bit from being very product focused and service focused to being really more um, community focused. 1 (7m 43s): So you're sharing a lot more off your own challenges. You're sharing a lot more of what's happening behind the scenes with your organization. So you might actually talk about how you're trying to get the PPP versus where beforehand you probably wouldn't have talked about finances at all, you know, stuff like that. So that's really been, um, the, the majority of the work is to sensitize people to understand that the audience is now facing a different challenge and you have to address that. Wow. Quite an extensive answer. 1 (8m 14s): You clearly have some marketing experience, but, so let's go back to jumpstart. How long have you been in business and who else is involved with jumpstart? Do you have staff too that you're dealing with during this time? Yeah. Yeah. So first of all, it's just Marketing and we, we, uh, just jump in here into the market, um, that, that's okay. Um, so yeah, we're actually a team of nine people. Um, we have copywriter on staff, we have, um, developers that we work with. 1 (8m 44s): We have, um, graphic designers on staff. So, um, we have, uh, a long team of people and extensive people that on the beyond as well, um, that been working with for a long time. Um, we uh, have been in business since 2013 so it's, it is a somewhat long history, certainly not as long as some of our clients when I look at Evan, um, but, uh, it starting to get up there in some years as well. 0 (9m 13s): Evans Evans from Is what over 80 years old Devon. So it's an amazing, amazing company. I think it's starting on its fourth generation. Uh, what was your background before doing this? 1 (9m 26s): Um, I come from business strategy, so JustJump Marketing is actually very strategy focused and I think it's driven by my backup itself. Um, I always look at the company's business strategy first. Then we look at how a marketing strategy actually fits into that business strategy. And one of the biggest reasons behind it is we're very, very goal oriented. Um, we feel that marketing needs to have a seat at the table, um, and that it can truly contribute and not just be a cost center. And in order to do that, you really need to understand where the path is leading you, what, what you're trying to accomplish with an organization. 1 (9m 60s): So everything that we approach, um, and I feel very strongly that that's the way that marketing should be done is to actually first ask, okay, why are we actually undertaking that and how can we measure whether or not we're successful? So again, my background is in business strategy, um, and, and project management actually. 0 (10m 18s): Okay. Uh, for our listeners, again, we've been speaking with Kirsten Furman principal, uh, just jumped Marketing and uh, my cohost of Evan mosquito, VP of finance and operations, Cypress and Wallach, and also our representative with our partner on Radio Entrepreneurs, FEI financial executives, international Kirsten. If someone were looking for you at JustJump, how would they find you? 1 (10m 40s): Hi. Yeah. Um, so obviously we have a website JustJump marketing.com. Um, they can also go ahead and email me@kirstenatjustjumpmarketing.com that's Kirsten Is, K, I, R. S, T, E, N, not Kristen. Um, and my phone number, I'm always on my phone. Um, six one seven, eight zero three, three five two, three and I kept the best for last. That is my phone number. I'm, I'm much easier to be contacted via text than I am VA emails, so anybody looks for us and um, need some, some guidance. 1 (11m 16s): This is certainly a great way to touch base with us. 0 (11m 19s): Great. And Evan, if someone is looking for you or also as interested as a CFO and FEI, can you give us those two contacts? Uh, pieces of information? 2 (11m 28s): Uh, yes, absolutely. Jeff. If anybody's looking to get in touch with me at say, personal wallet, you can go to our website, www.cbreshypethanwallet.com. That has all of our contact information on it. And if you're looking at a FBI, you just go on to your Google search and type in FBI, Boston, you'll find the whole Boston chapter, and then, uh, you can find out all the different resources that we have there. 0 (11m 56s): Great. I want to thank both of you for being on Radio Entrepreneurs today. We know you're both going to be back for sure, Evan weekly. Uh, and, uh, for our listeners, More stories to come on. Radio Entrepreneurs.