Buy Local (Talent): Bradley Fitzhenry

Redheads are all the rage recently (thanks to Conan). I thought I'd capitalize on the trending topic and highlight a smart and talented redhead from Fresno, Bradley Fitzhenry. The thing I appreciate about Bradley is his intensity and passion for his craft. From design to music to producing shows to saving Fresno from Fresno, Bradley has high standards and hold people accountable.

Bradley has helped a lot of companies with identity and branding over the past 18 years. I've had the opportunity to see him in action as he help organize and promote shows in town. The other thing to consider is that he is one hell of a nice guy. Sure, people may get bristly when working within Bradley's high standards, but they appreciate the results on the other end. Results are what matter to Bradley. Results often drive satisfaction. He knows a client is rarely dissatisfied when goals are reached.

TalentLocal

Below is more information about Bradley Fitzhenry.

Who:

Bradley Fitzhenry -- owner or Vortex Design and Marketing as well as proprietor of SonicFoundation.net

What:

Marketing, Graphic and Packaging Design, Public Relations through Vortex Design and Marketing, the company he is currently rebooting. He's done design work for the Tower Theater (season brochures, poster design, direct mail), Echo Restaurant (logo and identity design), Daily Planet Restaurant (logo design, advertising), Silva Designs (logo and identity design), Tower District Marketing Committee (street banners, advertising, poster design), TW Patterson Building (logo, identity system), just to name a few.

sonicfoundation.net is his music/event production baby.

How:

Bradley is a small business marketing specialist, with a deep understanding of the rigors of marketing unusual unique products/services in a competitive marketplace with an eye to the bottom line. Specific experience in event, arts, specialty food, specialty print arenas employing strategies via traditional, guerrilla and social media marketing channels. Oh, and he's a pretty good house music DJ who has played all over the US.

Why:

Bradley has a successful track record of taking $1million companies to $5million, and $5million to $10million. He thinks that's a pretty good reason (and I would agree). And because he is smart, fun, conscientious, hard-working fresno-native with a penchant for quality.

sonicfoundation.net

vortexbradley@gmail.com

bradley@sonicfoundation.net

follow Bradley on Twitter: @SonicFoundation

join Bradley on Facebook

TalentLocal Archive

Day 1: Ryan C. Jones, photographing genius

Day 2: Layne Lev, webtastically awesome

Day 3: Ryan Corrigan, entrepreneurial lawyer

Day 4: Kengi, Miles & Eric, 3Ding Dudes

Day 5: Brenda Carrasco, consumption engineer

Day 6: Robert Schultz, Techie McGeekerson

Day 7: Hank Delcore, design voyeur

Day 8: Bradley Fitzhenry, hey mister DJ

Day 9: Marc Lutz, inky & the brain

Marketing Lesson from High School: The Prom

When I was in High School I was pretty much a big dork. The first two years were hell, but finally by my senior I had blossomed into less of a dork. Like most kids I was not comfortable in my skin, did not have a clear understanding of my identity, and desperately wanted to be liked. The challenge was that I didn't know why people should like me...I just thought that they should.

This is the same thing I see facing businesses today:

They are not comfortable in their industry.

because they don't spend the introspective time as a student of the industry

They lack a clear understanding of their identity.

because they want to be everything to everyone

They desperately want to be liked.

because if people like them then they will generate income

Just like trying to secure a prom date, businesses need to walk their potential date through the buying process: Population, Awareness, Preference, Engagement, Retention.

Population - All the people on campus

In my high school there were approximately 3000 people on the campus. If I assume half of them were females, that create a pool of 1500 possible prom dates...not too bad.

• How big is your market? Don't say it's everyone on campus unless you are really willing to entertain offers from the guys and the gals.

Awareness - All the people who know me

Like I said, I was not that popular. I played sports early in my high school career, but that stopped when I started working. So I can conservatively guess that 300 female students knew me....the number is starting to drop.

• Sure a lot of people exist, but how many of them know about you? They gotta know you before they are gonna like you. Sometimes it pays to be popular...but being popular does not necessarily mean being liked.

Preference - All the people who have a positive opinion of me

I did a lot of stupid stuff in high school. You know what they say about a bad customer service experience...upset one person and they will tell eleven others. Well, that caused my pool of candidates to shrink even more. Now I was down to 75 gals from which to choose. I didn't protect my brand very well.

• The catch: They know you and like you. Just because someone has heard about you does not mean they like you. Some people (and businesses) are popular for all the wrong reasons. You know who that girl or guy was on campus.

Engagement - All the people who are willing to go to the prom with me

Well, I waited until two weeks before the prom to start my search. Many ladies already had dates, many decided not to go, many were willing to go with me, but I was not that desperate. So now I was down to 12 prospective dates. There were 3000 people on my campus and I had to select from the Dirty Dozen.

• Are they willing to buy or just smiling in your direction? Bad timing and poor closing skills leaves a lot of opportunity on the table. You can increase your odds by recognizing when a person is ready to say "yes" and actually make your move.

Retention - All the people who are willing to go out with me again

I surveyed the options, asked one gal, she said yes. The problem was that it was a bad date. The muffler fell off my car. I insulted my date's religion. I made a fool of myself at dinner. She wasn't "into dancing". I gave her a High Five good night. It wasn't pretty.

• Do you have a plan to keep them coming back for more? Sometimes you want to marry your high school sweetheart. If she has a bad prom experience, the wedding bells probably will not happen. What is your retention strategy?

What happens when someone has a bad experience? They tell eleven others...there goes the Dirty Dozen.