June 07

Better Business Bureau >>> membership newsletter

Better Business Bureauserving eastern michigan and the U.p. since 1917

Do you know what business you are in? Sounds like a trick question

doesn’t it? But it is not. You would be surprised that many, if not a majority, of business owners assume that they are in the business of — fill in the blank. It could be selling tires, or restaurant equipment or dry cleaning clothes. Those businesses may seem dif-ferent, but at the core they are all the same; they provide services to customers. And it doesn’t matter whether you are a retailer, whole-saler or manufacturer. Once you accept that, you can start to make real advances in your marketing techniques. For starters, if you aren’t number one in your business category, then you need to redefine yourself and claim a first in another category. For instance, you’re not the biggest aftermarket tire seller, but you are number one in SUVs, or minivans, or sports cars. So that is where you concentrate your branding.

Just remember: everybody knows who the first person was to step onto the surface of the moon. But who was number two? (The an-swer is on page 3.)

And don’t be discouraged be-cause you don’t have a bundle of cash to spend. Branding, which is the heart of marketing, is about originality and repetition. The number one rule is to use any means possible to maximize aware-ness in your marketplace. Using the dry cleaning example again, why not print your own paper shields for the coat hangers in a bright color with a strong message, instead of the usual “We thank you for your business” on dull white paper. Here a couple of other ideas that should kick your own creativ-ity into high gear. Anytime you use the mail, make sure the envelope contains a special offer. And on the subject of mailing, make sure that you utilize the outside of the enve-lope as a branding billboard. Print your company slogan and use stick-ers for eye-popping visibility. Think that’s a stretch? Well, con-sider that the president of Hearst magazines told us publishers to print key rates and dates on the back of our business cards. As he used to say, “Marketing abhors blank paper.”

Farewell, goodnight, auf wiedersan, good-bye! No one could say it better than the Von Trapp family singers. This is my

last article as President/CEO of your Better Business Bu-reau. I will be retiring at the end of June and the fair Eliza-beth and I will be relocating to the more temperate climes of North Carolina. The past nine-plus years have been an absolutely won-derful experience. It has been a privilege and an honor to have served in this position. The BBB serves a useful and necessary purpose in the marketplace. We are a bridge be-tween the business community and their customers. We pro-vide educational information, pre-purchase information about businesses, dispute resolution services ranging from concili-ation to binding arbitration, advertising review and charity review to help donors make better charitable decisions. All of

these valuable servic-es are provided by a hard-working staff of BBB professionals. I frequently say that if you do not look for-ward to going to work in the morning, it is time to change jobs. The people at the BBB, the Board of Direc-tors, who freely give of their time and ex-pertise, as well as the Members I have met, make it a pleasure to

come to the office. A good man-agement team is what makes a business operate efficiently. You have a great group of managers at the Bureau. Their efforts allow us to close complaints in 22 days, disseminate over 500,000 Reli-ability Reports a year and review hundreds of advertisements and charities every year. We have also added a healthy dose of technology to the mix, an up-to-date computer system, state-of-the-art interactive voice response system to provide Reliability Reports 24/7, scanning technology for records re-tention and a super web site that contains valuable informa-tion, and is user-friendly as well. Wow, how will they ever get by without me? Easy. Vickie Galpin, Vice President of Operations, has been chosen by the Board of Directors to be the new CEO effective July 1. She has nearly a decade of BBB experience, as well as man-agement experience with a major corporation. She and her team will do a great job. The winds of change are blowing through the BBB system and Vickie is well positioned to navi-gate through any choppy waters and keep the course steady to continued success. While I am sad to leave, I would be less than honest not to say that we are looking forward to a different climate, great golf and more time to travel. I wish all of you good health and prosperity. Thanks for the memories.

Fred HoffeckerPresident & CEOfhoffecker@easternmichiganbbb.org

• Provided 566,460 reliability reports to consumers

• Reviewed 26,508

advertisements for accuracy

• Processed 14,853

consumer complaints • Welcomed 210,593

visitors to our web-site

In 2006, Your Better

Business Bureau:

Message FroM the PresIdentJune 07

Better Business Bureau [ 1 ] Membership NewsletterBetter Business Bureau [ 8 ] Membership Newsletter

Better Business Bureau30555 Southfield Road, Suite 200

Southfield, MI 48076-7751

Fred and his wife elizabeth enjoying the view near their new retirement home in north Carolina.

Business Notesprepared exclusively for the better business bureau by business editor O. s. moore

Marketing tips that Work

If you aren't number one in your business category, then you need to redefine yourself

and claim a first in another category.

The BBB’s new President & CEO, Vickie Galpin, will take over the

reins of the Bureau on July 1, 2007. “ I am honored to be selected to lead our Better Business Bureau as it moves toward its second cen-tury of service to the community,” stated Galpin. Vickie Galpin has served in the capacity of Vice Pres-ident of Operations at the BBB for the previous nine years. In that position, she has been responsible

for directing management of all of the BBB’s departments, developing membership programs and benefits, and ex-panding the Bureau’s accessibility and services to the public. Prior to joining the BBB, Ms. Galpin had a twenty-year career in management at the 3M Company. She is a graduate of Eastern Michigan University and resides in Dearborn with her husband Carl.

While I am sad to leave, I would be less than honest not to say that we are looking forward to a different climate, great golf and more time to travel. I wish all of you good health and prosperity, thanks for the memories.

While I am sad to leave, I would be less than honest not to say that we are looking forward to a different climate, great golf and more time to travel. I wish all of you good health and prosperity, thanks for the memories.

BBBjune07.indd 1 5/3/07 12:36:49 PM

Better Business Bureau [ 2 ] Membership Newsletter Better Business Bureau [ 3 ] Membership Newsletter

Better Business Bureau >>> membership newsletterJune 07

The Better Business Bureau recognizes and thanks the following companies for their financial support as

“sponsoring MeMBers” of the BBB:• 3-dimensional services,

Inc.• aaa Michigan • accident Fund Insurance

Company of america• allegra direct

Communications• american Blinds, Wallpaper

and More• american Laser Centers • american Metal roofs, Inc.• ameriprise Financial • apex Mortgage services,

LLC• art Van Furniture• asset acceptance, LLC • Blue Cross & Blue shield

of Michigan• Bridgestone Firestone, Inc. • Century 21 town & Country• Charter one Bank• Chase Manhattan Bank• Cingular Wireless • Comcast Cablevision, Inc. • Comerica, Inc. • Corporate express, Inc.• Cousino Construction• Credit acceptance

Corporation • Crosswinds

Communities, Inc.• doC optics Corporation• daimlerChrysler

Corporation • detroit newspapers Part-

nership, L.P. • dixie Cut stone &

Marble, Inc.• dte energy • Farm Bureau Insurance • Farmer Jack supermarket • Fifth third Bank • Fitness Usa supercenters

• Flagstar Bank • Flame Furnace Company

heating & Cooling• Ford Motor Company/

Consumer affairs• Furniture express, Inc. • gallagher security, Inc.• gardner White Furniture

Company• great expressions

dental Centers• greater detroit Chevrolet

dealers • heartland health Care

Center-University• heartland healthcare

Center - dorvin• house of denmark• huntington Bank• Ikea Michigan, LLC• It Works, Inc. • Kroger Company of

Michigan• Kurtis Kitchen & Bath

Centers• Laser Cutting Company,

Inc.• La-Z-Boy Furniture

galleries• Living alternative for the

developmentally & disable• Lone star steakhouse/

saloon of Michigan, Inc.• MeeMIC• Mammoth Video• Masco Corporation • Mcdonalds of se Michigan• Mcgraw Wentworth• Medical Weight Loss Clinic• Michigan heritage Bank• Micro ear hearing aid

Center, Inc. • new technology steel LLC

• northville hills golf Club • observer & eccentric

newspapers• orkin exterminating

Company, Inc. • Paramount Bank• Plastic engineering &

technical services, Inc• Pulte home Corporation• rent a tradesman• rivergate terrace• royal oakland Community

Credit Union• Smart Office

systems, Inc.• solomon Plumbing, Inc. • somerset auto

Center, Inc. • stevens Worldwide

Van Lines, Inc. • t & C Federal Credit Union• tds Metrocom • trammel Crow• tri County Pontiac dealers

association• tri County toyota dealers

association• trott & trott, P.C. • trugreen Limited

Partnership• University of Phoenix,

detroit• Value City Furniture • Verizon • Vr tech Marketing

group, LLC• WdIV-tV4 • WXYZ-tV • Wendy’s International, Inc.• Wireless toyz

Franchise, LLC• WJBK Fox 2 detroit

Better Business Bureau [ 7 ] Membership Newsletter

BBBjune07.indd 2 5/3/07 12:36:53 PM

Better Business Bureau [ 6 ] Membership Newsletter Better Business Bureau [ 3 ] Membership Newsletter

BodMan LLP Names Six

New Partners The law firm Bodman LLP has admit-ted six new partners, all of whom had been associate attorneys with the firm. The six are Carrie Leahy, Cheryl A. Fu-lop, Daniel J. Canine, Matthew T. Jane, Monica M. Moore and Harry A. Kemp. Carrie Leahy (Ann Arbor) specializes in corporate and securities law. She is a graduate of the University of Michi-gan and the Illinois Institute of Tech-nology Chicago-Kent College of Law. Cheryl Fulop (Troy) specializes in corporate and real property law. She is a graduate of Bowling Green State University and the University of Toledo College of Law. Daniel Canine (Troy) specializes in real estate and banking law. He is a graduate of Michigan State University-James Madison College and the Uni-versity of Michigan Law School. Matthew Jane (Ann Arbor) special-izes in commercial and construction litigation. He earned both his under-graduate degree and his law degree from the University of Michigan. Monica Moore (Detroit) specializes in commercial litigation with empha-sis on employment law and employee benefits. She is a graduate of the Uni-versity of Alabama and Wayne State University Law School. Harry Kemp (Detroit) specializes in corporate law including mergers and acquisitions, corporate organization and general corporate transactions. He is a graduate of the University of Michigan and Harvard Law School. Bodman LLP, founded in 1927, is one of Michigan’s leading business law firms with 130 lawyers in five offices. Bodman has a diverse client base that includes individuals and businesses in a variety of industries, with emphasis on financial services, automotive, high

tech, real estate, general manufactur-ing, and other sectors.

dte energY Offers Renewable

Energy Option DTE Energy’s 2.2 million elec-tric customers now have the op-tion of choosing environmentally friendly renewable energy for their homes and businesses. Under a new voluntary program called Gre-enCurrents customers can choose from renewable energy created from wind, sun, water, biomass and other environmentally friend-ly sources. Additional information on the GreenCurrents program is available at www.greencurrents.com or by calling 866-207-6955. DTE Energy is a Detroit-based diversified energy company in-volved in the development and management of energy-related businesses and services nation-wide. Its operating units include Detroit Edison, an electric utility serving Southeastern Michigan, MichCon, a natural gas utility serv-ing 1.3 million customers in Michi-gan, and other non-utility energy businesses focused on power and industrial projects.

great eXPressIons dentaL Centers

Opens Training Center Great Expressions Dental Cen-ters, Inc., (GEDC) has recently opened a new training facility in Bloomfield Hills to begin provid-ing in-house training of entry-level

dental professionals and continu-ing education programs for more advanced staff. The training will be focused on GEDC’s system of de-livering outstanding dental care to over 150,000 patients in its man-aged dental centers in seven states and on its proprietary business and computer systems that service those centers. The Training Center will be managed by Dr. James Tatarek. Great Expressions Dental Cen-ters is one of the leading privately owned dental practice manage-ment companies in the United States with 94 dental practices located in Connecticut, Florida, Georgia, Massachusetts, Michigan, Ohio, and Virginia.

McgraW WentWorth

Welcomes Senior Account Manager

Judy Michaels has joined McGraw Wentworth as Senior Account Man-ager. In her new position, Michaels will be responsible for assisting cli-ents with regulatory compliance, plan design, and contract adminis-tration, as well as managing vendor relationships and communications. Michaels was previously Benefits Di-rector and First Vice President with Comerica, Inc. McGraw Wentworth is one of Michigan’s largest group benefit con-sulting and brokerage firms and serves mid-sized organizations head-quartered in southeast Michigan. Celebrating its 10th anniversary in 2007, the award-winning firm coun-sels clients on how to structure their group benefit programs and pro-vides strategic planning, utilization review, benefit design, compliance assistance and related services.

Please submit your business and management news highlights to tburns@easternmichiganbbb.org or mail to Tim Burns, Better Business Bureau 30555 Southfield Road, Suite 200 Southfield MI 48076. Please note that publication is dependent on space availability and at editor’s discretion.

MeMBers In the neWs

Better Business Bureau >>> membership newsletterJune 07

Better Business Bureau >>> membership newsletterJune 07

Michigan BriefstaX InFo onLIne

Suddenly, getting information from Lansing on state business

taxes just got a whole lot more ef-ficient. Thanks to a new online web site, you don’t have to drive to a state office for forms, or spend valu-able time on hold getting answers to questions before mailing in your registration. Employers can now register for most business taxes including sales tax licenses and UIA Employer Ac-count Number. What you will need

is a Federal Employer Identification Number to start the process. Social Security numbers are not accepted. Log onto the website at www.Michigan.gov.

a PennY saVed Is a PennY earned

Well, actually it’s a dollar thanks to recently passed legislation

that eliminated the $1.00 fee to ob-tain a sales tax license. There is also no fee to register for use, withhold-ing, or unemployment taxes.

FUn For aLL

Mark your calendars. Here are some fun and wonderfully

Michiganian events coming up in the weeks ahead that struck us as worthwhile. Please note that if any of our members are involved with an event that might be of interest to fel-low BBB members, send the listing with a contact number to Tim Burns at tburns@easternmichiganbbb.org.

• MIChIgan antIQUe & CoLLeCtIBLe FestIVaLs - Midland Fairgrounds June 2-3, July 21-22, sept. 22-23

Up to 1,000 Booths. Antique, collectible, folk art and hobby market. Auto Show, sales lot, swap. Buy-Sell-View. Opens 8 a.m. $5 admis-sion (under 11 free). Rain or Shine!

(989)687-9001 Monday-Friday. www.miantiquefestival.com.

• Mt. PLeasant sUMMer FestIVaL - June 20-24 at Island Park, downtown Music, carnival, children’s activi-ties, tim-ber show, live enter-tainment, bark in the park, duck race, s p o r t i n g e v e n t s , car show, fireworks, food and beverage pavilion, and vendors. (800)772-4433 www.mountpleasantwow.com

• PIne MoUntaIn MUsIC FestIVaL June 9-July 15 Opera, symphony and chamber music in several Upper Peninsula locations. (877)746-3999www.pmmf.org

MoneY saVVY

Business travel is an unavoidable necessity but it is expensive.

One way to save money on hotel costs is call the hotel direct. Be sure to question if there isn’t a better rate available. Ask about discounts for members of nationally-recog-nized organizations like the BBB. On arrival, double check your rate by requesting the cheapest room for that night before mentioning your reservation. FUndIng CoLLege

Don’t make the mistake of putting college savings account in the

name of your child, according to the experts. The reason is not fear that the youngster will squan-der the money instead of paying for tu-ition. Prob-lem is that a student can’t apply for govern-ment assis-tance until 20 percent of his assets have been spent, according to the standard college financial aid formula. So the savvy money tactic is to make up any shortfall after the student re-ceives financial assistance. Answer from page 8: Buzz Aldrin was the second human to walk on the moon. On July 20, 1969, he followed Neil Arm-strong onto the lunar surface while a third American astronaut, Michael Col-lins, remained in orbit overhead.

Business Notesprepared exclusively for the better business bureau by business editor O. s. moore

BBBjune07.indd 3 5/3/07 12:36:58 PM

BBB MeMBer savings prograMDiscounts for owners, ManageMent & eMployees of BBB MeMBer Businesses

A 2 Z Computer SolutionsMt. Clemenswww.a2z-computersolutions.com (586)598-9911 $10.00 off any purchase of $50.00 or more. Limit one per customer.

A B Edwards Construction LLCBay Portabconstruction@hotmail.com (989)656-0466 5% discount all residential or commercial work.

ABS Heating & Cooling • Linden bana910@yahoo.com • (810)753-2644 10% off on all services and rebates offered until May 8, 2007, with trans equipment.

AE & E Corporation • redford www.ineedsecurity.com • (248)232-3652 15% off entire bill for all new customers!

Alpaca Heaven • Fowlerville www.alpacaheaven.com • (517)223-3053 10% discount on alpaca merchandise spinning and weaving equipment, alpacas and services.

American Diamond Importersst. Clair www.americandiamondimporters.com (810)329-6866 10% discount on all merchandise excluding: Pandora, Trollbeads and Swarovski.

Angelo & Sons Foundation, Inc. • Brightonwww.angeloandsons.com • (517)548-3200 10% discount on trench foundation services.

Areignna LLC • oak Park www.areignna.com • (313)598-9566 $25.00 off a standard home inspection.

Armstrong Appraisal, Inc.Lake orion www.4armstrong.com • (248)391-8200 $50 discount on any full appraisal for any purpose.

Bodyshop Solutions • taylor www.bodyshopsolutionsinc.com (734)516-1242 10% matrix auto paint and full line of auto body products.

C & K Concrete Concepts & Designs Macomb township www.stonetofoam.com(586)703-2172 12% discount on all services 400 sq ft and smaller. 15% discount on jobs over 400 sq ft.

Ceiling Pro of St. Clair • st. Clair taxvac55@sbcglobal.net • (810)329-0173 10% discount on any type of ceiling or carpet cleaning.

Centerbrook Mortgage Co, LLCFarmington hills www.centerbrookmortgage.com (248)851-2111Free appraisal; $300 value.

Constantine Construction Incshelby townshipwww.constantineroofing.com (586)726-9931 5% on all complete re-roofing projects and gut-ters/siding.

Design & Declutter • West Bloomfieldwww.designdeclutter.com(248)978-7588 10% off 4 sessions of in-home/office organizing. 10% off 12 coaching sessions life/business/add coaching see web site for more info.

Foot and Heel Pain Institute of Michigansouthfield www.footandheel.com (248)557-6500 10% off compression stockings, etc.

Global Recruiters of Dearborndearborn www.grndearborn.com(313)277-11075% discount on all contingency and retained Executive Employee Recruiting Services for permanent job placements.

HE West Designs LLC • auburn hills www.hewestdesigns.com (248)844-4810 10% discount on all home décor products & re-duced rate interior design services

Heat Seekers, Inc./Thermal Imagingdetroitwww.heatseekersinc.com 10% discount on all infrared services.

Homewatch Caregivers • Plymouth shekazanawski@aol.com(734)207-7558 Personal care or companion care in-home services $1.00 off each personal care hr. for 1st 100 hrs., $1.00 off each companion hr. for 1st 50 hrs.

Ideal Mortgage Services, LLC • harlett www.idealmortgage.org(517)339-5300Free appraisal (up to $350 value) with any closed and funded loan.

J P R Electric LLC • Leonard(586)255-3283 10% discount on labor to all BBB Members service.

J R Griffin Painting • Waterford griffinwtrfid@aol.com • (248)330-9320 10% discount on any paint job.

Jim’s Painting • Milford jameskoby1as@gmail.com (517)661-6930 10% off all interior or exterior painting.

L K Quality Cleaning, LLCwww.lkqualitycleaning.com (313)378-9092 10% discount on all commercial and residential cleaning.

Lon’s Creative Coatings • Fowlervillewww.alocalwebmall4u.com (517)223-7779 10% discount off any refinish, or walk-through conversion for the elderly or physically challenged.

My Health Insurance Place Clinton township www.myhealthinsuranceplace.com (877)398-8700 Free update/preparation of your summary plan description.

Precision Tune Auto Care • Burtonwww.precisiontune.com • (810)742-0060 10% on menu services. Roman’s Pool Supplies & Service, Inc. howell www.romanspoolsupplies.com(517)545-4555 10% discount on all merchandise, in-store pur-chases only.

Serenity Memorial Pet Cremation LLC Clinton township (586)465-1700 10% discount on all private pet cremations.

Sims Refrigeration & Maintenance Inc.southfield www.simsrefrig.com • (800)884-5341 10% to members on installation and service.

Synergy Promotional Connections Port huron www.synergypc.biz • (810)434-4446 15% off usual hourly rates.

Templin Heating & Cooling • redford jtemplin0902@sbcglobal.net(313)618-0647 10% discount on repairs & installation.

The Shield Exteriors • Livonia www.mastershield.com • (734)458-8800 25% off your purchase. N/a with other discounts.

Three Generations Services garden City www.carpetncare • (734)525-9969 15% discount on carpet cleaning. 15% air duct cleaning.

Tomeo Remodeling LLC • Farmington www.underconstruction.com (248)426-9910 10% discount for veterans and family, seniors, and single mothers.

Universal Tele-Connections • Marysville www.800foodwiz.com All BBB member food providers may list on 1800.food-wiz food directory and receive 50% off listing.

Yale Financial Group, Inc. • Farmington hills www.yalefin.com(748)538-9800 $500 off closing costs.

The U.S. Postal Service (USPS) has changed some postal rates, includ-

ing raising the price of a first-class stamp from 39 cents to 41 cents, and the price of a postcard stamp from 24 cents to 26 cents, effective May 14th, 2007. The 2007 rate change is much different than USPS price increases that have taken place in the past. The USPS is implementing a new rate system that has been termed “Shape-Based Pricing.” Instead of simply increasing postage rates based on mail class and weight, as was done in the past, the new pricing calcu-lates postage based upon the class, size, shape and thick-ness of the mail, in addition to the weight. “The Post Office is moving from a weight-based to a shape-based method of pric-ing,” stated Dave Partenheimer spokesperson for the USPS. “The goal is to encourage mail to be packaged so that it can be distributed in the most cost ef-ficient manner for both the Postal Service and our customers.” The new Shape-Based Pricing de-emphasizes weight and focuses on shape. Take for example three mailings that all weigh 2 ounces, but have different shaped packages. The old pricing has all three packag-es at the same price. Under the new 2007 rates, a 2-oz. letter decreases from 63 to 58 cents; a 2-oz. flat in-creases from 63 to 97 cents; and a 2-oz. parcel moves from 63 cents to $1.30. The USPS defines “letter” as a small rectangular mail piece no thicker than 1/4 inch; “flat” as a rectangular flat envelope no thicker than 3/4 inch; “parcel” as a three-dimensional package contained in a box, thick envelope, or tube, weigh-ing up to 70 pounds.

The new pricing actually makes it less expensive to mail a 2-oz. letter than the previous rate, but doubles the price for mailing a 2-oz parcel. “A business can save money if they can reduce the size of their packaging,” noted Partenheimer. “If you can move from boxes to enve-lopes, there is a significant savings. And if you can move from large en-velopes to letter-sized ones, there is even greater savings.” Again, using the 2-oz. shape-based pricing as a reference, a busi-ness can see substantial financial savings by altering their packaging. If your business mailed out 1,000 pieces under the previous rates, a flat or letter would have been the same price at $630. Under the new pricing for a 1,000 piece mail-ing, the flat rate would increase to $970, but the letter price decreases

to $580. Thus, mailing 2-oz. standard letter envelopes under the new rates is less expensive than if mailed be-fore the rate change. Businesses that deal with the shipping of large quan-tities of mailings for adver-tising, client communica-tions, or product delivery should contact the USPS or a mail-processing company for advice on bulk-mail sort-ing and pricing, as the com-parisons in this article re-late to standard pricing. For more information on postal rate changes, visit www.usps.com/ratecase/ or call 1-800-ASK-USPS (1-800-275-8777).

BBB MeMBershIP reQUIreMent ChangesBased upon the increasing costs of postage, the BBB is now mandating that all Members provide us with an e-mail address and agree to

receive Bureau communications via e-mail. To update your e-mail ad-dress, visit www.easternmichigan-bbb.org/memberonly/changeform.html or call (248) 593-3212 and ask for Karen Davies. We understand the concerns of e-mail overkill and spam and will be sensitive to the number of messag-es sent to your inbox. We appreci-ate your cooperation as we work to keep our operating costs down to avoid membership dues increases.

Is there marketing or manage-ment topic you would like to see addressed in BBB 411? Contact newsletter editor Tim Burns at tburns@easternmichiganbbb.org or (248) 593–3253 with your thoughts and comments.

“If you can move from boxes to envelopes there is a significant savings, and if you can move

from large envelopes to letter sized ones there is even

greater savings.”

Postal Rate Changes: How Might They Affect Your Business?BBB 411

Better Business Bureau [ 4 ] Membership Newsletter Better Business Bureau [ 5 ] Membership Newsletter

Better Business Bureau > > > membership newsletterJune 07

BBBjune07.indd 4 5/3/07 12:37:00 PM