Mark Balasa never set out to create a festival celebrating goetta. But once leaders of some local charitable groups indicated they wanted to do just that, Mr. Balasa, the director of sales and marketing for Glier's Meats, figured half his work was done.

        Mr. Balasa's Goettafest on Saturday in Covington was a prime example of how shoestring marketing can slow down those moving targets known as customers.

        “Different is always better than same-old-same-old,” Mr. Balasa said.

        In a world of promotional sameness, how can a company differentiate itself? “The secret is to create awareness through reconnecting to your community,” he said.

        “Companies have to ask about what business they are in and how to bring customers to the company in a nontraditional way.”

        Companies should also:

        • Look for ways to surprise the customer because something different will connect with customers and then engage them.

        • Try to link marketing efforts with nonprofit local service groups and let those groups make some money. The acclaim will follow.

        While Glier's hooked up with the MainStrasse Village Association as sponsor, for its festival, smaller groups such as gardening clubs or volunteer organizations may work for other companies.

        “Ask to meet and talk with a group and see what ideas emerge,” Mr. Balasa said.

        • Expect new and unpredictable approaches at those meetings. “Ideas will emerge,” he said.

        • Synergy will likely be another result from committee meetings. For instance, nuns from St. Walburg Monastery at Villa Madonna in Villa Hills heard about the festival and called to find out how they could participate.

        They wound up with a goetta toss booth.

        And then there's the case of Steve Rose, a 21-year-old Edgewood resident and bartender at Devou Golf Course. Mr. Rose loves goetta. How much? A bunch.

        Mr. Rose got a tattoo of the Glier's crest on his left shoulder earlier this month. “I guess it's a lifetime billboard,” Mr. Rose said. “I like goetta so I figured why not?”

        There was another offering that made his decision easier. “I get a lifetime supply of goetta,” he said. “All I have to do is stop at the dock and show 'em my badge.”

        Marketing means always asking how to better communicate with core customers. “If you connect with the customers,” Mr. Balasa said, “the rest will take care of itself.”

Thumb key in handshake
               In From Here to There: a Self-Paced Program for Transition in Employment by Lawrence A. Stuenkel, the author based in Greenville, S,C., suggests that a one of the biggest mistakes men make when being introduced to women has to do with the handshake.

        It's either too firm or too weak. Mr. Stuenkel suggests applying only thumb pressure.

        “Most of my clients are unsure how to shake hands with a woman,” he said in a phone conversation last week. “The handshake is the only physical act that is accepted and expected in business.

        “And that physical impression goes with a mental impression. The handshake is always linked to the first impression.”

        E-mail jeckberg@enquirer.com. Past columns at Enquirer.com/columns/eckberg.

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