Great Lakes Wire

Michael Rogers interviewed Janeve Helmbold, owner and creative director of Crystal Cranes Media and an Elite member of the Small Business Association of Michigan, on the latest episode of the association’s weekly podcast. Helmbold shared insights into her approach to marketing for small businesses, emphasizing the importance of effective spending.

Drawing from her experience as the child of immigrant parents who ran a successful restaurant, Helmbold developed what she calls the PRISM model: Prove it, Research it, Invert it, Shape it, Make it. This framework is designed to help businesses find and use their unique qualities in marketing efforts.

“Very similarly to my parents, small businesses usually have the least amount of money for marketing and don’t have the luxury of trial and error,” Helmbold said during the interview. “Every dollar that they spend has to count, and so that’s why being strategy forward is so important. If you don’t start with clarity and direction, you can end up pouring money into things that look nice but don’t actually move the needle.”

The podcast episode provides practical tips for small business owners seeking to improve their marketing strategies. The Small Business Association of Michigan regularly features experts in entrepreneurship through its podcast series. Listeners can subscribe to new episodes via iTunes or access previous interviews through SBAM’s Media Hub at https://www.sbam.org/resources/media-hub/.