Borough needs unified image of how it should be perceived
By:Eric Schwarz
Borough businesses should find their unique qualities and then market based on them, a consultant told the Manville Business and Professional Association on Monday night.
Rocky Romeo, president of Edutek Business Development in Edison, told the group about his services, which include training in sales and marketing through individual business consulting, townwide advice, seminars and workshops.
MBPA President Mary Tabbit said Tuesday the organization would invite Mr. Romeo to speak at a breakfast meeting at a date to be determined.
"We were pretty impressed with him," Ms. Tabbit said. "He did have a good, creditable background."
She said Mr. Romeo can help the merchants "bring business to town and keep business coming back."
Borough businesses need to develop and present a "unified projection of how the town wants to be perceived by people who don’t live in the town," Mr. Romeo said. "Every town has a uniqueness that other towns can’t offer. The idea of a unified goal for our marketing plan would make it very successful."
Mr. Romeo said he is not very familiar with Manville’s business district, but recalled visiting the Rustic Mall a few years ago and thinking businesses there needed some development and modernization.
He said he isn’t sure what the "unique potential" of Manville is, but said it is "in a good location to attract business from other towns," with its "location in Central Jersey in the crossroads in New Jersey."
New businesses, including chain stores, can be attracted to Manville if the business district is modernized, Mr. Romeo said.
Manville should also "give the projection that the town is always moving forward," Mr. Romeo said, "creating new jobs, businesses and people moving here, having fun here."
Mr. Romeo, a former teacher at St. Mary’s High School of South Amboy, has been working in the sales and marketing field since 1979.
"Good sales is good sales, good marketing is good marketing, regardless of the product," Mr. Romeo said. "I don’t think there’s going to be much difference in sales techniques between a Minolta copier or a Canon copier."
Mr. Romeo spoke of competition with larger merchants, such as department stores that move into town.
"I think it forces people to find their uniqueness," Mr. Romeo said. "The smaller the better, in most cases, to find that uniqueness."
The discount giant Wal-Mart opened a new store at The Marketplace at Manville in 1998.
"That’s when they discover that everything will be OK if they focus on not just price," Mr. Romeo said. "When you compete only on price with a large store that’s when you’ll probably lose."
Mr. Romeo conducts workshops and seminars on networking, sales closings and marketing skills.
Of his ideas, he said, "99 percent" cost $25 or less to implement.