Since the economic collapse, millions of dollars in business assets, thousands of jobs, and hundreds of companies have disappeared. The consequences have been a devastating loss of revenues and customers. In other instances businesses have retrenched through cost-cutting.

“Many were gone overnight, forcing business to become reactionary,” said Jack O’Donnell, who has been a business-growth guru. “It’s time to turn on a little marketing again and get some customers back.”

O’Donnell spoke Nov. 4 at the inaugural Sangria Series mixer.

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The series is aimed at helping companies prosper by tapping into the experience and insight of business experts. It is hosted by LP&G marketing, advertising and public relations and sponsored by Inside Tucson Business. O’Donnell is working with LP&G as a director.       

O’Donnell, whose career included a stint as a shareholder and CEO of Miraval Life In Balance spa and resort in Catalina before it was sold in 2005 to AOL founder Steve Case, told the 70 attendees the shaky economy has business owners “so scared that they have become too indecisive.”

Most business leaders reacted “without thinking strategically,” O’Donnell said, making drastic cuts in operations to bring revenues in line with expenses. Instead he encouraged “a more simple approach” to start reinventing and rebuilding their personal careers and businesses. 

Having a “serious talk with close friends” is an obvious first step to identify new opportunities. They can provide “a fresh look at your business and give you honest comments,” he said.  Do the same with high-value clients. 

Another technique is to reintroduce high standards of courtesy toward customers and staff.  Really listen to customer needs, treat them with respect and make sure they know they are important.  Likewise, for employees who have survived layoffs “but are working ridiculous hours because they fear for their jobs, thank them,” he said.     

O’Donnell’s third main point was to diversify, to seek new partnerships though collaboration.  Integrated marketing efforts, like a contractor hooking up with an architect, is a logical alliance. 

O’Donnell honed his skills in the gaming and hospitality industry, having held executive positions at properties owned by Donald Trump, Merv Griffin and Steve Wynn.   

Attendees were a broad mix of professionals, small business owners and managers, and marketing and media professionals. The next Sangria Series mixer is being planned for February featuring Walter Perls, an advertising executive from Chicago who will talk on the importance of brands.

Contact reporter Roger Yohem at ryohem@azbiz.com or call (520) 295-4254.