Better Business Bureau Serving Central, Northern & Western Arizona

Second Quarter 2015

inside this issue...

Manage Your Online Reputation

As the public looks for

companies to hire, let your BBB

Accreditation and customer

reviews do the talking for you.

page 5

2015 BBB Business Ethics Awards

Congratulations to the five winners

and 10 finalists celebrated at the

awards ceremony April 9.

page 3

Get the Most Out of Your Marketing Budget

Do you know how easy it is

for business success to mask

marketing failures?

page 7

® A quarterly newsletter for BBB® Accredited Businesses

BBB in Yavapai and Yuma page 6

Business Connection

Janet Torricellas, BBB Yuma

County Director, with Dave

Kirchner, Co-owner of Home

Instead Senior Care.

Better Business Bureau Serving Central, Northern & Western Arizona 2

2014 OFFICERS:Chair - Brian Burt: Snell & Wilmer, LLPVice Chair - Gary Sneed: Desert Schools Federal Credit Union Treasurer - David Lorenz: Comerica Bank Secretary - Ken Bonham: Lucid Agency Immediate Past Chair – Brian Mohr: Y Scouts President - Matthew Fehling: Better Business Bureau

DIRECTORS:Ann Adams: APSMaria Barquin: La Campesina RadioMike Bontrager: Weitz ConstructionRon Cohen: CRC BroadcastingJohn P. Curran: U.S. Postal Inspection Service Rick Dircks: Dircks Moving Services Mike Donley: Donley Service CenterAmbrose Earle: Shamrock Foods Ash Hachmeister: MJ InsuranceJohn Hartgraves (ARAC): Purcell’s Western States Tire & AutoChief Dave Harvey: Phoenix Police DepartmentTom Higginbotham: Sun Devil Auto Joe Kelly: Triad Consulting GroupDanny Kregle (ACIAC): Efficiency MechanicalKevin Lange: KeyserTom Licurgo: Ashley Furniture HomestoresMike McGuirk: ProCopyNathan Mendanhall: Sonora Quest LaboratoriesGarry Ong: Mu Shu Asian Grill RestaurantsChris Petroff: Greater Phoenix Economic CouncilElaine E. Ralls: air INTEGRATEDLee Scanzano: Cox CommunicationsGerald L. Smithson: JLS ConsultingJim Sollenberger: Cue Financial Group, Inc.Bill Verdini: Professor Emeritus ASU/W.P. Carey School of BusinessCelia Waddington: Ignite Creative ServicesTyler Yates: Yates Buick GMCCarrie Young: SRP

June 2015, Vol. 76, No 2. BBB Business Connection (USPS 006-370) is issued by Better Business Bureau at 4428 North 12th Street, Phoenix, Arizona 85014 to its accredited businesses and subscribers. It is published quarterly to report business and consumer information, facts about schemes, solicitations, government actions affecting business and Better Business Bureau news. Reference to or mention made of any company, product or service herein is not to be interpreted, per se, as statements derogatory of such company, product or service, but as information obtained from sources believed to be reliable for the use of such accredited businesses and subscribers. Subscription price is $12/year to BBB Accredited Businesses. Periodical postage paid at Phoenix, Arizona. POSTMASTER: Send address changes to BBB Business Connection, 4428 N. 12th Street, Phoenix, Arizona 85014.

YAVAPAI COUNTY ADVISORY COUNCIL

OFFICERS: Chair - David Barrett: Barrett Propane Vice Chair - Susan Abbott: Home Instead Senior Care

MEMBERS:Bill Fencken: BBB Foundation Board MemberSteve LaFleur: Prescott Import Car Service Mike Little: Chino Heating and Cooling, Inc.Connie Manning: Prescott AAA ArizonaJohn R. Stevens: Stevens Tax Services, LLC

BBB FOUNDATION

OFFICERS:Chair - Larry Seay: Meritage Homes CorporationVice Chair - Brian Mohr: Y Scouts Treasurer - Bill Verdini: Professor Emeritus ASU/W.P. Carey School of BusinessImmediate Past Chair - Katie Osborne: Community VolunteerSecretary - Matthew Fehling: Better Business Bureau

DIRECTORS:Peggy Baker: Community VolunteerJoe Dean: Dean EnterprisesJim Donley: Donley Service CenterTom Fannin: Coldwell Banker William Fencken: Community VolunteerMarty Laurel: Community VolunteerDean Rennell: Wells Fargo Bank Gary Volkenant: Community Volunteer

Independent Legal CounselAndrea Lovell, Ryley Carlock & Applewhite

BBB BOARD of DIRECTORSSTANDARDSTRUSTfor

Build Trust Establish and maintain a positive track

record in the marketplace.

Advertise Honestly Adhere to established standards of

advertising and selling.

Tell the Truth Honestly represent products and

services, including clear and adequate

disclosures of all material terms.

Be Transparent Openly identify the nature, location,

and ownership of the business, and

clearly disclose all policies, guarantees

and procedures that bear on a

customer’s decision to buy.

Honor Promises Abide by all written agreements and

verbal representations.

Be Responsive Address marketplace disputes quickly,

professionally, and in good faith.

Safeguard PrivacyProtect any data collected against

mishandling and fraud, collect personal

information only as needed, and

respect the preferences of consumers

regarding the use of their information.

Embody Integrity Approach all business dealings,

marketplace transactions and

commitments with integrity.

standards.arizonabbb.org

Need Our Help?Call BBB’s Accredited Business Services Department at (602) 264-1727 or toll-free at (844) 220-8730yourbbb@arizonabbb.org

arizonabbb.org 3

2015 Sponsors

2015 BBB Business Ethics AwardsMore than 430 people gathered April 9 at the Arizona Biltmore to recognize outstanding local businesses that maintain a solid commitment to ethics and trust.

Event Sponsor

Silver Sponsors

APS, ASU Lincoln Center for Applied Ethics, CNA National

Warranty Corporation, CUE Financial Group, Inc.,

Desert Schools Federal Credit Union, Donley Service Center, Penrose Academy, Salem Boys

Auto, Snell & Wilmer, S&S Tire & Auto Service Center

Video Sponsor

Radio Sponsor Print Sponsor

Platinum Sponsors

Gold Sponsors

Curt’s Auto Repair . Smarter Divorce Solutions, LLC . SPIES: Single Professional

Introductions for the Especially Selective . AZ Carpet & Restoration Co . Benjamin

Franklin Plumbing . Salem Boys Auto . Emergency Air, LLC . Penrose Academy

Wisdom Natural Brands . Compass Cleaning Solutions . S&S Tire & Auto Service

Center . Zerorez of Phoenix . CNA National Warranty Corporation . Empire Today,

LLC . George Brazil Air Conditioning & Heating

Congratulations 2015 Winners* & Finalists

Keynote speaker David Sturt signs his book Great Work: How to Make a Difference People Love.

Master of Ceremonies Pat McMahon with AZ-TV co-host Lisa Schneider-Cipriano and Salem Boys Auto owner Mark Salem.

BBB Ethics Committee members Gary Volkenant and Jerry Smithson with keynote speaker David Sturt and Wells Fargo Bank Regional President Dean Rennell.

BBB President Matthew Fehling with Junior Achievement report Megan Olson.

*winners in bold

Better Business Bureau Serving Central, Northern & Western Arizona 4

Chad FrankDirector of Digital Solutions and Branding DevelopmentQ: Does BBB offer any marketing opportunities to Accredited Businesses?

A: Yes, BBB offers sponsorship

opportunities and programs

for BBB Accredited Businesses

that allow them to gain

exposure with their target audience. Our marketing

packages can help you meet your business goals by

highlighting your company in front of other ethical

businesses as well as prospective clients.

Contact sponsorship@arizonabbb.org or

602-240-3999 to learn more about these

opportunities.

BBB Experts Answer Your Questions

Alex WadeAccredited Business Support SpecialistQ: Where does the information on my BBB Business Review come from?

A: Information on BBB

Business Reviews comes from

the business itself or verified

information found online. BBB

analysts review all active accredited business files

annually to confirm standards are being met prior to

renewal. Annual reviews also allows us to make sure

the information we have on file is up-to-date.

Businesses can submit updates by logging

into the Accredited Business website or by

contacting your Accredited Business support team

toll free at 1-844-220-8730.

Do you have a question for BBB? Ask us by emailing yourbbb@arizonabbb.org, subject line: “Ask the Experts.”

BBB Launches Online Scam Tracker

A cross the country, BBBs have introduced BBB

Scam Tracker, a tool that lets people report scams and

see which schemes are trending in their own backyard.

The online tool found at bbb.org/scamtracker/us

allows the public to share information about suspected

scams, regardless of whether they lost money or

simply received a bogus offer. The public can also

search for scams by date, name, type, track scams

using demographic data, and spot trending scams.

At the time of publication, a total of 1,032 scams

were reported across the country with 95 coming in

from local residents. Imposter scams, lottery scams and

schemes related to the IRS all trend high in Arizona.

“We are making it clear that this tool is only

for companies believed to be running true scam

operations and not for consumers with disappointing

experiences with a business,” Director of Operations

Marissa May said.

Four Ways to Manage Your Online Reputation

arizonabbb.org 5

DID YOU Know?

*Statistics from March 1, 2015 through May 9, 2015

472 BBB Accredited

Business applications accepted.

BBB Accredited Business

applications denied.39

and

4,082BBB Customer Reviews

submitted for local businesses.

6 businesses

revoked for a failure to

meet BBB standards.

BBB Business

Reviews requested.

741,128

BBB Tip: Get Help Instantly through BBB LIVE Chat from 9 a.m. - 4 p.m.

1. Visit login.arizonabbb.org

2. Click on “Let’s Talk” on bottom right hand corner

3. Type in your message and CHAT LIVE

®

L ast year, people turned to BBB more than 165 million times for BBB Business Reviews (reports) on more than 5.4 million businesses across the country. As a BBB Accredited Business, your company already has a reputation of meeting our standards, yet there are other ways we can help manage your online reputation.

1 Update your information. When consumers come to us looking for

information about your industry or company, we want to have the

most up-to-date information for them. Ensure contact information

(i.e. Have you moved lately?), videos, photos, products and

services are all correct.

2 Encourage customers to write a review with BBB. Customers

have options when writing reviews, but no site holds more

credibility than reviews featured on bbb.org. As the public looks

for companies to hire, let your BBB Accreditation and customer

reviews do the talking for you. We offer HTML coded customer

review buttons for accredited businesses to install on their website.

3 Respond to complaints and customer reviews. Your company

may never have a complaint filed through BBB, but if you do, it

is important to respond. Not responding to a complaint impacts

your rating and accreditation status, leaving customers without a

resolution and doesn’t allow your side of the story to be told.

4 Follow BBB’s Code of Advertising. Use the free resource to ensure

your company’s advertising is truthful. The user-friendly guide

identifies 38 advertising scenarios and what businesses need to

know. Get advertising help at go.bbb.org/1EWUyzD.

Visit login.arizonabbb.org to get started on any of these online

reputation tips and more.

Better Business Bureau Serving Central, Northern & Western Arizona 6

Disclaimer: BBB Serving

Central, Northern and Western

Arizona does not endorse

or recommend any business,

product or service.

Enroll for the discounts. Enjoy rewards.

Whether you are looking to ship overnight or ground, utilize your BBB Accreditation shipping benefits with FedEx to save 12-26%.

To enroll, visit:enrolladvantage.fedex.com/6874 and enter passcode MFXJ33

BBB in Yavapai and Yuma

Accurate Automotive Attention owner Russell

McCloud with BBB Yuma County Director

Janet Torricellas.

Pictured above and below: Barrett

Propane, Inc. President Dave

Barrett and Mike Little, owner of

Chino Heating and Cooling with

BBB staff.

Pictured above and below: Home Instead

Senior Care Co-Owner Dave Kirchner with

BBB Yuma County Director Janet Torricellas.

To better tell the stories of our BBB Accredited Businesses across Arizona, our

production team visited companies in Yuma and Yavapai counties last month. We

are traveling to Mohave County this summer. Check out these companies’ stories and

others at mybbbstory.arizonabbb.org.

arizonabbb.org 7

Getting the Most Out of Your Marketing Budget

Do you know how easy it is for business success

to mask marketing failures?

Here’s an example.

I’d like to introduce Dave of Dave’s Cool Breeze.

He’s been in business for the past 10 years with a

steady flow of business. Dave is restless. He wants his

business to grow and decided it’s

time to step up his marketing.

Dave has set aside $20,000 per

month to experiment with print

ads, direct mailers, a new social

media company, and pay-per-click

advertising with Google.

In the first month, Dave saw an

increase of seven new customers

worth $52,000. In the second

month, things got even better with

13 new customer, one of them for $83,000.

Things moved along, earning between $50,000 to

$100,000 a month. As a result, Dave decided to invest

more money in marketing; but Dave hit a wall. He

didn’t know where he should invest more money. Dave

didn’t know which channel was doing best.

Knowledge is Power

Dave can tell you how much it costs him to do a

job but he doesn’t know how much it costs to get a

new job.

480.343.7055completelycleanaz.com

A clean home is a happy one and a clean office is a productive one.

Free Quote! House Cleaning & Maid ServicesCommercial & Office Concierge Cleaning ServicesJanitorial Services

I and I Construction, LLC is a full service General Contracting Company Where Design & Construction Meet.

- Commercial New Build

- Tenant Improvements

- Construction & Remodeling Services (Commercial & Residential)

- Restaurants

- Offices

- Build & Design Contractor

Schedule a FREE consultation: 602-717-5142 or ethicalaz.com/iandiconstruction

®

®

Step 1 - Know your budget: Regardless of how

you’re advertising, know your total spend per channel.

Step 2 - Track results: Tracking results is more than

just asking where clients got your information; you

can’t rely on people to remember.

Integrate landing pages (special web pages tied

to a specific ads) and call tracking

numbers (specialized phone

numbers tied to specific ads). Also

use the analytics on your website to

track visitor behavior.

Step 3 – Measure outputs: This

is the step where you tie the money

that spent in step 1 to results tracked

in step 2. Use a spreadsheet and

track outputs by advertising channel.

Step 4 – Tie back value: Not all clients are created

equal. Track the value of clients to the marketing

channel, and optimize advertising for results.

Conclusion

Commit to measuring, monitoring, and being

consistent, and use the information to make smart

decisions about what to change, add or remove.

Just ask Dave!

Tracking results is more than just asking where clients got your

information; you can’t rely on people to remember.

By Brian Gatti, Inspire Business Concepts

ROC # 289818, 289817

Better Business Bureau Serving Central, Northern & Western Arizona 8

Promoting BBB Around Our Service Area

1. 2.

8. 9.

5.

Connect With Your BBB! For the latest BBB news, alerts, & tips, find us at connect.arizonabbb.org

10.

3. 4.

12.

7.

arizonabbb.org 9

1. Job seekers at the Verde Valley Job Fair learned about employment scams at BBB’s booth.

2. Marketing students from Arizona State University shared findings for BBB with BBB President Matthew Fehling as part of a brand project.

3. Local business owners stopped by our booth at Univision’s Financial Fair to learn more about our services and accreditation.

4. Attendees at the Mujeres Unicas Community Fair walked away with information on how to avoid scams and find trustworthy businesses.

5. The Phoenix West Business Lions invited BBB to share the benefits of accreditation along with helpful business resources.

6. Mayor Diane Joens with Inside Cottonwood interviewed BBB on our services, Standards for Trust, and benefits of accreditation.

7. Arizona State University students were encouraged to “Stop Scams Like a Superhero” during BBB’s tabling where many walked away with a tumbler, earbuds and helpful information.

8. Allen Scott with Mohave TV News interviewed BBB at the Kingman Home & Garden Business Expo.

9. Members of the Kingman Chamber of Commerce briefly learned about BBB services at the welcome reception.

10. BBB held its first BBB Accredited Business Luncheon in Mohave County, where 10 companies shared reasons for being part of BBB and expressed their excitement about BBB’s physical presence in the area.

11. The City of Yuma shared information on summer scams with viewers.

12. The BBB Accredited Business Luncheon in Yuma thanked seven local companies for their support and reminded them of important benefits.

11.

6.

Better Business Bureau Serving Central, Northern & Western Arizona 10

®

Thursday, October 8 | Legacy Golf Resort

Benefitting BBB of Central Arizona Foundation

golf.arizonabbb.org

Fire Alarms . Telephone System . Monitoring

Video Surveillance . Security Systems . Home TheaterAutomation/Access

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Call 623.337.1405A Commercial & Residential Landscape,

Maintenance, Service and Design Company

Complete Lawn Maintenance | Irrigation System Repair & Maintenance | Seasonal Clean-Up | And More!

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Attentive, Affordable, Expert Property Management for Greater Metro Phoenix and Surrounding Areas.

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CALL FOR YOUR FREE, NO OBLIGATION, RENTAL ANALYSIS

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arizonabbb.org 11

Advanced Auto Service & Tire Centers . Arizona Kitchens by Max . Arizona

Painting Company . A Smooth Move . Austin Fleck Property Management

Azex Pest Solutions . Berge Ford . Brake Masters . Brewer’s Air Conditioning

& Heating, Inc. . Capstone Roofing . Cash Time . Champ’s Auto Repair Service

Community Tire Pros and Auto Repair . Day & Night . Dusty Creek Builders, Inc.

Ed Whitehead’s Tire Country . Envision Painting . Firehouse Moving Co.

Goodmans Interior Structures . Hobaica Services, Inc. . Kelly Clark Automotive

Specialists . Linda Booker Realty . Lodi Garage Doors and More . One Call

Plumbing . Paramount Roofing . Parker & Sons Air Conditioning . Pest Therapy

P.J. Hussey & Associates, Inc. . Ruiz’s Pool Plastering LLC . Ryse Construction, Inc.

Sam’s Auto Body . Savage Air Conditioning, Inc. . Sexton Pest Control . Sleep

America . Target Commercial Interiors . Velarde Floor Covering . Whalen

Painting, LLC . Xtreme Green Visions

BRONZE & COPPER:

DIAMOND:

ADAMSREFRIGERATION CO.

SINCE 1947

Thank You BBB Media Sponsors

SILVER:

GOLD:

BBB Sponsorship

FAQsWho can be a media sponsor?

All BBB Accredited Businesses

are welcome to participate in a

media sponsorship.

What’s included in the sponsorship packages?

In addition to the annual

accreditation fee, sponsorship

packages offer a variety of

advertising options. Packages

can be an affordable addition to

your marketing plan as different

forms of advertising are offered

like online directory ads, website

banners, radio, TV, and outdoor

ads, as well as customer survey

cards.

What does BBB do with the money it gets from sponsors?

Sponsorship fees help to cover

advertising costs associated

with our packages. Additionally,

it supports BBB in fulfilling core

services, like guiding consumers

on spending money wisely.

How can my business become a sponsor?

We would be happy to set an

appointment to review which

sponsorship package would be

the best fit for your company.

Call us today at 602-240-3999 or email sponsorship@arizonabbb.org.

PLATINUM:

EMERALD:

Air Conditioning Plumbing | Solar

Better Business Bureau Serving Central, Northern & Western Arizona 12

®

Better Business Bureau Serving Central, Northern & Western Arizona4428 N. 12th StreetPhoenix, Arizona 85014

Upcoming Educational Events

june18 | 10 Ways Video Can Promote

Your Business from 11 a.m. – 12:30 p.m.

Presented by Keith Yaskin from The Flip

Side Communications

july14 | Accreditation to the Max

from 8:30 a.m. - 10 a.m. in Lake Havasu City

Presented by Myriam Cruz from BBB

15 | Quickbooks 101

from 11 a.m. - 12:30 p.m.

Presented by Aaron Blau, SCORE mentor

22 | The Do’s and Don’ts of Advertising

from 11 a.m. - 12:30 p.m. LIVE Webinar

Presented by Marissa Fellows from BBB

.............ethics

symposiuM

Winning Strategies from Winning Companies

BBB Business Ethics Awards Winners

will share the role of ethics in forming their

strategies in the areas of marketing, technology,

human resources, and finance.

August 21

7:30 to 10:30 a.m.

$20 for BBB Accredited Businesses.............

Unless otherwise indicated, all events take place in the Phoenix area.

For more information or to register, visit events.arizonabbb.org or call 602-212-2228.

august6 | Protecting Your Small Business

Intellectual Property from 11 a.m. – 12:30 p.m.

Presented by Jessica Benford and Andrea

Lovell from Ryley Carlock and Applewhite

26 | Google AdWords: Tips That Will

Help Make Your Phones Ring Off the Hook

from 11 a.m. – 12:30 p.m.

Presented by Mike Arce from Loud Rumor

september8 | BBB Accredited Business Luncheon

from 11:30 a.m - 1 p.m. in Yuma

october8 | 25th Annual BBB Integrity Golf

Classic shotgun start at 10:30 a.m

14 | Accreditation to the Max

from 8:30 a.m. - 9:30 a.m. in Yuma

Presented by Faustine Chan from BBB