Meet Beth Cochran | Founder Owner What’s UP Public Relations and Brand Marketing
We had the good fortune of connecting with Beth Cochran and we’ve shared our conversation below.
Hi Beth, we’d love to hear about how you approach risk and risk-taking
Risk has been everything. In 1997, I launched my own business from the United States with a cell phone and laptop, opening an international sports marketing public relations firm. My first clients were Lafuma France and Deuter Germany I was truly a pioneer in the international remote offices genre. I traveled to trade shows, sales meetings and was available at all times. At the time, I was not living in the large US city I planned and hoped for, I was living in Bozeman, Montana, and with that, I had eight years in the sport specialty market working for Bausch & Lomb and then a reputable Ad Agency with national clients. From this combined experience, I saw a need.
My strengths were seeing an opportunity that filled a need for manufacturers. I created a service to bring on contracted marketing and public relation services to international brands seeking US representation and distribution. We were a full service agency in design, brand ID, copywriting, trade relations, consulting for retail and earned media. As contractors they would hire us for weeks or months and let us go when the project or need was complete. We were more nimble than an ad agency, in that we worked on the inside with the manufacturer – assisting their team members where they would fall short. This allowed their brands to grow without overcommitting or added staff or expenses.
The company eventually evolved into primarily public relations, events, influencer marketing, and social media – of which it is today with international, national and regional clients.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Long, long before the pandemic we offered incredible flexibility for our clients. What set us apart was our ability to expand and contract our services to adapt to our client’s requirements. We were one of the first businesses in 1997 to offer this independent contractor model making this possible. But ultimately we are most proud of our long term relationships with our clients. Our model has been unique in that we work internally with each brand on budgets, allocations, the manufacturing cycle, and projected forecasting. We know internally the supply chain challenges that any given product could have. We maintain and cherish long term client relationships, over volume and short term returns. Our client engagement averages between 5-10 year, this sets us apart!
Over the years – so many colleagues would ask how do you run your own business?
How do you stay motivated? (I used to have an office and larger inhouse staff in pre 2010, but then opted for remote in 2011, for me and my staff) Given I had a home office peers thought I would be distracted. My work autonomy actually is 10x more efficient than an office, no interruptions, comfortable setting, private calls all day. In fact, I have been on Skype since 2006. I now have been in the zoom culture for 15 years and it works! And now since the pandemic society has learned it it possible to highly effective and efficient working remote.
When asked, how do you stay consistent? The answer is (and this makes fellow entrepreneurs laugh at my response) “absolute catatonic fear…..fear of failure.” The secret is, “failure is not an option.” Small business owners invented the word ‘pivot’ when we hung our first shingle. One must continually evolve, reflect, respond, stay nimble and continue business growth and development. There is something perhaps rebellious in us, a belief that we can do it better, differently, with less red tape, more results – better and faster. We all share that there has to be a better way, and we are willing to take the risk to find out.
Recently I launched a second business in 2020 and it has grown three fold and we are turning down clients. It is in an entirely different sector and we are loving it!
What are the lessons you’ve learned along the way?
Hire a great writer and editor – to proof your work, it is too hard to do it all well. Be flexible, be nimble, adapt and grow, it will only benefit you and your team. As a leader, I prefer being a mentor over directorial, it seems to earn respect and loyalty from my staff, and over the years they have been appreciative and dedicated.
What do you want the world to know about you or your brand and story?
I have a story to tell because we built a brand. I am a marketer and designer at heart which is fortunate in building a business. A unified brand message and aesthetic delivers a clear consistent message, instills a sense of trust, shows consistency and professionalism. If you don’t know or show well who you are, how will the world know who you are. Hire a great firm to make your brand ID materials and all your digital art assets; broadcast this message (through great PR!) to your audience and let your clients and product speak for you. Branding matters, it’s your signature in all you do. Your Communication channels then opens the doors to your product and services.
Perseverance pays off every time. When in doubt, put your head down and get the work down. Then shut the computer, go outside, walk, run, get away, do something to reset – take some notes, sleep on it and then go back to the computer and reassess the project and direction with your newly gained perspective. The final ingredient is gratitude to our loyal and dedicated clients, incredible staff and the work we have collectively produced – 25 years of absolute gratitude.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Well, as a Denver Native I have some favorite spots! Must do sites include the Red Rock Amphitheatre and get tickets to any show, there is no bad show. In the past, I would say a Bronco game and an Avalanche game for sure. Have cocktails one night in the Historic Brown Palace, walk Wash park (aka Washington Park )at dusk for sunset views and all the dogs. The Still Museum and special exhibits at the Denver Art Museum Complex and now MEOW CAT is you can get tickets!
Where to eat
Absolute must is the famous Sushi Den iconic for 30+ years consistent and some of the finest reviews in the US. Newer and very special is El Five, owned by Edible Beats restaurant group owner Justin Cucci. A top floor restaurant in LOHI with 360 degrees of views of Denver and the front range with award winning design and eclectic mediterranean fare. Tavernetta at the historic Union station district by the Frasca Hospitality Group, founded by Chef Lachlan Mackinnon-Patterson and Master Sommelier Bobby Stuckey along with partner Peter Hoglund – is flawless. A secret garden of discovery is Domo Japanese Country Restaurant near downtown, an authentic travel thru time in the true traditions of rural Japanese cuisine and architecture and down the street the old west at the Buckhorn exchange since 1893 – how the west was won with wild game and taxidermy – warning not a great place for vegans, but Domo is 🙂
Where to hang out-
A local secret favorite is the Cruise Room in the historic Oxford Hotel – the best martinis for 92 years! Then there are countless distilleries – I am a gin fan- Leopold’s’ is slick. https://www.leopoldbros.com/home. Good times for pool and drinks is the Punch Bowl on Broadway. Central Denver rites love the Campus in Bonnie Brae and The Cricket in Cherry Creek for burgers and game day viewing.
Who else deserves some credit and recognition?
The list is long of gratitude and thanks for those that have supported our mission and work all these years, for one Frank Hugelmeyer, the Director of the Outdoor Industry Assoc. OIA, at the time, who gave us our first international referrals, Pat Loomis of Deuter Germany and Bergans of Norway who worked with us over 15 years, Gary Supple and the Tock Family of Chaos Headwear – Montreal, Canada of 16 years, Larry Harrison a mentor and business owner, Jeff Seldin in Sales, Rhonda Swenson of Krimson Klover, Brenda Buglioni pro athlete and friend, and more recently Ken Elliot Author and mentor of Manifestation 1-2-3. Another book that has guided our success has been, The Four Agreements, by don Miguel Ruiz, I would like to thank the support of my family here, as I am a Denver native. As of 2010, it is so great to be back home for all the exciting changes and dynamic growth Denver has brought us and our families.
Website: Whatsuppr.com
Instagram: https://www.instagram.com/whatsuppr/
Linkedin: https://www.linkedin.com/in/whatsuppr/
Twitter: https://twitter.com/whatsuppr
Facebook: https://www.facebook.com/WhatsUPpublicrelations
Image Credits
I have full permission – these are all taken by myself or paid rights
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