Consultant Profile: Clifford “Cliff” Emery

Area Center: Orangeburg Title: Business Consultant Start Date: April 16, 2018

QUESTION: What was your career track prior to joining the SC SBDC network? ANSWER: After graduation I was director of publications at SUNY at Oswego; director of advertising for Lincoln First Bank, Rochester, NY; VP/account supervisor for Comstock Advertising Buffalo, NY; VP Account group supervisor at Wilson Haight & Welch, Hartford, CT and in 1982 started my own full service advertising/marketing agency in CT. Became a business consultant in April 2018 after 36 years of running my own firm. Am part-time at SBDC and still serve a limited number of clients through my company – Emery Marketing LLC.

QUESTION: How has that experience prepared you for your role as a business consultant? ANSWER: My entire entrepreneurial experience has been based on providing business, marketing, advertising, and communications assistance to my clients. Whether it was how to restructure the business after a loss of a major client, introducing a new product/service, repackaging an existing product, expanding a business through merger or acquisition, rebranding a company, or how to boost sales of a product that has reached the end of its life-cycle, my business career has been structured around providing clients with successful solutions to their business challenges.

QUESTION: What motivated you to become an SC SBDC consultant? ANSWER: After years of helping clients with their challenges, I was looking for a way to provide no cost help to those in our community who have vision, passion and desire to launch a business, but lack the background, knowledge or resources to make their dream a reality. When a position opened with SBDC I thought it was a perfect way for me to use my experience to help others do what I had done – start a business.

QUESTION: Do you have a particular area of interest/expertise that you offer clients? ANSWER: My areas of expertise are: entrepreneurship, marketing, public relations, research, strategic planning, media, promotion, product development and management, creative development, online strategies, strategic alliances, general business management.

QUESTION: What is the best piece of advice you would offer aspiring business owners? ANSWER: After running my own business for over 35 years and helping clients of all sizes deal with the challenges of a dynamic market place, my advice is quite simple: Plan, Plan and Plan. And “you can’t manage what you don’t measure.” A well thought out plan and a manageable tracking system will easily increase the chance for success.

QUESTION: What quote best expresses your philosophy toward work/life? ANSWER: “Common sense is very uncommon.” Horace Greeley. The one thing I have seen over and over in my personal and professional life is that our common sense is so often discounted or totally ignored. My business philosophy is simply “creativity and common sense.” Without both, success is not possible.

QUESTION: What is your approach toward client counseling? ANSWER: It is very simple: listen, listen, listen, and then provide meaningful and doable assistance, and encouragement.

QUESTION: What hobby or activities keep you busy when you’re not assisting clients? ANSWER: I paint, do photography, volunteer with arts-related groups, travel, play tennis and root for the Red Sox.

UofSC Moore School of Business     1014 Greene Street     Columbia, SC 29208

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