In a “relaxed, useful and very practical” conversation based on real-life experiences, advice and strategies, Susie Meraz, moderator of the marketing panel during the third annual Let’s Talk Business event held on Wednesday, April 15, at Morgridge Commons in Glenwood Springs, led a discussion in which local experts shared how to authentically connect with the community.
The panel featured Crystal Mariscal, a bilingual communications strategist who supports government and community organizations in communicating clearly and effectively; Iliana Rentería, a storyteller at heart and strategist by profession who works with nonprofit organizations throughout the Roaring Fork Valley and across Colorado; and Margarita Alvarez, the marketing and development manager for Sol del Valle, who focused on strengthening connections between brands and the Spanish-speaking community.
During the event, organized by the Glenwood Springs Chamber of Commerce with support from the Latino Business Advisory Council, attendees had the opportunity to connect with various local organizations and businesses, and hear success stories from entrepreneurs, including Roxana Nevárez, owner of Roxy’s Aesthetics, and Giovanna O. Kennedy, a real estate broker in the Valley.
Taquería El Yaqui catered the event, which was conducted entirely in Spanish, with live English interpretation available.
What is the most common marketing mistake?
Mariscal summed it up clearly: “Those who try to do too much end up accomplishing little.” She explained that many businesses try to cover too much without first building consistency or truly understanding their market.
She also emphasized the importance of the “three Ps” of marketing: product, place and price. “First, you need to understand what you offer, who you’re offering it to and what your target market is,” she said.
Rentería noted that one of the biggest obstacles is fear. “People are afraid to start. There’s real fear,” she said. She described how the fear of putting oneself out there can paralyze entrepreneurs. Rentería also warned against expecting marketing to compensate for other areas of a business that are not well developed.
Alvarez added that marketing can feel overwhelming, especially with limited resources. She stressed the importance of setting a clear budget and understanding that trust takes time to build.
She added, “Before thinking about money, ask yourself: What voice does my business have? What message do I want to communicate? What brand am I representing?”
What tools can new entrepreneurs with limited budgets utilize?
Rentería highlighted the role of social media, which has transformed the marketing landscape. However, she recommended seeking guidance to develop a clear strategy, as that can make all the difference.
Mariscal shared practical tips such as using free tools like keeping a Google Maps profile updated, and learning to take quality photos or investing in a professional photographer.
“First impressions matter,” she emphasized, noting that a business’s initial image can significantly influence customer perception. She also stressed the importance of keeping contact information up to date and encouraged attendees to take advantage of courses at Colorado Mountain College to strengthen skills like photography and marketing.
Alvarez emphasized that one of the most valuable strategies is being present in the community, and building genuine human connections.
How can a business stand out in a saturated market?
Rentería put it simply: If people don’t see your work, they won’t know you exist. “You can be doing amazing things, but if no one knows about them, it’s as if you’re not doing them at all,” she said. She emphasized that authenticity and human connection are key to standing out.
Alvarez spoke to the importance of consistency and patience. “Making it through the first year, the third, the fifth, that’s already an achievement,” she said. She also highlighted the importance of strong customer service, adaptability and maintaining a consistent presence in the community.
Mariscal added that being strategic in relationships is also essential. “We live in a valley where time is limited, so you have to carefully choose which events and spaces to invest your time in, prioritizing those that truly connect with your business,” she explained.
At the end of the session, Mariscal invited attendees to pair up and practice a 15-20 second elevator pitch, including a brief introduction explaining who they are, what their business offers and why it matters to the community. She also encouraged consistent practice to communicate with greater clarity and confidence.
In summary, the three experts agreed that the best way to connect with an audience is through authenticity and consistency. Building trust requires ongoing presence and genuine relationships that go beyond a simple greeting.
Meraz described the three panelists as true “powerhouses” of marketing and communications.