From JJ Ramberg:
This past weekend our senior producer Chris and I went down to Tampa to do a story on small businesses that were working with the NFL around the Big Game. As so often happens, there were so many more interesting things about the companies we covered than we had time to talk about on air.
We met a woman named Cindy Dervech who owns a company called Breezin Entertainment and Productions which provides bands and other entertainment for events. She was thrilled to be working with the NFL since, as you can imagine, business had been down recently.
When I asked her how she was surviving in this economy when people and companies were trimming their entertainment expenses, she told me that she had expanded her business into a diet consulting company – not exactly what I was expecting to hear.
At first blush there seems to be little synergy between a weight-loss company and an outfit that provides bands.
Cindy herself had recently lost a lot of weight. And she found that she was getting asked quite often by the brides she worked with (to provide music for their weddings) how she did it. It occurred to her that she could market two services to her customers.
While the services may usually be unrelated, for a moment in time, when you are a bride, they're not. When it comes to planning a wedding, losing weight and hiring a band are on the same to-do list.
Cindy says that because of this new source of revenue, she's been able to stay alive in a time when things could have been really tough. A lot of experts come on our show saying that it's important to look for alternate sources of revenue when times are tough. Cindy serves as a great reminder that you should look beyond the obvious.