Although her sole proprietorship still breaks even each month, there is little left for the marketing she wants to do to reach more potential customers. She particularly wants to target people outside her regular niche, including the 4,000 names on her e-mail newsletter distribution list.
"So many times customers come in and they are, like, 'Wow! I never knew you were here,' and I know there are more people who would like to know something like this was available," Snell said. "I just don't know how to get it out there."
Tapping into her strengths -- her passion, knowledge and outgoing personality -- is the key to Snell's success, said consultant Hilary Kaye, president of HKA Inc., a public relations agency in Tustin.
"She's an excellent communicator. She's an educator at heart, and this is a vehicle for her to do that," said Kaye, who started her firm 25 years ago.
Mindful of Snell's limited resources, the public relations specialist suggested a series of steps the owner could take that would apply to other small businesses, recession or no.
* Broaden audience. Kaye believes Snell would be a dynamic speaker for broader audiences, including business groups whose members are interested in green topics but unsure what they mean for them, personally or professionally.
* Apply for awards. This is a great way to keep her small business in the media's eye, Kaye said. Given her accomplishments so far, Snell is a natural in this area.
"I can think of six or so awards right now," she said, including the upcoming 40 under 40 in Orange County, which is handed out by OC Metro Business magazine. She suggested that Snell, who has balked at tooting her own horn, assign one of her interns to research awards, including those in the green world, and fill out and submit applications.
* Create a Green Hero award. Kay would also like to see the Road Less Traveled create its own annual award for a local person, business or group. It's an authentic step for Snell, given her involvement in the community, and could bring additional awareness through media attention, blog posts, in-store promotions and other avenues.
* Boost online presence. Kaye approves of the overall feel of the store's website -- it conveys the warmth and coziness of Snell's shop. But she wants to see more evidence of Snell's "striking" personality on the site. She'd also like to see Snell create an online press kit, with a photo of herself, so those who want to know can see her background and accomplishments at a glance.
