In this engaging episode of It’s The Bottom Line That Matters, co hosts Jennifer Glass and Patricia Reszetylo are joined by co-host Daniel McCraine for a deep dive into the unconventional world of guerrilla marketing. Together, they demystify what guerrilla marketing is—and isn’t—and discuss how it differs from traditional marketing methods. Discover creative, cost-effective strategies ranging from bold PR stunts and pop-up shop experiences to leveraging major events through ambush marketing and “newsjacking.”

You’ll get real-world examples, tips for creating viral buzz both online and offline, and a thoughtful conversation about the opportunities (and pitfalls) of these surprise-and-delight tactics. The hosts explore interactive digital campaigns, user-generated content ideas, and even share stories of local and global marketing maneuvers. Plus, Jennifer, Daniel, and Patricia highlight important cautions—like the risks of humor misfiring or running afoul of trademarked events.

Whether you’re a business owner wanting to boost brand visibility on a shoestring budget or a marketer curious about fresh ways to generate attention, this episode is packed with actionable insights and lively discussion.

Tune in and rethink your approach to making your business unforgettable—without breaking the bank!

Jennifer Glass (Lead Host)

Jennifer Glass is the driving force behind It's The Bottom Line that Matters. Known for her keen focus on practical business success, Jennifer brings clarity to complicated topics, making them accessible for entrepreneurs at any stage. In this episode, she guides the conversation on guerilla marketing, peppering the discussion with real-world examples and insightful questions. Jennifer’s curiosity and knack for breaking down concepts help demystify modern marketing challenges, ensuring her audience leaves each episode with tangible strategies.

Daniel McCraine (Co-Host)

Daniel McCraine joins the episode as a thoughtful guest and valued contributor. His experience shows in how he defines guerilla marketing—emphasizing low-cost, high-impact strategies that drive attention and public relations. Daniel’s practical mindset keeps the conversation grounded, and he’s quick to offer caution around humor in marketing, reminding listeners to be mindful of tone and audience. His analytical approach brings a realistic perspective to the creativity of guerilla tactics.

Patricia Reszetylo (Co-Host)

Patricia Reszetylo rounds out the team as a co-host who brings her creativity and depth to the table. Patricia is passionate about unconventional marketing and loves sharing examples, from local flash mobs to interactive billboards. She encourages experiments with user-generated content and interactive experiences, always with an eye on how they foster strong community connections. Patricia’s background enables her to point out both the magic and challenges in digital marketing, and she’s especially adept at highlighting where excitement meets execution. Her advice to be careful with humor and technology balances Jennifer’s vision and Daniel’s caution, making her an integral part of the show’s dynamic.

Keywords: guerrilla marketing, traditional marketing, low cost marketing, no cost marketing, marketing campaigns, PR (public relations), pop up shop, experiential marketing, NFL Super Bowl, ambush marketing, event sponsorship, newsjacking, viral marketing, word of mouth, user generated content, digital marketing, social media, flash mobs, interactive billboard, brand awareness, humor in marketing, negative impacts of marketing, marketing technology, community engagement, demographic targeting, cultural sensitivity, campaign goals, inside jokes, local events marketing, customer experience

In this episode of "It's the Bottom Line That Matters," hosts Jennifer Glass, Daniel McCraine and Patricia Reszetylo for a deep dive into the world of online communities and group building. The conversation covers everything from the initial purpose and strategy behind launching a group on platforms like Facebook and LinkedIn, to the practicalities of growing, managing, and—most intriguingly—monetizing that community. Daniel shares his recent experience of acquiring a sizable online group, while Patricia and Jennifer offer actionable insights on using group entry questions, leveraging lead magnets, and organizing communications to engage members effectively.

Listeners will walk away with valuable lessons on treating groups as extensions of their business or marketing efforts, including tips on collecting valuable member data, maintaining a strong brand presence, and using groups for challenges or special events. The discussion emphasizes that while building a thriving community takes time and intention, with the right strategies—and some patience—groups can become both highly engaged and financially rewarding. Whether you’re just starting a small niche group or managing a massive online community, this episode is packed with inspiration and practical ideas to help you make your group a success.

Keywords: social media groups, Facebook groups, LinkedIn groups, online communities, group monetization, growing online groups, business coach, buying a group, group membership, audience building, community engagement, group moderation, standout membership, email list collection, browser plugins for groups, lead magnets, downloadable checklists, business challenges, group engagement strategies, group management tools, group marketing, identifying group audience, group mission statement, newsletter content, authority in online groups, building group value, group cover image, pop-up groups, challenge groups, content posting strategies

Here are 3 key takeaways you can apply today:
Define Purpose & Audience First
Before launching a group, clarify who you want to attract and what problems you’ll help them solve. Treat your group like a business: your values, messaging, and even visuals should reflect your mission from day one.
Drive True Engagement Before Monetizing
Monetization options are plentiful (premium memberships, exclusive content, pop-up challenge groups, lead magnets, and more), but engagement and value must come first. Tools like intake questions and lead magnets can help segment your audience and build true connection.
Think Beyond the Platform & Future-Proof Your Community
Collecting emails (with permission!) enables you to maintain access to your audience—even if platform policies change. Plus, regular content, challenges, and direct outreach make your group feel like a real community (or even your own newsletter).
Building a group takes time. Start with a single member—yourself—and grow from there. Be patient, intentional, and always focused on delivering value.
Curious for more insights? Check out the full episode of “It’s the Bottom Line That Matters”!
#CommunityBuilding #BusinessGrowth #OnlineGroups #Leadership #PodcastTakeaways

In this insightful episode of "It's The Bottom Line That Matters," co-hosts Jennifer Glass, Patricia Reszetylo, and Daniel McCraine take a deep dive into the complex decisions facing small business owners when it comes to commercial real estate. Should you buy, rent, lease, or co-own your business property? Is it better to leverage your capital to own, or does leasing offer more flexibility for your growth and exit strategy?

With real-world examples and candid perspectives, the team explores the pros and cons of each option—covering everything from joint ventures and equity to cash flow, tax advantages, and the critical importance of having the right advisors. They share stories from the restaurant and development world, offer practical advice on how property decisions can impact your business valuation, and provide actionable insights you won’t want to miss.

Whether you’re eyeing your first location or considering an exit five years from now, this episode will help you ask the right questions and make an informed decision that boosts your bottom line.

Tune in for:

• Definitions and real-life scenarios for buying, leasing, renting, and co-owning
• How real estate ownership (or lack thereof) impacts business valuation and exit planning
• Creative deal structures that might just work for your business goals
• The surprising ways big brands leverage real estate for long-term success
• The crucial role of tax strategy and working with professionals

If you’ve ever wondered how to structure your business’s physical footprint for maximum benefit, this episode is your essential guide!

Jennifer Glass

Jennifer is the thoughtful host of “It’s The Bottom Line That Matters,” guiding conversations to help small business owners make savvy decisions. She brings practical, real-world insight to her episodes, often using clear examples—like investing in restaurant equipment or considering different forms of real estate ownership. Jennifer creates a welcoming, educational atmosphere, always reminding listeners to consult their own advisors and think critically about which options suit their unique business needs.

Patricia Reszetylo

Patricia brings hands-on experience and a strategic mind to the conversation. Over the last two years, she’s delved deep into the world of commercial real estate—researching, negotiating, and exploring various pathways to property ownership for business ventures like restaurants and resorts. Patricia speaks from experience about the complexities of buying, leasing, or co-owning properties, emphasizing the importance of defining clear business goals. Her stories make the sometimes daunting world of real estate more relatable and less intimidating to listeners.

Daniel

Daniel is an insightful co-host and a specialist when it comes to business exit strategies and the intersection with real estate. He helps break down the technical aspects—explaining how business value can be separated from property value, and sharing real-world examples from well-known franchises and companies. Daniel’s expertise goes beyond the numbers: he encourages entrepreneurs to consider how real estate choices might affect their cash flow, core business, and long-term plans. He’s always ready with a memorable story or analogy to make complex ideas easily digestible.

Keywords: commercial real estate, small business real estate, leasing property, purchasing property, co-owning property, joint venture real estate, real estate investment, exit planning, business valuation, equipment investment, commercial leasing, property ownership, real estate development, restaurant property, business premises, long-term lease, business acquisition, building equity, real estate law, business brokering, real estate tax advantages, capital investment, industrial property, flipping property, business cash flow, property management, business sale, real estate expenses, tax planning, commercial property financing, CPA real estate advice