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Fourthturn Collective is no longer in business. Mr. Gallent has recently become
President of Gameznflix, an online DVD & Game rental company. Thank you. ...



For Chip Gallent and Suzanne Swanson, being laid off by their advertising/marketing company was just the impetus they needed to start their boutique firms specializing in new media and traditional advertising.

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The husband and wife entrepreneurs began separate companies focusing on different aspects of advertising and capitalizing on their individual backgrounds and expertise. In 2000, Gallent founded Fourthturn Collective, a marketing and Internet strategy company. Two years later, Swanson, along with partners Cathy Wayland and Heather Cochran, founded Trio Marketing, which specializes in traditional marketing methods.

While Fourthturn has faced the challenge of educating its potential clients about the benefits of Internet marketing, Trio Marketing has benefited from senior-level experience at small-firm prices.

The core principles of advertising and marketing remain a common thread for both companies: Say something. Sell something. Attract people to it. But those principles alone generate neither revenue nor clients for a company focused on Internet-based services.

"Most people try to make the Web more complex than it is," says Gallent. "You have to use the pages and home page in a way that entices a sale."

To generate sales for Fourthturn, Gallent makes a point of educating potential clients about the possibilities of Internet-based advertising and marketing. One way the company tries to distinguish itself is by helping clients maximize focus on content that helps get their Web sites listed on popular search engines.

At the core of Gallent's strategies is the idea that the Internet has quickly evolved into a business necessity. That trend has helped support companies like Fourthturn, which markets its own services through newsletters and e-mails to companies.

"You need to do Internet marketing," says Donna Hoffman, Vanderbilt University professor of management and co-director of ELab, an Internet research center housed at Vanderbilt. "Increasingly, the Web site is viewed as a way I view the company."

A company with poorly designed Web pages and faulty Internet links suffers from an image perspective, Hoffman says.

That's a problem Port-A-Cool Distribution intends to avoid. Staying plugged into the Internet is vital for the coast-to-coast sales of the Thompsons Station-based maker of portable air conditioning systems. Port-A-Cool has had a Web site for several years, but was looking at making its content more user-friendly and more prominent with search engines.