The second edition of the Greater Des Moines Partnership’s Small Business Success Summit is set for Nov. 9, with a strong focus on marketing, branding and sales growth.

“The reason that we do this is the backbone of communities is small business, and that’s really our focus is making them strong,” said conference organizer Christina Moffatt, the Partnership’s director of small business resources and founder of Creme Cupcake + Dessert. “You know a lot of small businesses do fail within the first five years, and a lot of it’s because they don’t have time to really focus on their strengths. They’re just trial by fire. So I said let’s find one day to really get these businesses strong.”

Asheville, N.C.-based business growth consultant Meridith Elliott Powell is providing the keynote address. 

“Meridith is really a well-known expert in small business,” Moffatt said. “And she’s going to come in and focus on opening doors and closing sales. And the reason we have her coming is every small business revolves around sales, right? And most people got into it because they were really good at something, and sales usually isn’t a strong piece of what they’re good at. And so to really be able to grow our small businesses really focuses on the sales piece.

“Our breakout sessions will kind of back that by focusing on the issues of like accounting and HR so we can grow your sales, but then the back end pieces also need to be there,” Moffatt added. 

Also speaking will be author Joe Schmidt, who plans to help you “ramp up the profound power of your influence.”

Google will open the conference for the second straight year with local representative Whitney Cox speaking on how consumer behavior affects businesses. “We are really focused on consumer behavior this year,” Moffatt said. 

There are other hot topics. “What people have really been asking for is marketing, and especially differentiating from others. So how do I make my marketing message very specific to attract the right customer? And how do I differentiate marketing and branding?” Moffatt said. “We focus on your brand having a voice like a person. The other thing that everybody really needs right now is employees. So how do I retain the really good employees that I have? And how do I attract new employees to my small business when the employment pool is very, very small?”

Moffatt noted that small business sometimes can offer tailored perks to keep workers interested.

“I think that that is one thing that sets small businesses apart, that can’t always compete with the large benefit packages. And so it’s the smaller things such as the bonuses and team outings, you know. At Creme, we’re always closed on Sunday, Monday, because in the food industry, they rarely get two days off in a row. So we opt to have online ordering where they can place an order online Sunday or Monday, if needed. My team gets two days off in a row. It’s those small things that set small businesses apart.”

Other sessions will focus on cybersecurity, growth and succession planning, among other topics.

The event runs from 8 a.m. to 4 p.m. at the FFA Enrichment Center in Ankeny. Fees are $79 for Partnership members and $99 for nonmembers, which includes breakfast, lunch and a reception.

(Full disclosure: The Business Record is the media sponsor. And our publisher, Chris Conetzkey, will present about how small businesses can work with media outlets.)