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CRAVE BlogInterview with Kathi O’Neil of Westover Media & Portland Picks
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Westover Media and City Picks Group are the fruition of Kathi O’Neil’s hard work and dedication. As a full-service marketing firm, Westover Media’s partial rolodex of clients include: Oprah, Vogue, Vanity Fair, The New Yorker, W, Health, and many others. With her national magazine experience, she launched PortlandPicks.com in 2004, a city guide all about shopping in our fabulous city! Since then six other City Picks have launched including city guides for men.
Think you know your city well? Kathi and her girls will introduce you to the swankiest boutiques and the hottest places to dine, drink, and pamper. All you have to do is subscribe to receive their every-Friday e-newsletter to get the scoop!
CRAVE Portland wants to know the woman behind such successful businesses. Tell us a little about who you are: your interests, hopes and dreams. Anything!
I spend most of my time trying to balance work and family, which is also my hopes and dreams since it’s a constant struggle! I love to read, write, and work out. I have a trainer four days a week and I like spinning and Pilates. Coincidentally enough, my passion and one of my favorite hobbies is being an entrepreneur. I love the creativity involved with having your own business, or creating new ones.
Why do clients come to Westover Media for marketing and promotions?
New products are put into the hands of the consumer where they can see it, touch it, taste it, and in an environment that lends itself to the experience. In this sense, we work very organically and create a lot of buzz and word-of-mouth. Also, we work heavily with magazines like Vogue, Glamour, People … virtually every magazine, for promotions.
What’s considered “marketing from the ground up” (company tagline)?
We introduce new products to one consumer at a time, making sure to stay away from television advertising and other out-of-home media. It’s very personal and grass roots—hence, from the ground up.
What’s the most rewarding aspect of owning your own business?
There’s a certain sense of pride, the constant challenge of wanting to succeed, and the passion and creative freedom when it’s your own. I have also learned that there is no problem that doesn’t have a solution.
Where are your personal favorite places to shop for chic clothing?
I love Mabel & Zora and Naturals in Lake Oswego. Amai Unmei boutique and Sofada are also on my list. Of course there are a million others I adore in this town, it’s hard to be faithful to just one! That’s why I started Portland Picks. There are so many incredible local shops and it’s my goal to support them all!
Who/what motivates and inspires you to do what you’re doing now?
The creative freedom, the desire to grow, and a sense of pride and ownership. It’s just a totally different motivation when it’s your “baby”.
Do you have any words of wisdom for all the aspiring female entrepreneurs out there?
If there’s fire in you, it’ll happen! So just do it, begin it. If you think too much, it’ll never happen. Of course be smart about it too, but you can start small and figure it out as you go along. Just make sure you’re totally passionate about it, or else it won’t succeed.
What have you learned from your mistakes?
Not trusting your gut feeling. Sounds kind of hokey but when something didn’t feel right to me, it almost always wasn’t right. Other people that I respect have offered suggestions and advice, and when I took it because I thought I should and they might know more than me, it didn’t pan out. I always make decisions (after thorough exploration of course) when I FEEL it’s the right thing and can act confidently. You know more about your business and your vision than anyone else, so go with your gut!
How do you relax and wind down after a hard day at work?
I don’t really. It’s kids, homework and activities, dinner, get them ready for bed, then back on my computer or some good TV if it’s Thursday.
What’s in store for the future of Westover Media and City Picks Group?
I would love to grown them both substantially. We’re already in other cities across the country with Picks, so I want to continue to expand and support local businesses in all our cities.
What is your idea of success?
Balance! To be a good mom to the best of my ability while also doing the best I can with my business and feeling good about all I’ve done.