Building an Audience in a Crowded Market: Marketing Lessons from the Creator Economy

Building an Audience in a Crowded Market: Marketing Lessons from the Creator Economy

How do you stand out as a business when everyone is creating content? In this episode, Shandon sits down with Andre Elias and Luis Arteaga from Signature Sound Studio for a conversation that starts in the music world but quickly becomes a bigger discussion about marketing, brand building, and audience connection. Andre and Luis share what they have seen from artists trying to grow in a crowded market, including why simply creating something is no longer enough. Today, the real work is building a community around your brand, knowing your audience, creating content that feels authentic, and finding ways to connect directly with the people you serve. For ABC San Diego members, the takeaway is highly relevant: whether you are a contractor, supplier, service provider, or industry leader, your business needs to be visible, relatable, and adaptable. The tools may change, but the marketing fundamentals remain the same. Key takeaways: * The audience-building shift every business should understand before posting more content. * Why “being good at what you do” is no longer enough to stand out in a crowded market. * The marketing lesson from creators that contractors, suppliers, and service providers can use right now. Resources: Learn more about Signature Sound Studio: https://signaturesound.com/ [https://signaturesound.com/] Want to ask Shandon a question or suggest a future Coastlines to Cranes topic? Connect with Shandon on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/in/shandonharbour/] Explore ABC San Diego contractor resources at ⁠ABCSD.org⁠ [https://abcsd.org/]. Follow ABC San Diego on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.instagram.com/abcsandiego/],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠X⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://x.com/abc_sandiego],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Facebook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.facebook.com/ABCSanDiego/],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/company/18467830/], and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠ [https://www.youtube.com/@ABCSanDiego]

What Contractors Should Know About Taxes & Public Spending with Mark Kersey

Taxes, property tax discussions, public spending, and local government budgets can all have a direct impact on contractors, businesses, infrastructure, and the future of San Diego’s construction economy. In this episode, host Shandon Harbour talks with Mark Kersey, President & CEO of the San Diego County Taxpayers Association and former San Diego City Councilmember, about taxpayer accountability, government spending, local budgets, and why contractors should pay attention to public policy. Mark shares how the Taxpayers Association reviews tax measures, bond measures, and city and county budgets through a nonpartisan, pro-taxpayer lens. He also explains why transparency, efficiency, and a careful look at how taxpayer dollars are spent matter for businesses, communities, and public infrastructure. Key Takeaways * The question Mark Kersey believes every taxpayer should ask before supporting new taxes or public funding measures. * Taxes and public spending decisions can affect contractors, businesses, infrastructure, and project delivery more than most people realize. * How decisions made in city halls, county offices, and on local ballots can quietly shape the future of business and construction in San Diego. Resources: Learn more about the San Diego County Taxpayers Association: https://www.sdcta.org/ [https://www.sdcta.org/] Want to ask Shandon a question or suggest a future Coastlines to Cranes topic? Connect with Shandon on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/in/shandonharbour/] Explore ABC San Diego contractor resources at ABCSD.org [https://abcsd.org/]. Follow ABC San Diego on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.instagram.com/abcsandiego/],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠X⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://x.com/abc_sandiego],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Facebook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.facebook.com/ABCSanDiego/],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/company/18467830/], and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠ [https://www.youtube.com/@ABCSanDiego]

Affordable Housing in San Diego: Home Building Costs, Policy & the Housing Market

What does “affordable housing” really mean in San Diego, and why is it so difficult to build? Shandon Harbour sits down with Aimee Faucett, President & CEO of the Building Industry Association of San Diego, to talk about housing affordability, home building costs, the San Diego housing market, and how fees, taxes, permitting, and policy decisions affect what actually gets built. Amy also breaks down a major misconception about builders and developers: the housing industry is much bigger than one group. It includes architects, engineers, trades, suppliers, manufacturers, business owners, and the workforce behind every project. Key Takeaways * Affordable housing is tied to the full cost of living, from rent and mortgages to utilities, food, and transportation. * Home building costs are shaped by fees, taxes, permitting, labor, materials, and policy decisions. * The housing market depends on the businesses, builders, contractors, and tradespeople who take on the risk of getting projects built. Resources: Learn more about the Building Industry Association of San Diego through the BIA San Diego website. [https://biasandiego.org/] Want to ask Shandon anything? Connect on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/in/shandonharbour/] Follow ABC San Diego on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.instagram.com/abcsandiego/],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠X⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://x.com/abc_sandiego],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Facebook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.facebook.com/ABCSanDiego/],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/company/18467830/], and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠ [https://www.youtube.com/@ABCSanDiego] ⁠Be a guest: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Submit Here!⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://forms.office.com/r/hgLZ02MHbw]

The Truth About Mental Health in Construction

Construction loses 6 times more workers to suicide than to jobsite accidents. Suicide prevention in construction isn't a wellness topic — it's a safety emergency. In this episode of Coastlines to Cranes, host Shandon Harbour speaks from inside the industry about how ABC San Diego got involved in suicide prevention training, what employee check-ins actually reveal, and why total worker health has to be part of how construction companies lead. Key Takeaways * Mental health and suicide prevention are critical parts of construction safety. * People-centered leadership means checking in, listening, and creating space for real conversations. * Total human health includes mental, emotional, financial, and personal well-being, not just physical safety. Resources: ABC San Diego offers free suicide prevention training to members. To schedule a training, contact Lauren Varney, Construction Education Manager, at laurenv@abcsd.org. Want to ask Shandon anything? Connect on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/in/shandonharbour/] Follow ABC San Diego on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.instagram.com/abcsandiego/],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠X⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://x.com/abc_sandiego],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Facebook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.facebook.com/ABCSanDiego/],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/company/18467830/], and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠ [https://www.youtube.com/@ABCSanDiego] ⁠Be a guest: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Submit Here!⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://forms.office.com/r/hgLZ02MHbw]

Behind the Scenes at Signature Sound Studios: How Stories and Content Come to Life

Shandon goes behind the scenes at Signature Sound Studios with Luis Arteaga and Miguel Rosales, the team helping capture the conversations and stories of the members and community partners featured on Coastlines to Cranes. From a 35-year studio legacy to the rise of podcasts, video, AI, and social media, this episode explores how stories are shaped, shared, and built for the audiences that need them most. Luis shares how Signature Sound has adapted through decades of change in the recording and production world, while Miguel brings a next-generation perspective on marketing, content creation, and building community online. Key Takeaways * The businesses that last are the ones that evolve. Adapting to new technology, new audiences, and new forms of content can create new opportunities. * Great content is not just about cameras, gear, or going viral. It is about knowing your audience and creating a real connection. * For contractors and San Diego businesses, BTS storytelling can help communicate culture, build loyalty, and increase retention by giving audiences a stronger reason to stay connected. Guest Resources: Signature Sound Studios: SignatureSound.com [https://signaturesound.com/]Instagram: @signature.sound.studios [https://www.instagram.com/signature.sound.studios/]Miguel Rosales: @meitii_miguel [https://www.instagram.com/meitii_miguel/] Want to ask Shandon anything? Connect on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/in/shandonharbour/] Follow ABC San Diego on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.instagram.com/abcsandiego/],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠X⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://x.com/abc_sandiego],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Facebook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.facebook.com/ABCSanDiego/],⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/company/18467830/], and ⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠ [https://www.youtube.com/@ABCSanDiego] ⁠Be a guest: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Submit Here!⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ [https://forms.office.com/r/hgLZ02MHbw]