Advertisement Ideas: What’s Your Problem?
As you begin to develop you advertising program you must recognize your problem and understand how a properly planned and implemented advertising program will solve the problem. When I approach people to advertise with the many avenues that I represent like www.labonitakidz.com, www.miamifuryfootball.com, or www.spicemiami.com, I hear I am not interested or that type of marketing and advertising won’t work for me. That is a part of the problem as your lack of interest may have just cost you the potential to reach new people and thus strengthen your brand or you may have decided that it won’t work for you and lost out on an opportunity to work with someone who can make it work for you. I hear I can’t afford to ad more advertising at this time to which I say what if you were to cut what you are doing with someone else in half for example instead of a full-page ad with them runs a 1/2 page with them and run a 1/4 page with me and then you can run 1/4 page somewhere else thus giving you more exposure in the market place. I hear things are slow and I can’t afford to advertise. To this I say advertising should be done when it is slow and when it is busy as the consumer perceives that a business that is advertising is a strong business. So now what is your problem?
Problem:
I don’t have money to advertise with you?
Solution:
Ask yourself What advertising are you doing currently? Are you measuring the results? What if you took one of the less performing choices and switched it to a program I had to see if it performs and gives you a return on your investment.
Problem:
I tried that type of advertising in the past and it didn’t work?
Solution:
Look at the ads you ran in the past and where and come up with something that will create a desire to purchase your product or service. Make your ad more of an informational piece to position yourself as the expert in the field. Listen to the ideas of an educated experienced advertising representative.
Problem:
I don’t think you reach enough people.
Solution:
Ask yourself how much does a new customer represent and what are the chances of reaching that new customer and converting them with a well designed ad that positions you as an expert. Sometimes it is not about the big numbers some times it is reaching the right people with the proper message and call to action that drives business.
Every problem has a solution. If you truly want to grow your business you will answer the question of what is my problem?
Answering the question of what is my problem is the first step to moving forward. After you define the problem it is important to seek ideas on how to solve the problem and move forward. I recently met with a women in the home interior design business who said the economy is horrible and there used to be 15 of my type of stores in this community and now there are only 3, and people aren’t buying my products and services as they are a luxury. I stated only have 2 competitors is a good thing as you can do a campaign listing those that are no longer in business with did you do business with so and so? Do you need window treatments and other interior design work done for your home or office? Well at XYZ Blinds(not the real name) and Interiors we have you covered. Call for our free in home evaluation. The key I told her was to pick up business from those that are no longer in business by simply offering to serve their customers. I then stated run an ad that states thinking of remodeling let XYZ Blinds be part of your luxurious make over as we have great products at reasonable rates. I told her that by reaching out and showing benefits of doing business with her will lead to increased awareness so that when someone needs your services they think of XYZ Blinds.
I recently met with an eyeglass store about advertising with La Bonita Kidz and Teenz Magazine and then called them to follow-up. I was told we did that type of advertisement in the past it didn’t work for us. I asked did the person you work with to place your ad have 18 years of strong ties to your community?the reason I asked this was to show him that I know what may work for him because of my knowledge of the community. He said I told you I am not interested and hung up the phone. I thought okay what is your problem? You see I wear glasses and I do business with those that support my efforts, I then thought did he not realize he has one of the best in the field willing to help him, someone tied to youth sports, a women’s tackle football team, city sponsored events, and could be a great asset to your business. I was offering him a great deal as well as he would have had a 1/4 page ad in all 4 issues(Spring, Summer, Winter, and Fall), a 1/4 page write-up that he would provide in all 4 issues and me as an advocate for his store. All this for $510 for the year. I thought if you sell 2 pairs of your Prada Glasses you make your money back.
I bring this up to remind you to see the forest for the trees and that when someone who truly has your best interest in mind to be open to receive. Did the gentleman at the optical store think before he hung up the phone and does he think I will shop there or recommend people to shop there? Now you don’s have to buy from everyone that walks into your store, however if you look as everyone as someone who can be of service and value to you, you just might increase your business. The law of reciprocity is amazing and when you peel back the onion you begin to realize that someone like myself can be valuable to your business. Think about it you treated me nice and I went on my social media sites and mentioned you on my radio show in a positive light my followers may visit your website and decide to do business with you.
Today I choose to feature Skyline Chili in Sunrise, FL and give a shout out to Tony and Jenny the owners for truly understanding business and being of service and value to the community. I approached Tony about 2 years ago about doing something for The American Cancer Society Relay For Life of Sunrise, FL and he agreed as cancer had taken his parents and a close friend. He and Jenny ran an American Cancer Society Night once a month from November until May and at the end raised nearly $5,000 for Relay For Life. I now make it a point to stop in for lunch or dinner to support them by being a customer. I mention them on my radio show. Every chance I get I recommend them to others. I share this with you so you can better answer the question what is my problem.
This Week, make it a point to be open to receive and to build your business as you never know where business may come from.
