Advertisement Ideas: Building Isn’t Enough!

Advertisement Ideas: Building Isn’t Enough

Kevin Costner hears and acts upon the voice,”Build and They Will Come,”

We all remember the scene in Field of Dreams where the voice says build it and they will come, well people did come, then again it was a movie. Due to the large promotion of the movie many people trek to the movie site in Iowa. The Convention and Visitors Bureau for the area lists in in the attraction section. They have a marketing director and a special events coordinator to keep the traffic coming. What are you doing to create your Field of Dreams? Continue reading Advertisement Ideas: Building Isn’t Enough!

Advertisement Ideas: Lessons, Confessions, and Tips To Build Your Brand

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Advertisement Ideas: McDonald’s Confessions

Forgive me as I am attracted to McDonald’s and find myself stopping in on many occasion just for the $.49 burgers and $.59 cheeseburgers on a Wednesday or Sunday. This habit began many years ago as I saw The Golden Arches everywhere. The idea of meeting Ronald McDonald and having a McDonald’s about 300 feet from my front door in middle school didn’t help much. As the years went on I began to realize why McDonald’s was so big and successful they had a marketing secret. Continue reading Advertisement Ideas: Lessons, Confessions, and Tips To Build Your Brand

Advertisement Ideas: So What Is Your Excuse?

Jonathan JDOGG Lederman shares his knowledge and expertise of marketing and media relations in this informative post about overcoming excuses.

Advertisement Ideas: Excuses No More!!!!

As an advertising representative for Life Publications I have encountered many excuses as to why people do not advertise. This led me to ask the question so What is Your Excuse? What is the real reason you are not advertising or marketing your business? How many opportunities have you let slip by becuase you put your guard up and thought of the excuses that you were going to give? It is time to stop making excuses and to start taking action. Some of the excuses that I have heard and what my reply is?

1: I can’t afford to advertise- In today’s marketplace it is imperative to promote yourself. How can you say I can’t afford to when you may not know the price or in my case I have a program where you can receive some free advertising on a site www.lifesluxuries4less.com. In my publications I have 1/6 page ads that start at $275 and have a wide reach, check out www.lifepubs.com for other prices. So before you say I can’t afford, think about how you can find the resources to invest in your business and maximize your message. Continue reading Advertisement Ideas: So What Is Your Excuse?

Advertisement Ideas: Is Your Plan On Par With NIKE

This is probably the most recognizable logo of all companies in the market place today? What are you doing to brand yourself?

Advertising Ideas: Is Your Plan On Par With Nike

I am often asked, How do I create a plan that will get me the results that NIKE gets though I don’t have a Nike type budget? The answer is to lok at what NIKE did in the beginning. Nike was first introduced to the world by Steve Prefontaine, whose coach specially designed running shoes for him while Steve was running for The University of Oregon. The shoes were seen and people began to inquire about them and the coach found a manufacturer. The name Nike was adopted as it comes from Greek meaning goddess of Victory. The SWOOSH logo is a graphic design created by Caroline Davidson in 1971. It represents the wing of the Greek Goddess NIKE. Continue reading Advertisement Ideas: Is Your Plan On Par With NIKE

Advertisement Ideas:10 Lessons Learned From The Superbowl

Advertisement Ideas:10 Lessons Learned From Superbowl

As I watched what I consider to be one of the most exciting Superbowl in recent history, I began to think what lessons did I learn?

1: The economy isn’t that bad when companies are spending $3.5 Million on a 30 second ad. Using the economy as an excuse as to not advertise just limits your chances to attract business.

2: Many people watching this game don’t have a clue about the game. I must have explained why the Brady toss from the end zone was considered grounding and thus resulted in a safety. Lack of knowledge can hurt you not only when watching The Superbowl but when it comes to advertising your business. Continue reading Advertisement Ideas:10 Lessons Learned From The Superbowl

Advertisement Ideas: Are You Choosing The Right Advertising?

Advertisement Ideas: The Choice

When choosing advertising there are many factors to consider such as circulation, price, quality of the advertising vehicle, longevity of the advertising avenue, and level of service. I work for Life Publications and we are a leader in the magazine field in the communities of Coral Springs,Parkland, Boca Raton, Delray Beach, and Coconut Creek. We have many reasons to advertise in our publications and you can find them at www.lifepubs.com. I personally believe we do an awesome job of reaching the desired target audience of those that choose to advertise with us. When making your choice consider:

1: How long has the publication been existence?Longevity is a key as the brand is established and known

2: What is the distribution method? Is it thrown on a driveway, is it delivered via mail, is it subscription based, is it a pick up publication. Each method has it advantages and disadvantages, when choosing to advertise go with the one that works best. 65% thrown in a driveway publication end up in the trash and never get looked at. Direct Mail magazine that are not subscribed to make it into the house and are read by 75% of the people that receive them. Subscription Based publications have a 99% readership rate. Pick up free publications usually distribute at a rate of 70% meaning that 7 of 10 that are distributed are picked up and read.

3: What is the circulation? Just because a publication has a high circualtion doesn’t neccessarily mean it is reaching your audience. If I am a dog breeder and a magazine has a circulation of 100,000 but it is called Cat’s Plus do I really want to invest my dollars there.

4: Does the publication reach my audience? Again you can buy something that looks good and appears that it will be read however if it isn’t geared toward your audience it won’t serve you.

5: Who is reading the publication? Take a minute and knock on a few doors in the neighborhood around the business and ask people if they have heard of the magazine and if they have what are their thoughts.

Advertising Ideas: What Path Are You Choosing?

I am often surprised when a a business owner say we don’t do advertising all our customers come to us from word of mouth. Well Mr. and Mrs. Business owner Word of Mouth is a form of advertising, and how did your first customers find you. I am also amazed when someone says I can’t afford to advertise. I then ask what are you doing to promote your business, often I am told nothing? Wow you built a business, bought a sign and now just expect people to magically appear. Wake up and choose the path of promotion.

When choosing the path of promotion think how creative is my ad, does it have a call to action, is it placed in the right place. Promotion is a path that should be taken everyday so as you open up your business think what can I do to promote my business today. It can be as easy as carrying your business cards with you and sharing who you are and what you do with people. It is time for you the business owner to be proactive and creative in your promotion. I have a friend Ray The Barber and he is awesome at promotion he places his ads in local community papers with a specific message. He is not in my magazine because he doesn’t service the area that we mail to. One of his promotions is a 4 x 6 post card with specials on the front and on the back 5 Did You Know points to inform his customers about different hair care facts. His proactive and creative ways are growing his business. Another great thing is Ray listens to everyone who has something to pitch, he may not buy from them but by giving them the time of day he builds a good reputation as he realizes everyone calling him or coming into his shop is a potential client and may know someone who can use his services.

The path of promotion is something that happens from the first contact and ad infinitum. I can not tell you how many times I have approached a business to purchase an ad to be told I am not interested. I look at at there loss because if they would have shared information with me and we would have interacted even if they didn’t purchase the ad I would have recommended them to people in my circle of influence. Remember everyone coming into your business or call your business has something to offer so be open and receptive and then watch your business grow.

Adertisement Ideas: Standing Out

Notice the photo above? It is Hello Kitty. If you were to show this to 10 people most likely 8 would know who Hello Kitty is. The point being to make sure you choose to advertise with publications that stand out. If a magazine stands out like a Boca Delray Life, a Coconut Creek Life, or a Parkland Coral Springs Life, chances are they are going to make you stand out and deliver more customers to you. If these magazines are being read by your target audience you want to invest in them.

When doing an ad make sure you stand out from your competitors.

1: Have something of value that your competitiors do not have. For example if you offer organic tea and healthy snacks while they are in your establishment and noone else is doing that mention it in your ad. If someone comes in just for the tea they still know about you and once their in your place of business you can get to know more about them and convert them into a customer.

2: Use graphic hooks(pictures) 65% of ads with pictures are read more than those with out.

3: Make your ad in color- Color ads get read 85% more of the time than black and white ads

4: Scan your ad and the masthead of the publication to use in your online marketing

5: Be consistent with your brand and your message.

Which One grabed your attention? Now remember why you were drawn to the ad and use thise same reasons in your print advertising so you can choose the right advertising.

This week consider where you are advertising and what your message is and ask are you choosing the right advertising.

Advertisement Ideas: Create a Buzz Like Gaga, Trump, and Sheen

Advertisement Ideas: Create a Buzz Like Gaga, Trump & Sheen

I am often asked how do a create a buzz in the marketplace like celebrities? To answer this I thought who are the top three that pop into my mind when I think of publicity magnets. I came up with Lady Gaga, Donald Trump, and Charlie Sheen. Who are the top 3 you think of? I then started to loom for the commonality in these 3 and saw the following:

1: Controversial -When you mention them it evokes an emotion that will stir conversation and create a buzz. There is an old adage in public relations that it doesn’t matter if people are talking good or bad about you what matters is that they are talking about you. Continue reading Advertisement Ideas: Create a Buzz Like Gaga, Trump, and Sheen

Advertisement Ideas: Return Calls Are They a Thing of The Past

Telephones: A Key Tool to Success

In the last year and a half I have discovered that fewer and fewer people are doing business via the phone they are communicating via email, social media, and other outlets. The phone today is being used as a way to communicate through text rather than conversation. When was the last time you picked up the phone just to say hello to a client/customer and see how they are or what is new in their life. The use of the telephone is a key tool for success. Think about it when your phone rings how do you answer it or if it goes to voice mail what message are you portraying. I called someone the other day and received their voice mail it was hello this is leave a message. My suggestion is if you are using you phone for business then the message should be this is ____________ of ________________ with a little plug about your business so as to leave a great impression with the person calling, especially if that person ois reaching you for the first time. The telephone can become an awesome advertising vehicle as you can change your message on a regular basis and include your promotion/specials. You can have a short testimonial from a client/customer in your message. Another important fact is if you have on hold messages make sure you have information about your company that build credibility such as years in business, people you have worked with, and trends in your industry.

Advertisement Ideas: Return Calls Lead to Success

I have often said that when someone takes the time out to stop by your business and leave a business card or when someone calls your business and leaves a message return contact them as you never know who they may know or how they can help you. I often experience the lack of returned calls and wonder are they a thing of the past. For example I stopped by a school to introduce myself and offer my services as an announcer I left my business card and waited for a call back. After 2 weeks I called the school to be told they weren’t interested in my services and that they weren’t planning to have an announcer at their sporting events. As I hung up the phone I thought wow not a return call, no announcer for sporting events, and they wonder why their enrollment is down and their donations are down. The person who received my card probably didn’t think it was worthwhile to call me and thus lost out on an opportunity to enhance their sporting events and increase their fan base and donors. How many times have you not returned a call or reached out to someone for you didn’t think it was worthwhile? Think of all the times someone came into your business that could have been of service to your business and if you would have taken a moment to call them where it may have led. The person inquiring about working with you may be someone who is connected to others that can benefit from your product or services. For example when someone returns my call and meets with me for 15 minutes they have an ally to help maximize their message as I have a database of 170 media email addresses. Think about the person at the school that didn’t return my call and the benefit they could have had. I may have been someone looking to donate to a local school but since they didn’t call back they will never know.

Retun phone calls and contacting people who leave their business card at your place of business can lead to increbible success as you never know who someone is or what they can do for you until you connect with them. It is when youa re open to receive that you take your business to the next level. Several years ago NASCAR lost the Winston Cup Sponsorship and went looking for another sponsor. A new sales rep at NASCAR decided to reach out to SPRINT and left a message with The Marketing Director. The Marketing Director returned the call and within a few days signed on to be The Title Sponsor on NASCAR. Imagine if the marketing person at SPRINT didn’t return the call how they would have lost out on this opportunity. It may not be NASCAR calling you but it may be a well connected individual in the marketplace or someone known for networking or marketing and media relations calling and by not returning a call you may be missing out on an opportunity to build your brand and increase your revenue.

Advertising Ideas: The Art of Making Connections

When I leave a message on a voice mail it is my goal to get a call back so as to make the connection and be or service and value to the person on the other end. There is a true art to making a connection.

1: Know who you are calling- Do your homework, peel back the onion

2: Give them a reason to call you back- leave a nugget that will entice them to return the call

3: Be short and informative- The more concise you can be the better

4: Ask yourself would I return this call?

We all want to have our calls returned and we would expect that peoplewant to make connections.I was speaking to a leader of a charity and she said I return every call personally because I never know who is on the other end. she told the following to me one day I recived a call from a potential client who was seeking our services and I called to set up an appointment, it turned out he had a cousin who produced commecial videos, which led to me making a contact with the cousin and explaining that we had just helped his cousin and was wondering how much it would cost to do a video he said I’ll do it for free. We now have our video on endless loop and as a result have received more donations and been able to help more people.

The point is the next time you are left a card, a vocie message, or sent an email make the connection as you never know where it may lead.

Advertisement Ideas: Reach Out, Reach Up, and Rise

Advertisement Ideas: Reach Out

A man was deep into water and swimming to shore he grew weary and started to go under a boat passed by and offered help his answer no I don’t need help God will provide, a lifeguard threw him a buoy he didn’t grab on and said God will provide, another swimmer offered to swim him in, his answer again was no God will provide. He drowned went to heaven and asked God why did you allow me to drown, God answered I sent you a boat, a buoy, and individuals to help what more did you want me to do. God was providing and doing his outreach. Ask yourself when you advertise are my messages being received and if they aren’t what can I do to change them.

Like synchronized swimming your message should be one that is designed to reach you client/customer and consistent. Continue reading Advertisement Ideas: Reach Out, Reach Up, and Rise

Advertisement Ideas: Are You Leaving Money On The Table?

I am so amazed by the lack of proactive thinking that is going on in corporate America today and how much money is being left on the table. I was out searching for a position to help supplement my income today and I ventured to the local mall to speak to managers of retail sporting goods stores about hiring me. When I asked one about team sales, (bulk sales made to specific teams), he said they don’t handle that on a store level. My reaction and thoughts were WOW!!! You are leaving money on the table. I thought that because I announce youth football in my community and I know that there is big market for cleats, uniforms, tee-shirts, hats, and more and immediately thought what would it take for this manager to take a few business cards to the local park on a Saturday and hand them out and drive traffic to his store. Then again we are dealing with corporate structures where an executive sits in an office in a different part of the country making decisions that he believes will work. Continue reading Advertisement Ideas: Are You Leaving Money On The Table?