Category: Marketing Strategy

Advertisement Ideas: What Is Your Advertising Strategy?

Advertisement Ideas: What Is Your Advertising Strategy?

 

 This is always the first question I ask a client? You would be surprised how many people tell me I don’t have one or I don’t have a budget for advertising. I am always surprised by this because without advertising how are you going to grow your business. It all comes to the concept of investing in yourself and building your brand. I run across many small businesses as I host an Internet TV Show, The Anything Bucket, which airs on www.wrpbitv.com on Tuesday at 6:30 PM and I offer them a chance to be interviewed by me. I offer a free segment and a chance to purchase the clip so they can use it in their marketing and advertising programs. I am always amazed by those who do not invest in purchasing the clip. I ask them what type of advertising they are doing and they stumble to answer and then confess that they really don’t do any advertising.  I then explain to them how important it is to be out in front of your target audience daily and that you must have an effective strategy.

 I learned many advertising strategies when I was a member of The  Jaycees as we were constantly looking for new members, working to retain existing members, and garner support for our community projects. I was often mystified by how many people who did not know about the organization because we had welcome signs on the signs entering the community, had several articles in the community newspapers, and spoke at city council meetings. I stated on several occasions that if we are to attract new members and retain existing members we must have a solid advertising strategy so that when we walk into a business they will have heard of us. This is when I devised my three-foot rule, which I still use today. The 3 foot rule is where if someone is with in 3 feet of you, you engage them and gain their interest. I recently used this principle at a local Starbucks and the women I approached told me she was very impressed that I came over to exchange business cards.  Think about it if you carry your business cards wherever you go and begin to ask people about themselves and hand out your card the positive effect it could have on your business. It comes down to the fact that some will, some will not, so what, some waiting, next. Not everyone will want to listen to you but those that do can be converted into customers or advocates for you. Continue reading Advertisement Ideas: What Is Your Advertising Strategy?

Advertisement Ideas: How to Build Your Customer/Client Base!!!!!

Advertisement Ideas: How To Build Your Customer/Client Base!!!!

It doesn’t matter if you have a brick and mortar business, and internet based business, or  work from your home in each case there is a common thread needed to insure for your success. That common thread is customers/clients. When I worked for Forum Publishing Company as an Advertising Consultant I was always conscious of the # of clients I had because the more clients I had the more money I made based on the fact that the position was a commission only position. I always made every effort to have  a few smaller accounts, a few medium-sized accounts, and a few big accounts. I treated each account as an important part of my business. In selling of the advertising I became someone who would give my clients ideas because in many cases having someone like myself on the outside looking in can be a major asset as I am not so married to the business. Those that chose to listen and implement the ideas did well while those who were set in their ways seemed to struggle week in and week out. In the 2 1/2 years that I worked at Forum Publishing Group I learned a lot about the business people in my territory, which was Margate and Coconut Creek, Florida. In my initial consultation with a potential advertiser I would always ask how are you building your client/customer base? I usually knew where they were already advertising but I would ask anyway. One thing I learned was to never put down the other publications but to build up the reason they should be in my publications. In building a solid customer/client base you have to be aware of what the potential client wants.

 By finding out what your potential clients/customers want you will be able to effectively do a needs analysis and deliver what they are seeking.  I was in a recent meeting of commercial property owners and I asked them what is it they think is keeping their properties from being fully occupied. I heard answers like price, location, the economy, the banks, lack of interest. I asked when was the last time they did an interest intake evaluation? They all looked at me like I was speaking a foreign language. I explained that they all needed to ask their current tenants why they chose to rent or buy property from them, then asked what characteristics they look for when seeking office, warehouse, or retail space? I then used a case study from Jacky Smith’s Book Relevant Selling where she found out that it wasn’t price at all that led to the decision of where to lease or buy property but rather it was security as people wanted to feel they were safe when coming to the location. One landlord implemented a daily security concerns hotline where security issues were addressed as they came up.  As a result of meeting the desires of current and future tenants this developer now has 95% of all his properties full with a renewal rate of 89%. The lesson here is to find out what your target audience wants and then give it to them. Continue reading Advertisement Ideas: How to Build Your Customer/Client Base!!!!!

Advertisement Ideas: How Deep Is Your Network?

Advertisement Ideas: How Deep Is Your Network?

 With the passing of Nelson Mandela yesterday I began to think about how many lives he touched for standing up for what he believed. I began to think how deep was Nelson Mandela’s network? Then I began to think of a question that many business owners must ask and that is how deep is my network. Nelson Mandela was able to touch many lives as he built a network of people who believed in what he represented. The obstacles he faced were tremendous and he rose above them. he gave up 27 years of his life as he spent those years in jail. Part of his network was his wife Winnie who kept the movement going while Nelson Mandela was in jail. Together Nelson and Winnie Mandela were a formidable couple who used the power of their network to affect change in the world. Nelson Mandela lived his philosophies and beliefs daily and if he were a brand was as well-recognized as NIKE. Mandela created a buzz because he built a network of followers who knew him, liked him and trusted him. Mandela leaves a legacy for with many lessons for us to follow. One lesson is to build a network.

Advertisement Ideas: Building Your Network!!!!

 I first learned the concept of networking as a member of The Jaycees, an organization of young men and women aged 18-40 dedicated to providing leadership training through community service to its members.  The Jaycees network was made up of  members, who made up chapters, districts, regions, state organizations, national organizations, and Junior Chamber International. These groups created a network for good. In building the network the one thing that was stressed was to share the organization with others and get them to join the organization. After they joined the idea was to provide them with services that would enhance their personal and professional lives. In building the membership I began to understand the power of building a network as each person who came into the organization had something to offer. The key to my success in the organization was my ability to share the organization with others. I learned the following that I hope will help you to build your network: Continue reading Advertisement Ideas: How Deep Is Your Network?

Advertisement Ideas: Frequency And Consistency Are The Keys To Success!!!

Advertisement Ideas: Frequency And Consistency Are The Keys To Success!!!!

 In marketing and advertising one of the keys for a successful campaign is consistency. Ask yourself am I being consistent with my message? Am I using the same logo with a consistent brand message or tag line? Am I sharing a message that is memorable that will put me on the top of the mind of  my target audience? In being consistent with your message you create a brand awareness so that when someone is ready to utilize your product or service they call you instead of your competitor.  Ask yourself do I consistently advertise or market myself and my services or do I do it on occasion?  The key is to continually be out in the marketplace so that when someone is seeking your product or services they see you and are compelled to do business with you.

 How many times a day do you market your product or services? The more times people see you the greater the chance you have to capture them as customers/clients. When I sold advertising for Forum Publishing Group I would hear I advertised once and it didn’t work. I felt like say NO S***, what did you expect a miracle after one advertisement?  I have come to the conclusion that many entrepreneurs and marketing executives just do not get it when it comes to advertising and marketing? Many think oh I’ll place an advertisement one time and people will respond. My answer survey says XXX as it is proven that the consumer needs to see an ad 6-8 times before they respond unless they are in the buying cycle at that time.  It is very rare when a one time ad gets a response, however there are exceptions to every belief. The key is the more you put yourself out there the more chances you have to capture your audience and thus turn the ads into sales. Continue reading Advertisement Ideas: Frequency And Consistency Are The Keys To Success!!!