Advertisement Ideas: CVS Re-Branding! Smart or Stupid?

Today, Corporate America is all a buzz about the recent name change for CVS and the decision to remove the tobacco products a month earlier than expected. This leads to the question of whether a name change is good or bad for business? If CVS is to be a totally health based store they need to remove more than tobacco products from their shelves. They will need to stop selling sugar laden drinks, candy bars, food high in sodium and any other items that are considered to be risk factors creating health issues. The CVS name has come to mean community, value, and service to the loyal customers it has garnered over the years. The change from using pharmacy to health should prove lucrative as the connotation of pharmacies in The United States has become a detriment as they are often viewed as evil corporations out for the big money grab. Depending on what other steps CVS takes in the re-branding process will determine whether this was a smart business move or a knee jerk stupid decision to satisfy shareholders. The removing of the tobacco products may prove to be advantageous in the long run as the staunch anti-smoking groups may be more inclined to shop at CVS.

CVS is not the first large chain store to remove tobacco products from their stores. A few years ago Walmart removed tobacco products from their shelves and have also added healthier food choices in their stores. As a result their earning have seen a trend upward. Though I only go to Walmart to fill prescriptions and check my blood pressure I have seen first hand the increase volume of people shopping there. How much of this can be attributed to the removal of tobacco products I do not know, however from the outside looking in it seems to have been effective. Continue reading Advertisement Ideas: CVS Re-Branding! Smart or Stupid?

Advertisement Ideas: Stop Making Excuses!!!

This entry was prompted by an interaction I had with someone as I offered to put promotional materials into 25 Swag Bags that I will be giving out during my presentation at The How To Sell Your Genius Tap Into You Seminar on Friday, August 29, at Broward College in Fort Lauderdale. The woman has an herbal and essential oil business who the last time I spoke to her told me how slow business was. Those of you who read this blog on a regular basis know that I believe there is no reason for a business to be slow and thus when people tell me how slow their business is I always look for ways to change that perception. I offered to put her cards and a small sample bottle into The Swag Bags she wrote me back that she was involved in many expos where she had to give gifts and would be passing on my offer. I thought okay her loss because of the 25 people who will receive The Swag Bags 2-3 may have wanted to purchase her oils and herbal supplements if they knew about her. Continue reading Advertisement Ideas: Stop Making Excuses!!!

Advertisement Ideas: What The Ice Bucket Challenges Teaches Us!!!

Advertisement Ideas: What The Ice Bucket Challenge Teaches Us!!!

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The ALS (Lou Gehrig’s Disease) Ice Bucket Challenge translates into any language. As I was watching all the videos of people taking The ALS Ice Bucket Challenge I began to think about all the lessons that this teaches us and how it relates to delivering your message. What began as a way to honor and support Peter Frates, who is a former Boston College Baseball Player who was diagnosed with ALS, by raising awareness and funds for The ALS Association, www.alsa.org , has morphed into a world wide phenomenon where it seems everyone from a local coach to someone like Former President George Bush is taking the ice bucket challenge. Some like Charlie Sheen dumped $10,000 over his head and challenged his colleagues to do the same and donate the $10,000 to The ALS Association, www.alsa.org. Verne Troyer put a twist on it dumping milk over his head while eating a cookie. The ALS Ice Bucket Challenge has taught us that if you have the right message targeted to the right audience and utilize the right platforms you can be very successful. In the time frame of July 29 – August 22, 2013 The ALS Association raised just under $2 million in that same time this year due to The Ice Bucket Challenge they have raised over $40 Million.

ESPN recently did this story on Pete Frates who is the inspiration behind The ALS Ice Bucket Challenge. Now to look at what The ALS Ice Bucket Challenge teaches us.

1: Taking action and having the right motivation leads to success

2: Being creative in how we deliver the message garners attention and creates positive results

3: Developing a following and having them become advocates builds awareness and support Continue reading Advertisement Ideas: What The Ice Bucket Challenges Teaches Us!!!

Advertisement Ideas: Why You May Be Sucking At Business!!!

Advertisement Ideas: Why You May Be Sucking At Business!

One of the biggest mistakes entrepreneurs and marketing executives make is that they do not research the culture and thus think they have the greatest idea to implement that will bring much success. These 7 examples show you how not understanding the market you are advertising to can adversely affect your brand image and thus decrease your cash flow. There are many examples of this in the market place my favorite example was when Chevy tried to market their NOVA in Latin America. They were unsuccessful because NOVA means doesn’t go in Spanish and thus didn’t sell many of that model. It is imperative to know what your message translates to and how people of different cultures will perceive your message.

Another reason you may be sucking at business is the misuse of grammar and punctuation. This advertisement misused the apostrophe s when it was intended to show these events as plural. I have seen it on numerous occasions where the wording should be we accept major credit cards and it read we except major credit cards. The consumer is going to think twice about doing business with you if you have misspelled advertisements.

Another reason you may be sucking at business is because you do not have advertising material that is effective or That effectively delivers your message. I had decided to launch The FREE HUGS Campaign and I made a hand written sign. That sign was not effective and did not give off a professional image so I went and had a professional banner made and it was more effective. At first I didn’t have advertising materials with me Now I make sure I have my business cards and any promotional material for projects I am involved in to share with people. I have instituted a 3 foot rule so if someone is with on 3 feet of me I will talk to them as you never know who you may meet and how they can assist you or how you can assist them. When I sold advertising space I found it amazing the excuses that I would hear and I would walk away think now I know why you may be sucking at business.

Many people are sucking at doing business because they are turning down opportunities. I host a TV Show, The Anything Bucket, which airs on www.wrpbitv.com on Tuesday at 6:30 PM EDT and I invite people to come to The WRPBiTV Studios to tape a segment for my show. I am always surprised by the amount of people who will say no I am not interested and then when I see them they complain how they are struggling. WRPBiTV offers my guests a chance to buy the clip of their appearance to use in their marketing for $125 and many of my guests turn that down. Again this is why they may be sucking at business. Think about it you have a business and you need positive exposure in the market place and you don’t take advantage of opportunities that someone is presenting to you.

One of the reasons you may be sucking at business is poor customer service. I remember working for Footlocker and the one thing that was stressed was to greet the customer within 5 seconds and make them feel welcome. I would greet the customers and begin to ask questions so that I could better meet their needs. I became so proficient that I had people coming to the store asking for me by name and if I wasn’t working my manager told me that many would leave the store. When I left Footlocker and went to work for Athlete’s Foot word got around and people found me. In addition to delivering good customer service I got to know the sports culture of the community where I worked. When I worked at The Footlocker in Wellington I knew about the Muck Bowl and the fact that the kids liked to buy the Tall Tees and decorate them themselves. I went to The District Manager and asked about ordering an extra gross (144 tall tees) in white to sell for Muck Bowl Week. At first he said no then he approved the order. We sold out of tall tees that week. The reason you may be sucking at business is that you are not delivering what the consumer is after.

You may be sucking at business because you think you know everything and are not listening to others. I remember being out one day soliciting for The American Cancer Society Relay For Life and I asked a Pizza Place for a donation of 10 large pizzas for the pizza lap he said he wasn’t interested. Guess what 6 months later he was closing his doors. The pizza places that did make a donation received great publicity and business from those involved in Relay. The reason you may be sucking at business is because you are not open to receive.

To overcome your sucking at business put people first, advertise, create a good experience when people deal with your business, be creative in your marketing, seek opportunities to maximize your business.

Advertisement Ideas: 10 Ways To Stop Sucking At Business!!!

1: Know who your target audience

2: Know the culture of where your business is

3: Make people feel important

4: Advertise regularly with a consistent message

5: Participate in local events

6: Support charitable causes

7: Create a recognizable brand

8: Attend Networking events and follow-up with the people you meet

9: Always carry your business cards

10: Put people before profits.

Advertisement Ideas: The Ins and Outs Of Public Relations!!!

This is a special guest blog done by Tina Pugliese of Pugliese PR!!!

Advertisement Ideas: The Ins and Outs Of Public Relations!!!

What’s In and What’s Out in Public Relations

By Tina L. Pugliese, APR, Pugliese Public Relations

If done correctly, public relations is capable of reaching a large audience on a small budget. What is best about PR is that it communicates in a way that advertising cannot. By using its advanced technique, PR is like a third-party endorsement of your business, products, and services by a credible, independent source. Here are some trends on what’s in and what’s out in public relations.

What’s In?

Face-to-Face Public Relations. Studies have proven, and it might be more so in the next decade, that connecting is what is going to keep us going, as opposed to loud pitching campaigns.

Micromedia PR. Use of specialized tools (usually micro-blogging) like Twitter to connect journalists, bloggers, analysts and PR/marketing together in an efficient, unobtrusive, targeted, and productive way.

Social Media Mastering. Social Media is public relations. It has now become just as important to create a name for yourself online as well as offline. Look into Facebook, Twitter, LinkedIn and YouTube, among others.

Stronger Media Relationships. It will be more important than ever to secure and build stronger media relationships.

Going Green. You cannot open a magazine, scan a Web site or read a newspaper without hearing about a company’s transformation into eco-friendliness. There are dozens of environmentally themed television shows not to mention networks. Helping Mother Earth is a great thing and becoming the proponent of all things green may help your bottom line as well. Continue reading Advertisement Ideas: The Ins and Outs Of Public Relations!!!

Advertisement Ideas: Who Is Walking Through Your Door?

Today’s entry is inspired by some encounters I had while out promoting and collecting for The American Cancer Society Relay For Life and seeking guests for my TV Show, which airs on www.wrpbitv.com at 6:30 PM EDT. The first stop I made was to Best Friends Animal Hospital, where I was greeted by someone who was anything but friendly. I stated I understood that I was catching them at a bad time and asked if I could leave my business card as I am inviting people to be guests on my TV Show. In was told no and to get out of the office. I left and I wondered does this person realize the opportunity that he missed today as I would have written something positive, tweeted out a positive tweet with a link to their site, posted a posted review on Facebook, mentioned them in a positive light in this blog. He probably didn’t understand the idea that a solicitor today may be a customer/client tomorrow. So think about it you never know who is walking through your door and how they can be of service and value to you. Everyone who contacts your business can be of some help or may know people who can use your products and services. I did call The Animal Hospital and left a lengthy message explaining all the ties I have to people with pets and how people trust my recommendations and if he wanted to make amends I would like to speak to him. I don’t anticipate a return call but I know that it is important to walk in your truth and close the book on issues of the day that may have upset you.

The Animal Hospital wasn’t the only one who needs to learn who is walking through the door. I stopped by Thaler’s Printing and was greeted by the owner who said that he couldn’t give today to which I stated sir I am only asking for $1 or $2 to help create a world with less cancer and more birthdays. He said if he did that he would have to close his business. I then said no problem I would like to leave you my business card as I host a TV Show and help businesses to maximize their message. He said he didn’t need my card or need my help. I said wow you just complained how you were struggling and I am giving you a chance to overcome that struggle. he said I just told you that to get you to leave. To which I said so you lied to me and I left. I find it amazing that someone can be in business for 35 years with the attitude of this business owner. The sad part is he missed an opportunity as I need business cards, post cards, banners, and other printed materials and I know many people who could use his services Guess what he loses out and will continue to struggle. Continue reading Advertisement Ideas: Who Is Walking Through Your Door?

Advertisement Ideas: No Time For Assholes!!!

In his book The No Asshole Rule Robert I. Sutton shows one how to deal with assholes and the damage that they do and ways to overcome their negativity. He deals with work place assholes. I have encountered non-work place assholes and decided that there is no time for assholes. Recently I was at The City of Sunrise 4th Of July Concert and fireworks collecting donations for The American Cancer Society. I did very well collecting $248 to help create a world with less cancer and more birthdays. I stood at the exit asking people to donate to the cause. One young person about 26 years old asked how do I know you aren’t going to take the money and buy beer. I should have ignored him but I allowed my pride to get in the way and I became a bit confrontational and this created a scene and I became the asshole to the point where his girlfriend put her elbow to my throat. At that point I backed off wished them Namaste and knelt in prayer. It was at that point that I realized I have no time for assholes as I stooped to a lower level that doesn’t serve me or the charity well. I learned that next time, don’t even dignify this person’s comment with a reply and to continue to do what I do. I realized that there is no time for assholes because there are many people who will support the cause and will appreciate what I am doing. I have come to realize that what I teach others about some will, some won’t , so what, some waiting, next. I have come to realize that the less time I spend dealing with assholes the more successful I become. Continue reading Advertisement Ideas: No Time For Assholes!!!

Advertisement Ideas: How To Reverse A Negative Trend!!!

As I skimmed the business news today and saw that Darden Restaurants had reported a downward trend in earnings and dividends for The Olive Garden Operations I immediately thought what would I do if I was a marketing director to reverse this trend? The answer came easily step up the marketing and advertising so as to drive traffic and increase the amount of visits a patron will make to the restaurant. This thinking is the opposite of what most companies do and as a result of cutting the marketing and advertising budget the downward earnings trend continues. The key to being successful and making your share holders happy is to constantly be in front of the consumer and give them a reason to patronize your business. It is imperative to look at why your sales are off and why the dividend payouts are dropping. One key factor is inconsistency in the operational process of the business. In a chain like The Olive Garden it is important to empower the General Managers of the individual restaurants to make marketing decisions. A good general manager will know who his customers are where they are coming from and how to get them coming back. I recently had the pleasure of having The Olive Garden in Boca Raton, FL sponsor the survivors/caregiver dinner at The American Cancer Society Relay For Life of Boca Raton. The district manager was very supportive and is now sponsoring the survivors/caregivers dinner at many of The Relay For Life Events in South Palm Beach County. As a result of their support this particular Olive Garden is hosting The Relay For Life Wrap-Up Party that is being supported through other sponsorships. This Olive Garden will also see more business as every participant in Relay For Life is being promoted to patronize this Olive Garden. In sponsoring community events you have the chance to reverse a negative trend.

Starbucks recently announced a price increase, which is one way to reverse a negative trend as people will pay for something they desire and perceive to have value. In increasing prices though you risk a loss of customers who may go to a competitor whose price is cheaper. It is very important to keep the perceived value in your product so that you can reverse any negative trends. Starbucks while raising some prices also maintained the perception that it was worth it. Starbucks also is running many special promotions so that the price increases will not be perceived as that bad by their customers. For Example you get a Starbucks Gold Card which allows for $.50 refills on ice tea and coffee so you pay the $.10 more for your first drink but you do a refill so you still save a substantial amount of money. In promoting The Gold Card Starbucks maintains their customer base as Starbucks customers tend to be very loyal to the brand. Continue reading Advertisement Ideas: How To Reverse A Negative Trend!!!

Advertisement Ideas: Street Walking As A Marketing Strategy!!!

Advertisement Ideas: Street Walking As A Marketing Strategy!

In marketing sometimes you have to use the direct approach and be like the street-walker who searches for her clients by putting herself out there. I am not saying to use sex to sell, I am saying use a direct approach to find clients/customers. Many years ago I introduced a philosophy of The 3 Foot Rule, where if someone is with in 3 feet of you talk to them and see if they may be of service and value to you and if you will be able to be of service and value to you. Like the street-walker you must have your package and your price structure in place. The street-walker displays her wares openly and draws attention to her self. This leads me to the question as to how are you directly marketing yourself.

I use street walking as a marketing strategy by always having my business cards with me as you never know when an opportunity to network and share who you are and what you do with others will arise. In talking directly to people you open up new opportunities to cultivate clients/customers. In being sales oriented and always closing you begin to build brand recognition while also creating a buzz about who you are and what you do and why people should be doing business with you. Like the street-walker who is constantly show herself off you should be in the market place showing yourself off. Though a street-walker may have many one time clients/customers she may also have steady clients/customers. The key is to attract steady customers by delivering excellent service and giving added value. The question to ask is how am I going to keep people coming back? Continue reading Advertisement Ideas: Street Walking As A Marketing Strategy!!!

Advertisement Ideas: Kicking Butt And Taking Names!!!!

Advertising Ideas: Kicking Butt And Taking Names!!!!

One of the key ingredients in being effective with your advertising campaign is tracking the campaign . How you track results is very important when you are planning and implementing advertisement ideas. The idea is to have a kick butt campaign that will allow you to track customers and thus engage them on a regular basis. The appeal must be entertaining, relevant, and resonating so that it achieves the objectives that you have set in place. Your advertising program should include a great headline, a great offer, and a tracking system.

Do you recognize this? It is a QR Code where a client scans it on their phone and it takes them to your website. Once they visit your website you want to have a way to capture their information. One way to do this is to make your site a FREE Membership Site, where the visitor has to give you name, age, and email. This will give them a used code and allow you to then track their visits and thus create a program to target them to buy your product or services. Continue reading Advertisement Ideas: Kicking Butt And Taking Names!!!!