Advertising Made Simple
Find effective advice for getting maximum return from your ad campaigns. Best practices are illustrated with case studies and recent trends in advertising.
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ArchivesHow Cognitive Dissonance Skews Marketing Surveys
July 13, 2008, 7:20 PM
When the ideal of “what I want” collides with the reality of “what I can afford,” cognitive dissonance is the likely outcome. We're a nation of optimists. We all want to believe that next year will be better than this one. It's painful to admit that we don't have the power to create the lives we want, even when we only have to admit it to ourselves.
If Elected, I Will Not Serve
July 05, 2008, 12:10 PM
And this is perhaps the way to mass produce individual experiences. Treat the whole company as theatre. Treat the underlying goods and services as props. Can you stop focusing on delivering a less expensive widget, and instead deliver a memorable experience, of which the purchase of the widget is only one of the steps?
Bottled Water, Fresh Fruit, and the Price of Gasoline
June 24, 2008, 1:10 PM
Some of us remember when gas was $0.25 per gallon. We remember the grumbling when it hit $1.00. This story has been replayed a few times, and people always adjust. They will not change their consumption patterns for homes, bottled water, fresh fruit, or even gasoline... it will just take them a bit to grow accustomed to the changes.
A Business Seminar For the 21st Century
June 12, 2008, 2:25 PM
Yes, their profit comes from buying low and selling higher, but it also comes from the retailer's specialized knowledge – what to buy, how much to buy, how to price it. But the Internet places massive amounts of information just a few keystrokes away, and for free, which changes your entire relationship with your customers.
Military Positioning as Marketing Strategy
June 05, 2008, 1:25 PM
The expression “level playing field” implies a fair contest. In battle, as in marketing, a level field is the last thing we want. Military strategists from Genghis Kahn to Douglas MacArthur have all understood the advantages of taking the high ground.
Seven Characteristics of an Effective Small Business Web Site
June 02, 2008, 12:15 AM
If a site looks old and unsophisticated, the site loses much of its credibility. If the design is current and up to date, then the user will be more likely to continue and dig deeper into the content. Digging deeper into the content means they stay on the site longer and will be more likely to have a positive feeling for the brand or convert to a sale.
Marketing P.A.I.N. - Part 8, Message Frequency, Media Choices, and Tracking
May 30, 2008, 9:15 AM
Within hours of experiencing the final trigger, people at Stage 4 will become someone’s customer. When they don’t have experience with anyone in your business category, people turn to the Yellow Pages and local Internet searches.
Marketing P.A.I.N. - Part 7, Tie It All Together.
May 17, 2008, 6:45 AM
Once you've expended the resources to anchor your message firmly in a prospective customer’s mind, you’ll get the best return on your advertising investment by sticking to that position, and building on it.
Marketing P.A.I.N. - Part 6, Make It Stop!
May 08, 2008, 9:00 AM
A lot of advertising consists of the very common " We're wonderful. We're the best " kind of chest thumping one would expect from car dealers or personal injury attorneys. Among those businesses which sell services, " We've been in business for 70 years ," is an all too typical statement.
Unattached Marketer Seeks Self-Employed Professional For Long Term Relationship
April 30, 2008, 10:20 PM
It appears he's hoping I can execute his marketing strategy better than he did. But, even a brilliant execution of a flawed strategy still leaves a flawed strategy.
Latest Comments in Advertising Made Simple posts
The primary difference, Corey, is that large company advertising tends to focus on one specific product, whereas small companies need to focus on why to buy that product from THEM.
By: Chuck McKay
on
Military Positioning as Marketing Strategy
Ron, you're absolutely correct in your statement that one individual can't influence the market. What I can do, however, is offer guidance to one business at a time to help that business prosper in a changing market.
By: Chuck McKay
on
Bottled Water, Fresh Fruit, and the Price of Gasoline
Consumers need to learn to not only adjust their habits and tendencies, considering the soaring gas prices, but they also need to adjust their mindset.
People need to start worrying about outside factors they can not control. What good does it do to freak out over high gas prices and inflation? No individual like yourself can influence what happens to the market. It's an external anomaly that is influenced by a million factors. Worrying does you absolutely no constructive good.
Americans must shift their perspectives and think what can I do right now to establish some residual income so that I don't fall victim to outside factors. Get creative and analyze your strengths. If you have a strength and there is a need for your strength in the market place, then you can get compensated appropriately... www.readtheanswer.com/index.php?RTA=web2 ...
By: Ron T
on
Bottled Water, Fresh Fruit, and the Price of Gasoline
People need to start worrying about outside factors they can not control. What good does it do to freak out over high gas prices and inflation? No individual like yourself can influence what happens to the market. It's an external anomaly that is influenced by a million factors. Worrying does you absolutely no constructive good.
Americans must shift their perspectives and think what can I do right now to establish some residual income so that I don't fall victim to outside factors. Get creative and analyze your strengths. If you have a strength and there is a need for your strength in the market place, then you can get compensated appropriately... www.readtheanswer.com/index.php?RTA=web2 ...
Intense marketing battles happen in every market. Whether its your giants like Coke vs. Pepsi or Hertz vs. Rent-a-car, marketing competition is everywhere. How is small business marketing differentiated from large corporate advertising? Check out my blog on my site to hear the answer...
http://www.readtheanswer.com/index.php?rta=blog ...
By: Corey Blum
on
Military Positioning as Marketing Strategy
http://www.readtheanswer.com/index.php?rta=blog ...
That was a great post. You said it all so simple but I think it is extremely powerful for online marketing. In efforts to be modern and compete with others, some sites often go to far with technology. They loose consistency and their originality is sometimes only understood by those who designed it.
Content is king but if I have to spend 20 minutes trying to find it... then, king no more!
The another FANTASTIC point made here was testing. TESTING TESTING TESTING... what works for one industry or one product, may not work in another. Test it all!
Thank you for a clean, crisp, and informative post.
Dina
copywriting business ...
By: copywriting business
on
Seven Characteristics of an Effective Small Business Web Site
Content is king but if I have to spend 20 minutes trying to find it... then, king no more!
The another FANTASTIC point made here was testing. TESTING TESTING TESTING... what works for one industry or one product, may not work in another. Test it all!
Thank you for a clean, crisp, and informative post.
Dina
copywriting business ...
I liked the content on this site. Would like to visit again. http://www.mumbaiflowerplaza.com ...
By: Shirin Goel
on
Marketing P.A.I.N. - Part 4, When People Realize They're Hurting
I agree with you too. Lame slogans are a total waste. There are so many better ways to advertise... if you dont have enough money for an ad campaign or newspaper ads there are simple tools like MyPRGenie (http://www.myprgenie.com/business/) which I have been using for my business. Its easy, reliable and shows amazing results by connecting you to the right target audience and allowing you to develop an extremely tactful marketing strategy! I would suggest everyone to try it.
By: Wendy
on
Going For The Gold
Ralph, at any given time some people will be in the market for whatever you're selling.
Let's say that you live in a town in which there are 30,000 automobiles. Would it be fair to assume half of those cars will need new tires this year? I'll be the first to admit that tire sales are likely to be seasonal, but the weekly average is 288 sets of tires sold. Those people will respond to advertising for tires.
Now, what's the surest way to reach those 288 buyers this week? Targeting your advertising to as many people as you can afford to reach.
One other thought: the number of buyers who respond to those ads isn't as important as the number of dollars generated by the advertising.
By: Chuck McKay
on
Advertising Can't Create Demand
Let's say that you live in a town in which there are 30,000 automobiles. Would it be fair to assume half of those cars will need new tires this year? I'll be the first to admit that tire sales are likely to be seasonal, but the weekly average is 288 sets of tires sold. Those people will respond to advertising for tires.
Now, what's the surest way to reach those 288 buyers this week? Targeting your advertising to as many people as you can afford to reach.
One other thought: the number of buyers who respond to those ads isn't as important as the number of dollars generated by the advertising.
Mike, one man's opportunity is not every man's. An incredible price on dog food isn't much of a bargain if you don't own a dog.
By: Chuck McKay
on
Could I Offer You a Free $100 Bill?
Glad you find this information useful, Rommel.
By: Chuck McKay
on
What's Your Specialty?
You're welcome, Kay. I suspect you'll also appreciate Michael E. Gerber's "The E-Myth." The book has well-detailed steps for solo practitioners to plan, and build, effective businesses. You can pick up a copy on Amazon for as little as $3.50.
By: Chuck McKay
on
Designing the Company for Your Vacation
Hi, Kim. Have you noticed that some companies attract price-sensitive customers, while other companies draw customers who are intent on doing business with folks they trust?
If customers are waiting for a sale before they buy, "Hooray for our team" is a great reason to hold one.
By: Chuck McKay
on
Going For The Gold
If customers are waiting for a sale before they buy, "Hooray for our team" is a great reason to hold one.
Alex, that would depend on how many individual viewers in that highly rated audience are looking for "an end-to-end solution for the wholesale purchase, shipping, warehousing, display, retail advertising, and financing of residential vacuum cleaners."
I suspect more people would be interested in clean floors or perhaps in reducing allergens in their homes.
By: Chuck McKay
on
Marketing P.A.I.N. - Part 1, Relationships
I suspect more people would be interested in clean floors or perhaps in reducing allergens in their homes.
American Idol has relatively high ratings. Although John's vacuum commercials do not attract the customers appropriately, wouldn't they still benefit the business because there are so many viewers?
By: Alex B
on
Marketing P.A.I.N. - Part 1, Relationships
I totally agree with your philosophy on themes for sales. I see so many companies that have lame slogans for sales. I always think, they must be out of ideas! It is best to come up with a clever idea that no one else uses and leave the lame sales to those with no imagination. I have even caught a few conversations outside the doors of these places when customers were talking about the sale and they agree that it is a bad idea. One that does work here though is if one of our teams, basketball, baseball, football, or hockey has made it to the playoffs. Sales are rampant at that time and it seems to do well for everyone. What?s your take on that?
By: Kim Shuford
on
Going For The Gold
I love the diagram! Owning a small business is being the business and unless you can pack along your fax machine, computer, and other essentials, a vacation is unheard of. The diagram you give is a great way to realize all the shoes you are filling. It can be so overwhelming at times, but taking it one step at a time can increase your momentum and clarity of where you are. Starting small and building up is the best way to go. There are so many companies that fall due to their budgets being exhausted immediately. If you implement a plan such as yours, take your time hiring the right personnel and doing so as your company can afford it, you will win the battle. I love crossing my name off the list as I go up the ladder! Thank you for the advice!
By: Kay
on
Designing the Company for Your Vacation
I just got an email about Ellie Drake's and Mike Filsaime's Free Report called - "The Death of NetworkMarketing" I will admit, like you may also be feeling now, that I thought it was some hyped up offer to get me to buy something... ...Turns out I was wrong. Way wrong. The bottom line is, this report really opened my eyes that Network Marketing may be dying. When I read this, I immediately thought of sharing it on my blog The times are changing for us and it would be a shame for you or anyone to not read this report and fail like many will. I read it, and I wanted to share it with you ASAP. I recommend you take a break from whatever it is you are doing if you can and get access to this report now. Consider your future success by going here now... http://www.the-death-of-networkmarketing.com/?see-why=2473 Thanks, John PS - Mike and Ellie say it will only be available for a few days or so, so do not delay...
By: John
on
The Flaw in the Advertising Plan
Hi I would like to thank you for your advice on specialty it helped a lot in confirming where i'm going. More power to All Business! Mabuhay kayo! Good day and good job! Thanks. Yours truly, Rommel Perez ...
By: rommel perez
on
What's Your Specialty?
www.gürplastikambalaj.com www.zemakina.com www.buse-ayd?nlatma.com www.lideryangin.com www.demirci-wireweaving-machinery.com/en/index.html www.uzayasansor.com www.harikalardiyari-dugunsalonu.com www.anolsan.com.tr ...
By: didem kutlu
on
Sorry PR People
Great article and you are right. I have offered many people an opportunity of a lifetime and even offered to give them their money back if it does not do what I say it will and they still say no. Even with a money back guarantee they still turn down the opportunity of a lifetime: http://www.giblinkweb.com Some people are born to never succeed I guess.
By: Mike Wasdin
on
Could I Offer You a Free $100 Bill?
I think that your article is the first of its kind that I have come across during my many years on the internet. I would have to say that your article's angle is the first point of view I have seen in print that says out rightly that advertising does not work. Every time, I check my mail, whether it is the post office or email, there is at least 5 to 7 advertisements of some kind. So, tell me, what exactly happened that caused these silly people to believe that advertising works?
By: Ralph Syiers
on
Advertising Can't Create Demand
Well said, Chuck! I try to continue your discussion here: http://www.allbusiness.com/marketing-advertising/relationship-marketing/4354466-1.html Regards, Glenn ...
By: Glenn Ross
on
Drive Ins, Car Dealerships, and Forces Beyond Our Control
Yes definitely there are customers that ruin your business regardless how hard you work to satisfy them! I usually try to get them earlier and work closer with communication and personal attitude. But anyways it's always an emergency if something happens with them. But we try to cope and offer service to them too. In a course of time they becode more savvy in software and tolerant with our staff. But I do like the idea of "Customer Black list". Thank you, Edgar.
By: Julia Dorofeeva
on
How Do We Get Rid of Those Customers We'd Rather Not Have?
We have worked with this problem over the last number of years and have come to the conclusion that we will fire customers. We have a BLL list named after the first customer we fired and have added 6 more names to that list since the initial customer was fired. My guess is that these customers whom we fired are well known to be hot headed, or unfair, or unethical people by those that know them. So we did not worry too much about that. The up side we have found is what it has done for employee morale. It is much better since they realize that as a company we are not about just the almighty dollar but we are concerned about the employees as well. They hated to see these customers come in. They would cuss them out, and give them a hard time. Now the employees don't have to worry about that anymore and they love it. They have expressed this to me personally. As with employees it is not the people that you fire that give you the problems it is the people that you don't fire even tho they should be...
By: Edgar
on
How Do We Get Rid of Those Customers We'd Rather Not Have?
An interesting spin on Customer Empowerment is Yelp.Com. Its objective is to have people review and write about their experiences with local businesses. While there are a lot of good stories there, there are some not so good ones, and this is one place where you can bet customers will talk to each other!
By: Frank Ross
on
Real World Word-of-Mouth
"True customer loyalty is relational in nature. As relationships grow, we?re more comfortable, and less likely to do business with strangers." This is a great point that can't be made enough. For even the smallest things (books for instance) I'll go out of my way to drive to a bookstore that I have a relationship with to buy from them. I'll even wait for them to order a book even though I know I can get it right away from Borders.
By: Peter Levinson
on
Sperry, Hutchinson, and the Hotel, Part III
Your tips really helps. Unfortunately can't open the techniques on the break-even analysis on coupon with regard to to your snow cone cart sample. I would appreciate if your could send me the same that I could access to. Thanks' a lot ...
By: Al R. Quijano
on
Can Breakeven Analysis Predict Your Coupon Success?
By: mark
on
A Coffee Shop On Every Corner
Some good points here, I am looking at putting together some basic questionnaires as part of some business improvement projects. If the tick box is out of the equation and we open questions to get a more honest response, where should I start? I need to get what and why the business does that make customers happy and the things that annoy them.
By: Computer Consultants Guys
on
So You Need A Survey, Do You?
Hi Chuck I am writing you from Costa Rica,and let me tell you this situation is very common with specialists here as well. Your article is very real and most of the times when that kind the services i get, i just walk away and i don't go back.They will lose not only one but all my family members. Thankyou ...
By: lawrenceDelgado
on
Twice A Year Is Recommended
Chuck, the story of the dentist you said, matches with mine. I would like to add that not only doctors but also other professionals, who do not bother about talking sweet or being nice and gentle with their clients. All they care about getting their fees. Being nice to your customers does not cost much but it is always a big investment. But there are not many people who can understand this.
By: S.M.Mehdi Hassan
on
Twice A Year Is Recommended
No matter how much one advertises still today quality matters most. And in service business no one can gain if its neglect its clients. The satisfied client can be the best add to attract more clients. We go to the dentist feeling pain in teeth but without the dentist's smile and warm welcome we won't go back to him and will change the doctor. So good service is important in every business and consumers should be treated well and cordially as lots of options are there for the consumers.
By: Razib Ahmed
on
Twice A Year Is Recommended
Chuck -- Here! Here! I'm with you all the way on this one. I absolutely detest not being acknowledged as a human being when I am doing business with someone. Many doctors are really poor at that skill. And it takes such little effort. I'd be willing to bet that you'll never even hear from them asking why you never returned. It would sure be an opportunity for them to improve and keep a lot of people like you who just walk away.
By: Denise O'Berry
on
Twice A Year Is Recommended
I do like the simplicity of the question to ask as it requires only a simple answer. The one thing that I do agree with is that if a worker has internalized the USP of the company, the answer will flow out without them really having to think. Your little test questions show that people aren't being trained in what the simple mission of the company is.
By: Gary Bourgeault (managersrealm.com)
on
Ten Steps To Great Customer Service
Well said and written. I enjoyed reading this entry a lot. I just like to say one thing. It is very important to act good with the employees and only then they would feel that it is their organization too. Then, whether you teach them 10 rules or 100 rules or not, they would try to provide the best customer service.
By: Razib Ahmed
on
Ten Steps To Great Customer Service
not just about business. it is business about businesslike. deegee ...
By: ganesand
on
Ten Steps To Great Customer Service
Check out this introduction article on Coupon: http://www.articleworld.org/Coupon ...
By: coupon
on
Can Breakeven Analysis Predict Your Coupon Success?
I understand cost is always a concern. But i believe the gentleman earlier misunderstands the cost factors of Mobile Billboards. A Billboard on the side of a major highway can cost from 3,000 - 18,000 each per month. Heatwave mobile billboards that run on those same highways and have twice the interrupt value cost only 1600 per month and that is for 3 moving billboards. (both sides and the back) There is no advertising media that costs less per impression than Heatwave mobile billboards. To find out more go to http://www.heatwavead.com or call 866-497-0313 Chad Brink ...
By: Chad Brink
on
More Advertising Thoughts From The Road
Bonus program be damned. What was the resulting effect on customer service and customer experience management? If you blow off your employees you will be doing the same to your customers. Attitude is a transferable comodity and how you treat, including the reward for work well done, your employees applies here big time. I'm willing to bet that more than there aircon sales were effected. I would also bet that their competition took up a bigger share of the market.
By: Tim Whelan
on
Advertising and Air Conditioner Sales
http://www.allbusiness.com/blog/AdvertisingMadeSimple/10749/003526.html ...
By: Enzo
on
A Coffee Shop On Every Corner
such a good idea. thanks.
By: LIM
on
Do You Have To Drop Price To Increase Sales?
Well Chuck has left me no way but to agree with what he says. Now days, buying a product from any shop is a matter of few simple clicks!!! There are so many products of same category and each manufacturer has to present their products in a different way to attract the consumers. Meaning, he has to find his niche market.
By: Razib Ahmed
on
Differentiate Or Die*
Thanks for the heads up Chuck. I probably would have bought this book just on the basis of the curiosity grabbing title - but I will definitely check it out!
By: Frank Ross
on
Waiting For Your Cat
hello i want 1000 really visitors daily and mounthly advertising but how? its possible thank you ...
By: Utku Karacay
on
Are You Investing Your Advertising Dollars For Maximum Return?
Mr. Chuck Mokay. We are writing from Georgian republic (post soviet country).our country as an independent state develops more and more. This process was especially hard in high mountainous regions. The population of these regions are very poor, but with your help these regions will have a big potential of development. Because there were created such important part of Georgian material culture, as weave of carpets handworks and etc. All of these beautiful handworks are made of hand with ecological clean paints and plants. Except this our country is the most beautiful and has the oldest culture. Because many foreign tourists visit our country every year. Exactly development of the family tourism and handworks of arts are remedy of poverty in these regions. We ask for your help for create little workshops and for development family tourism. We can send you photos of these subjects. Thank for attention. MANANA TSIKLAURI ...
By: Manana
on
How Housing Affects Your Sales
As we watch local businesses create ads, coupons, and offers on www.MerchantCircle.com we see the successful ones trying things that get new customers engaged in a dialogue or into the store. Trials, Free Assessments, etc. It allows customers who have a new problem to self select so the quality of the leads generated are much higher ...
By: Ben
on
Do You Have To Drop Price To Increase Sales?
your site is awsome but i put a search for how much I would get paid and I didn't get what I was looking for so just a recomendation you should add how much Iwould get paid thanks mack!!
By: mack
on
Are You Investing Your Advertising Dollars For Maximum Return?
i can certainly relate to this post! businesses should make true to their promises. i've encountered a certain video store wherein the salesperson had clearly assured me that they would replace any cds that weren't working. well, one didn't work. i tried having it replaced but the salesperson just accused me of being reckless with it, causing it to have scratches - though i tried explaining to her that the only time i let it out of its case was to test it. i never returned to that store again. tsk tsk. short-term gains for long-term loss.
By: nikki
on
Will You Deliver By Friday?
Brilliant Strategy, second... Some time ago we read a book concerning business success. The author had a wonderful idea to sell EVERYTHING to EVERYONE. Here is the irresistible offer, something to give an absolutely unfair advantage over competitors: I have a cell phone I want you to buy. It's a unbelievable mobile, so Im selling it for $2,000. Not interested yet? You can pick up one up for 50 bucks at every department store? Here's what I'm do - I'm throw in a $100,000 property. How's that sound? How's my mobile looking now? Ok, everyone knows this offer wasn't quite serious. Actually, if you put it into reality you would have the biggest attention on the planet! Unfortunately most people don't have a property for sale and/or enough money to buy one - less to give it away for free. Anyway, in front of me was an idea. I thought, this could be something crazy enough to work and I became addicted to this idea - and we working out a plan: Here we are, worldavailable.com has been launched and along with it a search for 'investors' from around the world and people who need to give away a wonderful offer! We are promoting worldavailable: Virtual properties across the planet - and time will tell which are the lucky world owners - and winners! Winners? Oh, I forgot something. Our idea has a further advantage and was simple and almost the same as investing in properties in real life. If we able to buy a property for cheap, wait a while and if the price is going up because our location is wanted, we may sell with some profit. For that idea we set up a list-price and raise that price every single month a little (almost like the oil industry do - no specific reason at all). If this reach people's imaginations and they check out the site, then the properties on our home page will have value - and people will buy them (to display their text, message, ad, etc). I'm sure it'll be fun. And remember: The early bird catches the worm. It's that simple. www.worldavailable.com ...
By: worldforsale
on
A Brilliant Strategy
I'm from China and supplying promotion gifts or giveaways to all over the world. The price is lower but the quality is also high. I have made my own website www.openfindgifts.com to dispaly all our products. Our products include various kinds of promotion gifts, advertising items, giveaway, or business gifts, such as bottle opener, travel tag,cooler bag, key chain, letter opener, pill box, clip, clip dispenser, mug, luggage tag, ball pen, memo holder, card box, photo frame, CD opener, CD cleaner, LED light, key light, sunglasses holder, beach box, ice scraper, tool set, etc. It has a wide range. Could you give me an idea to help me to advertise my company and website? Thank you.
By: Jeff
on
A Brilliant Strategy
Thanks for the heads up on this book AND this strategy. I will definitely buy their book AND steal their strategy.
By: Mike Sigers
on
A Brilliant Strategy
I recently did a post about wasted advertising dollars. You post was full of great info that I wish I'd known or though of. More businesses would be better off to spend their ad dollars as wisely as you suggest.
By: Mike
on
How Many Pancake Restaurants?
1 PLEASE SEND ME THE CHALLANGE TO ADVERTISING AGENCIES IN PAKISTAN. 2 AND PROSPECTS TO ADVERTISING AGENCIES IN PAKISTAN. THIS SHOULD BE DAILY.
By: SHAKAR
on
A Strategy For Frequency In Newspaper Advertising
I was wondering if anyone could maybe help me with any ideas on how to advertise and market a foam tennis ball? I am a student studying business and have a marketing presentation due and we must market this foam tennis ball. Any suggestions will be appreciated. Please email..Thanks in advance ...
By: Tara
on
More Advertising Thoughts From The Road
Great idea billboards are but: If you are a small business do you want to take all your advertising money and put it on just one idea or do you want to put it on a couple of ideas? I would rather try different ideas than pay thousands of dollars of a billboard. but that is just me. I do agree thou of the yellow pages idea, the problem with that type of advertising is unless your business starts with the letter A , your ad will not be the first one they see and there yours new customer, take that back your new Would Be customer unless you are offering something that only they can get from you.. But how often is that? BTW I am using that first 96% idea for advertising, I have my business on the back windows on my car and not only just white letters. (my logo is pink) Which unless you put your ad in different colors, these days on cars that are all basic colors: white and silver, how is your ad going to show up? And do make that ad big enough to read. Kim M Snyder http://Overallbeauty.com ...
By: Kim M Snyder
on
More Advertising Thoughts From The Road
I agree that the first thing your marketing program should do is interrupt your prospect, in other words get their attention. And it should be relevant. Next I must make sure that the target audience is going to see it. One of the most innovative things that I have seen to capture the attention of most consumers is Rolling Billboards. Make a bona fide case for your business! Do you want to separate your business from the competition? Choose to do something that actually helps you gain the market share that you deserve. The Secret to Getting Your Yellow Page Ad or Any Ad To Work Harder For You? Have people already looking for your name, before they are in need. Innovative Quality Rolling Billboards Make People Remember You. Heatwave?s Rolling Billboards make people notice you and remember your name in the time of need. Would you notice a 24-foot rolling billboard in the next lane or turning in front of you? Research tells us: 96% of consumers notice mobile billboards. 80% recalled the specific mobile billboard advertisement. 91% of people have a favorable impression of companies on the side of a truck. Mobile billboards resulted in an increase in sales of 107%. Heatwave Advantages: Lowest Cost Per Thousand Impressions (CPM) in the advertising industry. Ads are reusable and interchangeable - Reaching your customers where they live, work, play, and drive. Increase Revenue While Lowering Your Overall Advertising Costs. Each 2-sided mobile billboard reaches a minimum of 40,000 people per day, 800,000 per month and 9.6 million impressions per year. The possibility for your business to achieve similar or even greater results can be determined. Quickly explore the possibilities. If you want to be ?Top of Mind? When People are in need; Then we need to talk. David A. Hackbart 866-497-0313 ...
By: Dave Hackbart
on
More Advertising Thoughts From The Road
emotion is a very powerful thing to tap in. Humans are more to emotional beings rather than logical ...
By: Wahyu
on
Emotions VS Logic
Al, I hate not giving you a direct reply, but this is one of those "how high is up?" kind of questions. What's your message? What differentiates you from anyone else who sells similar products? Which geographic area do you serve? What do people think they're buying from you? Is it what you believe yourself to be selling? Where are you advertising? How often? Which of your competitors also advertise there? What's your budget? And we're only discussing placement. What I'm trying to point out is that I don't know enough to give you a definitive answer. You have, however, given me some thoughts for a few more posts. Thank you for that. Chuck ...
By: Chuck McKay
on
Advertising Observations From My Hotel Room
Advertising is all about making people foolish so that they could buy your goods. Need I say more?
By: Sanchi
on
Feel The Need
I sell products online to the general public that pertain to self protection and safety. What do you recommend would be a good ad for my business.... Sincerely, Al ...
By: Albert Sanchez
on
Advertising Observations From My Hotel Room
Another advantage of "wireframes" if you are working with customers, clients, or colleagues to get agreement on a design, wireframes eliminate a lot of distracting detail that's irrelevant to the big-picture decisions that need to be made. For some reason, people love to go off on tangents about the exact color of this burst over here, or the exact words in that slogan, or how elements are lined up. Wireframes force them to stick to the issues you need decided.
By: Mac
on
The Circle Layout
In your article you mention that a high profile location may see 70% of their sales just from Traffic alone. Could you recommend any advertising or marketing tips to help small businesses in this situation. Thanks ...
By: OJ
on
How Will Advertising Affect My Sales?
Too many small business owners buy advertising like they buy a copier or computer. They want to know exactly what they're getting before they commit to buying any advertising. But we know it doesn't work that way! We need to plan our advertising buys in terms of our overal marketing plan, budget and goals. Trying to judge the return of what specific ad is a waste of time and energy and can lead to bad decisions. Nice article Chuck!
By: Kevin Stirtz
on
How Will Advertising Affect My Sales?
I just purchased a 2006 Chevrolet Silverado crew cab pickup at $5,600 off MSRP, and got 3.9% financing through GMAC. I seriously doubt that any of us will ever pay full price again.
By: Chuck McKay
on
The Big Three And The Single Quarter Manager
I haven't noticed any discounts lately.
By: Dereck
on
The Big Three And The Single Quarter Manager
Hello! I couldn't agree more - this is the most effective way of advertising. Creative Writing and persuasive essays are a very important tactic to master...I would encourage everyone to do this.
By: Roosevelt
on
What I Know About Writing Ads I Learned In High School
I agree, Glenn. It's the national equivalent of a "shop at home" campaign. Has one of those ever worked?
By: Chuck McKay
on
This Ad Is So Bad It's Good
Speaking of wasting good money on bad advertising, Clear Channel Radio is running an ad telling people that radio is meant to be free, or something like that. It took me awhile to figure out that they're probably responding to satellite radio. But the ad doesn't make me more loyal to "regular" radio, it just reminds me that I ought to check into subscribing to either XM or Sirius. While it's well made, I just get the idea that someone in corporate told someone in Marcom to "do something" and this was the best they could come up with. It got corporate off Marcom's back, but I bet there will be zero results from it.
By: Glenn
on
This Ad Is So Bad It's Good
Hey Chuck, These drawings can also be called "Wireframes". Some webdesigners use this technique to give their employer a global view on the future lay-out of a particular webpage. Since these drawings are so simple, both sides can discuss the content.
By: S. Willems
on
The Circle Layout
I just read your artical "a Priest, a Rabbi and a Minister" And I defenitly understand were you are coming from in this artical, however I must state the extremely large number of comical advertisment that floods our T.V's everyday. As a spectater and someone who is interested in advertising I notice humor in adds that are directed twords middle or lower class Americans. For example I see Domino's Pizza advertise with an over exageration on the bennifits of saving money, by having a father let his family turn the light on. Your example of the Taco Bell dog is another good example, but I would bet money that you would never see Lexis or Caddilac use humor in there advertising. My point is this, can't humor be used effectivley when targeted at specific products or specific audionces and should'nt it be incuraged as effective addvertising under the right conditions? I liked your artical very much and by no means am I trying to contridict any thing that you are saying, I am sure that you have far more advertising experience than I do, I just thought I would share my thoughts. Thanks. Rich Kemp.
By: Rich Kemp
on
A Priest, A Rabbi, And A Minister Walk Into A Bar
Thanks, Chuck. I needed to know what you put forth in your article. Alot of knowledge condensed into a few paragraphs.
By: robin
on
Feel The Need
I find an excellent way to promote your home business is pixel ads, also called gridvertising. When I first learned about it I jumped on board the craze early and got a great domain name, and so I am able to get into the business of selling advertising while I promote my sites. If anyone would like some advice on this please write and I'll help get you what you need to add another way to promote your site, increase links, and help your site's rank. I'm also one of the few adding some content to my pixel ad site to bring repeated visitors, as I'm adding pages to sell artwork, handicrafts, and garage sale items. Meg ...
By: Meg Hager
on
Investing In A Bad Economy
Chuck McKay - The oldest rule in investing is "buy low, sell high." You can apply the same rule to marketing your company. During slow times or when Wall Street gets a little bumpy, everybody cuts back on advertisng. There...
By: Meg Hager
on
Investing In A Bad Economy
Chuck, I think you have some 'bragging rights'. The financial news media does so love those quarterly earnings reports from high-profile public companies that I have to wonder if there isn't just some '15 minutes worth of fame' mentality behind the 'single quarter' strategy. Would the fly on the GM boardroom wall hear something like: 'just get us in the front of the media and we'll worry about sustainability later'?
By: Frank Ross
on
The Big Three And The Single Quarter Manager
Chuck -- Exactly. Now the "Big Three" automakers have taken their customers down the same path as the retailers. They have in essence trained their customers to wait until the sale. A huge mistake in my book.
By: Denise O'Berry
on
The Big Three And The Single Quarter Manager
You are so right, call it what it is, here is an intersting way I sell products on the web, I sell gas scooters, mopeds so the law calls them, in order to sell a cover I buy motorcycle covers because no one really sells a scooter cover, so I call it a scooter cover and sure enough when people search for a scooter cover I am it no one else all because I call a motorcycle cover a scooter cover, so I do the same thing with gloves, jackets, tool bags, oil, spark plugs and so on, all because when people search for a spark plug for their scooter that is what they call it a scooter spark plug even though its the same as a motorcycle plug
...
By: Michael Milstead
on
What Do Customers Call It
...
Great post, Chuck. Coming from Seattle (aka: Land of Coffee) it might surprise many people as to how many natives like me go to the smaller, corner coffee shop because of a particular reason - better attention to detail, or that you can bring your dog with you - or just another reason than to go to the "big guys" in town and all over the world now.
By: Lori Richardson
on
A Coffee Shop On Every Corner
Karla, the point of the article is that you must ALWAYS deliver what you promise in your ads.
In the case of a new business, customers having NO personal experience can be a good thing. Whatever you choose to reveal about yourself will go unchallenged.
What should you say? Well, what do your existing customers believe they get from you that they can't get anywhere else? Build on that.
You'll find new customers just like those who already do business with you by focusing on what your current customer base already likes, and promising that to anyone else who shops with you.
Then, be very sure to deliver it.
In terms of what to say, testimonials have a lot of weight when people don't know anything about you. Can you incorporate the comments of satisfied customers into your advertising?
Chuck ...
By: Chuck McKay
on
Politics, Religion, and Advertising
In the case of a new business, customers having NO personal experience can be a good thing. Whatever you choose to reveal about yourself will go unchallenged.
What should you say? Well, what do your existing customers believe they get from you that they can't get anywhere else? Build on that.
You'll find new customers just like those who already do business with you by focusing on what your current customer base already likes, and promising that to anyone else who shops with you.
Then, be very sure to deliver it.
In terms of what to say, testimonials have a lot of weight when people don't know anything about you. Can you incorporate the comments of satisfied customers into your advertising?
Chuck ...
I think your analysis is right on the money. Another statigy may be Joint Venture marketing. A lot of the coffee shops neighborhood business may be longing for a traffic increase as well. A local grocery store may offor an complimentary coffee to its patrons and the coffee shop could deliver a coupon for fresh baked goods to its patrons. JV possibilities are endless and can serve to create awareness of your store to potential customers that may other wise never visit your premises even though they are in the neigborhood.
Rick Zeien
Founding Member
Digichex ...
By: Digichex
on
A Coffee Shop On Every Corner
Rick Zeien
Founding Member
Digichex ...
I certainly agree with the premise of the article, but I'm not sure what to do with the information.
I agree that people's perceptions are based on their personal experiences, and in order for them to change their perceptions, their experiences have to change, but - so what? How does that help me in my advertising forays? If people don't know me, and have had no personal contact with me, how do I affect their perceptions?
Just throwing that out there.
By: Karla Benson-Cook
on
Politics, Religion, and Advertising
I agree that people's perceptions are based on their personal experiences, and in order for them to change their perceptions, their experiences have to change, but - so what? How does that help me in my advertising forays? If people don't know me, and have had no personal contact with me, how do I affect their perceptions?
Just throwing that out there.
Also another way to remember something is when you keep repiting it a couple of times.Remember repetition is the mother of retention.
By: JUANA VAZQUEZ
on
Politics, Religion, and Advertising
Chuck -- Here! Here! Been there, done that and fired the client too. Great story. Thanks for sharing it.
By: Denise O'Berry
on
Advertising And The Renaissance Man
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