CUT MARKETING & ADVERTISING? DON'T DO IT!.

History has proven that companies that cut their advertising and marketing budgets during an economic down turn suffer. Don't do it!

No matter what the surrounding economic condition, marketing should be considered an investment and not a cost. Mismanage your investment in a down economy and it’s going to hurt your overall bottom line.

If cuts are unavoidable, one way to keep in front of your audience is to renegotiate your current ad rates. (ie: Demand 90 days to pay, demand 12x’s rate for three insertions etc.) It’s a buyers marketing and media outlets that are also feeling the pinch are more likely to deal rather than lose your business.

Even if you have made a conscious decision to increase your spending in a down turn it is still critical that you take a look at how wisely you're spending those dollars. Make sure you have a solid message. If unsure, invest in market research if haven’t done so already. All businesses have the ability to collect data. Surround yourself with someone that has the knowledge and systems to get you started in the right direction.

At the end of the day your business is worth it.

Don’t put all your hard work in harms way.

WHO - WHAT - WHEN - WHERE - WHY

It may surprise you, but truth be known, the W5’s (as I like to think of them) create the best synergistic starting point for any advertising approach. This basic principle may mean the difference between money spent & money well spent.

Before designing an ad, website or printed brochure, always ask yourself the following simple questions:

1. Who is your audience?
2. What are you advertising? What service or product are you offering?
3. When is the time to advertise? Why now?
4. Where is your market? (Geographically, financially, emotionally?)
5. Why should your market call? (Why should they hire you? Why should they choose you and not your competitor(s)?)

A message with a solid focus will ultimately generate the best response. Always make sure you encourage your audience to take the next step (ie: call, visit, and/or spend) and make sure you are specific as a call to action is critical. Remember my #1 rule... and make sure your strategic goals are always present in your message.

Best advice? Keep it as simple and as specific as possible. Make the copy catchy (or edgy if applicable) and remember that a picture is worth 1000 words . Always avoid the clutter of excess copy!

In the end, no one knows your own product as well as you do. If you are struggling with messaging, call on a professional to help bring your ideas to life. Never think of a professional approach as an expense, think of it as an opportunity to increase sales.

What is Good Public Relations?

Good public relations (or PR), is about more than just writing and sending out press releases, it’s about making a connection on an emotional level that creates a sure image.

PR is a perception that creates a buzz around your business – and if done properly, generates positive feedback about what you do, what you say, and what others say about you.

A stellar business reputation is not earned overnight. As a business owner you should never execute a public relations approach as a band-aid but embrace it as an ongoing strategic approach that will enhance and protect your brand/image long-term

A good PR approach takes time and effort to plan and even more energy to maintain. Your chosen representative should be packed with knowledge about your business because it will be their responsibility to manage the buzz.

Their general purpose will be to influence opinions (and possibly behaviors) within your overall market; so make sure they have a firm understanding of your business and offer you an absolute approach and unconditional support. Never lose sight that your business image and credibility must be carefully managed. Respect is earned, and may be quickly lost if your consumer base discovers words and actions they observe are misleading and/or false.

The key to great PR is three pronged; the foundation of your message, the strategic delivery of it and lastly the ‘spin doctor’ that represents it. PR is a discipline that needs management and should feed strategically into your overall marketing approach.

A BILLBOARD Does it "BIG" !

Like any advertising, a billboard should be strategically designed to maximize your market reach. A traveler has approximately 3 seconds to read a billboard so your message needs to be extremely targeted.

The post-it note you see in my example, is twelve feet square, with a strong back-shadow for effect. The message is clear.
(http://www.diamondsedge.ca/) (http://www.diamondintheruff.com/)
The concept appeared in all print advertising and the catch phrase was the lead for all radio advertising as well. It was a very well researched marketing approach.

Remember - the purpose of a billboard is to reinforce other material you have distributed within your market. General rule of thumb? A good billboard can generate 3-5% of your leads so the expense should never exceed that in your plan. Rent is set using a metric called “impressions” so understand your location and expected travel before you sign a contract.

In the world of billboards – never lose sight that - Less is Always MORE!

HAVE YOU REALLY LOOKED AT YOUR BUSINESS CARD?

FACT: Your business card should work as hard as you do.

Did you know that over 80% of all business cards end up in the waste basket? With such a strong statistic working against you, remember to always produce a card that - not only leaves a good impression - but also effectively promotes your business.

Let’s talk design. The look of the card is important but great business cards are also used as dynamic marketing tools.

1. Considered including a map, an appropriate diagram, or list of services offered by your business on the reverse side.
2. Bi-folded or tri-folded cards (or folding your card into a unique shape) are another option.
3. My favorite is to make the shape of your card stand out. A die cut card, with a stellar message, always produces that WOW factor and increases retention value.

Remember, think distinctive and memorable, and make sure it feeds into your overall marketing strategy.