Effective Advertising Workshops Newsletter
Issue 3 Volume 4 |
|
| Join our list |
 |
|
|
Dear Reader,
The proof is in the pudding. I'm not sure when I heard that, but I think it dates me. The origin of some of these archaic sayings is lost forever, but the meaning is understood. The fact that our program of Reach, Frequency and Consistency works is proved by the advertisers in market after market that let us know it works. The fact that after a year of watching their business grow, advertiser after advertiser have let their account reps at the TV station know...I want the same schedule, run the same way, for another year. From HearMax in Huntsville, to Pat Murphy Electrical Contractors in Knoxville, to the Scootermart in Lincoln, to the Computer Docter in Peoria, (BTW, all of these testimonials plus many more are on our web site - www.effectiveadvertisingseminars.com To login to view the testimonials type in the following:
User name "new"; password "revenue". Check it out.
In a year that seems to have more questions than answers, this type of advertising has been proven to work, and it will work for you.
|
| The Power of Televison |
|
Staying Power: TV Ads Score High Consumer Impact
A recent study by Yankelovich and published by the Television
Bureau of Advertising had some startling facts. The following is a short overview of the study by Wayne Friedman - Mediapost.
Television advertising contributes more than half the impact of all marketing - from initial awareness through purchasing - when consumers are exposed to the overall campaign.
Of these totals, television gives consumers a 43% awareness impact, while other media contributes a collective 37%, according to a new study released today by Yankelovich and the Television Bureau of Advertising (20 % of consumers say media had no influence).
When it comes to making purchases - the end of the marketing funnel - TV advertising contributes to consumers' decisions 26% of the time. It's 27% for other media, while 47% of consumers say media has no impact on their decisions.
The study says a positive trend for television is that its share of media impact on a percentage basis remains relatively flat through all marketing phases - from "awareness", "interest", "consider purchase", "want to purchase, "visit store/Web site" and "making purchases".
For all business categories, total advertising impacts consumers at an 80% level when it comes to awareness and declines to 53% when it comes to making purchases.
After television, the Internet has the second - strongest impact over other media, contributing 14% to "awareness", 13% to "consideration", 13% to "preference", and 12% to actual "purchase" levels. Television has above - average awareness levels for consumers when it comes to health care and entertainment advertising.
The Internet over-indexes in the automotive, schools/colleges and entertainment categories. E-mail advertising does best with auto/life insurance.
Newspapers do well with department/discount stores and schools/colleges. Magazines are best with automotive and health care, while radio advertising has above average awareness with restaurants, schools/colleges and furniture stores.
|
| Six Small Steps |
|
|
Today's turbulent economy has clearly created unprecedented challenges for marketers. With rapidly shrinking budgets and staff, they are under even greater pressure to maximize each dollar and ensure they reach the right consumers, in the right way and at the right times. As a result, marketers are feeling overwhelmed and unsure what direction to go in - so much so, in fact, that they often feel paralyzed. But the key to moving forward now is not to look for solutions as large as the problems we face. In 2009, big has gone bust, and it's time to get small.
The real secret to success in these uncertain times is to focus on the tiny pixels instead of the big picture. As we share in our new book, The Power of the Small, the little things really do make all the difference - whether you're trying to retain clients, keep your teams motivated or solve a major problem.
"Sweating the small stuff" has been a tried and true approach for us in the advertising world, and we've seen firsthand how it can change your life and business for the better. We've also witnessed how failing to do so can undermine your most important client relationships, cause you to miss the little clues that will solve your biggest problems, or sabotage a multimillion - dollar project. Small can truly be one of the best weapons in your professional arsenal.
Here are six small steps to success you can take today to "get going" again and improve your business:
- Make small talk: Have impromptu, casual conversations with your customers about what they would like to see change about your product. What minor improvements would make them even more predisposed to buy your brand? Don't wait for the focus group. Walk into the store and strike up a conversation.
- Go the extra inch: Discover the little, extra things you can offer your customers to show how much you truly appreciate them. You'd be surprised how far a free latte, bending the rules on a return, or even directing a customer to your competitor to find an out-of stock item can go in winning long - term, passionate loyalty.
- Watch your cues and clues: Notice how your customers communicate nonverbally, like how they use a product, or if the music playing in a store makes them smile. Such small cues speak volumes and can lead to strategic shifts in your marketing plans.
- A little apology goes a long way: Did a customer receive the wrong order in the mail? Was your company's site down for an extended period of time? When something goes wrong, be sure to explain to your customers and apologize. If possible, give them a small incentive to stay with your brand, like a discount towards their next purchase. Apologies help build strong relationships between companies and their customers.
- Take baby steps: Instead a making a list of big, difficult -to-achieve goals for you and your team, create an action list and re-envision those goals into "mini-tasks" that can actually be accomplished on a day to day basis. "Mini-tasks" -successfully completed -- can accrue to significant success.
- Make it big by thinking small: Make molehills out of mountains. If your business is faced with a huge problem that seems too big to solve, chances are you're trying to solve the wrong problem. Instead, tackle a smaller problem first, and slowly the huge, knotty dilemma will begin to unravel, one thread at a time.
No matter how large your company is, "small" is the perfect approach in these challenging times. _ Linda Kaplan Thaler and Robin Koval
|
| Moving From A Company To A Brand |
|
|
The difference between a company and a brand can be summed up by saying a brand simply has a distinct image associated with the company, which is carried consistently throughout all things associated with the business. It is recognized immediately, even without the product or service being mentioned in an ad, brochure or Web site.
Great branding means that a company physically stands out from the competition. Take, for example, a product as basic as bottled water. No matter who makes it, it is still only water. With no ingredients and a simple plastic bottle, water manages to be the No. 1-selling beverage today.
The same beverage that you can get for absolutely free right out of your tap is packaged and advertised under many different brands. At the store, a consumer decides which one to buy usually based only on the appearance of the packaging and design of the bottle; overall based on aesthetics. Simply put, more intriguing packaging encourages the consumer to believe that this product is actually of better quality.
Image is everything, no matter what your business may be. If branded correctly, a product or service will be much more attention-grabbing, thus creating new business opportunities, customers and revenue. Most companies think that by economizing on this crucial step of business building, they will still be able to succeed if they have a good product or service to offer.
Unfortunately, such great businesses can lose out on numerous opportunities if their branding is not up to par with what they may offer. Great branding is great design - everything from a logo to all marketing materials, packaging, online content and promotional materials.
In branding, consistency is key: You cannot build a website in one color scheme and make your brochures, packaging, and business cards in another one. It shows a mixed message to the consumer, and prevents the "sticking" effect that consistent branding creates.
When all materials associated with the product or brand look like they are all part of the same family, you know your branding is on point. When consumers can see just a color scheme or a symbol and know exactly what company is being represented, a brand is born.
|
|
|
Our calendar is filling up and we are looking forward to seeing new faces in Kansas City, Tulsa, Cleveland, and Sarasota. For more information about our seminars in your city, send us an email. Contact me
Have you Branded Your Business today???
Sincerely,
Larry Kirby
Effective Advertising Workshops |
|
|
|
|
