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Effective Advertising Workshops Newsletter
Volume IV Issue 2 |
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Dear Reader,
If you have been able to attend one of our workshops, you are aware of the emphasis we place on the Building Blocks of branding your business....Reach, Frequency and Consistency.
Branding is important to all businesses. Why should a customer ask you for a quote? What prompts that first visit to your business? When someone needs or wants your product or service...how can you get them you call you? By branding your business, by getting your name in people's heads so that they remember you and think of you in a favorable way.
This has been our mantra for six years and, judging from dozens of business owners, it works.
To hear their stories for yourself, go to www.effectiveadvertisingseminars.com and click on Testimonials. From Hardware to Children's Furniture, Credit Union and Funeral Home, Retirement Community or Weight Management or Computer Training, Home Surplus and Hearing Aids, and many, many more different types of business, all tell the same story: "I have been using television to brand my business and it works. Recognition is evident, we see new faces, and we have had a definite increase in business".
We will be in Lexington, KY soon. This will be our 4th workshop in Lexington. Advertisers that tried our approach from Year One are still advertising........... Because our program works.
Let me quote the Vice President of Admissions for a university near Lexington: "The impact of the Effective Advertising program was tremendous. We have had record breaking increases in admissions every quarter, and I am sure that our television advertising played a major part in our success".
Our program works for all types of businesses and will work for you. Find a cooperative television station near you and get the ball rolling. If you need some suggestions on how to negotiate or how to find a television station that will help you grow your business, feel free to contact us at any time.
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Make Sure They Love You
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The Re-Purposing of Marketing
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Written by Roy Spence and Haley Rushing, GSD&M Idea City
Think of some brands you really love. Think of the ones you would dearly miss if they ceased to exist. Now ask yourself, why do you love them? What difference do they make in your life?
We're living in a time when many brands are hanging up "going out of business signs". Many of those brands will not be missed. They may have had perfectly good marketing programs in place, but at the end of the day, what they were marketing made no real difference to anyone - not employees, not customers, not partners, not the communities in which they operated.
As an industry, we're often too good for our own good. We can use the power of our creativity to take an ordinary product or service, and make it seem extraordinary to a particular market - but not for long. As good as our creativity might be, it can't ultimately compensate for an unremarkable product or service. The customers will ultimately notice and move on; signaling a call to the ad manager "change the campaign - the old one is no longer working".
The purpose of marketing has to evolve. As marketers, we have a keen understanding of what people need and want in their lives and we can either choose to exploit that insight or we can take it to heart and create brands that fulfill real needs and serve a real purpose in the marketplace.
The most beloved brands, the brands that have outperformed the competition in good times and bad, are the brands that identify a concrete need in the marketplace and set about doing everything they can to serve it in meaningful ways. They don't just talk about it...they make it their fundamental purpose, their reason for being, and set about organizing their entire company around it.
When you have a genuine purpose at the heart of an organization, it takes marketing to an entirely different level. Marketers are no longer in the business of just communicating and promoting whatever comes down the pipeline; you are actively collaborating with every facet of the organization to bring the purpose to life in the business model, product development, customer experiences, environmental practices, loyalty programs, employee training, social causes, any and every avenue for manifesting the purpose of the brand is marketing.
The greatest brands have always been built this way.
Purpose makes everything easier, but it's not easy work. Having a purpose will give an organization a north star that will make decisions come easier and alignment happen faster. But in order for it to ultimately resonate in the marketplace and generate sustainable high-performance, an organization has to be firing on all cylinders:
The business model: you have to build an organization that's truly capable of making a difference in the lives of the people you are trying to serve;
The leadership: you have to have the leaders shepherding the purpose in order for it to take root throughout an organization
In truly meaningful ways;
The marketing: you have to use every ounce of creativity you've got to connect with your audience and let them know exactly what you stand for.
It is time to re-purpose the role of marketing. Let's move beyond creative promoters of whatever comes down the pipeline to a much more active role as co-creators and champions of brands that have a purpose.
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We're coming to Norfolk, VA in a couple of months for our first visit to eastern Virginia. Make plans to attend one of our workshops. And check out our website, www.effectiveaadvertisingseminars.com we are adding new businesses to our honor roll every month.
Let March Madness begin!!!!
Sincerely,
Larry Kirby
Effective Advertising Workshops |
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