Opinion

When Do I Advertise?

So, when do you advertise?  Strike while the iron’s hot.  There are 2 critical things to look at:

1. Holidays 2. Historical Sales Patterns

#1 Holidays

So, #1 are there any Holidays coming up & what is their impact on your business?  For example, with Mother’s Day coming up, it might be great for a restaurant to advertise leading into it; but not so much for an automobile dealership (the car dealership should not even attempt to compete with Mom!).

What important dates are coming up in the next 3 months?  Well, right now, we could certainly pinpoint Father’s Day, Independence Day (U.S. July 4th) & perhaps final summer vacation times – traditionally Labor Day in the United States (depending on when/if local schools restart their school year; or if they are year-round in your community; etc.).

#2 Sales Patterns

Go back over the last 3 years & graph/chart sales on a week-by-week basis (or day-by-day, if prudent).  This will give you an easy snapshot to refer to.  Then perform an historical analysis: were there any seasonal anomalies caused by weather, societal disruption, economic calamity, sporting events; etc.

Now comes the hard part: advertise in the hot times.  Yes, I know, you want to move the market when it’s cold; but this is really, really hard.  It’s far easier to fan the flames of a small campfire & turn it into a raging forest fire than it is to thaw a glacier.  You can’t move a market that’s frozen . . . without giving away the store.

Fireworks on the Fourth of July
Image via Wikipedia
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A Little Elaboration

My post from yesterday needed a bit more elaboration; so here goes . . . .

It’s really small businesses’ perception that they are left behind by search. They can compete with large corporations; but need to fine-tune & hone their approach.

What the credit crisis has done is limit the effectiveness of “gimmicks” in advertising – which makes Search Engine Management all the more critical.

Call to Action.

It is imperative, really in all forms of advertising, to ask the audience to do something.

“Do it!” is a veiled reference to Art Williams’ famous speech. Too many small businesses fail simply because of indecision. Solutions are out there & they are not hard to find – but the small business owner needs to take the action & do it.

Image via Wikipedia

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Existential Advertising Is Not Enough

[This article was recently published by Biznik.com, ed.]

Geography 101

While the Internet has changed the face of business forever, one large business segment has been left behind – The Local Business Owner.  If you own a business & operate on a local level, then what you need is a complete geo-targeted online advertising campaign to compete with national chains and major corporations.

Local business requires a unique positioning in the arena of multimedia advertising. Existing on the Internet has never been enough. And while  search engine optimization tactics providing a presence with a purpose is a great thing, it’s got to be done cost-efficiently & without breaking the bank.

Every business needs to pursue guaranteed local solutions for one important reason:  The Internet Has Changed Everything!

Connection!

If you had to describe in one word why the internet changed everything, it would be connection. Businesses and personal relationships have changed due to the internet’s ability to instantly connect people globally through e-mail, websites and social networking sites such as Facebook and MySpace.

Think of it this way . . . what is it that popular people have?  Well, among them is: CONNECTIONS.  Popular people have alot of friends – they have alot of connections.  The same is true of the Internet.

But it’s true in the reciprocal, as well. Not only do you need alot of connections to be popular, your website needs alot of connections . . . your web PRESENCE requires alot of connections to work.  It’s another manifestation of networking (call it Social if you like).

The immeasurable connection the internet created has changed the way the world communicates, gathers and sends information, and markets its products and services.

However, this global connection has created a problem for the local business in their local markets!

Why?

  • Traditional print advertising is becoming less effective.
  • Most people have thrown their Yellow Pages away and search online
  • Newspaper’s readership is down and many papers are declaring bankruptcy
  • With TiVo, people are skipping commercials
  • The credit crisis of recent years has made it more difficult to “Move Markets” through traditional gimmicks
  • Search results are dominated by large companies
  • Search results bring information overload. Local businesses get lost

Did you know?

  • 97% of people with online access will research products and services online before they purchase
  • 35% of all searches are done with an intent to buy
  • 55% of all local searches are done with an intent to buy
  • Of all local searches, 8 out of 10 call or visit a store and 60% of those result in a purchase of some kind

Days of Future Passed?

The Holy Grail of Advertising & Marketing?  Some might say that single most-prized method to which all aspire but never quite reach . . . the ultimate  value-efficient marketing proposition . . . must occur at 100% market share attained at zero-cost advertising.

Essentially, this can only occur in a monopoly market.

But aside from monopoly, where do we get closest to this business model?   Direct Marketing.  Ask any business owner, entrepreneur or operator: What is your most effective form of advertising?  95% of the time, the answer is, “repeat & referral; word-of-mouth”.  Of course, this is the most ancient form of “telling about something in a positive light”.  A stock market represents a highly-efficient market – and what is the typical form of advertising in a stock market?

Word-of-Mouth!

So, in terms of Direct Marketing, we are dealing essentially with a social milieu – a network of people.  And what is the most ubiquitous social milieu of the nascent 21st Century?  You already guessed it . . . GOOGLE!

And now, Facebook, LinkedIn, Biznik & others are picking up the model, growing organically & enabling the marketing efficiency that comes through social, person-to-person, B2B & direct response advertising.

After all, Customer Relationship Management can be nothing more than a simple handshake!

It’s time to get your business tuned in to the 21st Century.  Come on, get in the game – Do It!

Just do it!

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Think Globally. Act Locally.

While the Internet has changed the face of business forever, one large business segment has been left behind – The Local Business Owner.  If you own a business & operate on a local level, then what you need is a complete geo-targeted online advertising campaign to compete with national chains and major corporations.

Local business requires a unique positioning in the arena of multimedia advertising. Existing on the Internet has never been enough. And while  search engine optimization tactics providing a presence with a purpose is a great thing, it’s got to be done cost-efficiently & without breaking the bank.

Every business needs to pursue guaranteed local solutions for one important reason:  The Internet Has Changed Everything!

Connection! If you had to describe in one word why the internet changed everything, it would be connection. Businesses and personal relationships have changed due to the internet’s ability to instantly connect people globally through e-mail, websites and social networking sites such as Facebook and MySpace.

Think of it this way . . . what is it that popular people have?  Well, among them is: CONNECTIONS.  Popular people have alot of friends – they have alot of connections.  The same is true of the Internet.

But it’s true in the reciprocal, as well. Not only do you need alot of connections to be popular, your website needs alot of connections . . . your web PRESENCE requires alot of connections to work.  It’s another manifestation of networking (call it Social if you like).

 The immeasurable connection the internet created has changed the way the world communicates, gathers and sends information, and markets its products and services.

However, this global connection has created a problem for the local business in their local markets!
Why?

  • Traditional print advertising is becoming less effective.
  • Most people have thrown their Yellow Pages away and search online
  • Newspaper’s readership is down and many papers are declaring bankruptcy
  • With TiVo, people are skipping commercials
  • The credit crisis of recent years has made it more difficult to “Move Markets” through traditional gimmicks
  • Search results are dominated by large companies
  • Search results bring information overload. Local businesses get lost

Did you know?

  • 97% of people with online access will research products and services online before they purchase
  • 35% of all searches are done with an intent to buy
  • 55% of all local searches are done with an intent to buy
  • Of all local searches, 8 out of 10 call or visit a store and 60% of those result in a purchase of some kind

Days of Future Passed?

The Holy Grail of Advertising & Marketing?  Some might say that single most-prized method to which all aspire but never quite reach . . . the ultimate  value-efficient marketing proposition . . . must occur at 100% market share attained at zero-cost advertising.

Essentially, this can only occur in a monopoly market.

But aside from monopoly, where do we get closest to this business model?   Direct Marketing.  Ask any business owner, entrepreneur or operator: What is your most effective form of advertising?  95% of the time, the answer is, “repeat & referral; word-of-mouth”.  Of course, this is the most ancient form of “telling about something in a positive light”.  A stock market represents a highly-efficient market – and what is the typical form of advertising in a stock market?

Word-of-Mouth!

So, in terms of Direct Marketing, we are dealing essentially with a social milieu – a network of people.  And what is the most ubiquitous social milieu of the nascent 21st Century?  You already guessed it . . . GOOGLE!

And now, Facebook, LinkedIn, Biznik & others are picking up the model, growing organically & enabling the marketing efficiency that comes through social, person-to-person, B2B & direct response advertising.

After all, Customer Relationship Management can be nothing more than a simple handshake!

It’s time to get your business tuned in to the 21st Century.  Come on, get in the game – Do It!  Just do it!

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