Do I really need a web-site? Part I

Whether you use your website as a sales tool or a sales room, it’s becoming more and more apparent that you need a web presence. If you are looking to expand your business, the internet is a great place to do it. You can build up interest and access without having to invest in the physical construction of another location, or the additional costs of having that second, or third, location, and as a bonus—you can reach the entire world.

Content by Bonnie Green with Campbell and Associates: Smart Marketing

Bonnie can be reached at spongebonn@msn.com

Advertising: Radio

I am trying to write a script for radio. Any suggestions?

All ads should include the five w’s, as a starting point. From there, remember that you have a message to get out there, so don’t confuse it by making your script overly complicated. Nothing is more annoying than a bad commercial. Keep things simple and believable—especially avoid talking down to your audience, or using dialogue. Your script should give people a reason to listen and a reason to buy the product.

I’ve written a good script. Now what?

Choose background music and sound effects that fit with your product and bring attention to what you want to promote. Most radio stations and all production houses have a vast assortment of choices for your sound effect and background track. Also, be sure to get a great voice to read your script. DJ’s are popular, but they do a lot of spots. Is yours going to get lost? If you’re thinking about voicing your own spots, reconsider. If you can’t put enormous amounts of emotion and inflection into your voice, your spot will sound flat.

Content provided by Bonnie Green of Campbell and Associates: Smart Marketing

Spongebonn@msn.com

My competition is advertising a big “One Time Only Sale.” How can I beat that?

Don’t try to beat it. Work around it. Take a note from the big chain stores: Match the price, but don’t try to compete with their sale gimmick. Market your consistencies, like excellent service, fair prices, your wonderful staff. Everyone knows that “one time only” sales aren’t really one time only, unless they are talking about a going out of business sale.

Content provided by Bonnie Green of Campbell and Associates: Smart Marketing

Bonnie can be reached at spongebonn@msn.com

Advertising: Best Place to Advertise & When do I stop ?

When do I stop an advertising campaign?

Before you can say that a campaign isn’t working, you need to let it run about thirteen weeks. If it’s a branding campaign, I’d run it a little longer. It’s easy to say the campaign isn’t working, but be sure to check your numbers. Have you seen an increase in foot traffic or sales, lately? Have you been asking people how they heard about your store? Do your homework before you write something off as ineffective. Give the campaign a chance to make an impression, and if the return on your investment isn’t there, then it’s time to pull the plug.


How do I know the best place to do my advertising?

Think about where your target clients are. If they’re driving, put your money into the radio and well-chosen billboards. If they are in the older demographic, put ads in the paper and on the local TV stations. If you still aren’t sure where to put your money, hire a professional to help you get things moving in the right direction.

Content provided by Bonnie Green of Campbell and Associates: Smart Marketing

National Brands: CO-OP Advertising

I am working with a national brand. How does co-op work?

Each co-op is different, but the bottom line is: You spend a little money; they spend a little money. The major brand wants to make money from their local vendors, so they create a co-op to help those vendors advertise. Co-op dollars are paid in various ways. Sometimes it’s cash, or merchandise, or discounts on future purchases. No matter how it’s paid back, in a way, it’s still “free” money.


I am working with a national brand. How do I find out if they have a co-op program?

This is easy. Ask. Ask your company representative about their programs. Many of the large brands have a department set-up just for dealing with co-op questions and filings. The task of becoming familiar with your brand’s co-op may be quite daunting, but remember those dollars are stretching your advertising budget and driving more sales to your store, which will increase your budget and drive more sales to your store.

Content provided by Bonnie Green with Campbell and Associates: Smart Marketing

Why should I hire an advertising agency?

Advertising is about quality. When you engage an advertising agency, you get a team of professionals committed to excellence. They build ads with vitality—targeted to your specific audience—in the medium to reach it. A good agency will empower your message and maximize exposure, as well as polish your strategy and position. They will also field calls from salesmen to protect your valuable time and money. When you have a marketing headache, an extraordinary agency is just what the doctor ordered.

Content by Bonnie Green of Campbell and Associates: Smart Marketing

Advertising: First Impressions count!

How can I give potential customers the best possible first impression?

Make sure your logo, business cards, brochures, letterhead—anything that has your name on it—are up-to-date and look the best possible. It is stand-alone advertising and needs to make an impact. Your collateral can and should play on customers’ emotions. If you are handing out brochures or business cards at an event, you need them to instill you own a classy business and offer classy products/services. Use high-resolution photos, smart fonts, and appealing colors, with a call to action and selling-points.

Content provide by Bonnie Green with Campbell and Associates.