Small Business Bailout: One last thing...2008

Small Business Bailout: Can't, Won't, Don't know how?

Small Business Bailout: Action Planning

I run into it everyday! Constant (justifiable) worry and concerns about the current economic conditions. One should be cautious, but at the same time, look for the opportunities that your business has. A plan and action can go a long way to improving your situation.

What did you want to achieve in 2008? Did you do it?

What do you want to achieve in 2009, 2010, 2011 and beyond? Give it some thought, look long and deep. it's all up to you...if you set your mind to it.

Check back in just 17 days from now for new tools and ideas to help you wade thru this planning, goal setting and achieving. We will have only 500 copies of this tool available on release. When they are gone that's it!

Check Fraud - Part 2

Check Security Features – A Primer (sidebar)

There are numerous security features available today, with new ones coming available all the time. While it would not be practical to include all the features on a single check form, the more security features your check has, the better you are protected against fraud and liability.

The best approach is to combine "overt" and "covert" features. The overt approach makes it clear to anyone looking at the check what features you have implemented, with the effect of deterring criminals and providing bank staff and your staff with an easy method of identifying tampering. Covert features are deliberately hidden to surprise and fool most would-be tamperers.

Tamper Detection and Prevention
A common approach to fraud is to alter the amount or other information on the check by erasing or using various chemicals. Some inks used on backgrounds and some papers react to these chemicals by disappearing, fading or staining in a very obvious way.

Laser printer toner is notoriously easy to remove. Some check papers are treated so that toner fuses much better to the paper. This goes by names such as "toner grip" or "toner fuse".

Beating The Color Copier
The most recent wave of fraud was brought on by the color copier. They can do such a good job, that security features beyond the copier's abilities have been developed. These include:
• One of the most recent and exciting features uses thermochromic ink, such as TouchGuard TM used by ASAP. The ink changes color when rubbed or breathed on, and reappears when you stop. This requires no special equipment to check, and the color change characteristic cannot be reproduced using color copiers or inkjet printers.
• Flourescence is something that color copiers cannot reproduce. Secure checks may include some printing using flourescent ink, and/or have flourescent fibers woven into the paper. While some banks have UV lights which can be used to detect that the check does not glow, many banks do not, nor do tellers typically check for this.
• Visible fibers are also used for the same purpose. A close examination of a copied check will reveal that the fibers are only copies.
• Depending on the type, watermarks can be viewed from one or both sides of the form when held up to light at a 45 degree angle, something that cannot be photocopied or scanned and is very difficult to duplicate.
• A void pantograph is a special way of printing a message in the background that is not obvious to the naked eye. Because of the resolution used on many copiers, this printed message becomes very obvious when copied.
• Microprinting is a technique where signature lines or borders are printed using such tiny text that it looks like a line, but magnified you can see the text. The text is so small, however, that current copiers cannot reproduce the text.


Warnings
Several types of warnings can be used to discourage criminals and to raise alarms that something is wrong.
• A message such as "The face of this check is blue and contains the security features listed on the back" is very effective.
• A padlock symbol indicates that your check contains the minimum set of security features standardized by the Financial Stationers Association.
• The "MP" symbol is used to indicate that elements of the check have been micro-printed.

Les C. Cseh is the owner of ASAP Checks, Forms & Supplies, a check printer operating out of Alexandria Bay, NY and Perth Road, Ontario. He has been involved in financial documents since 1985, and had participated in ANS X9B standards work. He can be reached at info@asapchecks.com and at 888-85-CHECK. In addition to a variety of secure checks, the ASAP web site (http://www.asapchecks.com) offers a non-commercial section related to check processing issues called the MICR Repository.

Check Fraud...You are at Risk!

CHECK FRAUD

You Are At Risk

You Could Be On the Hook!

Did you know that the UCC (Uniform Commercial Code) regulations place responsibility for forgery losses partially on bank customers, rather than solely on the banks? But in addition to this exposure, there can be significant expenses and lost time investigating the crime, not to mention damage to your credibility and reputation.

Your only defence is to show that you have taken due diligence. One way to demonstrate this is by implementing careful practices regarding your checks. Another is to use checks with well implemented security features.

How Bad Is the Problem?

The problem is so serious that the banks don't like to reveal the extent of the problem. Estimates range from hundreds of millions to 10 billion dollars annually.

In 1991, the FBI tracked over 26,000 cases, but this is just the tip of the iceberg, because the FBI mostly focuses on cases where the amount exceeds $100,000. Just one example comes from The Green Sheet (a publication to the Financial Services Industry), reporting an incident where a family had allegedly stolen more than $1 million from area merchants since 1993 by writing checks on closed and non-existent accounts at 11 financial institutions in Indiana and Chicago under 25 different names.

In just 4 years, Northern Trust Bank has detected more than 3 million dollars worth of counterfeit checks.

What Kinds of Things Do Criminals Look For?

It is an endless list, but here are some of the types of things that someone looking to counterfeit or tamper might look for:

· High volume bank accounts where a fraudulent check can easily slip through.

· Checks that are easy to reproduce using a color copier.

· Checks that are easy to tamper with.

· Easy access to checkbook or check stock.

What Can I Do To Protect Myself?

By protection, I mean reducing the chance of someone counterfeiting or altering your checks, as well as reducing your liability when it occurs.

Be aware that is is impossible to prevent fraud. But you can significantly minimize the risk using a two-prong approach. It is critical that good procedures related to your check processing are put in place, and that you use a check that is difficult to counterfeit or alter (see sidebar).

· Reconcile your bank statement promptly. Now that bank statements are available online, you can do this as frequently as you feel is necessary for your situation.

· Restrict access to your checkbook/check stock. Ensure that only trusted staff that need access have it.

· Audit your checks. However, this can be difficult because often checks are removed from the bottom or middle of the book or stack.

· Use a custom design. While this isn't an affordable option for many businesses, look into it. The next best thing is to ensure that your check supplier uses comprehensive security features. Remember though that a custom design is not a substitue for security features.

· Advise your bank branches' officials of the security features in your checks .. in person or in writing (and keep a copy of the letter on file!).

· If you issue a large number of checks, particularly with a low amount (eg. rebate checks), open a separate account and alert the bank staff of an upper limit for that account.

The Bottom Line

Don't take unnecessary chances. The more security you have through procedures and choice of check form, the less likely that someone will tamper with your checks.

Les C. Cseh is the owner of ASAP Checks, Forms & Supplies, a check printer operating out of Alexandria Bay, NY and Perth Road, Ontario. He has been involved in financial documents since 1985, and had participated in ANS X9B standards work. He can be reached at info@asapchecks.com and at 888-85-CHECK. In addition to a variety of secure checks, the ASAP web site (http://www.asapchecks.com) offers a non-commercial section related to check processing issues called the MICR Repository.

Getting the Word Out : What's the Deal?

Headlines grab readers attention. Once you have their attention. Present or explain the "offering" or deal you want them to try, is a major task. Simple and clear explanations of what you are offering is absolute.

• With letters, utilize the outside of the envelop to explain why they should open it.
• Use short sentences in the sales letter.
• Use "power" words on postcards or shorter letters
• Present the offer or deal in a straight forward way. Easily, understood and recognized.
  
• Make it easy for the reader to respond..ie, 800 number, hours of business, reply card...
  
• Explain the time limit of the offer or deal...ie, limited number or expiration date
• Use different options of the product or service...ie, Good, Better and Best
• Have the owner or president sign the letter or postcard...
• Over time, refine your "sales pitch" until you discover the golden letter or postcard.
  

Getting the Word Out- With a Post Card

You don't have to open it! People can quickly read the headline! The costs are reasonable. People respond to them. Great reasons to do postcard marketing.

• Design a sharp looking, to the point card with a strong offer
• Use a quality printer that knows about sizing and direct mail needs
• Use your current client / customer list
• Rent a list of potential clients / customers
• Find a mailing house or mailing service to save on postage costs
• Figure out a time frame to mail the cards over
• Be ready for the responses
• Do mailings on a frequent basis (generally is not a one time shot!!!)
  
• Don't be afraid to change text, timing if the response isn't where you want it to be

Be patient. Offer great value, savings, stretch the purchase of money or solve a problem for your potential clients / customers.

-Getting the Word Out - With little Money

Every business faces this issue. How do I tell my story and let the world know about our business?

Especially, if you're a new business or businesses launching a new product or service. The next question we are ask much of the time. How do we do it with little or no advertising / marketing budget?

Good Question? Here are some ideas and hopefully others will send in examples of how they accomplished this great task.

• Identify what makes your business or product unique or special. What sets you apart from others?
• Have a great product or service. The word will spread...over time.
• Start a blog to tell your story, experiences, solutions etc. Done correctly it can be most effective.
• Take part of each day to tell a few people about what you do. (networking)
• Do a press release with the local paper about your business.
• Pass out as many business cards as you can. Don't forget to use the back of the card as well.
• Check back in a few days and we will give you the high powered ideas.. Until then, get started, now.

I-9 List A

Documents that establish both Identity and Employment Eligibility to work in the United States.

1. U.S. Passport (unexpired or expired)

2. Permanent Resident Card or Alien Registration Receipt Card (Form I-551)

3. An unexpired foreign passport with a temporary I-551 stamp.

4. An unexpired Employment Authorization Document that contains a photo. (Form I-766, I-688, I-688A, I-688B)

5. An unexpired foreign passport with an unexpired Arrival-Departure Record, Form I-94, bearing the same name as the passport and containing an endorsement of the alien's non immigrant status, if that status authorizes the alien to work for the employer.

If you have further questions check with your attorney or government agencies that handle employee qualifications.

Here is the link for more details on the I-9 form and requirements. http://www.irs.gov/newsroom/article/0,,id=184163,00.html

IRS new mileage cost guidelines.

The IRS plans to raise the amount of automobile mileage that businesses are allowed to claim.

The IRS made the addition to help assist businesses and charities struggling with high gas prices. Business vehicles will now be able to claim operating costs of 58.5 cents for the last six months in 2008--up from last year’s deduction level of 50.5 cents.

Others that will also benefit from the rise in deduction levels are individuals who are moving or traveling for medical purposes. The IRS is changing the deductible for those purposes from 19 cents to 27 cents per mile.

In an interview with the Associated Press, IRS Commissioner Doug Shulman said, "Rising gas prices are having a major impact on individual Americans. Given the increase in prices, the IRS is adjusting the standard mileage rates to better reflect the real cost of operating an automobile."

Shulman told the AP that the adjustments can be made as early as July 1.

The current blog posting is from a variety of sources including several national news groups including Foxnews. Further information is available at: http://www.irs.gov/newsroom/article/0,,id=184163,00.html

I-9 Form Guidelines

Every employee in the United States should have on file with their employer an I-9 form.

This immigration or proof of documentation to work in the United States has been required since 1986. Over the years more and more employers have started to have this form on hand for new hires to file out before they start working. The information on the I-9 form has employees verify with documents they are "legal" to work in the United States. (This form is in addition to the w-4 form for income tax withholding)

Areas of Information on the I-9 form are as follows.

General information about the employee including:

Name, address, date of birth, Social Security number and a declaration by the employee (which they sign) their United States citizen ship, resident alien or having a special alien permit to work in the United States (a2 or other programs.)

Employers cannot specify which documents they will accept.

List A: Documents that establish both identity and employment eligibility.


List B: Documents that establish identity


List C: Documents that establish employment eligibility


Our next blog posting will describe documents that can be used in list A, List B, and List C.


If you have questions on the I-9 or any related immigration / legal status of employees please consult specialist or your attorney. Many state and federal agencies can be of help as well. Here is a link to get the I-9 form along with insturctions. http://www.uscis.gov/files/form/I-9.pdf

Summer Hiring Rules

With the coming of summer, many small to mid sized businesses are faced with what to do for summer hires. Here are some suggestions from The American Institute of Professional Bookkeeper's May 2008 newsletter.

Withhold FICA on all summer workers, even high school students, unless under 18 working for parent/sole owners. Have all summer employees submit a W-4—even students working part-time—and withhold FIT unless someone claims exempt or has more than 10 exemptions.

Health care, other benefits and pensions. Giving benefits to temporary and part-time employees is optional, but if you do not give them, this policy should be written in a plan document.

Vacation and holidays. Federal and state laws do not require paying summer or part-time help for vacation or holiday pay any time of year. But if you give vacation pay, some state laws may apply.

Overtime pay: federal law. Pay overtime for all hours physically worked over 40 hours in a workweek. You are not required to include paid time off—e.g., vacation days. Do not substitute paid non-work hours for work hours to make all hours straight time to avoid paying some hours at straight time and some at overtime.

Family-owned firms employing the owners’ children. If the parent(s) own 100% of the business as sole proprietor(s), partner(s) or stockholder(s), their children can work for them regardless of age, hours or time of day. But if the owners regularly employ other than immediate family, they must pay their children the federal minimum wage. Their children under 16 generally may do clerical but not “hazardous” work, such as operating lawn mowers, sewing machines, etc., or working where food is cooked or near flammable or hazardous material.

If you have questions about your situation. Please consult your accountant, attorney, local, state or federal agencies that specialize in labor / employment.

Budgets: Part 4 - Cash Flow

Since our recent posts on budgets we have had many interesting questions presented to us. One frequent question is: How can you budget cash flow? We all know that cash flow is the blood of every business. Without adequate cash flow life can be the pits.

A quick recap on the definition of cash flow is the following: Money coming in from any source matched to money going out of a business. Do you have enough cash to pay your bills or are you short?

For over 30 years we have worked with many types of businesses. We have learned both valuable and painful lessons. One of which is the importance of: Developing a cash flow plan (budget) for your business. Then, at least on a monthly basis(for the current year) figure out what money is coming in and going out, account by account. Project your money collections and what money is being paid out to operate your business. Do they match? Are you short of money or have a surplus?

If you are a cash basis business, it's simple. Your money coming in should at least match the money going out. Is it enough to pay current bills or do you need to delay payment or borrow operating money?

If you are an accrual business and are having great sales that may not be enough to keep your business afloat. The fly in the ointment is... are you collecting your accounts receivable at least at a rate that you need to pay your bills which are your accounts payable?

A cash flow budget is a plan to collect money from sales which is then used to pay the expenses incurred while generating those sales. If you have a surplus of cash during business operations invest it. Eventually you will be able to draw on these funds during periods when cash collections do not cover your bill payments. Should your sales and collections of receivables not cover your bills to stay in business you will need to borrow funds. Most businesses need to do this from time to time.

Your life will have less stress if you have a cash flow budget. Your backers or banker will be happier to know that you have an understanding of when you will be short of cash, and when you will have a surplus. Figure it out and plan it out.

If you need help with budgeting cash flow, send us an email at either cdi@srv.net or snap@srv.net and we will send you some links, suggestions and possible solutions.

Budgets: Part 3 - Enterprise / Job / Projects

After our last posting of operational budgets for a business we received numerous calls and emails. Many of you wanted to know more about budgeting by different parts of the total business.

Great examples of budget needs for parts or areas of a business are the following:

• Agriculture - By crop or livestock operation, to a field level or farm.
• Agri-Business - By differing operations or locations
• Construction - By type of job, such as remodels, new homes, commercial
• Service Business - By truck, van, different communities, routes
• Consulting Business - By customer, marketing area or projects
• Software Developers - By project, product, updates or marketing area
• Web designers - By customer, web site, updates or maintenance
• Graphics projects - By customer, client, project
• Property Management - By apartment, rental building, etc.

Budgets can be developed either manually or with the use of software. Budgets that are part of the total operation are invaluable to achieve the goals or cost management of a business.

Remember, parts of the business make up the total business. If you can identify success or failures at the lower levels of a business you, the owner or manager, can make quicker adjustments in controlling costs, time, materials or the marketing sales price of your products.

This level of overview of budget vs actual for components of the total business is once again a proven method to a successfully run business.

Budgeting: Part 2 - Operating Budgets

Every business owner or manager wants to know how things are going during the year. For many the request may be about sales, costs, cash-flow or profits. Each are great indicators of what is happening in the business.

One guidepost generally overlooked is the actual for the year compared to what was planned or budgeted. Each business entity should seriously consider creating an operating budget for each year.

Your operating budget might simply be made up of last year's actual without changes or with modified numbers to reflect what you want your business to do this year compared to last year.

An operating budget plans for income, expenses, asset purchases, debt reductions, marketing, profitability and new business development (R & D). As the year progresses do a monthly or at least quarterly comparative of budget vs actual to see how your plan is working. Make changes and adjustments as needed.

Many software programs and some spreadsheets will help with planning, reviewing and tracking of budgets. Your accountant or bookkeeper can also be a great asset in this process.

Cash-flow tracking of budgeted cash-flow compared to actual cash-flow is invaluable for decision making. Cash-flow is the life blood of your business.

Budgeting: Better Road to Success - Part 1

When I travel I like to look at a map or at least the itinerary of the trip and my destination. When I review the details or at least the general travel information of the trip I get a better feel for what is going to happen. In many cases the plans will get changed or be adjusted due to bad weather or other situations.

A trip for business or pleasure generally goes better if a map or plan is followed. Just taking off hoping to get somewhere usually is a waste of time and money.

The same holds true in your business. Planning is always better than no plan especially when financial objectives are at play.

Over the next postings I will discuss business budgeting using the experiences of clients, both good and bad. Budgeting is most helpful when clouds are on the horizon, yet sunny days also require budgeting as well. Stay tuned...

Part 3: How Search Engines Work

By better understanding how search engines work, you can make subtle changes to your site to increase the chance that people will find you when they do a relevant search online. The science (and art) of figuring out how to improve search engine rankings by bettering your web site is called “Search Engine Optimization”, or SEO for short.

Thankfully, many SEO experts publish practical tips on increasing your search engine rankings. Here are some of them:

• Plan Ahead. What keywords do you think people will use to find what you offer? Come up with a list, with the most important keywords at the top.

• Use Keywords In Your Text. After you come up with your list, use those keywords on your web pages in the text of the web page. Search engines assume the text towards the top or front of the page is more important than the bottom of the page, so put your important keywords first.

• Bold, Italicize, and Highlight important phrases. Search engines assume that if you've made a phrase bold, italicized, or big, then it must be more important than the rest of the text. Make sure your keywords are in there.

• Use Descriptive Links. A link that says Click Here is not as helpful to humans or search engines as a link that says Learn More About Our Products. When appropriate, use keywords in the links.

• Get A Keyword Analysis Audit. SEO experts invest in special software tools, reports, and programs and can give you a detailed roadmap of what to do to increase your search engine rankings. Warning: There are many SEO scams out there. You probably get SPAM e-mail from some of them. Stay away from “experts” that guarantee placement. Stick with companies you trust. See below for our recommendation.

Dan Purcell of Danemco LLC provided this content. Check it out at www.danemcoweb.com

Part 2: How Search Engines Work

Step 1: The Spider Crawls the Web
The “spider” is like a robot web browser. It visits your web site link by link and remembers the text, photos, etc. on the web site. The spider gives the information it found to the engine.

Step 2: The Engine Crunches the Spider's Data
The engine takes what the spider found and organizes it. Understanding how the engine organizes this data is the key to bettering your search engine rankings. The result of the “crunching” is something called an Index. Search engines change its process from time to time– that's why nobody can claim to “guarantee” placement. Competing search engines, such as Yahoo and Google, have a different methodology as to how their engines work.

Step 3: Users “Query” the Search Engine
We ask the search engine a question by specifying keywords or phrases. The Engine looks up which pages best fit the query in its index, and sorts them by relevance. The more accurate and reliable the search engine, the more people will trust it and return to use it.

Content provided by Dan Purcell of Danemco LLC www.danemcoweb.com

E-Seminar: How Search Engines Work

Did you know that U.S. Internet users conducted nearly 10 billion searches on the top four search engines in the month of December 2007 alone? Did you know that people rely on search engines to help them find their final destination on the web 50% of the time? And very few people look past the first few pages of search results? With so much dependence on Internet search technology, understanding how search engines work and how to adapt your site to rank higher can pay off.

First, a glossary of terms:

Spider – a program that “crawls” the web looking for web pages
Engine – a complex computer program that gives you the results from what you searched
Index – think of this as a phone book's yellow pages, a directory of web pages sorted by keywords and subjects

This post is part of a series on, How Search Engines Work. Content was provided by Dan Purcell www.danemcoweb.com

The big secret: ... the purpose of your web site?

Continuing from the previous post:

Know what links the pages will have, what text will be on each page, and how things will flow. Some even have product images and text documents on a CD-ROM ready before the first meeting.

The big secret is this: take time to think about the purpose of your site is, what items will be on the site, etc., and demonstrate your preparedness to your web developer. Then, because you have come prepared, expect a reward. You have the footing to ask for a good deal because you have saved everyone time and money with your preparation.

Content provided by Dan Purcell of Danemco LLC

Check it out @ www.damemcoweb.com

The Secret to Getting a GREAT Deal on Web Development

Having done web development for a few years, there is a secret that can give you a better negotiating stance when working out the plan for your web site.

I have worked with dozens of clients, and only a small handful have used this principle and gotten a great deal on a well-organized and well-designed web site, in a short amount of time.

There are two groups who come to me -- those who are not prepared and don't know what they want out of their web site, and those who do. Those who have come to me over the years and have given me very specific direction of what they want to achieve on their site get the better deals.

They know what they want the site to look like and can communicate it clearly. Saving time and money.

Content provide by Dan Purcell, Check it out at www.danemcoweb.com

What should I avoid in my advertising?

When you are beginning a new campaign, be sure not to over-promise. You can’t do everything for everyone, everyday. Pick the best service your company can provide, and build around it. You can’t afford to make “cellophane” promises. Everybody can and will see through them. This kind of propaganda approach is a big turn-off to potential customers, and will quickly undermine all the positives in your business.

Content provided by Bonnie Green of Campbell and Associates: Smart Marketing
spongebonn@msn.com

Do I really need a web-site? Part IV—What should I avoid?

If you’re going to go to the expense and time of building a web-site, don’t undermine all of your efforts by using inaccurate information or making spelling errors. If you are going to sell on-line, make sure your site is secure. Having their information stolen will definitely keep customers away. Keep your web-site fresh with tips and sale information, but don’t go crazy with flashing lights. Potential clients are looking to buy, not be annoyed. Also, budget for maintenance and up-grades, but stay in the budget. Don’t sink your physical location trying to keep your site afloat.

Bonnie Green of Campbell and Associates provided this content. sponngebonn@msn.com
Smart Marketing

Do I really need a web-site? Part III—What should I include?

Your website is a great place to put the same type of information you have in a traditional brochure. It’s perfect for showcasing your products and telling potential buyers more about your services. People are looking to save time, so be sure to tell them who you are and why you are in business. Put your motto on the first page, and your logo on every page. Above all, keep it simple. If the customer gets lost on your web-site, it’s almost certain he/she won’t be a returning customer.

Bonnie Green provides this content. sponnbonn@msn.com
Campbell and Associates : Smart Marketing

Do I really need a web-site? Part II—Where do I start?

Now that you’ve decided that your business really needs a web-site, it’s imperative to remember what kind of image you are portraying in your physical location and your traditional advertising. Use this same quality to build confidence through your website. Like any collateral, your web-site should tell people that you are a classy business with classy products and services. Choose what you want customers to know about you and your business. Then, find a domain name and contact a web-designer

Bonnie Green contributed this content. E-mail contact: spongebonn@msn.com
Smart Marketing: Campbell and Associates

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.