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What We Do
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Marketing & Advertising
8 WAYS TO STOP WASTING YOUR ADVERTISING DOLLARS
#1 STOP ADVERTISING LIKE IT'S 1980!!
In 1980 it was all about "mass marketing". Since there were only around 5 TV stations to choose from, all you had to do was make
a good 30 second ad, flood these stations and PRESTO! You had successful ad campaigns. Now fast-forward to the 21st century..........
There are hundreds of channels to choose from due to cable and satellite TV, TiVo, Internet, Internet TV, not to mention
the fact that the younger generations do not go home and watch the nightly news religiously like their parents did......And generation
X and Y are so elusive that entire books have been written on the mysteries of reaching them (generation X- age 28 to 40,
generation Y- 12 to 27). Now the generation X have a huge amount of buying power and need to be taken into consideration.
STOP wasting your ad dollars on a marketing campaign/model that is only effective for reaching an older demographic.
#2 STOP COPYING YOUR COMPETITION!!
How are you differentiating yourself from the competition if your marketing materials look just like theirs, says the same thing and
is aimed at the same people? You will not stand out in the crowd. Over 3,000 advertising messages a day bombard the average
consumer. If you do not do something different, you will be wasting your ad dollars! STOP doing what everyone else is doing!
#3 STOP CUTTING CORNERS BY USING YOUR NEPHEW TO DESIGN YOUR ADS!!
Production (video production, graphic design, radio production, website development, etc.) is the foundation of your marketing
and advertising... this is not the place to CUT CORNERS and try to "save a little money". Yes, the TV and radio stations will practically
give you an ad if you sign a contract with them. YES, your nephew can design an ad or upload a website much cheaper
than the average agency. STOP!! This is like building a house without a foundation (well I sure saved money on concrete). You are
wasting your advertising dollars if you pay to run, print, post, advertising that looks like crap!
#4 STOP BEING A TIGHTWAD WITH YOUR MARKETING BUDGET!!
Company XYZ knows they need to give the task of marketing to somebody... so they give the task to the accounts payable
person who is already handling invoicing, sales training and human resources. STOP being a tightwad. Do you really think you're
saving money by handling the advertising in-house? Come on! How can one over-extended person compare to an agency that
has creative staff that live and breathe this stuff? Marketing and Advertising is one of the most important aspects of company
growth and customer acquisition.
#5 STOP IGNORING THE INTERNET!!
The internet has caused chaos on the traditional, conservative advertising landscape. Ten years ago the average American
spent 3.5 hours a day in front of the tube. Now the Y Generation spends that amount of time on YouTube. The connected generation
buys books, songs and any bargain item online. A micro-site can host numerous commercials and/or videos. All you have
to do is drive traffic to it. Your products and services need a 24 hour salesman. A video on your updated & modern website that
shows your products, services, location and sells your story can catapult your business! It's time to embrace the internet.
#6 STOP PUTTING ALL YOUR EGGS IN ONE BASKET!!
And this year's advertising budget goes to... the phonebook? A 'double-truck' full color 2-page phonebook ad is not going to
cut it. Putting all your money in one or two outlets is old school (see #1). Even if your budget is small, diversify your ad dollars. Try
mixing it up to reach a wider range of consumers.
#7 STOP BEING A MARKETING SISSY!!
Advertising and marketing brings to mind words like; innovation, creativity, big ideas, cutting-edge, etc. etc. etc. Yet the reality
of local advertising is that it has become one of the most conservative industries around......How pathetic! STOP wasting your ad
dollars and do something different, something BOLD and courageous for your next ad campaign (see #2). Do anything but lame,
gutless advertising.
#8 STOP BORING EVERYBODY TO DEATH!!
Nobody wants to hear that "we are the best company for the job" speech that is weaved all through your marketing material.
People want to know what they will receive by doing business with you. Facts and stats put people to sleep! You must have a
value proposition that makes an emotional connection with the consumer. They care about themselves... not you! STOP putting
the owner's ugly mug all over your ads...if he wants to be famous, he should move to Hollywood!
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