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Don't label me - Don't Pigeon hole your advertising

I talk with a lot of business owners who are "snooty". They think their customer wouldn't watch that program. Example, I have a boat guy who says I can only advertise on fishing programs or sportscenter cause that is where they guys are.
As a reminder you can target your audience not only through the program your in, but more importantly what your commercial says. Do you think I could attract a boat owner in Judge Judy by saying something like this: "Do you have a boat, Do you have a boat problem, if so call ACME boat repair" That is how you use the creative of the commercial to target your message. I won't even get into the people who say they can only advertise on HGTV for people who want to remodel..... this makes me cringe for so many reasons......
Last point, how do you label me, who's customer am I, am i your market? I am a 31 year old male, watch judge Judy, watch evening news, married, like tools, have a boat, own a honda, own a buick, own a diesel truck, have a pregnant wife, thinking about cribs now, like to read, like to ride bikes, have a motorcycle license, hate to mow lawn, like to hike, hate poor service, like to write, and not originally from TN. So who's target market do i fall into???? A lot of them!
Not sure i had point to this....oh yeah, don't pigeon hole your advertising because you are "too good" to talk to someone else....

Forward Equity will make you Rich!

A long time ago my career started in Green Bay at the the ABC affiliate WBAY. Now I may be a little biased, however we always taught our clients that Success comes through consistent advertising. Meaning your message and branding statement stays consistent, and the look and feel of your commercials are consistent.
I have not worked in that market in over 6 years however I was back in WI a month ago and here are two great examples of two clients staying consistent:
The first is http://www.senzigs.com/ There commercial came on and I immediately remembered who they were and to top it off, they have the same end to their commemoration, cheesy or not, Wisconsin's Furniture Giant!
The second is Lenz Truck Center. http://lenzauto.com/ There commercial came on and right away I knew who they were and what they stood for. They sell trucks and SUV's and that is it! The found a niche and owned it. This is a good example of a great saying: There are Riches in Niches.... Do you have a niche, can you be known for something and become rich at it? Think about it...Lenz Truck center will lose the 4 door sedan sale, however if anyone within a 100 miles of them thinks about buying a truck, Lenz Truck center is #1 on their shopping radar for any truck buyer.

What you should take from this: It really is not a "Sales Pitch" Advertising is just like investing, pick a good plan and be consistent, it will pay off!

I'm Pregnant.....eerrr...We are Pregnant!

Yes, it's true my wife and I are pregnant with our first child.....How does this relate to you?
I am now in a different target market, baby stuff and the million things that go with it. Over the last 30 years I had no interest in baby stuff however I did see the commercials and the constant advertising, even though I didn't care about it.

Now.....the advertisers that were consistent in their marketing through those years built a little folder in my head for "Baby stuff" Those advertisers did the right thing by selling the today customer and planting a seed in the mind of the "tomorrow customer" through consistency.

Lesson for the day: Be consistent....it's not just a "sales pitch" advertising is an investment and the longer and more consistent you are...the richer you become...

Are you selling only the today customer and forgetting the tomorrow customer???

1-800-Keep-Up-With-the-Times

Their are vanity plates (you may have one), there are also vanity phone numbers. They are catchy and help people remember your number when they need it.
Did you know that with the new Smart Phones you can not easily do this.
If your number is 555-TIME most smart phones are not like the typical phone key pad as they are designed like a computer keyboard. If you are really smart and somewhat techie you can figure it out....however most of your potential clients will only get aggravated by trying to figure it out..... So what is a smart business owner like you to do???
Create a vanity or "Sticky" web address...no not the name of your business, that is boring and won't work as well....
Let's say you are a landscaper/hardscaper, the website you promote and people remember won't be www.acmelandscaper.com.... it should be something that speaks to what people want and speaks to your creative in your message... something like www.backyardmakeover.com www.outdoorvacation.com
You can still keep your existing website address, however you should go to www.godaddy.com and buy a Sticky website address for $10 and you can simply link your new Sticky website right to your current site (Ask your IT guy if you don't know) Remember...choose a web address that is based on the benefit of your product/service

You Want Bad News....

So the waiter comes to your table and says "is everything good" you automatically say yes, thanks! That is not what the chef wants to hear.

Nobody likes to say the food is bad because that is being rude....However if you have bad food, it could be that you are one of many that have had that same bad meal and will not come back, or worse tell others how bad it was.

As a business owner you want to find out the things that you did not do well. Questions like: what could be better, what wasn't a 10, what does my competitor do better, why would you not come back, if this was your place what would you do different.....getting answers to questions like this is much better than trying to boost your ego by all your customers doing the normal and saying things are good!

Tracking your advertising: When someone asks you to fill out a form about "what brought you into the store", do you take 100% effort??? Also if they asked you that same question, do you tell them "well, two years ago i saw a billboard, then i heard your radio spot about 15 months ago, then i saw you in the church bulletin, then i saw a commercial for you a few months ago, then i went to google and searched you and then i called you..... think about it, all your past and current marketing brands you then gets you in their mental "category" for your services, then when they are in the market for your services all the past marketing gets you a good chance at their business. Judge your marketing by the cash register, not someone saying "I'm here because your advertising was so strong it persuaded me to spend my heard earned money with you!"
Think about it: Nobody likes to say advertising worked on them...we are all too strong to have someone else influence us....right???

Take 38 seconds to read this...if you don't like it...you will recieve a full refund

OK, no rhyme or reason for these thoughts...

People buy the benefit not the feature, sell the benefit of your product/service... remember...F.A.B. Feature Advantage Benefit...
People don't care that you have 24 years experience...what is the benefit of that?
Don't tell people you have good service...you should!
People don't come into your store or call you because you are family owned, been doing it a long time, and treat you right....they come in because of price, selection, or you are solving a problem they have! You prove how great you are when they shop you....get them into you
If you try to be known for everything you become known for nothing
Do one thing and do it better than anyone else (Orville redenbacher)
It is better to be top of mind with half instead of back of mind with all.
You have to spend money to make money...this is also true in advertising
Invite the Today customer to do business with you...Plant a seed in the Tomorrow Customer
The cost of an advertisement has NOTHING to do with success...think about it, I can buy a Mercedes or I can buy a KIA...both cars, why would I spend anymore....Can someone buy your product/service cheaper? Does it make it better????
Find a professional and listen to their advice...I wouldn't try and perform a surgery on myself....so why do so many business owners do the same with their marketing?

Sorry to ramble, but that this is my therapy (thanks for letting me sit on your couch)