January 15, 2004 | Issue #148
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The Marketing Workshop -
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Learn To Beat
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and
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or send an e-mail to
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To
People Who Want A Fresh Design But Don't Know How To Get
Started
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The Only
Thing We Left Off Our... Is The Ridiculous Price!
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Dear
<<&firstname>>
,
Enjoy your free subscription to our marketing eNewsletter presented
by
<<contact1->key1>>
. Each week there are marketing ideas and tips you
can apply to your business.
In Advertising, It's Better To Be One Of
The Pack Instead Of The Lone Dog
Here's another way to evaluate any advertising
medium you're thinking about. When considering placing your ad,
check to see if there are any businesses similar to yours currently
advertising there. If not, be wary - there's probably a reason.
Don't ever assume that all your competitors must be stupid to not
have figured out to advertise where you're about to advertise. It
rarely works that way. It usually works this way instead: Many people
have tried ahead of you unsuccessfully and quit before they lost
all their money. Don't think, "Wow, great, I'll get all the
business because I'm the only one!"
Here's another story about that stamp manufacturer I told you about
in the last newsletter. When I first met him, he was running a very
small business. He had been looking for some other media outlets
that would drive in more businessand then the floodgates opened
and media salespeople started showing up on his doorstep by the
droves. One of them in the early days, before I met this guy, was
the salesperson for the Thomas Registry of Manufacturers. If you're
not familiar with that publication, it's simply a directory of manufacturers
of every product imaginable from all around the country primarily
used by industrial buyers to source products and parts. It's a wonderful
place to advertise for lots of kinds of manufacturers - but not
for my friend in the rubber stamp business.
Apparently, the salesperson had been persistent: "You're a
manufacturer, you really ought to be in there. Heck, the ad that's
5 inches tall by 1 inch wide is only $3,200 for the whole year...and
besides, you'd be the only one with a space ad in the whole section.
Everyone else in the whole section just has a measly line listing.
Any time anyone went there to find a stamp manufacturer, you'd be
sure to get all of the business - for a lousy $3,200 investment.
That's only $266.67 a month!"
Gang, don't bite on that hookunless you want to end up like a dead
fish on the wall of that salesman's trophy room. There's a reason
that nobody else's ad is there. Well, the stamp guy bought the ad
and sure enough, NOBODY called. And since he was the only one with
an ad in the book, it's probably a pretty safe bet that approximately
ZERO people had looked there for their rubber stamp needs. But that's
not even the worst part. He renewed the ad for the next year. This
time though, he wrote the ad better and he managed 1 call. On a
positive note, that's a pretty good increase percentage-wise. What
was the main problem? As we've already discussed in some detail
earlier, people who buy rubber stamps, for the most part, work in
an office and have never even heard of the Thomas Registry! They
either call their office supply company or look in the yellow pages
under "Office Supplies" like we explained earlier. Well,
in this case, the customer told him that they wouldn't look in the
Thomas Registry of Manufacturers for stamps. You see, they voted
with their dollars. But he didn't figure it out until over $6,000
had been wasted over the course of two years. Again, when it comes
to advertising...being one of the pack is often better than being
the lone dog.
Car dealerships understand this principle, don't they? For all the
goofy, weird stuff they do, they do understand the principle of
being one of the pack. They clump all of their advertisements together
in one section of the newspaper because they know that this method
is more likely to increase the overall number of people that see
any given ad. They get all the car buying eyeballs directed to one
section of the paper. Then the dealerships will often be located
right next to one another. They figure that if they can attract
all the possible car buyers to one specific part of town, they might
create a synergy that will sell more cars overall. Now I'm all for
this because it keeps all the ticked off guys concentrated in one
place, I guess. But they understand this principle: become one of
the pack.
So what about you? Do a quick search of the media you're considering
buying and see if anyone else has already walked down that path
- generally speaking, the more footprints the better. If the medium
you're considering buying has no other businesses like yours anywhere
to be found, be wary.
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Meets every 2 weeks for twelve sessions.
For more details call <<contact1->key1>>
at 847-685-6620 or visit our web site www.explicitmarketing.com
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