TIPS IN ADVERTISING - 2012

Everything you wanted to know but were afraid to ask!

Working harder - making less?
As one friend said to me, "I'm working twice as hard - and making half the money." That includes almost everyone these days. Make sure you're not working twice as hard - and making NO money. Now is the time to make a plan for 2012 - a plan to be profitable.

Times are changing!
Yes, they are! In the past, being left out of the phone book or newspaper spelled doom for a business. Not so any more. Readership is down - formats have changed - prices are too high. Local businesses need local visibility. You want to be easy to find when a consumer needs you. No one wants to pay for an ad that people don't see or that they throw away or delete.

Is Internet the future?
Yes - but not the ONLY future. The Internet benefits huge National and International companies the most. They can gain exposure to customers and ship their product. Local stores need exposure within a five mile radius of their location. Local Service providers need exposure within the range they want to drive. We've talked to clients that tried Internet advertising. They paid HUGE money for an ad - they gave HUGE discounts to the customers - they worked HARD - they made NO money. This is not good business. Factor in your expenses. Factor in how much your time is worth. Your time is worth money - don't squander it. How much did you pay for each client? Will they be a repeat customer?

There may be a time when everything is done only on the internet - but it's not here yet. Internet advertising companies have had lack luster IPO's on the stock market. They have not proven to be stellar money makers - for themselves or their clients. So, the jury is still out. Social Networking may run it's course and loose popularity. Until then we'll let Silicon Valley battle it out - and we'll stick with good ole print. Homeowners and senior citizens (of which there are millions) still love printed media.

Does ONE SHOT advertising work?
It's been proven over and over - that it takes people seeing an ad 3 to 5 times before they remember it. Even after you're established you need to stay in the consumer's consciousness. Like a puppy to a shiny object, a customer can be distracted to go elsewhere. Stay Visible - Stay Good - Stay Profitable.

How much should I spend on advertising?
To have a effective advertising plan, statistics show a business should allocate 3 to 5% of their budget to advertising and promoting their store or service. If they have a wonderful store location (i.e., Candy Store next to a theatre) you may be able to spend less. If you are a Service Business (i.e. Electrician,) you may have to spend more. Service businesses generally spend more than 5% on advertising - up to 8%. A company just starting out may need to spend up to 15% to get their name out there and get established.

BUSINESS TERMS:
Are you a Leverage Volume Business - or a Leverage Margin Business? Translation: do you have to sell A LOT of low priced product to make a profit - or just a few of a higher priced product or service? Example: A donut store needs to sell many, many donuts to pay rent. (Volume) A contractor needs only one BIG job (Margin of profit is higher)

A YEARLY PLAN:
"He who fails to plan, plans to fail"

Make a plan for the year. Get it off your mind. Stick to it. Be consistent! You know the old saying, "The first mouse gets the trap - the 2nd mouse gets the cheese." If you advertise and then disappear, the next advertiser may get the shopper that was searching for you. Our advertisers that consistently get the best results, are the ones that are consistent. They're there when people look for them. Some have been with Good Stuff for over 20 years.

SEASONAL BUSINESS?
Most businesses are seasonal to some extent. Even restaurants have their High and Low seasons. Promote your HIGH seasons. It's HIGH season for your competitor also. Make sure the customer chooses your business. Get creative in your LOW seasons. Low season is the time to lower your price. It's also the time to take some time off if you're burnt out. Come back raring to go again.

WHAT MAKES A GOOD - GREAT AD?
I've seen some very, very clever advertisements on TV and in print, that later - I couldn't tell you what the product was they were advertising. The ad was clever - it wasn't EFFECTIVE. It didn't inspire the consumer to buy that item. People should remember your name and your product - WHY yours is better - and WHY they need to buy it now.

EXPIRATION DATES:
Some think that extending - or going without an expiration date is better. It's not. Research shows that most people use a coupon in 6 to 8 weeks. After that - they're probably misplaced it - or forgotten it. Expiration dates inspire the shopper to buy NOW. If a discount is always good - why hurry? But if it's for a limited time - there's incentive to MOVE. Make it a TRUE offer. Have a limited supply.

PROMOTE YOUR BENEFITS:
You’re the best - right? If not - how can you become the best? How can you let the public know how good you are? Business is not the place to be modest. What are the benefits of spending their money with you?

Examples: Are you more Qualified? Certified? Higher Quality? Less Expensive? Do you have a better location - better product - better service? Free Parking?

Take advantage of every opportunity!
Wear your name on your shirt. Have your name on your vehicle. Put a sign out in front of the house where you are working. That neighbor walking his dog Bingo - may be your next customer. Be clean, pleasant, efficient, professional. Make sure your employees are as well.

LOCAL BUSINESS:
If you are a local business that depends on people that live in the area - you don't need a huge web presence. You need the local people to remember you. You do need a web site (even if it's only one page) It shows you are a serious business. Use it to let them know more about you and your business. When a consumer heads out shopping - give them an incentive to head to your place - give them an enticement to come in
and shop.

A Service Company without a store front will have to work harder to keep their name in the consumer's mind. If you are a business that clients use only every year or so - it's important that they don't forget you. If they use a competitor this year - it might be a year or more before they need the service again. You may have to spend more on advertising than a business with a store front - but think of it this way you don't have their high monthly rent either.

HOW CAN GOOD STUFF HELP MY BUSINESS?
We often hear that people love receiving our books in the mail. Still, we won't rest on our laurels. We're striving to be innovative and exciting.
NEW: We are going to start weekly specials - called WEEKLY GREAT STUFF!

ALL STARS can have their ad highlighted as our WEEKLY GREAT STUFF! These specials need to be a great offer - different than their regular coupon - and have a short expiration date so customers need to use the coupon quickly. Consumers will sign up on our web site to receive weekly notifications.

Let us know if you want to be an ALL STAR - and if you want to offer a WEEKLY GREAT STUFF. Also, you may also want to donate a prize to our popular contest. We list the prizes in our books and on our web site. People LOVE winning. Remember: get your name out there every way you can.

HOW IS GOOD STUFF COUPONS BETTER?
Good Stuff has been around since 1991 and is a familiar - local favorite in Contra Costa County. Our added benefits are:
• A new book comes in the mail every two months.
• We change colors each time so it's evident that it's a new edition.
• We have a table of contents and no ads on the back of your ad.
• We cost less and work better.

REMEMBER:
"Being in business and not advertising - is like winking at someone attractive in the dark.
You know what you're doing - but no one else does." - Ted Turner