This entry is going to be short and sweet. Why? Because I have family in town, so suck it.
I want to throw you three things that will immediately put your advertising on to the top shelf…or at least closer to the top shelf.
Let’s dive in shall we:
You need to focus your advertising dollars on something you can own. When you own something you win. What you own depends on how much money you have (and you have money for advertising, right…RIGHT?) For years I’ve always focused on owning the most of the market for the least amount of money. Now, I’ve been focused on big things like outdoor advertising. Your business may not be able to handle that much money.
So, what can you own? Can you own an apartment building near your place of business? A street? A neighbourhood? A town? A city? Maybe you can only afford to drop off letters you made up in a Word doc to residences by your business. Or maybe you can afford to own close to 40% off an outdoor medium. Whatever it is…FOCUS your advertising dollars and own something. PLEASE OWN SOMETHING!!
Now that your dollars are focused, you need to hit that same building, street, neighbourhood, etc… over and over and over and over and over. The outdoor ads I’ve run in two cities are up for close to 52 weeks a year. That’s right, the message is hit over and over and over again. Plus, the message is consistent. If you don’t know what your message is or should be, I can help (email me or connect with me on Twitter…don’t be shy).
This is similar to focus, but I wanted to include it anyway. Can you find an event you can own in your community? Can you sponsor it? Can you be one of the biggest sponsors? Can you own a certain section of the event?
For example – a local restaurant is the go to community bbq sponsor. If you’re having a BBQ or golf tournament and you need food guess who you call? Spolumbos. Why do you call them? Because when they were starting out (an itty bitty restaurant) they never turned down an opportunity to cook their sausage & beef at community BBQ’s or golf tournaments. They wanted to be on-site at all of these events and guess what? Now, they don’t really have to advertise, because everyone in the community knows them because they sponsored just about every event they could…and still do. And their restaurant (now much larger) is packed every day. It helps they have a great product and great service, but they were eager to tell everyone (and get their product in the hands of consumers) every chance they got through sponsorship.
Now take action, while I go have some fun with my family.