Three things to put your advertising on the top shelf…or close to it

Disney, World

Me in Dino-Rama at Disney World.

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.

1) Focus
2) Consistency
3) Sponsorship

Let’s dive in shall we:

Focus

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!!

Consistency

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).

Sponsorship

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.

Love you,

Jordan

Consistency is Key

“Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.”
Bruce Springsteen

Content is king, but consistency is the key to any business wanting to stay afloat for more than a couple years.

You can’t sell a shitty product and it’s becoming increasingly difficult to sell a good product  with all the noise and competition in the current market. Funny thing is, everyone believes their product is good. Of course you would, why the hell would you go to market if you thought you had an undesirable product or service?

Here’s why good products die:

  • Your market isn’t big enough to sustain your product or service (For example: you’re a personal stylist for retirees. You know how many retirees give a shit about their style? Not many. You know how many will pay YOU to be their stylist? 0.00)
  • A HUGE multi-million or billion dollar company already offers what you offer (there aren’t too many business instances where David beats Goliath)
  • You don’t market your product consistently

I’ll use the same adage I used before: Just because you build it; doesn’t mean they will come. You need to get your message out to the masses (or as many people as you can afford) over and over and over again. Whether it’s the neighbourhood your business is set up in or the entire city – you need to bang your drum and bang it loudly and consistently.

Why consistency?

This is going to sound a little weird, but most business owners market their product or service as if they were a drug user. As an owner – you’re looking to get high and sustain that high for as long as possible. Unfortunately, most business owners are junkies. In the beginning, you shoot up every now and then (I GOT A BIG SALE ON THIS WEEKEND! LOOK AT THIS GORILLA! THE BOSS IS AWAY SO YOU SAVE A TON OF MONEY!) and get a BIG high, then you hit bottom. So, you shoot up again and again and again and again until it’s more difficult to get high because your body aka customer is building a tolerance. If all you do is “one-time” and “prices will never be lower again” sales your customer will catch on and leave you broke or dead. Sorry junkie.

The intelligent business owner understands consistency. It’s not about quick shots in the arm; it’s about consistent traffic and cash flow. It’s kind of like working out. You have to go the gym 3 – 5 days a week, 52 weeks a year. When you start out, you probably won’t see results for a few months. Then all of a sudden, you start seeing biceps and what appears to be abs. Then you realize it’s just as difficult if not MORE difficult to sustain that level of fitness and physique. When your business gets to the top; it’s just as difficult staying there as it is working your way up from the bottom.

Think of your marketing like you think about getting abs and biceps. Put in the work and put it in consistently. If you don’t, you’re wasting your time and money.

– Jordan