Here's something to think about when planning for 2013. Many companies spend a lot of their marketing dollars talking about their company, products and services. That's marketing from the inside out. Customers would rather know about how you can help them solve their problems, make money or save time. The most effective marketing is built by putting yourself in your customer's shoes. That's marketing from the outside in. Focus on answering the needs of your customers first and then your products and services will sell themselves.
Last week we had the pleasure of listening to a great presentation by a company that is using social networking correctly and consistently as part of their marketing plan. It has made a big difference in their company – giving them an edge over the competition in the extremely competitive mortgage industry. One of the things that impressed me the most was their ability to track where their sales leads came from and how each marketing method was working for them. One of the simplest and most valuable questions you can ask your customer is "how did you hear about us?" ask them every time – Then keep track of what you hear. Tracking will open your eyes to what is and isn't working in your business. Need any help? Give us a call.
Here is a simple marketing exercise that will reap big rewards for your business. Take a look at all of your marketing materials. Spread them out on your desk and really look at them. All - and I mean All - of your materials should have the same look and feel, the same logo, colors, the same slogan, the same color paper. This consistency can help you build a stronger brand for your business. It applies to all marketing and advertising such as web, radio, print, television and outdoor. This is your image and it's important. This week take a look at your marketing materials and make sure they're consistent.
One marketing method that doesn't get a lot of attention is billboards. Often considered old fashioned, billboards are working while other media is experiencing downturns. The reason is Reach. They reach people when other media can be turned off or tuned out. Billboards are purchased for four week rental periods - not months. There is an added expense of printing vinyl - paper isn't used any longer. You'll also need a strong design - a good rule is to use eight words or less for the most visible message. You also need to plan ahead for billboards to get the very best placement. Don't forget about billboards when you need to get your message out to the region.
Poole Advertising has some exciting news. After twenty-seven years, we’ve outgrown our name. Our new name – Poole Communications – better defines our growing services, diversified operation and changing world.
Poole Advertising began in 1984 committed to strong design, clear communication, community participation and business growth. From that time until now, we’ve helped companies grow and prosper. We’ve created hundreds of company brands and other communication pieces in print, audio, video and web – and we’ve been able to win some awards along the way. We remain committed to providing the most up-to-date services, while improving communication, design, business and community. We look forward to providing innovative, powerful tools to meet your marketing and communication needs.
It's funny how much change advertising has seen over the last ten years. Nationally newspaper readership is moving to online reading instead of print (much to our dismay). Cable television is competing fiercely with network television. New cable shows are pulling in solid ratings none of us could have predicted. Listenership on radio has become diluted with so many music choices. Internet advertising is coming on strong. As a whole we are more sophisticated buyers and less likely to respond to traditional advertising methods. The marketing world is changing, and it's important to understand how so you can make decisions that will work best for your company.
Today I'm going to talk about marketing budgets. I know a lot of you hate numbers or even talking about money, but it's important. Successful businesses have a budget that includes marketing. Let's keep it simple. Look at what you spent on marketing last year and set aside a dollar figure for the amount you're going to spend this year. Look critically at what worked last year and stop any advertising that didn't work. Check your budget numbers monthly and stick to your plan. Having a budget will help you to spend your advertising dollars wisely and prevents impulse buys. Take a good look at your marketing numbers this week and fine tune them to do even better.
"I am so glad that we decided to become one of your clients as this has really "freed" me up to concentrate on other areas of the business." – Marlene Churchill, Spin Screed, IL
"You have done an outstanding job understanding the needs of our growing company and have been a valuable partner in our advertising success." – Rita Watson, US Cable in TX, NM and MO
"We wanted to express to you deep and sincere appreciation for your efforts in regard to the website. Thank you for helping to push our club forward." – Doris Nichols, Hannibal Country Club, MO
"The marketing communications support provided by Poole has helped our business grow dramatically. From a simple brochure to an extensive web presence, Poole has helped us communicate about our services, throughout our eastern Missouri and central Illinois marketplace. Poole’s website and social media expertise has helped us reach our prospective client’s families in other parts of the country, too." – Cathy Meckes, Care Link Nursing Service, IL
"Excellent work. They have never missed a deadline! I love working with people who do the work, and do not make me spend my time telling them the steps to getting the job done. I'd recommend Poole Communications highly." – Leann Moyers, STARadio, IL
"Poole Communication has brought the most value to my firm by sharpening the focus of my message. I feel you and your staff have helped always helped deliver a compelling and concise message that the public can digest and presents our firm as a leader in the community." – Jim O'Donnell, James O'Donnell Funeral Home
"Poole Communications has provided “more than quick” responsiveness, follow-through and turn-around time to provide me an end product when we have a more than urgent need. Your ability to listen to my needs and actually hear what I am saying/needing without going over and over it again and again is very valuable!" – Michell Watts, Prince Agri Products (Phibro)
"In working with you I find you very creative, and especially positive and enthusiastic yet realistic (I tend to be cynical and I admire your lack of cynicism!!!). You are always prepared, concise, articulate, and willing to follow up in a timely manner." – Emily Wolpers, Downtown Poplar Bluff, MO
Let's get your website to work a little harder for your business. If you have a business that sells product, I encourage you to add a shopping cart or PayPal buttons on your website. You can make sales 24 hours a day, 7 days a week. National trends show more people are shopping online and they're doing it at all hours of the day and night. Good shopping carts are not cheap, but they work. Locally, Ayers Pottery has a shopping cart that sells additional product for them each month. Even if you only have a few products to sell or want to encourage donations to your worthy cause - a PayPal button will work to bring in added dollars to your business or organization. Think about it. The web is growing - put those numbers to work for you.
