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A MUST Read for all marketers...
3 Common Fears and Objections to Advertising Expenditures
(and some food for thought)
 | We're Cutting Expenses
When I hear a business owner say this, it means one thing only - Not enough sales are being generated for that particular business.
All businesses need to make sales to survive and prosper. When
business has fallen off, it is even more important to focus on
increasing sales. To reduce a business's visibility is the last thing
you want, in fact it should never be done. It is at these times that
many successful businesses increase exposure because they know that
market share is vulnerable for them and their competition. This
strategy has proven to increase their market share. |
| My Budget is Committed
A wise businessman once said "It's good sense to budget your
business, but it's better sense to be flexible" In other words,
following the example above it makes perfect sense to seize
"windows of opportunities" when they arise. I will cite 2
examples:
If I asked you to reach in your pocket and hand over a $5 bill on the
condition I give you a $10 bill - you would do that -
absolutely! You would make that transaction all day wouldn't you. What
if that $5 bill was not in our budget? You would change the budget am
I correct?
Example 2 - if you spent all the money you allocated for truck repairs
and your truck broke down, you wouldn't let the truck stand around
idle until your next budget would you? Of course not, the truck makes
you money when it works and costs you money sitting around.
Advertising is no different. |
| Business is Terrible
If that's the case, it is brings up the old adage -
"Doing the same thing over and over and expecting different
results..." I am sure you get the idea. You have to look at your
situation and realize whatever you are doing isn't working out well.
You must be willing to make some changes. You may want a branding
program that keeps your company visible continually to help weather
the slow periods which so drastically affect your cash flow. Our
inexpensive pizza box topper ads do this for only pennies per ad. Each
store generally puts out a minimum of 1000 ads per week - expand this to
10 stores = 10,000 ads/wk. |
| Yellow Pages/Newspaper Ads/Radio
Keep in mind
that compared to yellow pages, radio or newsprint that say they have
more circulation etc. - the client must open the book/paper to the
exact page your ad is on to see your ad (with lots of competitors
too) unlike the pizza ad that is a solo ad in full color that they
see automatically when the pizza is delivered.
Radio - they
have to turn on the radio and be listening to the one station of
many choices at the exact time your ad runs - plus distractions like
driving that interfere with their attention
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We hope this gives you a new slant on evaluating your current
advertising situation. Please ask us for more information on how our pizza
topper ads can help your total ad mix. Let us know if we can help.
866-214-9479
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