Next month:
November 2006

Speaking to NTPDA in January

Michael_photo_1 We're on the road this coming January speaking to members and associate members of the National Tractor Parts Dealer Association (NTPDA) during their annual winter meeting and trade show held in Florida.  The association Board of Directors discussed the need to better understand Internet Marketing and Advertising for their members.  I will be presenting on the topic:  "Marketing You and Your Website".  Our goals for the session include:

  • Using Traditional Marketing Methods to get Noticed and Remembered
  • Five Marketing Strategies you can Use Today to Make it Happen
  • Blogs - The New Business Communication Tool
  • How to Get On-line for Less than $500

We're excited to be able to share our abilities to help the members of NTPDA grow and prosper in an ever-changing Internet and Web environment.


Media Planning - Buyer Beware

Michael_photo Misleading information disguised as "Readership Studies"

As the weather cools many advertisers and marketers turn up the heat on their budget planning for 2007.  All across the country large and small companies will attempt to create solid media plans with bad information.  You remember that old saying, "If it sounds too good to be true, it most likely ain't."  Check this:

Recently I was reviewing some Media Kits (those great looking packets of information you receive from ad sales people) from various publications (both newspapers and magazines) for a client.   As usual these media kits told wonderful things about their circulation, pricing and over all abilities.  In three of the media kits I was reviewing I saw these statements:

"Over 96% of all or readers read our publication from cover to cover."

And:

"75% of the items (ads) we have in our publication, people want!"

And:

"Our newspaper is read by 40,000 readers each week, the largest circulation in the city!"

OK...call me cynical...but when was the last time you read ANYTHING, including the Bible, "cover to cover"?  Far too often I find some things I read to be so patently ridiculous that I slump into a drool within fifteen minutes.  96%..cover to cover?

How about the second claim:  "75% of items...people want".  Gee, what about the other advertisements?  The 25% of stuff nobody wants!  Maybe they were advertising the "red hot poker" designed to "stick into your eye".  But, then again, some wacko might just want one of those too.

Finally the newspaper that is read by "40,000 readers each week".  I honestly could have believed that...except when I asked how many newspapers the company actually printed I was told, "9,000 to 10,000".  Guess they circulate to BIG families...literate big families.

The bottom line is, as always, "Buyer Beware"!  This does not mean that every advertising outlet is misleading their buyers but you have to take the time and do the research.  When we produce a Media Plan for our clients we ask the tough questions.  We know that to be a success in selling anything you have to advertise...but you should be assured that the vehicle you are advertising in...might have a shot at working.  Questions?  Give us a call or write...we'll do our best to answer them.


Relationships - Important to Success

Insight   

We got to thinking the other day how grateful we are for the strong business relationships we have with so many people.  For example our friends at DWebWare of Des Moines, headed by Andy Priestly, have been remarkable at helping our clients build affordable websites that have the capability to be updated 24/7 from any computer on the planet.  In the span of two years we've introduced this technology to many companies.  Some have seen the benefit and signed on.  They have always been pleased with the results.  We're happy to be able to recommend them and proud of the efforts they put together on behalf of our clients.

No doubt you've got "friends in the business" as well.  It doesn't hurt to acknowledge their efforts and call attention to your joint success.


Getting Noticed?

Many of you might be familiar with our monthly newsletter sent to existing and perspective clients.  This posting is in addition to that HTML document.  In these posts we'll visit about what we think works and what we think does not work when it comes to advertising and marketing.  We'll explore insightful ideas for getting products noticed and increasing your market share.  We'll talk about ideas in design as well as share stories about success...and failure.

Our goal is to open up a dialoge, get noticed and encourage our readers to consider our abilities when they are searching for a top notch ad agency.

Over the years we've helped hundreds of clients go from good to better to best.  We hope our Insight will be helpful to you.