When Times Get Tough... or When to Really Advertise
Copyright 2007 by John Jordan
The Pundits say the economy is slowly, but surely, recovering. Maybe not at
the rate of the mid-90s stock boom, but recovering nonetheless.
It must be true, because ad agencies are running Help Wanted ads. So, ad
budgets are getting bigger. Tsk tsk. They have been missing out. Actually, for
maverick thinkers like you, that should be good news.
When the Pundits say, "Times are getting tougher," usually the first thing to
get axed in business are ad and marketing budgets. This makes nearly no sense.
But, to your competition, you should say, "Tighten that belt another couple of
notches!"
Because that's when you go for the kill.
So-called "tough economic times" should be a boon to your marketing. It's
then that your competition will pull back their advertising efforts. And you
should increase yours. Your competition is purposely weakening its position. It
is the perfect time to fortify yours.
Since most others are cutting back on their ad spending, media becomes more
negotiable, if not altogether cheaper. Your messaging can become more visible
with less clutter.
Your message also needn't be more hard sell in this type of environment.
Traditional notion dictates hard sell is the way to go. But proper strategy,
creatively executed, will nearly always win over a hard sell approach. Creative
ads always get noticed, and often garner free publicity.
Of course, you don't want to confuse "Bad Taste" with "Creative." If you have
the proper strategy, that shouldn't be much of a concern. If you are presented
ad concepts that bother you on a deeper level (more than the placement and size
of your logo or other such trifles), maybe it's time to address the strategy as
much as the concepts.
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The big payoff really comes when bad economic times rebound into good. When
people have more money to spend, your business will have a higher, better mind
share than the folks who chose not to advertise. Higher mind share leads to
higher market share when the public starts buying again.
There's the story of a brand of peanut butter that, due to
government-mandated conversion of its factory for the effort during World War
II, was not even commercially available. Yet, the brand was consistently
advertised. When the war was over, guess which brand had higher market share?
And it's in this atmosphere of free spending that market share is hardest to
hold onto. More dollars to throw around, more choices, the market gets diluted.
Why not go into that phase the leader, or the biggest gainer?
So, when your competition rolls back their ad spending, pump yours up. You
stand only to benefit from the less-competitive atmosphere. Still a little
unsure? Then set up a dollar cost averaging system for marketing. Spend the same
amount every week, every month, every quarter. You might be surprised you get
more results in "down turned" markets.
Marketing is everything. If it weren't, your company would only subsist on
word of mouth and chance.~
Republishing part of or entire article, in all forms, is welcomed, as long as
author bio info is printed and proper authorship credit is given. As a courtesy,
please send author a complimentary copy.
About The Author
John Jordan is a freelance commercial writer based in Omaha, Nebraska. He
publishes a free monthly e-zine focusing on branding, advertising, and marketing
from his web site
http://www.brandedbetter.com. Speaking with both agency and in- house
experience, he knows the most valuable asset of a business is its brand.
Brand Yourself with a Better Bio
Copright 2007 by Kristie Tamsevicius
A bio is a key part of your marketing toolbox. And a well written one is
worth it’s weight in gold! This seeming simple marketing blurb has the amazing
power to wow the media, impress a decision maker, or showcase your expertise to
any potential buyer. And, once you have written a good bio, you’ll find a
million uses for it. In addition to adding one to your website, you can use in
your article byline, email signature, one sheet, promotional flyers, brochures,
sales letters, and more! But how you go about writing a bio? Below are some 20
tips for what to include in your bio.
1. Area of expertise
2. Title and company name
3. Media coverage you have received including television, magazine, and radio
4. Topic you you are a sought after speaker on
5. Number of people you have spoken to
6. Number of counties you have spoken in
7. Names of books you have authored
8. Credentials including notable awards or recognitions you have won
9. Clubs or organizations that you are actively involved in
10. Personal insights such as what you believe, your mission, your vision
11. Quirky fact about you such as “A former school
teacher-turned-confrontation expert, Jane helps people communicate more
effectively. Or an avid baseball fan, when Bill is not speaking, you’ll find him
eating hot dogs and watching the Chicago Cubs with his son Dave.
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here. (Spot III) |
12. Interests or hobbies
13. Occupation of your parents, if it’s interesting and adds to the story.
Ex: The son of Vermont Turkey Farmers, Jim Smith is….
14. What your hometown is known for.
15. Interesting or substantial former careers
16. What led you to start your current business
17. What you help people to do
18. Events that shaped your life
19. Offices you have held
20. Call to action like “For a free report on “9 Ways to Build your Bottom
Line” visit
www.9WaystoProfit.com
About The Author
Speaker, Author, and Consultant, Kristie Tamsevicius is President of Branding
on the Net. A sought after branding expert, Kristie turns regular business
people into top experts in their field. She creates branded websites that
position you as a mini celebrity so you increase sales, book more presentations,
and become headline news. Claim your free report "Web Branding Secrets" by
visiting
www.brandingonthenet.com today.
kristie@brandingonthenet.com
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