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Monday, June 1

Should I File This Under the Golden Rule or Bad Negotiating Skills?



Friday, March 6

ASI Special Report Download the full report here.

Revealing Study: Advertising Specialties Increase Sales & Deliver Better CPI Than Other Marketing Media

Ad specialties, or promotional products, have been proven effective in increasing sales and leads, generating goodwill, and improvink Marketing ROI (return on investment). According to a ground breaking study of 618 business people:

62% of the participants did business witht the advertiser After receiving the ad specialty.

Of those who had not yet done business with the advertiser almost one quarter stated that they were more likely to do business with them in the future.

In addition, 42% of participants reported having a more favorable impression of the advertiser while virtually none indicated any negative feelings.

Advertising Specialties deliver a better Cost Per Impression (CPI) than virtually any other media. With the average CPI of a promotional product equaling $0.0004, the CPI for advertising specialties beats all forms of media (except billboards).

ASI Report

Top 5 Reasons to Give Advertising Specialties to your Customers

1. Instant brand recall: 84% of customers remember the business who gave them an ad specialty.

2. 62% of customers buy from the companies that give them promotional products.

3. Lowest Cost Per Impression (CPI) of popular advertising media. The average CPI of an ad specialty is $0.004.

4. Improved Impressions - 42% of customers had a more favorable impression of the company after receiving the item.

5. Frequent exposure - The typical product is kept for 7 months and many are used by your customers every business day.


Tuesday, May 20

Four Things You Need To Know About Yellow Page Advertising

I received this from my friends at 25-8 Marketing, Inc. and wanted to pass this on...

Yellow page advertising representatives are the best trained advertising salespeople in media sales. It’s a fact. They are good. They are persistent. They motivate by fear. But think about these four things the next time your yellow pages ad is up for renewal:

Most people are right-handed. They hold the phone book in their right hand, and use their left hand thumb to flip through from back to front. So what’s so great about having the biggest ad in the front — when most people see the smaller ones in the back of the section first?

According to the Yellow Page industry, Americans look in the Yellow pages about 3.6 billion times per year. Sound like a lot? That’s only about 14 times a year a person.

Beneficial Finance always advertised, “If you’re within the sound of my voice, there’s a Beneficial office near you. Look for us in the White Pages.” Smart move — a listing in the White Pages is free — and consumers choose among competing locations instead of competing companies.

Yellow Pages advertising is sold as “bigger ads are better” or “color is better.” The best marketing strategy is for people to never have to go to the Yellow Pages.

Which book should I choose? I get asked this all the time. Every yellow pages representative will throw numbers and statistics at you. As a business owner, it’s a tough decision. My advice: If you want to cut back on your yellow page advertising, there are two primary books you need to be in. The most important YP to advertise in…is your primary (biggest) circulation directory for the area. In my area (Minneapolis)…it happens to be Qwest/Dex for Minneapolis. 70% of residents use that. Your local utility directory is the second most important. So…put 70% of your budget in the primary, and the balance in the utility directory, and call it a day. The rest of ‘em are fighting for market share…and readers.

PS. Make a three to five year plan to scale back on YP. Divert YP resources (budget) to online. It’s headed that way.