Sound Advice – Why You Buy

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Why You Buy Thinking about your last car purchase, check only one of the following:     I bought my car from that dealer because: 1. It was family owned 2. They have been in business since 1975 3. They gave me the best price 4. It’s a convenient location 5. They had the best selection or brand (had what I wanted) 6. The sales rep was my friend or relative 7. They offered me the best warranty 8. They gave me the highest trade-in value 9. Other? It’s a fair bet that you didn’t choose number one or two, family … Read More

Sound Advice – Staff and Strategy

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Staff and Strategy Have you ever gone into a business looking for something you heard advertised but when you asked the staff about it, they looked like a deer caught in the headlights? How did you feel when the staff couldn’t answer your questions? How do you think the person who couldn’t answer your questions felt? For any advertising campaign to be successful, you must have staff buy-in for the campaign. According to Nilofer Merchant, author of ‘The New How: Creating Business Solutions Through Collaborative Strategy’, the gap between what management and staff know, is often responsible for poor execution. … Read More

Sound Advice – Advertising Cliches

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Advertising Clichés The dictionary defines a cliché as, “a hackneyed or over-used expression which has literally become meaningless over time.” Yet some businesses insist on investing their hard earned cash in ads full of clichés…..phrases which have become meaningless noise to their customers and prospects. The average consumer today receives in excess of 3,600 advertising messages a day, including radio, TV, online, mobile, packaging, signage and more. Prior to today’s cluttered and competitive world, many advertisers did succeed with clichés and by simply keeping their name in front of the public. Today, simple name recognition is not enough to ensure … Read More

Sound Advice – Tingly Tactics

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Tingly Tactics There is an old one-liner that says “You know that tingly feeling you get when you like somebody? That’s common sense leaving your body.” Funny, but true. When your customers like you, logic can leave their decision-making process in favour of liking you. But your competitors understand the power of emotions as well, and like you, they are in the race to be liked. In our Ten Tingly Tactics to Make Customers Like You, tactic number 8 is: “Appearance is everything. Ray Crock, the founder of McDonalds Restaurants said ‘You can tell how a business feels about its … Read More

Sound Advice – Measuring Results

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Measuring Results Department store magnate John Wannamaker is said to have joked, “I know half of my advertising is wasted, I just don’t know which half.” As competition gets tougher and your margins get tighter and tighter, that joke is no longer funny. You cannot afford to “waste” any of your advertising dollars. It is imperative that you determine which media gives you the best results. But be careful how you define and measure “results.” All too often we rely on the opinions of consumers who don’t really understand why they do what they do.  When seeking those opinions, we … Read More

Sound Advice – The Propinquity Effect

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The Propinquity Effect         The “propinquity effect” is the tendency for people to form relationships with those whom they encounter often. The science of propinquity dictates that the more you come into contact with a person with interesting, entertaining or helpful information, the more likely you are to form a relationship with that person.         In our Six Propinquity Marketing Tactics, one of the ways to grow your business with propinquity is by not sacrificing frequency of contact for massive reach. If you choose to create multiple contacts with your target audience instead of reaching the multitudes less frequently, you … Read More

Sound Advice – The Secret to a Successful 2014

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The Secret to a Successful 2014 I’m about to share with you the single most important thing about creating a successful marketing plan for 2014. The most important thing about planning your 2014 marketing is…… planning your 2014 marketing! All too often, amidst trying to run a business, marketing goes to the bottom of the pile to be looked after ‘tomorrow’. Like the sign at the neighborhood bar that says “Free beer tomorrow”….you know they’ve never given any free beer because tomorrow never comes. Everything you do, from hiring your new sales manager to renewing your lease and ordering your … Read More

Sound Advice – New Media Marketing

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New Media Marketing           “New” has always been a powerful word in marketing. “New” media captures all of the media headlines today and why not? The root word of news, is “new”, meaning anything that is not new doesn’t make headlines today.          Often, what’s positioned as new, is really old and tried and proven. The best new media practitioners will always be strong advocates of multi-media or cross-platform/cross- channel promotions. Some may call cross-channel promotions “integrated media”, but there is nothing new about the power of cross-channel promotions.          Greek philosopher Aristotle, born 384 B.C., explained this power as “synergy”. He … Read More

Sound Advice – Guaranteed Results

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“Guaranteed” Results There’s an old joke that you should never buy a manure spreader from a farm implement dealer because they won’t stand behind the product. While this is a joke, many consumers may habitually patronize your competitor because of the perceived risk in doing business with you. They are asking themselves; “ Will you stand behind what you sell? What do you stand for? Will you treat me fairly? Will you really deliver what your advertising promises?” Offering an iron clad guarantee can dramatically reduce any perceived risks and increase your new customer count and your closing ratios. Honoring … Read More

Sound Advice – Your Natural Ace

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Your Natural Ace Wayne Ens, a marketing consultant we work with to help our advertisers achieve higher returns on their advertising investment, often tells this classic story about marketing.            Wayne had accepted an assignment to help a Canadian motorcycle helmet manufacturer to expand into the United States. His consulting firm recommended the helmets be promoted to U.S. retailers at a huge sporting goods trade show in Chicago….but none of the attending retailers were placing orders for the helmets which were displayed at the show.            During a stroll through the show, Wayne overheard two American retailers laughing about the … Read More