I’ve been flying for a very long time. Not as long as some folks but I was a frequently flyer back when they still let people smoke cigarettes on the plane. Back in those days, the airports did not offer many amenities. In many airports there was only one dining opportunity. Today, the airports have all of the major fast food chains and even some upscale restaurants. Not to mention all of the retail outlets. There is a Brooks Brothers in Terminal D at the Dallas Fort Worth Airport.
Spike SanteeTarget Marketing Flying to New Heights
Despite the clear indications that better times are ahead, many business owners remain cautious about advertising spending their money on advertising, despite the overwhelming evidence that now is the time to advertise, before it’s too late.
Small business owners are often surprised when they learn that advertising alone, doesn’t make people buy things. It doesn’t cause people to come into their store or call them on the phone. The only thing that advertising does is create awareness. Advertising informs. It tells a story.
The other day I saw a young man in blue jeans and a worn out polo shirt walking down the street holding up a small sign for a local business. The sign had a advertising message about what the business had to offer. I knew from experience that the business owner probably thought they were doing some affordable advertising, but what were they really accomplishing?
Most people can agree on what Santa Claus looks like – a jolly old man with a big white beard dressed up in a red suit with big black boots. But that depiction of Santa is a modern day creation, the product of advertising.
Successful selling is all about building and nurturing relationships with new prospects. But the field is crowded with other sales people selling the same product as you. The competition seems to be at an all time high. How do you differentiate yourself from the rest of the pack?
Half of the digital reach you are paying for is wasted on non-human digital fraud designed to jack up the analytics and charge you more money! That’s according to a new study commissioned by the Association of National Advertisers.
Spike SanteeTop Advertisers Fed Up with Digital Fraud
Your company has been around for a while, in this case, for more than 110 years. You still carry the same products that you once did but you are now facing new competition from places you never imagined. Your customers now have alternatives to what you have to offer from other product categories that satisfy a similar need. How do you remind the consumers that your product, the tried and true product is still the one they should choose? You reposition your product to fit the current paradigm.
There is an old saying in the news business that “if it bleeds, it leads”. It means the worst news of the day will lead at the top of the newscast. Negative news gets the most attention. And so it is with the economic news of the day.
Spike SanteeWhen You’re Going Through Tough Times, Keep on Going!