Why do we think in terms of Miles Per Gallon (MPG) when we buy a new vehicle? MPG is an abstract measurement that requires the consumer to perform calculations in his head to determine the real impact of his purchase. The cost of filling up your vehicle and driving it for a specific period of […]
URINAL AD – Public restrooms for men have urinals affixed to the wall. When in use the man is forced to look straight ahead at a blank wall. With a captive audience for a minute or so, some establishments display advertisements positioned at eye level. PUBLIC TRANSPORTATION – Many buses, light rail, and taxi companies
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WALL PAINTING – Contact the owner of an old barn or blank-walled building to see if you can hang or paint your message. Or use a variant of wall painting, and utilize a projector to display your lighted message on a blank wall for even greater impact at night. AIR DANCER – You have seen
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MAGNETIC CAR TOP SIGN – Pizza delivery vehicles often employ a magnetically mounted roof or window mounted sign. In most cases, these signs include an internal light that plugs into the vehicle’s cigarette lighter, which draws even more attention to the sign after dark. The signs are visible across a sea of cars and in
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BANNERS – The other day I went to the bank and passed a car parked in a dirt lot next to the roadway selling bonsai trees. He displayed a banner that ran the full length of his car, attached by bungee cords, to alert people to the fact that he had something to sell. A
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BUSINESS CARDS – If you have a business to consumer (B2C) business, you can use tools like DemographicsNow (often available at public libraries) to identify the ideal market demographic, known as a Groups and Types in DemographicsNow, for your product or service. Within the text of each “Type”, the segment is a description of the
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Brand awareness often is not directly responsible for making sales, but aids in the conversion rates of more direct marketing and sales efforts. The brand’s message has to be constantly repeated to cross the divide from the unconscious mind to the conscious mind before it becomes effective. Therefore, brand awareness is a constant effort. It
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Struggling to Turn Your Marketing Efforts Into Actual Sales? The Secret Lies in Balancing Brand Marketing and Direct Marketing Strategies—Planting the Right Seeds Before Expecting a Harvest. Discover How to Build Awareness, Earn Trust, and Drive Immediate Conversions in a Way That Ensures Long-Term Business Success.
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Growing up in Boston, on the way to the airport you would pass a series of very simple signs on the side of the road. They encouraged you to relocate to Boston and read: “If You”, “Lived Here”, “You Would”, “Be Home Now”. Burma-Shave became an outdoor advertising icon by delivering a catchy message with
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Some businesses have made their mark using outdoor or billboard advertising. Anyone traveling across the country on I-80 will remember passing billboards promoting Little America’s “50 Cent Cones – 15 Miles”, or billboards promoting Wall Drug on I-90: “Free Ice Water, Wall Drug”. Billboards can be a very effective way to build brand awareness or
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Most business owners appeal directly to their customers, but sometimes an indirect approach may work better. Since I make my home in Colorado, where recreational marijuana is now legal and high capacity magazines are not illegal, I can see how politicians use these indirect means to drive their people to the polls. For example, in
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New government policies and news events affect group-thinking, which also creates sales opportunities. For example, recent talk of potential gun legislation caused a run on guns and ammo. Movement, whether economic or emotional, creates opportunities for small businesses who can spot them and react more quickly than larger companies. Savvy small business owners look at
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On a recent trip to visit our son, we went to dinner at a nice restaurant. When the meal was served my son’s Chicken Alfredo contained a rather large bone, on which he nearly choked. When the owner was summoned to the table he began to explain that it was not possible for the bone
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Many years ago typing was a skill that only a fraction of the workforce possessed. In fact, I had one job where I was concerned about my ability to be successful. The job description clearly required typing skills, and although I took typing in school I was not very proficient. Typing is no longer considered
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An up-and-coming New York-based production company was preparing to release a new movie short. They employed a clown to appear at random locations in the NY area. People noticed. Soon the clown was being spotted all over town. Without any explanation for the clown, people took to the internet to unravel the mystery. Soon, the
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Pepsi recently employed an innovative idea to get noticed in a sea of street-level billboards. The company shot a video from the point of view of a person on the street and displayed it on an outdoor LCD flat screen bus shelter. Then they added a bizarre event, like a giant tentacle popping up a
Word of mouth is a great way to build brand awareness, but how do you get people to talk about you or your company? Be outrageous. Ever see Lady Gaga on TV? She is never dressed as a normal person. Perhaps she is draped in meat or sporting some crazy headdress. What comes to mind
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Once a month I sit on a military transition panel where the audience includes perhaps a dozen or so folks considering following an entrepreneurial path after separating from the armed forces. I often ask them why are they considering going into business rather than “working for the man,” as they say. I get the usual
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Is social media just another way to separate a business owner’s money from the business? Small business owners hear that to be successful these days they have to have a social media presence. I remember with the advent of the Internet business owners were told that to be successful they needed to have a web page.
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In the old west drinking establishments were called saloons. They were the hangouts for tough men and prostitutes, which gave the establishments a bad name. Ultimately saloons’ unruly reputation led to a movement for total abstinence from alcohol. In 1919 Prohibition was passed into law. Savvy bar-keepers, now forced underground, changed their image to that
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