Monday, July 6, 2009

Don't wink in the dark...

"Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does." ~Stuart Henderson Britt

I'm not a consummate business person, and I don't even pretend for a minute to have the knowlege, experience and market savvy that some of the heads of businesses out there possess. But sometimes, I am puzzled at the lack of props they give to a well-rounded, cohesive, long-term marketing plan.

It may be easy to throw a couple of grand out there to advertise a seminar or special event that may be coming up. Or to decide that, since it's the holidays, it's time to punch it up with a few radio spots or newspaper ads to get people in the door. That's all well and good, but what does that do for you the other 350 days of the year to promote you and your business?

You've heard the expression, "You gotta spend money to make money." It's true when you start up your business, and it's true in advertising. You're not going to buy a run-down shack, serve sub-par food and expect to build a restaurant clientele. So why should you expect that sporadic, non-targeted advertising is going to do the same? You want to be on the tips of everyone's tongue. The topic of conversation. The name they give when they make a referral or recommendation. That can only be achieved through the reach and frequency of consistent advertising. I'm not saying blanket every TV, radio station and billboard with your message. Targeting your market is important. A good media planner can put together a long-term, consistent, well-balanced media plan based on who you want to reach and how you want to reach them. Will it cost money? Sure. Will it be worth it? If done right, yes.

I have been blessed to work with some amazing media reps in the Central Illinois area over the years who I do trust to provide me with very knowledgeable information about target markets, media placement, and even special deals. If you are at the point where you are thinking of getting your message out but are not sure how or where to do it, give me a call at 309.369.6337 or email me at amykennard@sbcglobal.net. Don't wink in the dark... I'd love to get your story out and help make you the success you work so hard every day to be.

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