Category: Portland advertising

Steady Marketing Builds Trust

One of the most common — and frustrating — conversations that advertising/marketing professionals have with their clients is the one where the client just wants to advertise when they have a special event, or at “peak” times of the year.

  • The jeweler who only advertises at Valentine’s Day, Mother’s Day and Christmas
  • The car dealer who’s off the air for six months and then does a blitz for a weekend
  • The piano dealer who does a big newspaper campaign when they have a sale, and then goes quiet until the next one.

Those of us who’ve been at this for a while know the value of consistency — of getting into the customer’s head over time. The big sale campaign is so much more effective when the potential customers are already familiar with the merchant. And some businesses (The Shane Company is an example that comes to mind — love him or hate him, you know Tom Shane and why you should come to his store) are so successful at this that they never have to do a big sale.

Sometimes we win the argument, and sometimes we lose. Our most successful clients “get it”, stay in front of their customers, and reap the benefits. We do the best we can with the rest.

In an effort to win more of those arguments, I’m going to be borrowing the words of Seth Godin, who has a very powerful post on his blog this morning. The money quote, for me, is this:

The best time to look for a job next year is right now. The best time to plan for a sale in three years is right now. The mistake so many marketers make is that they conjoin the urgency of making another sale with the timing to earn the right to make that sale. In other words, you must build trust before you need it. Building trust right when you want to make a sale is just too late.

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Request your free copy of my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

Maybe Your Prices Are Too Low

It’s a reflex in many sales situations — when you’re competing with others who offer a similar product or service, the first impulse is to cut your price.

What if, instead of reducing your price, you made sure you were the most expensive option in the category?

Columnist Harold Meyerson recently discussed the concept of positional goods as it relates to… hookers. The inspiration for the discussion was an alleged prostitution ring (one of whose alleged customers was Eliot Spitzer) called the Emperors Club, whose professional companions charged up to $5500 an hour.

Positional goods are those commodities that are more valuable than their run-of-the-mill counterparts because a special status attaches to them, since only a select few can have them. Since the Web sites on which prostitutes advertise indicate that the average hourly rate is around $300, the Emperors Club maximum rate, which is roughly 18 times higher, could be justified by the particular appeals and skills of its hookers. I haven’t conducted empirical research on this one, but let me just say: I doubt it.

I suspect that what makes a prostitute worth $5,500 an hour is that she costs $5,500 an hour. The value here doesn’t dictate the price. The price, rather, dictates the value. These women are available only to the wealthy; the ability to hire them, like the ability to live on Fifth Avenue overlooking Central Park, means that you’ve made it. And even if your hour turns out to be a bit disappointing, that’s okay, because $5,500 doesn’t really mean anything to you — which just means you’ve really made it.

And there, I suppose, is the thrill. The power of being able to command the world’s priciest hooker, like the power of owning the world’s priciest real estate, could be a turn-on in itself. The power of dropping thousands and not even remembering what type of woman you’ve booked: Boy, are you ever something! Whether or not you’re getting one terrific woman, the transaction alone confirms that you’re one terrific dude.

I now charge $5500 per script. Give me a call if you’d like to get on the waiting list.

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Click this link to subscribe to Portland’s Finest Advertising Blog.

Request your free copy of my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

“My Advertising Didn’t Work”

These words were spoken, I’ll wager, by a couple of companies who recently advertised in the Oregonian. And it wasn’t the O’s fault. Names are withheld in the hope that they decide to give radio a try — why embarrass them publicly when we could play the hero instead?

Advertiser #1 is a local clinic specializing in sclerotherapy — a treatment for spider veins. Their beautifully-laid-out display ad gave their web address in big, bold letters. Unfortunately, the address belonged to an identically-named business in Memphis, Tennessee. Two weeks later, it’s still not working properly.
      

      

Advertiser #2 is a practice specializing in elective surgery. Their ad, in a recent Sunday paper, said “To obtain information about this procedure, and the Portland-based surgeon who performs it, please call [phone number] or visit [web address].The web site had no information at all about the surgeon, and no contact information for the practice. It invited potential patients to come to a seminar, but there was no information on when or where the seminar would be. And if someone happened to call the phone number on Sunday or Monday, here’s the message they received, in its entirety:

“I am sorry, no one is here to take your call. Please leave a message.”  No business name given, or any other information at all. Not even a promise that someone would call back. Speaking as someone who recently spent some time talking to surgeons, I’d want a little more before I’d consider climbing onto the table.

Both of these businesses spent good money on advertising that might have generated results… but they forgot to check on the basics.

This is Mistake #6 in my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them. If you’d like to read about all seven, click the link at the bottom of this post and I’ll send you a copy.

As you get ready to launch a campaign, you need to take some time and check your sales funnel.

·        Is the phone number correct in your ad? Pick up the phone and dial it.

·        Do you have people in place to answer the phone or check the web inquiries? Have your ad rep make an inquiry and see how quickly someone responds.

·        Is someone responsible for following up each lead in a timely fashion? Make sure that person is held accountable.

·        Do the links work on your web site? Click on them!

·        Do your people know what’s in the commercial? Are you sure? Gather the staff together and play the ad for them before it hits the air.

·        Is the featured product in stock, on display, and marked at the correct price? Go through the store and check.

A good ad campaign with poor follow-up is money wasted.

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Click this link to subscribe to Portland’s Finest Advertising Blog.

Request your free copy of my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

A Nifty Guerrilla Marketing Strategy

This week’s Portland Business Journal has a feature (subscription required to access the link) on Tom Rennie, who owns a chain of auto detailing shops called Autobella. Rennie’s come up with a very inexpensive way to grab market share as his industry shakes out:

Every week, Rennie pores over the Internet, calling detailing businesses he suspects are no longer in operation. When he finds one that’s disconnected, which he said is common, he calls his telephone carrier and secures the number.

To date, Autobella has about two dozen numbers from defunct competitors ringing into its two offices. Each costs $16 a month per line.

“It’s a smart, inexpensive way to get new business,” Rennie said.

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Click this link to subscribe to Portland’s Finest Advertising Blog.

Request your free copy of my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

Marketing Advice from the Attorney General

I spent four hours on Monday in a seminar about the new Oregon Administrative Rules on advertising and consumer fraud. Not exactly the most riveting topic, but in 20+ years of doing this, none of my clients has ever gone to jail because of advice I gave, and I aim to keep it that way.

During the seminar, Senior Assistant Attorney General Eugene Ebersole quoted his boss, Oregon AG Hardy Myers, on the subject of deceptive advertising and disclaimers:

“Don’t scream a lie and then whisper the truth.”

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Click this link to subscribe to Portland’s Finest Advertising Blog.

Request your free copy of my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.