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GRATIS: Free Advertising Advice to One and All. [And It’s Really Good Too!]

Monthly Archives: January 2011

Listening To Your Receptionist

Reflecting On a Call To a Greensboro Firm

Okay- this is part marketing and part management- but it’s amazing how much the person ‘on the front line’ knows about your business.  I called a local company today to tell them how much I loved their website- something I do when I find the time to tout any marketing effort that stands out.  As with most of these calls, the recipient was thrilled to hear a compliment and told me so much about this firm’s clients and the firm’s needs in just a few moments.  The rest of their marketing efforts don’t reflect the warmth and simplicity I found so inviting in their site. I found out why- the responsibility for this is placed on the shoulders of a member of the staff already overwhelmed.  I WILL be calling them.
But my point is, those without specialized titles ending in O are seldom asked what they think about their company’s marketing.  Receptionists and assistants are often the first folks a company’s potential customer/client speaks with.  They pick up on a lot of positive and negative messages they may be afraid to share unless they feel invited to do so.
I’ll get off the soapbox now, but I listen to my receptionist every day.  It’s easy because we’re small- most of the time she’s me!

Okay- this is part marketing and part management- but it’s amazing how much the person ‘on the front line’ knows about your business.  I called a local company today to tell them how much I loved their website- something I do when I find the time to tout any marketing effort that stands out.  As with most of these calls, the recipient was thrilled to hear a compliment and told me so much about this firm’s clients and the firm’s needs in just a few moments.  The rest of their marketing efforts don’t reflect the warmth and simplicity I found so inviting in their site. I found out why- the responsibility for this is placed on the shoulders of a member of the staff already overwhelmed.  I WILL be calling them.

But my point is, those without specialized titles ending in O are seldom asked what they think about their company’s marketing.  Receptionists and assistants are often the first folks a company’s potential customer/client speaks with.  They pick up on a lot of positive and negative messages they may be afraid to share unless they feel invited to do so.

I’ll get off the soapbox now, but I listen to my receptionist every day.  It’s easy because we’re small- most of the time she’s me!

Posted in Westokes | Leave a comment

How To Calculate Your Ad Budget

Answering a question from countless businesses old & new

Most business owners know that a percentage of their past and projected sales should be secured for advertising.  In ‘The New Economy” I tell my clients to look at their profits from the last two quarters of 2010 to determine their first two quarters of 2011. I advise clients to budget as much as they feel comfortable budgeting. Meaning, “do not shrink back to the point you know full well you aren’t advertising enough- but do not rack up mammoth debt just to up your media spending.”
Few businesses remember to calculate the correct amount to spend on their Creative.  I’ve learned from client’s who have used bland language and graphics in the past, that you can offer the wrong message a MILLION times a month – even to the right people- and they still won’t do business with you.  So often a client will tell me that TV, or radio, or print, or internet simply will not work for them.  However, when they admit that they have given this medium 6 weeks to deliver, and they show me an ad that has no call-to-action and no real reason to truly remember anything about their product or service or location…  We together realize the medium has not been tested in a way that honestly proves anything.
With the right target audience, message, creative delivery, medium, reach and frequency- advertising works, period.  So in this upcoming year, find out what makes you different from your competition [Westokes would be happy to help] and do as much advertising as you can afford to do.  To figure out your actual budget numbers, here is a helpful tool from one of my favorite enterprises, The Wizards of Ad:
http://adbudgetcalculator.com
May your 2011 be full of peace & love & health, fun & creativity… caring & sharing with all those around you…

Most business owners know that a percentage of their past and projected sales should be secured for advertising.  In ‘The New Economy” I tell my clients to look at their profits from the last two quarters of 2010 to determine their first two quarters of 2011. I advise clients to budget as much as they feel comfortable budgeting. Meaning, “do not shrink back to the point you know full well you aren’t advertising enough- but do not rack up mammoth debt just to up your media spending.”

Few businesses remember to calculate the correct amount to spend on their Creative.  I’ve learned from client’s who have used bland language and graphics in the past, that you can offer the wrong message a MILLION times a month – even to the right people- and they still won’t do business with you.  So often a client will tell me that TV, or radio, or print, or internet simply will not work for them.  However, when they admit that they have given this medium 6 weeks to deliver, and they show me an ad that has no call-to-action and no real reason to truly remember anything about their product or service or location…  We together realize the medium has not been tested in a way that honestly proves anything.

With the right target audience, message, creative delivery, medium, reach and frequency- advertising works, period.  So in this upcoming year, find out what makes you different from your competition [Westokes would be happy to help] and do as much advertising as you can afford to do.  To figure out your actual budget numbers, here is a helpful tool from one of my favorite enterprises, The Wizards of Ad:

http://adbudgetcalculator.com

May your 2011 be full of peace & love & health, fun & creativity… caring & sharing with all those around you…

Posted in Budget | Leave a comment