Oakland County Michigan

Last call for the Oakland County Book!
In 2002, the per capita personal income in Oakland County was $47,394. This was an increase of 23.2% from 1997. The 2002 figure was 153% of the national per capita income, which was $30,906.
As you can see... this is a very desirable communtiy to reach!

The No-Brainer

Advertising can be confusing and intimidating for many businesses. Whether you are a business person with a retail store or in the service industry, the advertising you want is probably simply advertising to drive customers to you, not the glitzy image ads of Madison Avenue. If you are say, a jeweler selling Rolex watches, you will have support from Rolex that will include those ads. You can use that to let people know you sell that Brand and drive the Rolex seeking traffic to your store.

But let's say you are a Mom & Pop lawn maintenance company... your immediate advertising goal will be to get the word out about your service to people who are looking for that service...not create an image ad. And where will you run your ad? As I've mentioned before, a good media mix is important, but the most basic place to advertise is your local Yellow Pages.

People look in the Yellow Pages when they have a need. They have money in one hand and the phone in the other. Someone is going to get their business, NOW! What better place is there to be? It is the one place where any business can be represented. There is a category or heading for everything under the sun. You don't have to figure out what kind of magazine or TV show you potential customers will be watching -- you just have to be in your category; have an ad that speaks to the customer's need and you'll get their call!

That jeweler selling the Rolex watches also benefits from being in the book. Even though he might have some support from Rolex for Cable TV ads or a local magazine - the most basic thing he should do is the Yellow Pages . The magazine will get thrown away and the TV ad is over in 30 seconds. What those ads do is raise awareness. Now the consumer thinks about that TV ad and wants to know just where that store was. Are they going to sit and watch TV in hopes of seeing that ad again or are they going to pick up the Yellow Pages and look under jewelers? Your Yellow Pages ad will increase the effectiveness of any other advertising you do -- now that is an effective media mix!

Advertising in a Slow Economy

I used to work for a company whose tag line was "Change Equals Opportunity." That is something for all of us to remember in down economic times. While change isn't necessarily easy, it does present opportunity. When the economy slows, the opportunity to grow your market share is lurking in the shadows.

According to a business-to business media study by Yankelovich Partners and Harris Interactive, businesses that continue to advertise during slow economic times have an advantage over businesses that cut their ad budgets. More than 85% of business executives believe that, in a down economy, advertising is extremely important.

"Advertising in a down economy is even more important than advertising during the good times,” says Joyce Gioia, president of the Herman Group, a firm of strategic business futurists in Greensboro, N.C. “That’s when you can build market share. That’s when you have less competition for share of mind. While others are in a cocoon, hibernating until things blow over, it’s a great time to invest in your business.”

Yes, it's sometimes scary to keep on advertising during lean times. It can take nerves of steel and discipline, but it is the right thing to do. Cutting your marketing efforts will slow your recovery when times ease up. In a down economy you can grow market share. Let the other businesses cut their advertising back, you'll get even more attention with your advertising! When the economy gets better, and it will, you'll grow sales because you primed the pump during the slow time with consistant advertising.

Who Are You Trying to Reach?

What does your customer look like? Who buys your product or uses your services? Why do I ask? Because it makes a difference in how and where you advertise. If you are selling skateboards and your customers are mostly young men then you want to reach young men. Cable Television is a great way to do this. ESPN, ESPN2, MTV are good choices. You may even be able to save money buying overnite spots with this group - 24 hour rotators are also less expensive. This is not the easiest group to target, but with a little research and planning you can target your group, save money and have an effective plan. A word to the wise ... don't put all of your eggs in one basket. The best plan is a media mix.... but that's another post.

What to include in your ad!

In the Yellow Pages Industry we have an acronym that we constantly refer to when putting together an ad. It's the R.A.S.C.I.L. Factors.

• Reliability - Years of Exp. ; Firm Size; Insurance Coverage
• Authorized Sales & Service -Brand Names; Sales; Service
• Special Features - 24 Hr. Service; Time Payments; Pick-up & Delivery
• Completeness of Service - Free Estimates;Variety of Services; Special Equipment
• Illustration Logo or Emblem - Firm Photo; Descriptive Art; Owner or Employees
• Locations & Areas Served - Phone Numbers; Business Hours; Parking

When a client tells me an ad didn't work in the past, I always ask if they still have it on file. Sometimes just one glance will tell you why. Like the fellow whose friend did up an ad for him for free. The headline was "Call me Last..." File that under be careful what you ask for...

Welcome To Advertising Works!

Advertsing Works was created for you, the advertiser. It will give tips and answer questions on advertising.