Signmaking Course 1 -- C105
EFFECTIVE AVENUES OF PROMOTION
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1.1 ~ EFFECTIVE AVENUES OF PROMOTION
To keep your shop humming with profitable work, it's vital to advertise your services. Your company is going to require the maximum exposure you can afford. This constant exposure will alert potential customers who you are and where you are when they need a sign. By positioning YOUR name at their fingertips and even literally displaying it in front of their eyes, they'll call YOU for identification products and services.
There are all types of promotion. They range from direct mail, word of mouth, advertising in newspapers and telephone directories to radio and T.V. spots, cold calls and telemarketing. Whatever the medium, consider the cost. Advertising will usually be an expense that remains in your budget.
1.2 ~ Newspapers, Magazines and Other Publications
Although printed advertising can be the most costly avenue, this form of exposure puts your name and message in front of the largest number of likely clients. Selecting and designing your advertisement should be given the priority it deserves.
Look at other printed advertising to evaluate why it commanded your attention. Is there something you can use in your advertisement? Pay attention to copy, graphics, type style, and use of space. Note the ad's placement on the page and the section it's found in. Why do certain types of businesses run their ads in specific sections of the newspaper or trade journal? Results! You can use what drew your interest and modify it to suit your business' needs. Being innovative and the first to try something new is best left up to media professionals. Blunders can blow your budget.
To be effective with your advertising dollars, you must target the appropriate audience. Who exactly do you want to reach? Will that person be someone in the general public, a homeowner, or another businessperson? Different audiences are targeted through different publications. So which publication you advertise in is a fundamental decision. Remember, the local newspaper usually covers ALL households in an area and you pay for this mass-marketing privilege. Is there another local newsletter, publication, or magazine better suited to the market you're covering? In addition, will some of these offer a special rate for consecutive advertising or for running an ad in a particular business page section that is published periodically?
The audience you wish to reach will also figure into the actual design of your advertisement. Use familiar terminology in your copy that your customer can relate to.
After you've targeted the market, think of why potential customers need your product and service. What benefit will they receive? Make sure you point this out in your ad using a headline, or a graphic. Why should they call or act now? Put a time limit on your special offer. Include a coupon, extend an additional bonus product or service, or highlight a special price if they call within a certain period. If you are running a "special", advertise as many times as profitable to be consistent and get the most exposure. People respond to a repeated message, not to scattered, occasional advertising.
Not to be forgotten is the low-cost classified ad section of the local newspaper. This can be extremely productive because your presence will be encountered daily. Check into running an ad in the business services section right within the classifieds, or place a few lines under one of the other headings.
Did you know you can receive some free advertising? Yes. A great one-time, free advertising promotion is called a press release. It won't cost you a penney, either. This is run in the newspaper and serves as an announcement. For example, a press release can be run upon your grand opening. Briefly describe your company and what products and services it offers. Be certain to include the company's name, address, and phone number. A photo of you at your business location would complement the copy. Don't forget to mention your opening date, too. Additionally, press releases can be issued whenever you offer a new product and service, attend a trade show or seminar, or promote employees within your organization. Highlight how the community will benefit from the continuing education or new service.
1.3 ~ The Telephone Directory
The local telephone directory is a publication that will be one of your earliest and primary advertising mediums. Most businesses that advertise in the yellow pages find it profitable to do so. Since your potential customers all have a telephone book on hand, allocate a portion of your advertising expense to include this avenue of promotion.
Many telephone directory salespeople can offer suggestions for an eye-catching display ad. Their suggestions, along with a sampling of other yellow page ads, will give you a wealth of ideas. Not to be forgotten is the standard free listing under "SIGNS", that should definitely be taken advantage of. In addition, there are other business yellow pages specifically targeted to other business owners. These should be investigated since advertising costs could be lower.
1.4 ~ Direct Mail
Direct mail is an avenue of promotion that targets a definite audience with a specific letter, brochure, or offer. For instance, you can draft a personalized letter to construction companies and a different message to real estate offices. Different potential customer groups have various needs that can be "bull's-eyed" with a distinct service or product.
Where will you find the potential customer list to mail your brochures to? There are mailing lists available for a fee from list brokers. These lists are sorted by business type and region you wish to mail to. Another alternative is your local telephone book's yellow pages. These pages list businesses by category and the information and addresses are not out-of-date, either. Even zip codes are listed at the beginning of a telephone book. If the codes are not printed, just check with the U.S. Post Office for the area you're mailing to.
What will you say or include in your mailing? A direct, professional sales letter explaining your services and products is a beginning. This letter should include your name, business name, mailing address and business location, hours of operation, and logo, if you have one. Again, be specific as to the type of signs and services you can assist them with. Highlight how your product or service could benefit them. In addition, something they can keep on hand, such as a business or Rolodex card is a plus.
A post card provides another direct mail alternative or supplement to your sales letter. By using the same customized mailing lists, you can tailor each card's message to focus on a particular business type or need. The true effectiveness of a post card is realized when it is used as a reminder after an initial direct mail campaign. A few inexpensive cards mailed daily can generate those new jobs. For instance, at only a 3% response rate, mailing just 20 cards a day (100 per week) will land you 3 new accounts by the end of the week. Response rates can be increased with an additional telephone call after receipt of the post card.
How to lower the cost of direct mail? The local post office can issue a bulk rate permit for your business. For an application fee and an annual fee, you will be able to mail your letter or brochure at a reduced cost per piece. There are drawbacks to bulk mailing. You must have a minimum mailing of usually 200 pieces and you must put up with a slower delivery rate. So when using this route, try to make your offer as personal as possible because many view "junk" mail the same as you do!
1.5 ~ Telemarketing
The telemarketing avenue makes use of a tool that literally already rests at your fingertips. The key to this medium, though, is using it correctly. Just as "junk" mail can be viewed as a nuisance, so can "junk" telephone calls. Be respectful and mindful that you're interrupting a potential customer's work day, and therefore always be happy to call again at a more convenient time.
Having a telephone in your shop or office for telemarketing purposes is an advertising bonanza but it should not interfere with other incoming or outgoing calls. Look into another line or a call waiting feature so that lucrative inquiries aren't lost.
So, what will you say to a prospective client? First, be relaxed and friendly. Your customer will judge you, and therefore your business, according to the way you sound. Although you may want to outline a few thoughts and high points, don't make it appear as if you're just reading a script. Try to make your presentation as personable as possible. Use their name in the conversation and truly listen to their response so you can determine what their needs are. Making your pitch brief and to the point, explain the purpose of your call and what benefits you can offer them.
Some find "cold" telephone calling effective and enjoy the challenge this avenue holds, but others simply can't find the confidence to initiate this type of call. If that is your feeling, remember that the most potentially profitable telephone call is one that is made after a direct mailing. Could you phone a prospect after a letter has already introduced your company to him? This method can assist you to "break the ice". When calling, ask if the letter, brochure, or flyer has been received. Have they had a chance to look at it?
Did they notice the special offer? Did they realize this was a limited time offer? By mentioning how they can benefit from this offer, give them a reason to look it over. If they have already "trashed" it, would they like to know about the special offer again? Would they appreciate another mailing?
When speaking with the customer, note the name of the person, specific topics of conversation, signage needs, and time of day you called. When following up your telephone call with a written message or another flyer, try to include a small personalized note or message. Potential customers will appreciate your individual response.
1.6 ~ Word of Mouth
Reputation can precede you! Satisfied and happy customers can do more to promote your business than the most expensive, flashiest ads. In this sense, talk really is cheap.
Just ONE customer can tell several acquaintances about you and steer their dollars your way. Take advantage of this avenue by leaving additional business cards that the client can pass along. Also, visit adjacent businesses where the customer's banner, vinyl window lettering, etc... is visible. Offer these neighboring companies your card and a brief description of your products and services. They just might want to "keep up with the Joneses"!
Remember, a good name comes only by being fair in price, delivering the product or service on time, and adjusting any problems promptly. These three things will create a solid business relationship and a profitable one, too.
1.7 ~ Building and Vehicle Identification
Your OWN signs are an advertisement in themselves. Clean, professional building and vehicle identification signs must be given the priority they deserve to assure your potential customer that your really know your "P's & Q's". After all, you are in the SIGN business!
Always be sure to check with local zoning ordinances as to limitations. Recently many communities have enacted specific guidelines as to what size, quantity, and location this identification can assume. Additionally, if your office is located in a residential area, you may not be able to erect or display a sign outside your home.
Vehicle identification can be permanent or portable. Vinyl lettering can be applied either directly to the vehicle or on magnetic material that can be removed at will. Simple, direct signage that conveys your specific type of work is best since your sign is going to be on the move. Your name and/or logo should also take priority as this is what most people will remember first. A telephone number or address is secondary. If your vehicle sign attracts and makes an impression, be assured they'll look your name up in the telephone book when the need arises.
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