Saturday, July 25, 2009
CNN iReport
If you want to read one of my articles go to www.ireport.com and type in "Shabby Apple" into the search engine.
Friday, July 10, 2009
Keys To Outdoor Advertising
If used correctly billboards can be highly effective as either an informational or directional tool to spur immediate action on the behalf of the viewer. An example would be a restaurant owner employing a billboard as a means of beckoning hungry motorists to “get off at the next exit” so that they can enjoy a good meal. But before a billboard can be effective there are several key variables that should be considered. They are; the type of boards available, the board’s associated costs, and issues surrounding both the style and design of the board.
The two most common types of billboards are posters and painted displays. Posters are made up of vinyl panels that are pasted onto the board’s frame. These panels are referred to as “showings” and the number of showings needed depends in part on the size of your target market.
There are three basic types of posters; 24-sheet, 30-sheet and bleed. 24-sheet posters measure 12x15 feet and provide 25% more copy area than its 24-sheet counterpart. Bleed posters are generally 30-sheets whose print area extends all the way down to the board’s frame thus providing maximum copy area.
Painted displays are larger than posters and come in two forms. They are walls and bulletins. Painted wall displays tend to be expensive because the ad is hand painted directly onto the wall of a building. Bulletins on the other hand can either be hand painted on-site or painted offsite, and then transported in sections to the desired location. Once at the desired location the bulletins are re-assembled and affixed onto the board’s wooden frame. Bulletins measure 14x48 feet whereas wall displays vary depending on the wall’s available surface area.
The costs associated with billboard advertising vary based on the type of board used, design elements, the length of the contract, and the location of the board itself.
Painted displays are more expensive to create and maintain than poster displays due to their handcrafted nature. Whereas posters can increase in price depending on the number of showings needed to achieve market penetration. Furthermore there is another cost associated with posters that one must be mindful of in terms of maintenance related issues. Unlike bulletins which can be purchased individually, poster showings must be purchased as a group. Therefore even though one showing in the display may need to be repairs, you must purchase the entire display all over again in order to replace that one panel. In addition, boards in higher traffic areas tend to command higher purchase prices.
In terms of contracts, the longer the duration of the contract the more economical the price. The most cost effective contracts run three to five years in length. However, certain types of displays traditionally involve shorter contract times like poster contracts. They generally run for 30 day increments at a time. Rotating bulletin contracts run for 60 day increments.
In regards to design elements, the more complex you get, the more costly the ad. Design elements such as cut outs, kinetic boards, spectaculars, backlighting and holography tend to cost more than straight one-dimensional designs.
Traditionally there are two basic types of billboard contracts rotating or fixed. Due to their transient nature, the cost of rotating billboards tends to rely heavily on the amount of traffic flow in the area surrounding the billboard itself. If you are unsure of whether or not a certain billboard location will work for you, you can ask if they offer train run or seasonal rates. This can be a good option for billboard novices.
In addition to cost, factors to consider when choosing a billboard location are the number of other billboards in the immediate vicinity, visibility, spacing in relation to billboard size, and traffic flow.
You do not want your board in an area with too much competitive clutter. The less competition for a motorist’s eye the better.
The size of your billboard should be based in part on the number and sizes of the other billboards in the area. For example is you are using a series of billboards (1-3) each billboard should be 14x48 feet. If you are using a series of three or more boards you can vary the sizes more. As a general rule of thumb billboards should be places no less than two miles and no more than ten miles apart. This however can vary once again based on the size and number of competing boards.
A board’s visibility is determined by the closest distances at which the billboard becomes both visible and readable while traffic is moving at the maximum legal speed limit. Other issues related to viability are the proximity of foliage, traffic lights, road construction and or detour schedules.
While we are on the subject of visibility, let’s take just a moment now to talk briefly about billboard copy. It should consist of five to ten words that immediately attract attention and are memorable. . The billboard’s lettering should be simple, large and complement the ad’s overall design. The colors used in both the text and overall design should be bright and contrast from the surrounding landscape. A classic example of brief, memorable text combined with proper spacing was the Burma Shave billboard campaign of the 1950’s.
As it should be with anything in marketing, your billboard campaigns should be measurable. Unfortunately the effectiveness of a billboard can be hard to measure. To combat this problem most marketers rely on the TAB (Traffic Audit Bureau) to aid them in measuring a billboard’s effectiveness. The TAB is an impartial monitoring organization that is supported in part by advertising agencies and billboard companies. Their function is to verify the number of billboards in a given market and establish their impact on consumers.
In summary, outdoor billboards if used effectively can have a positive impact on your business. For a billboard campaign to be effective it is important to remember a few simple rules of engagement about the types of board’s available, their associated costs as well as design and style. If you can do those things, you are well on your way to launching a successful outdoor advertising campaign.
For more information on this or other business related topics consult you local marketing professional.
The two most common types of billboards are posters and painted displays. Posters are made up of vinyl panels that are pasted onto the board’s frame. These panels are referred to as “showings” and the number of showings needed depends in part on the size of your target market.
There are three basic types of posters; 24-sheet, 30-sheet and bleed. 24-sheet posters measure 12x15 feet and provide 25% more copy area than its 24-sheet counterpart. Bleed posters are generally 30-sheets whose print area extends all the way down to the board’s frame thus providing maximum copy area.
Painted displays are larger than posters and come in two forms. They are walls and bulletins. Painted wall displays tend to be expensive because the ad is hand painted directly onto the wall of a building. Bulletins on the other hand can either be hand painted on-site or painted offsite, and then transported in sections to the desired location. Once at the desired location the bulletins are re-assembled and affixed onto the board’s wooden frame. Bulletins measure 14x48 feet whereas wall displays vary depending on the wall’s available surface area.
The costs associated with billboard advertising vary based on the type of board used, design elements, the length of the contract, and the location of the board itself.
Painted displays are more expensive to create and maintain than poster displays due to their handcrafted nature. Whereas posters can increase in price depending on the number of showings needed to achieve market penetration. Furthermore there is another cost associated with posters that one must be mindful of in terms of maintenance related issues. Unlike bulletins which can be purchased individually, poster showings must be purchased as a group. Therefore even though one showing in the display may need to be repairs, you must purchase the entire display all over again in order to replace that one panel. In addition, boards in higher traffic areas tend to command higher purchase prices.
In terms of contracts, the longer the duration of the contract the more economical the price. The most cost effective contracts run three to five years in length. However, certain types of displays traditionally involve shorter contract times like poster contracts. They generally run for 30 day increments at a time. Rotating bulletin contracts run for 60 day increments.
In regards to design elements, the more complex you get, the more costly the ad. Design elements such as cut outs, kinetic boards, spectaculars, backlighting and holography tend to cost more than straight one-dimensional designs.
Traditionally there are two basic types of billboard contracts rotating or fixed. Due to their transient nature, the cost of rotating billboards tends to rely heavily on the amount of traffic flow in the area surrounding the billboard itself. If you are unsure of whether or not a certain billboard location will work for you, you can ask if they offer train run or seasonal rates. This can be a good option for billboard novices.
In addition to cost, factors to consider when choosing a billboard location are the number of other billboards in the immediate vicinity, visibility, spacing in relation to billboard size, and traffic flow.
You do not want your board in an area with too much competitive clutter. The less competition for a motorist’s eye the better.
The size of your billboard should be based in part on the number and sizes of the other billboards in the area. For example is you are using a series of billboards (1-3) each billboard should be 14x48 feet. If you are using a series of three or more boards you can vary the sizes more. As a general rule of thumb billboards should be places no less than two miles and no more than ten miles apart. This however can vary once again based on the size and number of competing boards.
A board’s visibility is determined by the closest distances at which the billboard becomes both visible and readable while traffic is moving at the maximum legal speed limit. Other issues related to viability are the proximity of foliage, traffic lights, road construction and or detour schedules.
While we are on the subject of visibility, let’s take just a moment now to talk briefly about billboard copy. It should consist of five to ten words that immediately attract attention and are memorable. . The billboard’s lettering should be simple, large and complement the ad’s overall design. The colors used in both the text and overall design should be bright and contrast from the surrounding landscape. A classic example of brief, memorable text combined with proper spacing was the Burma Shave billboard campaign of the 1950’s.
As it should be with anything in marketing, your billboard campaigns should be measurable. Unfortunately the effectiveness of a billboard can be hard to measure. To combat this problem most marketers rely on the TAB (Traffic Audit Bureau) to aid them in measuring a billboard’s effectiveness. The TAB is an impartial monitoring organization that is supported in part by advertising agencies and billboard companies. Their function is to verify the number of billboards in a given market and establish their impact on consumers.
In summary, outdoor billboards if used effectively can have a positive impact on your business. For a billboard campaign to be effective it is important to remember a few simple rules of engagement about the types of board’s available, their associated costs as well as design and style. If you can do those things, you are well on your way to launching a successful outdoor advertising campaign.
For more information on this or other business related topics consult you local marketing professional.
Monday, July 6, 2009
New Article
Tuesday, June 30, 2009
Stephen Crane Article
Years ago while working in the hospitality industry I had an article published in Frugal Fun magazine. The article was about Author Stephen Crane’s roots to the town of Port Jervis and offered information on historical tours that I created for one of my employers. I have just learned that the article was picked up by Global Travel Review, an International Travel Magazine. If you would like to read the article you can log onto http://www.frugalfun.com/travel.htm or http://www.frugalfun.com/portjervis.html . It is a good example of how article distribution is not a new idea as well as how to use articles to promote tourism packages
Monday, June 22, 2009
When it comes to advertising do you spray and pray?
By Killeen M. Gonzalez
Advertising, whether you love it or hate it, all successful businesses must engage in it in one form or another. It is actually how a business chooses to engage in advertising itself that determines whether or not their advertising efforts succeed.
Successful advertising starts with a well thought out plan. Unfortunately many business owners do not take the time to create an advertising plan. Instead they adopt what is traditionally known in the advertising industry as a “spray and pray” approach.
This approach involves scattering a company’s limited advertising dollars far and wide while praying for the best outcome. It is an approach that tends to make business owners more susceptible to affable advertising sales reps and most importantly, it rarely takes into account the company’s overall marketing strategy.
Before any advertising dollars are spent there are crucial tasks that a business owner should engage in. Failing to take into account these tasks will result in wasteful advertising expenditures.
One such crucial task is the creation of a positioning strategy. A positioning strategy simply defined is deciding what you plan to do to position your business into the minds of the buying public. Ideally it should work in tandem with all aspects of your business.
For those unfamiliar with the positioning process here are six basic questions to ask yourself before embarking on the creation of a positioning strategy;
1. What position do you own? In other words, how do your prospects see you now? What goes through their mind when they think of your company?
2. What position do you want to own? Are you the market leader or one of the market followers?
3. Whom must your outgun? Who are your biggest competitors?
4. Do you have enough money? It takes both time and money to position your business in the public’s eye. You will want to think about such things are whether or not you can effectively advertise in more than one marketing statistical area.
5. Can you stick it out? Like question number 4 suggests, it takes a certain amount of resources to get the public to recognize and remember your business. When it comes to successful advertising, you have to have enough resources and be prepared to be in it for the long haul.
6. Do you match your position? There is an old adage that states “just because a zebra wants to be a horse it doesn’t mean that it will become one. In other words, you have to be realistic about what you are selling as well as your company’s resources and commitment level to the task.
Once you have the answers to those six questions you will undoubtedly have a better idea of how to proceed with creating your positioning strategy as well as your overall advertising plan.
In conclusion, don’t fall prey to the “spray and pray” mentality and remember that deciding on advertising can be a lot like traveling, if you don’t first decide on a destination, any road will get you where your going.
Advertising, whether you love it or hate it, all successful businesses must engage in it in one form or another. It is actually how a business chooses to engage in advertising itself that determines whether or not their advertising efforts succeed.
Successful advertising starts with a well thought out plan. Unfortunately many business owners do not take the time to create an advertising plan. Instead they adopt what is traditionally known in the advertising industry as a “spray and pray” approach.
This approach involves scattering a company’s limited advertising dollars far and wide while praying for the best outcome. It is an approach that tends to make business owners more susceptible to affable advertising sales reps and most importantly, it rarely takes into account the company’s overall marketing strategy.
Before any advertising dollars are spent there are crucial tasks that a business owner should engage in. Failing to take into account these tasks will result in wasteful advertising expenditures.
One such crucial task is the creation of a positioning strategy. A positioning strategy simply defined is deciding what you plan to do to position your business into the minds of the buying public. Ideally it should work in tandem with all aspects of your business.
For those unfamiliar with the positioning process here are six basic questions to ask yourself before embarking on the creation of a positioning strategy;
1. What position do you own? In other words, how do your prospects see you now? What goes through their mind when they think of your company?
2. What position do you want to own? Are you the market leader or one of the market followers?
3. Whom must your outgun? Who are your biggest competitors?
4. Do you have enough money? It takes both time and money to position your business in the public’s eye. You will want to think about such things are whether or not you can effectively advertise in more than one marketing statistical area.
5. Can you stick it out? Like question number 4 suggests, it takes a certain amount of resources to get the public to recognize and remember your business. When it comes to successful advertising, you have to have enough resources and be prepared to be in it for the long haul.
6. Do you match your position? There is an old adage that states “just because a zebra wants to be a horse it doesn’t mean that it will become one. In other words, you have to be realistic about what you are selling as well as your company’s resources and commitment level to the task.
Once you have the answers to those six questions you will undoubtedly have a better idea of how to proceed with creating your positioning strategy as well as your overall advertising plan.
In conclusion, don’t fall prey to the “spray and pray” mentality and remember that deciding on advertising can be a lot like traveling, if you don’t first decide on a destination, any road will get you where your going.
Want to know how to choose a show that’s right for your business?
By Killeen M. Gonzalez
Exhibiting or visiting industry trade, association and or public shows can be an integral part of a business’s success if done properly. Some businesses put a lot of effort into the show itself. But they are missing what should be the first step in employing such shows into their marketing strategies – picking the right show.
Not all shows are created equal. Some business owners often fall into the trap of automatically assuming that the bigger the show is the better. This is not always the case. Quite often it is one’s attendance at the smaller shows that yields the biggest profits.
Another common mistake business owners make is assuming that just because they use a certain show every year, they should continue to do so. You should scrutinize every show you attend on an annual basis as a show’s effectiveness can change over time as can your company’s. Different goals equate with different shows.
Which brings us to the first crucial thing you should do when determining which show to attend, ask yourself, what specifically do I want to accomplish at the event? Your answer to that question is going to help you narrow down your show selection.
For example, if expanding your market reach is your goal, look for a show that targets your desired market segment. On the other hand, if market research is more your aim, look for a show that attracts the market your currently in or the one you wish to enter.
Once you have decided on your focus and narrowed down the field a bit go a few steps further. Take the time depending on your goal to talk to the people you want to reach.
Ask your best customers what shows they attend when they are preparing to make some critical buying decisions. Or, if entering new markets is your goal ask the people you’d like to have as customers what shows they attend. In addition, find out what shows your competitors are attending and the track record of the show’s management.
If after all that you are still unsure which show to employ into your marketing plans, engage in a little reconnaissance mission. Instead of exhibiting at a show your considering go as a visitor and check it out first hand. While there walk around and ask other attendees and exhibits what they think of the show. If it all checks out, consider exhibiting at the show the next time around.
In conclusion, considering the high costs associated with shows and the current economic climate it is imperative to take the right first step. Do your research and based on your research choose the right show for you. Your potential profits depend on it.
Exhibiting or visiting industry trade, association and or public shows can be an integral part of a business’s success if done properly. Some businesses put a lot of effort into the show itself. But they are missing what should be the first step in employing such shows into their marketing strategies – picking the right show.
Not all shows are created equal. Some business owners often fall into the trap of automatically assuming that the bigger the show is the better. This is not always the case. Quite often it is one’s attendance at the smaller shows that yields the biggest profits.
Another common mistake business owners make is assuming that just because they use a certain show every year, they should continue to do so. You should scrutinize every show you attend on an annual basis as a show’s effectiveness can change over time as can your company’s. Different goals equate with different shows.
Which brings us to the first crucial thing you should do when determining which show to attend, ask yourself, what specifically do I want to accomplish at the event? Your answer to that question is going to help you narrow down your show selection.
For example, if expanding your market reach is your goal, look for a show that targets your desired market segment. On the other hand, if market research is more your aim, look for a show that attracts the market your currently in or the one you wish to enter.
Once you have decided on your focus and narrowed down the field a bit go a few steps further. Take the time depending on your goal to talk to the people you want to reach.
Ask your best customers what shows they attend when they are preparing to make some critical buying decisions. Or, if entering new markets is your goal ask the people you’d like to have as customers what shows they attend. In addition, find out what shows your competitors are attending and the track record of the show’s management.
If after all that you are still unsure which show to employ into your marketing plans, engage in a little reconnaissance mission. Instead of exhibiting at a show your considering go as a visitor and check it out first hand. While there walk around and ask other attendees and exhibits what they think of the show. If it all checks out, consider exhibiting at the show the next time around.
In conclusion, considering the high costs associated with shows and the current economic climate it is imperative to take the right first step. Do your research and based on your research choose the right show for you. Your potential profits depend on it.
Why are you in business?
By Killeen M. Gonzalez
Ask yourself what is the sole purpose of business? If your only answer is that it is to make money you are missing the broader picture. Stating that the sole purpose of a business is to make money is a lot like saying that the sole purpose of life is to eat.
Eating is a requirement of life, not the purpose for it. Without food people die. Profits are to business like food is to people. Profits should be a requirement of business, not the sole purpose. In other words, it remains as true today as it was years ago, customers abandon companies that do not place a high value on them and they take their money with them.
From an elementary marketing perspective the purpose of an organization is to satisfy consumers’ wants and needs. These wants and needs can be satisfied only to the extent that the business owner understands those that use his products and or services and that he can provide what the consumer wants and needs better than the competition.
In order to do this the business owner needs a marketing plan that contains a targeted marketing strategy. The strategy should define both the market and the tactics used to reach that market. Creating such a plan is actually a very complex and fluid process that requires some degree of marketing skill.
Nonetheless, there are eight basic steps a business owner can take to get started on creating a targeted marketing strategy. They are as follows; define the relevant market, analyze characteristics and wants of potential customers, identify bases for segmenting the market, define and describe market segments, analyze competitors’ positions, evaluate market segments, select market segments and finalize the marketing mix.
Once a targeted marketing strategy is created the ultimate test of it’s success is consumer response and whether or not that response ultimately translates into what your business needs – profits.
In conclusion business owners need to consider understanding and fulfilling the needs and wants of consumers as the purpose of their business. They also want to keep in mind that the keys to understanding consumers are proper research and planning. Those who believe that the sole purpose of their business is to “just make a buck” should remember that without people there can surely be no profits, and without profits there surely will be no business.
For more information on creating your own marketing plan contact a local marketing professional near you. If you do not have a marketing professional near you, you can search for on online at such sites as guru.com or liveperson.com.
Ask yourself what is the sole purpose of business? If your only answer is that it is to make money you are missing the broader picture. Stating that the sole purpose of a business is to make money is a lot like saying that the sole purpose of life is to eat.
Eating is a requirement of life, not the purpose for it. Without food people die. Profits are to business like food is to people. Profits should be a requirement of business, not the sole purpose. In other words, it remains as true today as it was years ago, customers abandon companies that do not place a high value on them and they take their money with them.
From an elementary marketing perspective the purpose of an organization is to satisfy consumers’ wants and needs. These wants and needs can be satisfied only to the extent that the business owner understands those that use his products and or services and that he can provide what the consumer wants and needs better than the competition.
In order to do this the business owner needs a marketing plan that contains a targeted marketing strategy. The strategy should define both the market and the tactics used to reach that market. Creating such a plan is actually a very complex and fluid process that requires some degree of marketing skill.
Nonetheless, there are eight basic steps a business owner can take to get started on creating a targeted marketing strategy. They are as follows; define the relevant market, analyze characteristics and wants of potential customers, identify bases for segmenting the market, define and describe market segments, analyze competitors’ positions, evaluate market segments, select market segments and finalize the marketing mix.
Once a targeted marketing strategy is created the ultimate test of it’s success is consumer response and whether or not that response ultimately translates into what your business needs – profits.
In conclusion business owners need to consider understanding and fulfilling the needs and wants of consumers as the purpose of their business. They also want to keep in mind that the keys to understanding consumers are proper research and planning. Those who believe that the sole purpose of their business is to “just make a buck” should remember that without people there can surely be no profits, and without profits there surely will be no business.
For more information on creating your own marketing plan contact a local marketing professional near you. If you do not have a marketing professional near you, you can search for on online at such sites as guru.com or liveperson.com.
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