Advertisers are no different than folks who try to save money by negotiating a “deal” or justifying a premise on which the ad agency should price their work. Here are some of the more interesting techniques that clients have used over the past 50+ years. I have heard it all;…
Marketers who rely on their exhibit display alone are not taking full advantage of all trade show opportunities like New Product Releases. According to a study by the Center for Exhibition Industry Research pre-show marketing dramatically increases sales. The study shows: 76% of attendees arrive at the show with an…
A publisher’s rep and long-time friend forwarded me a product release a while back. Enclosed was a note, “Boy do they need help.” It was a poorly written form letter with a brochure and photos attached. I called the company, the guy said he did it himself (no kidding) and…
If you have been to a Harbor Freight outlet lately you will most likely experience long lines at the cash registers just about any time of the day. Why, even in economic downfalls, when retail sale are down, are customers breaking down the doors at Harbor Freight? The answer is…
I get a chuckle out of some of the claims and phrases used in print and broadcast advertising. Here is a sample of slogans and clichés that I have compiled and what they really mean. SAVE! No one actually “saves” the money that they don’t spend on discounted products or…
The three major trade shows in the automotive aftermarket are held in November and December. They are the Specialty Equipment Market Association, or SEMA Show (the “Hot Rod Show” to us old timers), the AAPEX show and the Performance Racing Industry or PRI Show. These are mega events bringing buyers…
Trade shows present a lucrative opportunity for marketers to gain exposure to vast numbers of potential buyers. For most manufacturers and distributors it is a major expense. So organization, preparation and coordination are essential to capitalize on their investment. A well planned and executed trade show effort will maximize response…
We who live in the canyons and foothills of California are constantly concerned about the threat of wildfires. After the devastating 2007 Santiago Fire, which destroyed ten homes, our local Fire Safe Council mobilized a multi-faceted fire prevention program through education and events. Our objective was to inform and motivate…
Today when the Internet seems to be the place where buyers are flocking to buy products. Shops and retail stores are feeling the sales pinch. Sure, shopping on-line does offer a wide variety of products at very competitive prices, but what is lacking in the e-commerce world is that personal…
It is interesting to note that with the current Internet marketing frenzy of websites, email promotions and Social Media, that a large marketing segment is being overlooked. Today, when Millennia’s would rather text than talk, Social Media and On-Line shopping have emerged as the contemporary phenomenon to shop and buy.…
