I have tried that and it didn't work!

How many times have you tried a new advertising or promotion thinking this was going to be the greatest ever and it wasn't. Usually you don't see any response or the product you were trying to move sat on the shelves and everything else sold. The next time you were approached for that advertising or promotion you decided not to do it because of your previous response. This is what I call the "I tried that it doesn't work" complaint. One thing to remember about advertising and marketing is there are a lot of components that make up every situation.

For instance, I have a client in Mississippi (Auto Dealership). They have been closing Memorial Day weekend for the past 15 years. The reason was their last promotion on Memorial Day was a flop. During our conversation I made mention of another client just over an hour from him who does a great memorial day sale. Short story he ended up doing a sale with our help and put an additional $60k on the books in May.

My point is, if a promotion or advertisement doesn't show potential, don't rule it out. Something that didn't work 10 years ago is working today. Marketing is constantly changing in your area. The fact that newspaper is the largest portion of advertising dollars for small businesses is crazy from my stand point. Continue to try new innovative ways to advertise your company. The more dramatic and unbelievable the content of your promotion, the better your results 9 times out of 10.

Thanks
Dennis Kelderhouse
Direct Marketing Specialist

I have tried that and it didn't work!

Jaded Marketing attitudes can be harmful to you and your business

Advertising has become such a large expense to businesses today. With all the different mediums and venues to sponsor and advertise in, making decisions on who and where can be extremely frustrating. This one facet of your business can be overwhelming. During my 10 years of automotive marketing experience I have noticed that dealer principles have become almost numb to advertising decisions. They are custom to trying everything to see what works and what doesn't, and their budgets tend to be some of the largest in town, so they can afford to try all types of mediums and their success rate is higher due to these circumstances.

Just the opposite is true with local single point merchants, they have to be so careful with their budget, that they have become jaded in most circumstances. I see this as a large stumbling block for them. working with independent merchants whose quarterly ad budget might only be $2000 is all new to me. Having the opportunity to come home and work with local families and merchants that I grew up with is the greatest feeling and I love a challenge, and believe in a simple motto: "My success is only from surrounding myself with individuals I have helped become successful themselves," Vincent Lambardi. There is no I in Team.

This Jaded behavior that I mention can be very harmful and I do not recommend it at all. This type of on guard and stand offish behavior is never helpful. Why would any merchant alienate themselves or their business is beyond me. Always remember that anyone who is working in the marketing industry has had a ton more successful campaigns and failures than your business has ever had. What a valuable resource this can be for you. In the past 10 years I have helped dealer principles raise well over 100 Million dollars in gross profit, and I assure you in order to reach these type of numbers there have been my fair share of failures as well. I only bring this up because of some of the negative reactions I have received from local merchants. Hiring an expensive marketing agency is not an option for everyone, so relying on those who call on you in the industry to help promote your business is quite important.

This blog is here to help us as group become more efficient with our ad budgets.

Dennis Kelderhouse
Direct Marketing Specialist

Turn summer chalanges into cash

Summer provides a change of pace and scenery for many customers, as children take a break from school and professionals schedule vacation time to travel or spend with family. The changes of the season can be a challenge for marketing professionals who strive to make connections with clients through the routines and rhythms of daily life. This summer, take advantage of the unique marketing opportunities of the season and connect with your clients as they enjoy a time of leisure and entertainment.

#1 - Get Ahead of the Competition

Because of the busy summer season, many marketers take a break from actively pursuing new business during the summer months. Take advantage of a slow advertising season and increase your advertising presence. I'm always amazed at how many merchants stop advertising in the summer because they don't see the importance.

#2 - Promote Seasonal Services

The summer season is a great time for attention-grabbing promotions. Offer special discounts on a high-interest product to attract customers and highlight seasonal promotions that will attract vacationers, or families with children on summer break.

#3 - Start Working Ahead for the Next Season

Start planning for the busy marketing season that begins immediately after Labor Day. Spend some time analyzing marketing data, work on a new product, or start planning ahead for a spectacular back-to-school campaign.

Let us at Kelnic Corp help tailor a marketing solutions that will help generate more business for your company.