Negative Ads are everywhere, but why?

Have you been watching TV recently and noticed more and more negative ads directly attacking competitors? Why is this political advertising norm now so widely used by big businesses?

Apple  about Windows 7, Motorola & Verizon about the iPhone, and Chevy about Honda are just a few examples of the negative ads we’ve seen lately. I’m confident that while we’re in the economic state we are, there will be many more.

In today’s conservative marketplace consumers aren’t readily aware of the differences in features and benefits from one product or service to the next-only price. It’s the responsibility of businesses to diligently educate their consumers about their differences. These big businesses have chosen to do this with a commercial that directly highlights the differences of both features and benefits. In most cases, the the competition the commercial’s sponsor is referring to is doing better in the market place simply because of price alone.

As a small business, adhere your differences and take the time to educate your consumers about those differences. This will help you avoid the use of negative ads later in your business’ life cycle. To do this, just answer this question and take pride in your answer, “Why would someone by your widget over your competitors widget?” If you said, “It costs less” then try again. The last thing you want is a pricing war between your competition, because as quoted over and over again in the marketing world:

“There will always be someone willing to go out of business faster than you.”

- I’m not sure who said it first; otherwise, I would recognize him or her.

Thanks for reading and if you need help differentiating we’re happy to help.

- Matt McIntyre

We deliver small business marketing strategies, and the first one is FREE.

Chew On This: 4 Promo Product Tips

I recently met with small business owner, picked up one of his remaining 500 neon flashing pens (that he had spent several months and a good deal of money on) and asked, “Did this work?”.  “I have no idea,” he responded.  The decision to create these gnarly pens was not apart of any marketing strategy.

Small businesses spend a great deal of time and money creating  “the best promotional product” convinced that it will  immediately increase their sales.  Sadly, few understand the purpose of a promotional product, and what it should deliver (leads).  Just to reiterate, the purpose of marketing is to generate leads and a promotional product can do that, but it takes strategy and patience.

When creating a promotional product follow these four  simple guide lines:

1. Experience Extension: Determine a unique, related (loosely even) addition to the experience your product or service already offers and make it compliment that.
2. The Right Eyes: Clearly understand how and why it will be in front of your target demographic.
3. Possession Time: The longer it’s in the hands (or eyes) of your target demographic the better, which usually correlates with quality and functionality.
4. Measure & Improve: Know your return by adding a “how did you find us” feature on your website, a promotion code, or just asking “Did you see our neon pen?”  Then, take that information and apply it to improving (or completely changing) your promotional product next time around.

Here’s is an example of a well developed promotional product developed by IndianaCareerConnect.com (and my friend Ryan Scott).  excuse the poor photography

IndianaCareerConnect.com: a better career Starts Here

Indiana's #1 source of available jobs: -Apply for Available Jobs, -Post Job Openings, -Find Salary Data, -Discover Training Opportunities

1. Experience Extension: You’ve got to have fresh breath for interviews.
2. The Right Eyes: Those without jobs tend to rally together, so it’s feasible that they might hand off a piece of gum.
3. Possession Time: Until the pack runs out it will be a constant reminder.
4. Measure & Improve: This is the one downside.  Although, the product is great for brand building,  How do you know if it worked? Ryan?

Make The Match

If your small business is struggling with how a promotional product might work, we’d love to help by creating your next month’s marketing strategy at no cost to you. This free look at your next month’s marketing strategy showcases our commitment to conducting business with you now or in the future.  Either way, it’s professional marketing insight for you to keep and utilize with no obligation.  Email info@marketingmediators.com to set-up a meeting at your location.

Zest-full Experience

“I know I’m waiting in line, but I’m happy,” Jennifer said to me as we stood among other hungry patrons in the entry way of  Zest, a small restaurant located in the Broad Ripple-Area of Indianapolis, IN.  I smiled and surprisingly responded with, “Yeah, me too”.  I continued to smile and enjoy my relaxed state-of-mind when suddenly my marketing brain caught up and clouded my euphoria with endless questions: Why were we so happy?  Why weren’t we happy waiting in line at other restaurants?  What was so unique about this line that caused us to verbalize our happiness?

Zest! Exciting Food Creations

This wasn’t a typical restaurant waiting line that teased hungry people slowly losing their patience as they stare at others satisfying the exact need they are there to fulfill.  No, this waiting line was different.  The differences were ever so slight, but enough to alter the entire experience.

We happily waited for approximately 20 minutes (it was very busy) in a larger-than-most, comfortable waiting area and then sat at our table with nothing but smiles on our faces because:

• We were politely greeted when we walked in from a working, moving employee as opposed to a typical static hostess that looks bored 95% of the time and makes you wonder if she is doing anything at all to help you get a table faster.  At Zest it was obvious their goal was to get you seated fast.
• We were offered self-serve coffee to drink in real mugs while we were waiting in line.  A simple, cost-effective offering that had such a big impact on me, because I’ve never had that at a restaurant before.
• As we waited with our hot, delicious coffee in hand we listened to music and gazed at the numerous offerings of the restaurant, newspapers, the menu, as well as other contributed items that were easily accessible in the waiting area.

Experience enhancement typically results in a very minor adjustment for a small business, so when it is compared to the end result it makes all the sense in the world.  If you’re looking to enhance your experience then follow these steps:

1. Determine your most frequent customer/client.
2. Ask that person why they are your most frequent customer/client.
3. Add something to that one reason to even make it more valuable and communicate that to all clients and prospective clients.

3 Marketing Mediators Memos for small businesses:

1. Add Something Extra.  The experience you offer a customer/client is what: differentiates your small business, keeps you in the running with big competitors, and get’s people talking about you.
2. Find one that Fits. A small business can alter it’s experience at any point and to any degree without consulting “the man”, so do so until your able to find one that works.
3. It’s How You Feel. Your products or services aren’t what defines your small business in the eyes of its customer/client it’s defined by how the customer/client feels. Always remember that.

One Sentence Commercial

• If you worried that the experience your small business offers isn’t worth talking about then we can help.  We’re offering a FREE over-the-phone Experience Assessment to anyone that emails info@marketingmediators.com and mentions “Zest”.   Please include information about your small business, because we’ll be doing some  research on your behalf before speaking with you.

Who’s Your Dentist?

Recently my family dentist retired, and I began the dreaded quest for a new one.  While I was searching, I noticed I was much more attentive to direct mail pieces that crossed my path, recommendations from family and friends, and any other advertisements that typically highlighted a “New Customer Discount”.  I entered the buyer’s cycle without any dentist’s office knowing I was in their sales cycle.  Then, six months had passed and it came down to decision making time.  I finally chose the dentist’s office that was geographically friendly and the creator of the one direct mail piece I held onto for the past 2 months (because of the price and because it never expired).  I called and set up my appointment for the following week.  In less than 3 days I received: a letter from my new dentist welcoming me the program, a complementary calendar, a brochure, and this Care to Share Card.

“Whoa!”, I said to myself in a surprisingly pleased manner. “This dentist is actively capitalizing on word of mouth marketing in the service industry.”  What’s considered a necessary step for any service-based business, is often-times set aside for “more important things” when in reality this is one of the most cost-efficient uses of your marketing dollars.  This simple, inexpensive marketing piece contains great offers for me to pass along to anyone I know looking for a dentist.  I know I want Marketing Mediators LLC on the top of a small business owner’s mind when entering their buyer’s cycle.  Wouldn’t you?

Now, this Care to Share Card was prematurely introduced considering I had not had my experience there yet, but low and behold the experience was wonderful and I would recommend this dentist to anyone (and already have).  Once my appointment was completed I was given even more Care to Share Cards to pass along!  Good, I’m gonna need them.

3 Marketing Mediators Memos for small businesses:

1. Pleased Customers are your greatest sales people. Give them a true reason to share your business offerings with others.  Don’t just buy their business.
2. Offer an experience (not a product or service). That is what people remember and will share/talk about with others.
3. Ask your current clients if they would feel comfortable sharing your offerings with family and friends.  If you’re receptive enough you’ll get some great insight.

One Sentence Commercial

• If you’re too overwhelmed or don’t have the time to create a word-of-mouth referral campaign for your business Marketing Mediators LLC can help create the experience everyone will be talking about.

Is PPC for me?

Imagine targeted advertising directly related to key words (or phrases) of your choosing that you only pay for if it works (proves enticing enough to be clicked).  Welcome to the world of Pay Per Click campaigns.  Opportunities for PPC campaigns are available on many different websites including: Google, Facebook, Amazon, etc..  Yes, a properly managed PPC campaign can be very lucrative and one of the most measurable forms of advertising available, but how do you know if it’s right for your business? Start by considering these qualifiers:

Who did you ask? – Ask your current clients (that found your company online) what key words/phrases they searched to find you.  That is a good starting point.  If none of your clients found you online does a PPC initiative make sense?  Now, it might if you’re planning to target a different market, or introduce a new product line.  If that is the case, be sure to thoroughly utilize Google’s Keyword Tool to find the the most cost-effective search string.

Did you lay Bread Crumbs? – Let’s pretend your keywords are all perfect, your ad is well written, and now it just got clicked.  What’s next?   You need to funnel those people that clicked your ad down a path directly relating to that ad’s purpose in order to convert that lead into a sale.  Typically, when I give this advice it results in small website development tweaks or custom landing pages just for this purpose.  Either way this is a must for PPC conversion.

Can you Watch the Weather? - Being a smaller company your advantage is being able to dynamically change your targeted keywords in relation to: national search trends, keywords not preforming well, and new products or promotions you introduce.  The downside is this requires time and the analytical skills to support it.  Luckily, these tools are typically in place, but you have to know how to analyze them and react quickly.

3 Marketing Mediators Memos for small businesses:

1. PPC is the most successful for a company with a packaged good or service with a fixed price they are looking to promote.
2. Managing a PPC campaign takes time and needs to be managed diligently to be effective.  Initially,  the  cost of a PPC is only time (until it starts working) because the tool is already set up so be sure to plan accordingly.
3. Inexpensive Sales Funnels are Real. They are necessary to turn leads from your PPC ads into sales, and there are many cost efficient tools that can be used to achieve this.  In fact, Google documents is just one.

Quick Commercial

Marketing Mediators LLC can cost-efficiently review, consult, manage, or set-up a PPC campaign for businesses that:

• Are not currently getting PPC results.
• Need a proper sales funnel developed to convert PPC leads into sales.
• Don’t have the time to manage an effective campaign.
• Want to start a PPC campaign from scratch.
• Want to know if PPC is right for them.
• Just e-mail Matt to get started.