Gettin the word out

[John Nelson]

Many thanks for all the inputs and suggestions. It’s all the common sense stuff I learned, way back when, and promptly stopped using, either because I thought I knew it all, or, just forgot (we old f***s tend to do that more frequently than we used to…). In this small town, like many of the other small towns around, folks tend to hold their cash cards pretty close to their vests, hoping somebody’s going to come along and say: “That’s all right, I’ll do it for FREE!” I recently produced a DVD of a dance recital and was able to just about break even by offering: “BUY TWO, GET ONE, FREE!” Course, by the time I bought all that ink, a duplicator, jewel cases and DVD’s, plus two weeks worth of chasing them around for their checks and deliveries, well, you can guess where my profit margins went… I think I wrote earlier, the TV and cable stations are freebies in the production market as long as they buy, I think it’s down to, a couple hundred in ROS time. Most of what is around here are oil guys, dairies and aliens (the little green kind from Uranus). Thought about setting up something for tourists whereby they are keyed over some kind of alien chase/war/abduction//// and have them walk away with a DVD. Logistics prevent that immediate turnaround and I don’t think they’ll want to wait, since, if you’ve seen one alien, you’ve seem ’em all…

Anyway, I’ve droned on long enough. Have the brochures, cards, demos, am doing the face time, follow ups, thank you cards following a meeting, spec spots, baby kissing (and other anatomy parts), car washing, valet parking at parties and the list goes on. Haven’t done much schmoozing since drinks and dinner bills mount up faster and fatter than my waistline…

Come to think of it, being a friendly neighborhood undertaker doesn’t sound half bad; I could produce one of those memorial pieces that are becoming all the rage nowdays, right?

Thanks again,
John

[Gary Alan]

undertakers don’t have the client looking over their houlder while they work.

[John Nelson]

Thank Goodness! And I can let them down, and not vice versa!

[Brendan Coots]

I would definitely agree with Nick here. I am not sure whether you are selling consumer services (like wedding video) or B2B (such as corporate video) but the approach is always the same. The trick to effective marketing, no matter what service or product you offer, is to AVOID scattershot, random “give it a try” type approaches. This will just spread your budget paper thin, and it defies a major rule of marketing which is to find a good niche and maintain a presence in that niche for a long, long time. People mostly react to marketing messages the 5th or 6th time they see it, and it is unlikely that, after a few hundred dollars in ad buys, your commercials will have been seen enough times by your target audience to have any impact on your sales. While not a rule, TV ads are traditionally more for companies in the branding phase of their business, which usually means they are a mature company with a decent amount of money in the bank, and are ready to go wide-net.

Experienced marketing pros will also tell you the time-tested approach is to identify your target audience first, draft a list of their demographics and interests, business segment etc. and approach them based on those findings. With B2B, a good start might be trade publications, web sites and trade shows, all related to THEIR line of business (not yours). While less glamorous than TV ads, you are putting yourself in front of them while they are thinking about their business and how to improve it, and providing a solution. You wouldn’t put an ad for a giant hamburger in front of someone who just ate thanksgiving dinner, so why put a business related ad in front of someone who is finally home and tired of thinking about work? The same principal applies to wedding video. Putting ads in wedding-related publications, web sites etc. is hitting prospects while they are in the buying mindset, looking for what you offer and is targeted enough to ensure that your marketing dollars are not wasted.

And finally, a good price on a tv ad buy doesn’t make it a good deal if the money is wasted. Unfortunately for a lot of businesses, TV has a strong appeal to the owner because they will get to see their name in lights. But once that “high” is gone (and your budget) the reality sets in – it was a waste of money because it was poorly targeted, poorly timed and it didn’t last long enough to set in with what few prospects might have seen it.

Brendan Coots
Splitvision Digital
http://www.splitvisiondigital.com

[Ron Lindeboom]

[beenyweenies] “…a good price on a tv ad buy doesn’t make it a good deal if the money is wasted. Unfortunately for a lot of businesses, TV has a strong appeal to the owner because they will get to see their name in lights. But once that “high” is gone (and your budget) the reality sets in – it was a waste of money because it was poorly targeted, poorly timed and it didn’t last long enough to set in with what few prospects might have seen it.”

A great observation and comment, Brendan. I know more than a few businesses that tried this thinking that it would make their company strong quickly. Unfortunately, it nearly always doesn’t work and when the money’s gone, the reality sets in.

It is far harder to assess a market, research the players and the needs, find a niche within it and put your focus and resources there. But in the end, if you have done it properly, it nearly always works — whereas the road that looks easier nearly always doesn’t.

Wasn’t there a sunday school lesson or some old fairy tale to that affect?

:o)

Glad you found your way over here, Brendan. Thanks for your input here in the Business forum.

Ron Lindeboom

[Brendan Coots]

I’m sure there are plenty of tales based on the notion that a penny being sold for a quarter is a bad deal, even if it’s marked down to a dime!

I didn’t even know about this forum until today and was pleasantly surprised. I have a new lurk spot! You and Kathlyn are providing a great service to the creative community and I really appreciate it.

Brendan Coots
Splitvision Digital
http://www.splitvisiondigital.com

[Rsavicky]

Any better luck over the summer with moving the business forward?

[John Nelson]

Wow! What a treat to hear from you about this.

Unfortunately, I was forced to take a ‘real’ job cranking out spots at the local cable company but it helps keep the truck running and the light bill paid…

I’m still able to keep my ‘night’ job and am doing a quick project (as of this minute) for a new hospital in town.

Hoping for more like that and others :}

Thanks for your reply!

John

[Rsavicky]

Not the worst fall-back position; don’t give up your dreams.
Randy