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February 19, 2017

A surprise to many, Businesses are buoyant with optimism

Consumer and Business Optimism in First Quarter 2017

The big surprise of the election of Donald Trump has brought with it consumer and business optimism that many did not expect. Christmas gift buying was up significantly and I would expect that many pent-up desires among consumers will show up this year with major purchases of various home improvements and services for the home in the first quarter of 2017.

Dayton area home show shuffle

This year in Dayton there has been a shuffle of home shows with Hara Arena closing down and the Airport venue being sold. However, even thought the Airport venue was sold, there will be a home show there, it will not however be over two entire weekends, just one.

For businesses with the right sort of staff and products, how shows can be outstanding producers of good leads. It’s important that people who understand how to connect with people man the booths during the shows. From time to time I have seen booths staffed with line employees who don’t make an effort to connect and don’t know how to inspire people about their product or services. Those are the businesses that say, “Home Shows are a waste of time.” Those who know how to do it right say,”Home Shows are a gold mine and high performers for us.”

No More Hara Home Show

In the past the Hara Home Show was first in line in January here in the Dayton market. Even though the numbers of people who come to that show had been going down each year, the home improvement companies who participated in that show frequently told me that it was always a great show for them. It was another example of people reaping the penned up demand from consumers stuck in their homes through the winter months and wanting to get out and get some home improvements taken care of early in the season. I’m sure that the retail “mop” and other retail vendors did very poorly due to the low attendance, but the major home improvement companies many times did better than to be expected mostly due to timing (being the first home show of the season). It will be interesting to see where that penned up demand and early shoppers for major home improvements shows up in the schedule of shows in 2017.

REACH Magazine

Interestingly enough, the product that I work with, REACH Magazine, also does very well in the early spring. Home improvements, home services, restaurants, recreational venues, and so on do very well in the early spring mailings. There are many home owners who never attend homes shows (a good home show will bring in 8-10,000 consumers in early spring). For those home improvement and home services shoppers REACH can bring products right to their home through the powerful mailbox delivery and Dayton’s most popular coupon magazine. We mail 260,000 homes in the Dayton market, far more than the 8-10,000 that show up to homes shows. Many of them are also ready to buy and without one of the home show frustrations that many experience.

Home Show Frustration

One thing that can be very frustrating to businesses who don’t make a strong enough connection at the homes show in the volume of leads and the number of businesses sharing those same consumers. If your company has the sales people who can get out there fairly quickly and close sales, you will do well, but many find that they are the 4th, 6th, or 8th company to come visit a home for a free estimate. Rather than just look for leads at the home shows it can be very important to make a connection with the consumers while at the show and many vendors don’t understand this.

If you think that you could do well at home shows, now is the time to find them and commit. With fewer shows, there may be fewer available booths. You may find it difficult to get in. If you are new to home shows you also have the expense of building or bringing things that will help you make a compelling and engaging opportunity to talk with consumers.

I hope you found this information helpful. If you would like to talk to me about your company and homes shows, I am certainly willing to help you out with ideas. Of course I can also discuss the benefits of REACH Magazine with you if you are invested in hearing more.

Peter DeMott




PS: Here is a project that we had done recently


2017 REACH Magazine Media Kit for Dayton

In Dayton, we mail REACH into the mailboxes of consumers twelve times per year. We have various target areas and ad sizes to meet the needs of just about any business.

When you call and ask for Peter DeMott, here is what you will get:

• First we will discuss your business on the phone and set a time for me to review REACH with you.

• Second, I will do research of your type of business to find other similar businesses that are currently successful in REACH in our other markets so that I have ideas to show you that are currently working for your type of business.

• Third, we will meet in person to go over REACH and how it works, we will discuss your business and review what I found, then we will determine if REACH is a good fit for you and come up with a program to meet your needs.

Here is the media kit for 2017 REACH Magazine in Dayton Ohio.

Media Kit LINK here

Please give me a call to discuss your business and get started with this process:

Peter DeMott



In addition, we now offer SEO, SEM, Banner ads online, Pre-roll commercials online, email marketing and more. I would love to review what you are doing and show you how we can improve your online marketing efforts.

Second strongest time for Home Improvement companies is fall


Fall has historically been the second best times of the year for home improvement companies to generate leads for their business.

The Kids are back in school and the last-minute vacations are completed

August marks the back to school season and the last hoorah of the summer vacation season. For that reason there are lots of retail sales as consumers get their kids ready for the coming school year. The buy school supplies, clothing, shoes etc. It always also marks a slow down in calls to home improvements companies for about two weeks as families regroup and adjust to new schedules.

That does not mean that August cannot be a great month for home improvement companies here in the Dayton market. It just means there is a pause.

REACH Magazine Fall Editions are key

This is also the time when we are working on the Fall REACH Magazine editions. September is already put to bed, but October and November are being worked on. These are key issues when contractors can build up their backlog of business before the distractions of the Holidays kick in. Even busy businesses need to advertise when the birds are flying so to speak. I recommend that businesses who run half page ads consider trying full-page ads in the key times of spring and fall to make the greatest impact.

Holiday and weather distractions

The Christmas shopping season, although retailers constantly try to move the date up, starts the day after Thanksgiving. Just like the back to school time, there will typically be a slow down in the number of calls to contractors during this time. This would be a time when you want to still keep your name out in front of consumers, but when you need to anticipate less response.

In addition, consumer perception can cut down on the number of calls that your ad might generate. Even though, weather permitting, many roofers work right through the month of December, many consumers don’t think they can. A year or two ago, the weather in December was in the 50s-60s right up until Christmas day. But, consumer perception can affect the number of calls you might get in December.

Of course you have to work around the actual holidays as consumers do not want their homes in a mess when guests arrive, but at the same time, if you have something that will improve the look of their home and you can make it happen before the guests arrive, then they will love you for that.

As a business owner it is important for you to have an advertising calendar

An advertising calendar helps you anticipate the best times to invest more money into the market and at the same time, prepare in advance. If you wait until those times come upon you, then many avenues of advertising are closed already. For example, REACH Magazine is working on October and November in September and October.

If you call in November it is too late. Other forms of advertising also have materials to prepare and schedule many weeks before implementation. Write down the key times when people tend to call on your type of business, then work backwards in the calendar to have enough time to make things happen. This is key.

Almost every month throughout the year, here at REACH, we have business owners call about the month they want to advertise in only to find that the issue they wanted in already on the press and being prepared to be mailed (25 to 30 days in advance of the delivery date).




Homes sales and remodeling starting to heat up in Dayton

Home Sales Shatter Records for June in Dayton

This morning I got this article from the Dayton Business Journal sent to my inbox:

Dayton Area Homes Sales SHATTER Records for June

That means that the economy is are finally starting to turn around here in Dayton. It may even be heating up despite all this rain this summer.

With people buying and selling homes, we know that there are THREE reasons home owners call on remodeling businesses.

Remodel to get the MAX SELLING PRICE

In some cases they need to update homes in order to get their maximum selling price.  I know of one business who has several projects on the books to update homes that have not been touched in 20 years. Either someone’s parents passed away or they are downsizing into a condo or retirement community and now it is time to sell their home. Without changing the pink bathroom and outdated kitchen, the selling price might end up lower than it could be. A $20,000 investment in renovations can increase the value of a home by $30-40,0000 according to this business. At least those are the numbers that he is seeing.


Another reason to remodel is because you purchased a house and there are things that need to be changed to make what you want it to be. Maybe you took a discount to cover the cost of updates or to repair or replace the roof. You are ready to make the changes and now you need to find someone to do the work.


That’s the category that my wife and I fit into. We have an old farm-house that we have renovated from top to bottom over the last 20 years. The kitchen counter was banged up and the kitchen sink was rusting around the edges. The faucets were dripping and outdated. It was time to make it what we wanted so we put in a new quarts countertop, a composite sink and a up-to-date new kitchen faucet. We also added a tile back splash throughout.

Once that is all paid for, we are considering taking out a part of the wall between the kitchen and the dining room to open things up. We are inspired by the show on TV called FIXER-UPPER.

Put your REMODELING business in front of home owners

Over 20% of the people who love REACH magazine (305,000 people read and love REACH Magazine each month) are planning to do some home renovations or remodeling in the next six months according to THE MEDIA AUDIT. If you know someone with a home renovation or remodeling business that is not already over their head with work, or if they want to grow their business as the economy in Dayton continues to improve, have them give me a call.

In the mean time, pick your reason for updating and remodeling your home.


How does a late spring affect your business?

Landscapers and exterior home improvements are delayed this spring

Between the frigid temperatures and the amount of rain that keeps coming, many businesses are chomping at the bit to get to work on the projects they have already booked. Normally by the first week of April lawns are mowed and fertilized. Not so this year.


Some smaller lawn and landscaping businesses are having to cash flow when they thought they would be hard at work building things for Dayton area home owners. In some cases the ground is just too wet to do the work. Day after day of rain delays are also frustrating.


Consumers are on a different time line

Many consumers wait till the weather actually changes before calling for the estimates for their lawn and home projects.  Up until last week, people were just trying to say warm and safe from slippery roads. Now suddenly, everything is blooming and the grass is 5 inches high. Spring is EXPLODING before our eyes. A week or two ago, there were no leaves on the trees, but over the next three days you will see a completely different story.




This is a photograph from BK Lawn Care Company – Click for lawn care coupons

My son and I spent the entire Saturday outside removing invasive plants from a small wooded area. It was too nice to spend the day indoors. I didn’t even get to cleaning up the Toro Wheelhouse garden tractor that I want to sell this spring.


With this delay in the arrival of spring, everything is moved back two to three weeks. Now people are calling for estimates. With demand high and sudden, just getting estimates and making decisions will be pushed back as well.


At REACH magazine, we are encouraging outdoor contractors to continue advertising with JUNE. It is right around the corner and consumers will be actively working on their homes through June. Our deadline for participating in the June REACH is just around the corner. The magazine closes out on May 4th and will be headed to press shortly after that date. If you want to take advantage of the late spring while consumers are still working on figuring out what they want, give me a call and lets talk.

Don’t miss the boat with your spring advertising! Are you too damn busy?

Do you understand your consumers? Do YOU?

“I want to advertise when consumers don’t want my service”

“I’m already busy in spring, my slow month is August so that is when I want to advertise”

With many businesses it is important to advertise when consumers want to talk to you about your product or service. Many businesses wrongly think that advertising can magically make consumers interested in their service or product out of season. They don’t consider the old adages ” you cannot sell Christmas trees in July,” or ” Shoot while the birds are flying.”

I explain to seasonal businesses that to maximize your profits, you may need to explain to your family that there are certain times of the year when you will be extremely busy at work. There may be certain times when you will be working from 8am to 10pm to get everything done and to grow the number of satisfied clients you have. You see, it may take ten times more advertising out of season to get your phone to ring and to capture the attention of consumers for your product or service.

If you have a time when you are busy every year, that is your best time to gain new loyal clients who will call you back during your slower times. So if you are busy in April, May and June, then that is your BEST time to gain new customers and to advertise your product or service. Don’t wait till you are slow to consider advertising because then in many cases it’s just too late. You spend more to get less and the numbers may not work out.

Are you willing to WORK MORE HOURS when you are already busy some times of the year to have a more successful business and to build your client base?

Here at REACH magazine we are working on the Spring mailings right now during the severe winter weather warnings. For many home improvement businesses, spring and early fall are their best time to capture the attention of consumers. Other companies focus on the first quarter of the year or the last quarter of the year to grow their client base. If you want to find out what REACH can do for you when you are already busy, please give me a call at 937-478-6222 and I will do research on your type of business. If I find successful ads in Cincinnati, Indianapolis, Akron-Canton or any of our other markets for your type of business I will show those to you and we can discuss how REACH can help your business grow here in Dayton and Cincinnati when you are already to damn busy.









Home shows as advertising in the greater Dayton area

Several of my best clients in REACH magazine tell me that Home Shows are some of their best advertising based on a cost per sale basis. And, yet others say that they don’t get much from Home Shows. Over the last two years some have indicated that they used to do very well from Home Shows, but that lately they have under performed probably due to the economy.

 January, February, March and April represents the Home Show season in the Dayton area

I’m just telling you what my home oriented clients have told me about their experiences with homes shows. It’s funny because one may say, ” I’m not doing this or that show again. It was terrible!” At the same time another client will tell me the complete opposite about the same shows.

Each year I go to the Home Shows to see what is new in the market. Each year I see some vendors who know how to engage people without being pushy and I see others sitting behind their tables eating a sandwich and watching TV or texting messages about how bored they are. The investment in a Home Show could be several thousands of dollars and the results from a home show can fall down as the result of employees that don’t get it so to speak.

What’s going to happen at the Home Shows this year?

One of my clients informed me that they would be in REACH even during the Home Show season this year because results from last year were down significantly. The thing that usually happens with Home Shows is that people who are serious about making some improvements on their homes come to the shows and interact with various vendors finding who they feel most comfortable with. They may ask several vendors to come out and give estimates for a given project. However, if consumer confidence is down, sometimes serious buyers become just tire kickers. They want to get ideas that they may use in a year or two when things get better.

If  three or four thousand people come through a show, many of the vendors will lose heart and get an attitude that harms their interactions with the participants. A good show will bring in Five to Ten thousand people. Then the opposite can happen. There are so many people passing by that it becomes difficult to engage them or perhaps your conversation with a likely client is continuously interrupted by other people with questions.

What I am saying is that although I always recommend that home improvement businesses participate in the first quarter Home Shows, it doesn’t always work out. Those who can figure out how to engage effectively with consumers usually do very well, but sometimes there are businesses that just don’t know how to do that or who delegate to employees that do not care. Just as sometimes REACH ads don’t work out for some businesses for one reason or another. It might be a poor offer that has no perceived value to the consumers or it might be how they staff interact with the consumers that come in. It can be how they answer the phone and if they are polite and ask engaging questions. I have learned that it is not always the venue or the form of advertising that brings success for businesses.

In any case, I will attend all the shows and I will ask some vendors how the shows are doing for them this year. I don’t know what they will tell me. I do know that a great home show brings in 10,000 consumers over the period of a weekend is only reaching the people who come to the show. At the same time, REACH Magazine can reach 260,000 homes in the greater Dayton market with a compelling offer that will make the phone ring for your business. The key to gaining clients is to have an engaging message whether at the home show or in the REACH Magazine and to have people who know how to help prospects understand the value of your product or service.

 Boom or Bust?

If you are not going to participate in any Home Shows this time around, but you plan to in the future, the best thing you can do is to go to the home shows this year and see how the best vendors engage with consumers. What does their booth look like? How to the exhibitors present themselves and their product or service?  Encourage your employees to do the same if they will be working the shows for you. Look at what to do and what not to do. You, like I have, will immediately see why some folks think Home Shows are a bust and why vendors in the same business around the corner say that Home Shows are their best return on investment advertising.

The Economy?

I won’t know until I go to the shows and talk with some of the vendors if the concerns of the economy, increased taxes and so on will have on Home Show season this year. As a business you have to do the best you can with the situation you are in. Wallowing in fear or being down about things is not going to grow your business. Planning how you will achieve success in your current situation is a better way to proceed.

Peter DeMott • Over 17 years experience in advertising • REACH Magazine • Valpak Coupons • 937-478-6222 • peter@photosbypdemott.com or pdemott@reachusa.com












Wedding Planning Guide inside January 2013 edition of REACH magazine Dayton

Advertising for the bride to be in January REACH magazine

Attention wedding vendors

Plans are under way to repeat the January edition Wedding Planning Guide inside REACH Magazine. In January of this year we had a center section in the magazine devoted entirely to wedding vendors of all types. The entire front cover of the January magazine was devoted to a beautiful bride and groom portrait. This year (actually, I mean next year, the magazine comes out the first week of January) there will be entered-to-win prizes for a special bride and groom. Don’t miss your opportunity to win if you are planning to be married in 2013. The Event Connection will have another bridal event in early February with vendor booths and activities for brides, grooms and anyone they bring. The Bridal Give Away Package winner will be announced at that event just as it was this year. The event was very well attended.

Advertising to reach the Bride to be for wedding planning needs

I will be posting information here as it becomes available. In the mean time, if you are a wedding vendor of any kind in the Dayton market send me an email. You don’t want to miss the excitement of the Wedding Planning Guide inside the

Wedding Planning Guide inside January REACH Magazine in Dayton

January REACH Magazine cover in Dayton (2012).

• Wedding Guide inside announcement and bride and groom photo will be on the cover of the January edition of REACH magazine again in the first week of January 2013.

• Exposure to 260,000 homes from Piqua to Springboro and From Xenia to Brookville including all the suburban areas around Dayton.

• Unlike other publications that are available for pick up at various locations, the REACH Wedding Planning Guide gives exposure to Moms, Dads, Brides, and Grooms, people who are making decisions about investment, location, and vendors they plan to use. This also can help brand your product or service in the minds of consumers if your product or service is not restricted to wedding day only. For example, may venues are great for corporate events and reunions and other groups, not just brides and grooms.

• Ad sized for every budget starting at $395 for a business card sized ad. Consider that, your business card sent to 260,000 homes, right into their mailbox in Dayton’s most popular coupon magazine. Consider what it would cost you to even print 260,000 business cards.

• Repeated Exposure: EACH time consumers go to look for their Marion’s Pizza coupon or their dine out El Toro or Hot Head Burrito coupon, they have another opportunity to be exposed to your business. The wedding planning guide inside REACH will be a section of display ads only (no coupons please), but the coupons throughout the rest of the magazine give people a reason to come back again and again to look through the magazine and see your ad again.

Reserve your spot and don’t let your business be missed for this powerful advertising, event, and marketing opportunity. Send me an email with all your contact information NOW. I know just how busy wedding vendors can be. We can start working on your ad even now with deadlines far away. I won’t need payment until closer to the publication date.

Send your contact information to:
Peter DeMott • REACH Magazine
2360 W. Dorothy Lane, Suite 101
Dayton, OHIO 45439
Email it to: peter@photosbypdemott.com
Or Call me, Peter DeMott, at 937-478-6222

YoDeal Dayton rolls out with a big splash on the cover of REACH magazine

On the cover and in the magazine

We are rolling out YoDeal Dayton with the cover of the February REACH magazine. The YoDeal charity this month is the American Heart Association and highlights the month of February as the Go Red promotion about women and heart disease.

The YoDeal difference

YoDeal is different from the other online “buy it now and save” programs in that YoDeal contributes a percentage of every purchase to the charity that the business chooses. We will soon have local choices where every YoDeal purchase will support a local charity. Another way that YoDeal is different is that some of the deals will be promoted inside REACH Magazine at the beginning of each month. Some other “buy it here and save” sites are doing this in other magazines, but in some cases 100% of the proceeds from sales first goes to pay for the magazine ad before the business gets any money at all. With YoDeal, the businesses with print promotion in REACH begin to rake in the dollars with the first deal purchased (there is no charge to the business if they are chosen for REACH Magazine promotion of their deal).

Here is the Cincinnati YoDeal page showing various charities that are participating there. Our page will reflect the charities that businesses in Dayton would like to support.

YoDeal Cincinnati Page showing local charities

Here is an example of a page inside the February REACH Magazine promoting YoDeals. These may not be live yet, but you can go to YoDeal.com and sign up for the email notification so that you never miss a great deal.

Would you like to know more about how YoDeal can promote your business with no upfront costs?

For more information about YoDeal marketing opportunities in Dayton, Ohio please call me at 937-478-6222 (Peter DeMott). You can also email me at pdemott@reachusa.com

• Not ad design charges

• SEO juice for your business – lots of word of mouth advertising as your YoDeal gets spread through social media

• Links to your website and contact information

• Local tie-in the charities that consumers want to support and know will help people locally gives your business good marks

• FREE print promotion inside REACH Magazine (Dayton’s most popular coupon magazine) may be included (subject to management discretion)

LINK to get you started: Simple pdf form that you can fill out and fax to me at 937-534-0483 to get started or consider running in YoDeal

• FREE eREACH business profile and online coupons offer

Peter DeMott • REACH Magazine Dayton • 937-478-6222 • pdemott@reachusa.com


FREE is good! Want some SEO Juice for your consumer oriented business in Dayton?

Right now, I can offer you some FREE SEO juice for your business.

We are in the process of rolling out several new online products through our eREACH.com which is the online version of REACH Magazine. eREACH.com has thousands of visitors each day. If your business is looking for consumers (not business to business in other words), I can offer you a profile page including a link to your web site, your physical address, your email address, and contact information for your business along with up to three digital coupons.

This easy thing will enhance your Search Engine Optimization for local searches in Dayton, Ohio

This easy thing will enhance your SEO for your website because of the traffic we get on eREACH.com and because your back links are something that Google looks for when ranking sites. Having your back link on a popular consumer website, gives your company website SEO juice to bring it up in the search engine rankings.

Thousands visit eREACH.com every day

Not only that, but consumers will see your company and, up to three coupon offers that they can redeem at your restaurant or store or with your service business. Your business profile will include appropriate key words for searching and finding your product or service on our site.

In addition, soon your digital coupons will be PUSHED out into the market so that consumers can find you on their smart phones and in various apps that promote coupons in the market.

Take advantage of this FREE offer today!

You can benefit from consumer popularity of Dayton’s favorite coupon magazine and all it will cost you is a bit of time and phone call to me:

Peter DeMott at REACH Magazine in Dayton 937-478-6222

FREE is Good!

Here is a portion of the page consumers could see about your business on eREACH.com:

In addition to what you see here, we can include testimonials, a photo gallery, consumer reviews and a list of important key words and specialties that your business provides.

Peter DeMott • REACH Magazine in Dayton, OHIO • 937-478-6222 • pdemott@reachusa.com

Also: eREACH.com • YoDeal Dayton • Housetrends Magazine Dayton • 20 years experience in direct mail couponing and consumer marketing

Do NOT follow this link or you will be banned from the site!