http://www.daytonweddingconnection.com/win-a-wedding-package/

For businesses wanting to learn about promotion to a very small target market review this strategy. The Event Connection is wanting to reach brides to be to promote their services and the services available at the Wedding Connection. Working together with other vendors who want that same audience, they put together a enter to win package that would appeal to that audience and marketed it in Dayton’s favorite coupon magazine, REACH Magazine. When the magazine hit the homes their registrations spiked and the phones started to ring with calls from brides and other  wedding vendors that wanted to participate. Some lucky bride will be winning $25,000.00 worth of gifts and services this Saturday. News of the prize and the event made the newspaper causing another spike in registrations on the online register to win page which also offers tickets to the event this weekend. Participating vendors will be given the email addresses of brides that register at the event tomorrow.

Peter DeMott • REACH Magazine in Dayton • pdemott@reachusa.com • 937-478-6222 • Dayton’s favorite coupon magazine

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What are the things that will make consumers want to look through their REACH Magazine this issue? Why will they hang on to their REACH Magazine and review it often giving all our advertisers repeated exposure throughout the month?

The cover is fun and exciting:

As I’ve mentioned before, there are other coupon magazines distributed in the greater Dayton area that litter their covers with coupons and advertising. If you ask people why they like REACH Magazine the best, many times you will hear something like this, “REACH is like a real magazine”. What they mean when you ask them, is that the cover is appealing and they are willing for REACH to lay about their homes for a longer period than the other magazines.

REACH covers appeal to consumers and create excitement for the community

Another thing that you will notice about REACH Magazine covers is that we make an effort to create interesting seasonal covers that will appeal to consumers in the greater Dayton area. Some times it will be a family and other times it might be something like UD Sports or Wright State Sports, or the Air show. Whatever it is, our goal is to give that magazine a reason to lay around for many weeks in the home.

Here is the cover of the February edition / Isn’t this just FUN?

On the back cover you will see the 17th annual Dayton Heart Ball for the American Heart Association. Nice tie-in with the front cover.

Yo Deal • Local deals – local causes

The Yo Deal roll out in Dayton is also tied in with the American Heart Association. Each company running a YoDeal this month will have a percentage of their Yo Deal sales go to the American Heart Association and the Go RED for Women American Heart Association month of focus on women and heart disease.

Valentines Giveaway is fun and exciting for consumers

Also on the back cover is a register to win Valentines Giveaway including a romantic package at Homewood Suites by Hilton Dayton, Dinner for two at Carvers, two dozen red roses from Englewood Florist and a heart-shaped box of chocolates from Winans. The fun thing about this is that it is easy to register and we hand the gifts over to a local Dayton area winner here at our office. Each back cover of REACH Magazine in Dayton has something you can register to win. It’s another fun way that REACH Magazine connects with the community and with consumers.

Now for the meat of what consumers love most about REACH Magazine

They love what’s inside. This issue is packed with over 18 different food vendors from fine dining to pizza delivery, from Mexican restaurants to Chinese restaurants and buffets and Japanese steak houses. With all that food, consumers have a good reason to hang on to the magazine until the next issue arrives and as they look through the magazine deciding where they might want to dine out, they also see variety in the other kinds of businesses represented. There are jewelers, home improvement companies, various home services, automotive maintenance and repair companies, car washes, tanning salons, hair salons, recreation venues even plastic surgeons and dentists. Consumers never know exactly what is going to be inside their REACH magazine so everyone looks through the magazine. The bigger the magazine the more excited consumers are to look through it.

Advertising in REACH Magazine is easy • Use the power of direct mail coupons in Dayton’s most popular coupon magazine

Is it time to find out how REACH Magazine can help you reach the customers you want? Feel free to drop me a line or send me an email. Tell me they type of business you have and I will research through our archives in Dayton, Cincinnati, Indianapolis, Youngstown and other markets to find similar businesses that are doing well in REACH Magazine. Then we can go over the zone map and various pricing and advertising options that make the most sense for your type of business and budget. It’s easy to become informed about this powerful direct mail advertising option so that you can make informed choices to grow your business in Dayton Ohio and beyond.

Call today and become informed about the REACH Magazine, Dayton’s favorite coupon magazine

Call today: Peter DeMott • REACH Magazine • Dayton, OHIO • YoDEAL Dayton • Housetrends Magazine Dayton • 937-478-6222 • peter@photosbypdemott.com • pdemott@reachusa.com

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There are the national companies like Living social and Groupon. Then there are all kinds of spin off versions of the exact same thing.

yodeal.com, local deals, local causes is coming to Dayton.

I will be posting more about this as I become more informed, but here are a couple advantages of yodeal. First off the business can get closer to 65% of every deal sold rather than the 50/50 split that most of the others offer. But, the big difference is that your yodeal is linked to a local cause or charity of your choosing and a percentage of every sales is donated to that local charity on behalf of you business. Not only does this do your soul some good, but the local charity can send the rally cry to make sure everyone notices your daily deal and takes advantage of it.

There is more to come, but for now I would encourage you to go ahead and log-on the yodeal with your name and email address. I will add more posts here as I learn more about the ins and outs of yodeal in Dayton. If you are a business wanting to do something a little different and possibly be featured in ads in REACH magazine, give me a call now. Peter DeMott 937-478-6222.

http://www.yodeal.com/dayton

Until I have some more information for you, here are some sample deals that have run in Cincinnati and some of the Charities that have benefitted.

If you would like to learn more about Yodeal in Dayton, please give me a call.

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

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Over the last couple days I have been delivering sample magazines to my clients in REACH Magazine. It was fun and I will tell you why.

One client going National

At one location, I stopped in to pick up checks for the prior month’s advertising. Each time I go there, things are looking nicer and nicer. This client has been with me more than 15 years. Now, he has created a franchise fast food business that is expanding nationwide. There was a new sign on the side door that said, “Employee entrance only.”  I asked the accountant if that applied to me and she said, “No Peter, your special, you can use that door any time.” I sat down with the owner of the business and he showed me some ads they are running in a national restaurant news magazine. He asked me, “What do you think?, no really I want to know your thoughts.” I looked at it and made some suggestions and he invited his graphic designer in and asked me to explain my thoughts again. “Okay, he said, lets try those ideas on the next run.”

New restaurant just hopping with business

At another business, also food, I stopped in for late lunch (after 1pm). The place was hopping to say the least. I had a very nice lunch then dropped of the proof for the next issue at the front desk. The owner had left before I finished my meal. While I was there I asked how many coupons they were seeing lately (REACH had just come out a couple of days ago). The fellow behind the counter taking my payment said between 40 and 70 coupons a day.  A little guestimating… that ad paid for itself in 2-to-4 days max. Every day after than was pure profit.

Home remodeler’s business is up significantly

I talked with a completely different kind of business earlier in the week. A home remodeler that I have worked with for many years now. I wanted to confirm that he wanted to focus his advertising around his home community for November and December and I also wanted to confirm that he was okay to go. With the economic ups and downs over the last couple of years there have been times when I have had to let some clients skip mailings. When I asked him how things were going this year, to my surprise, he said his business was up over 30% this year. I know other businesses that have not done well this year who are not advertising and who cut back and back and back. However this fellow was almost too busy to advertise. He indicated that cutting back to his own neighborhoods would be a good idea since he was not sure that he could handle a full run of the areas he normally advertises in.

New Spa and Salon growing fast

I stopped off at another salon, spa client with their proof for their next mailing. The owner was not in, but I was chatting with the counter help. One woman chimed in with, “I told her that if she keeps on doing anything it should be REACH.” I asked what she had tried. The woman explained that they had tried all the other coupon companies, but that REACH definitely was bringing her more customers than any of the others did. How many coupons come in each day? Oh, she said, maybe between 2 and 5 each day and most of them are brand new clients. Based on their average ticket, they are doing just peachy.

Another salon sceptical

Just the other day, I presented to another salon near Fairborn. I explained that consumers in Dayton LOVE REACH magazine. You should get a profitable response from the get go, I said, with good offers that is.  This salon owner explained all the things they had tried with various newspapers and other advertising and nothing worked enough to be worth the money spent. I explained again that everyone LOVES REACH magazine and she should do well. Her response was that everyone who sells advertising says that and how can I believe you?  I was going to give her names from outside her market that she could call, but she was too convinced toward the negative. I’ll talk with her again and bring some more samples.

Why am I telling you this?

I am telling you this because I want you to know that I enjoy helping businesses to grow. You can trust me on that.

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Your business could fail if you do not have an understanding of the difference between these two terms. Understanding the difference between these two terms is also critical to having successful advertising for your business.

What is the difference and why is it important to your business?

The difference between value and perceived value is who is experiencing the thought. You see as a business owner, you may know that your product or service has a value. You invested cash in the purchase of the raw materials. Your purchased labor to make those raw materials into a product and to package that product or service so that a consumer could purchase it. But, the perception of value has to be in the eyes of the consumer in order for them to want to purchase your product or service.

As I work with businesses every day I explain that an incentive offer is only good if the consumer perceives the value for the offer. I talk about perceived value because that is the only value that will make the phone ring or the cash register “cha ching”.

Do you agree with me?

Let’s talk about some examples:

Example ONE: A dry cleaner wants to offer a discount to bring in new customers, however he does not want to bother with customers that just bring in small orders. He wants the offer to have a minimum purchase of $30. He sends out a coupon with a 20% discount and consumers response is very low. Why? Because the average person looking into their closet does not think what they have will add up to $30 and therefore the coupon has NO PERCEIVED VALUE to that customer. It is a true value of 20% Off with any order over $30, but the perceived value is $0 in the eyes of many consumers. On the other hand, another dry cleaner offers the same incentive offer with no minimum purchase. Results for him are outstanding. Many, many people bring in the coupon with their dry cleaning and surprise, the average ticket is over $30. Consumers perceived the value of the coupon and went to their closets because they knew they needed a couple things cleaned. While they were looking in their closet, the grabbed two of three more things they saw to take advantage of the real value being offered. They brought in a bundle of clothes to be cleaned and because the value was perceived by many the business results were powerful.

Example 2: An incentive offer is presented in an ad by a carpet cleaner. In this case it is a price point offer for cleaning 5 areas in your home. It is the lowest price in the publication so the business owner assumes that he will get the best results of anyone. Other factors come into play however. When the consumer calls, the person on the other end of the phone treats them poorly and just seems rude. Not only that, but a friend had this service in the past and was sorely disappointed in the cleaning that was done. In no time the perception of value in the lowest priced offer is nill, nothing, no value whatsoever, or even a negative perceived value among consumers who have been disappointed one to many times by purchasing the lowest cost service provider in a particular category of business.

Example 3: Same idea except this is a restaurant. The restaurant wants to offer a desert at no charge, however I explain that this will have a low perceived value among consumers because they don’t know if they will want desert before they eat their meal. Even though the desert has a higher value, $5 OFF each dinner will have a stronger perceived value. The restaurant runs the offer for $10 Off dinner for two. The consumers come in with a happy attitude because they know they will get $10 Off so they go ahead an buy a bottle of wine and an appetizer before ordering their dinner. When they finish, they go ahead with the desert purchase as well. The service and the food was excellent and they recommend the place to their friends.

Example 4: Another restaurant offers $10 Off dinner for two, however word has gotten around that the food is okay, but the service is bad and servers treat people with incentive offers like second class citizens. Response to this offer is very low because consumers perceive the value based on what they already know about this establishment.

So, you see, perceived value of an incentive offer from a business is critical to the response from consumers because the perception is something that happens inside their heads not yours. As the business owner, you might think that a $7.99 desert has more value than $5 Off, but the value that happens inside the heads of consumers is more important that what you may think.

Your job as a business owner is to offer a value that is perceived and responded to by consumers so that they will come and buy your service or product.

How do you do that? Well sometimes it takes experimentation. Sometimes it takes talking with your customers and asking them questions about your product or service. Some businesses never figure this out and they just continue to lower their prices until they can no longer offer good service. They continue to lower their price because they think if they are lowest price, then consumers will buy from them instead of higher priced alternatives, but they miss out because consumers have a different perception and the business owner ignores this.

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

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At the time she explained to me that everything she tried only brought in a few calls and that she was not finding anything that was working for her.

Just so readers of this blog can understand more about your business, what is Aussie Pet Mobile?

Shortly after our first meeting at the Business After Hours, we met at my office and Kelly ran an ad with me in REACH magazine. I asked her to explain what the ad did for her business.

Kelly, can you be a little more specific about the results you got and how it affected your business?

When we were coming up with her ad copy, I explained all the parts that were needed for it to work correctly for her business. She in turn send my specification to the franchise and they built the ad for her.  She could only afford a 1/4 page ad which we normally do not sell, but which is available for very small businesses in some cases. Here she explains the process we went through to get the ad created.

When I told Kelly that I wanted to blog about her home run advertising in REACH Magazine, she explained that she is so busy that it is difficult to get new people in quickly. If you happen to read this and want to hire Kelly, please be patient.

I know that Kelly participates in a couple of the networking groups that I participate in, however I have not seen her at any of them in some time. As she explained in one of the earlier clips, she is working 7 days a week to get to her customers. At one point, in a previous post I had asked her how many of her customers came from REACH magazine. Her response then was, “almost all of them.” She explained that for each REACH customer there would frequently be a referral customer and so on. In this clip I asked her what she would tell other small businesses that have not run in REACH magazine before. What would she tell those who are running ads in other publications that are “cheeper”? Here is what she had to say:

Last of all, Kelly plans on growing her business. She is very particular about who she brings on board with her, that they will treat customers they way she treats them and so on. I asked her what her plans would be if she can buy that next van or hire that next person that would allow her to expand beyond her current situation (full capacity) and here is what she had to say:

If you would like to learn more about REACH Magazine in the Dayton market, my goal is to help your business grow. Obviously not everyone hits it out of the park as Kelly did with here Aussie Pet Mobile ad in REACH. Sometimes we start with a base hit or a double. But my goal is to have your ad hit a home run from time to time. Please give me a call and we can discuss your business and see if REACH would be a good fit for you. With REACH in Cincinnati, Dayton, Indianapolis and several other markets I have lots of successful ads in many different categories of business. If I cannot find a similar business already doing well in your type of business, I have almost 20 years experience building ads that work.

Peter DeMott • REACH Magazine • Dayton, OHIO • peter@photosbypdemott.com • 937-478-6222

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Now is the time to plan “back to school advertising”. But, what can you do to stand out when their are newspapers full of national advertisers trying to capture the back to school shoppers?

REACH Magazine is direct mailed into the home. It is not in the Sunday Newspaper. It is full color glossy throughout so you can present your business as it should be presented, in full color and on glossy stock.

What ranks among the 15 favorite things that typical consumers do each day? Checking the mail each day is still in the top 15 things for over 85% of all consumers. Sending them incentives to take action via direct mail which presents your company in good light and with measurable response is a good thing for most businesses. However, it still takes a personal consultation to make sure that there is a good fit.

What are our August & September REACH mailings good for?

• Back to school sales / children’s clothing $5 OFF any purchase of $25 or more (if they come to your store with this coupon, I guarantee they will spend more than $25 per ticket)

• Children’s after school activities / This is when families decide what activities their children will be participating in throughout the school year.

• Last Fling on the summer activities / Everything recreational

• Vacation preparation / Anything related to getting that vacation in before school starts

• Young adults / What do they need before going off to college? (computers, clothes, car repairs, oil changes, etc.)

• Day care options for during the school year

Also, HOT summer types of business:

• Driveway replacement (paver, concrete, ashphalt) and seal coating

• Installation of a paver patio and planning for fall landscape upgrades

Restaurants with patios and restaurants without patios

• Depends on how nice it is in the evening whether people will choose outdoor seating

If you would like to discuss your business and how to best use the powerful and popular direct mail delivery of REACH magazine (Dayton’s most popular coupon magazine) to promote your business, please email me or give me a call. The August mailing of REACH Magazine will close out shortly after the 4th of July holiday weekend.

Please call me now!

Peter DeMott • REACH Magazine in Dayton OHIO • 937-478-6222 • peter@photosbypdemott.com

Also at no cost to you, call me about getting your web site SEO working better, using QR codes in your advertising to create curiosity and consumer interaction with your brand/store/business or to discuss your participation as a business on facebook (6 months ago over 400 million people were on facebook, now over 700 million are there sometimes daily)

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That was the name of the presentation, but I was so involved that I did not take good enough notes to list the five ways here.

I went to the New Media Dayton meeting today in particular to hear about QR codes and how businesses can us them to promote. The presentation was given by Shawntay Fields of Comtactics Mobile solutions & Interactive Marketing here in Dayton. She did an awesome job presenting and showing us several examples of businesses using QR codes to interact with their customers with calls to action, increased customer loyalty and several other points. She gave us several places (URLs) on the internet to create QR codes free and also explained that various forms of QR code tracking are also available at an additional cost.

http://www.newmediadayton.com/506/june-10-5-ways-to-use-qr-codes-for-small-businesses/

I can immediately see how some of my current REACH Magazine clients could implement a QR code into their print ads and even on window stickers at store locations or job site signs to increase consumer interaction and even give incentives to buy now or learn more about the business.

You can create your own FREE QR codes at one of these web sites:

http://qrcode.kaywa.com

http://weallscan.com

http://scandayton.com

I was impressed with the group New Media Dayton and plan on attending more of their meetings in the future. They have a GROUP on LinkedIn which you can join to learn more.

Julie Wallings was taking pictures which will be up on the New Media Dayton web site within a couple of days.

Getting a QR code scanner for you smart phone is easy

Just go to iTunes and pick up one of the FREE aps for QR code scanning

All you want to know about QR codes to promote your business

Additional reading from Mashable:

QR codes to market your small business

Learn More about creating QR codes

Online marketing is moving to the streets and offline

Example

Here is an example of a very simple QR code. This one will likely appear on the ad on the back cover of REACH magazine promoting the summer Blood Donation drive with the Community Blood Center. In the summer sometimes blood donations drop and each year we help the CBC ramp up donations by promoting them in REACH magazine. This QR code took me about a minute to make using the Kaywa link above.

You could win a brand new JEEP Patriot by signing up to give blood this summer. Scan this QR code to learn more.

More reading:

14 things you need to know to market with QR codes

Peter DeMott • REACH Magazine in Dayton, Ohio • peter@photosbypdemott.com • 937-478-6222

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It is interesting to see how some small businesses review their business plans when the market changes and others just hope that things will change or get better and they will get busy again. I liked this article because it made some very useful suggestions. Many times I am very surprised at how little businesses know about their customers so this one suggestion stood out to me. Take a good customer out to lunch and find and identify changes you may not have noticed.

“While you were busy building your business, your market may have changed, even slightly, or your customers may have changed.”

This article on Entrepreneur Magazine online talks about the importance of knowing your market and making changes when needed to reach consumers in new ways.

Today, more and more businesses that would never have considered offering coupons are now trying out Groupon and other Half off deal programs to generate new customers. It is interesting to me as a REACH magazine sales executive to see this when I know that we can generate significant new customer counts without such drastic discounts. We also have the ability to focus your marketing on people that are geographically within areas that are more likely to become regular repeating customers.

Enough from me though, here is the article: A Better Business Plan can lead to MORE CUSTOMERS

Paragraph headlines

• Sell more to existing customers

• Review your pricing

• Review your marketing message

• Expand your nearby markets

Peter DeMott • REACH Magazine Dayton & Cincinnati • 937-478-6222 • peter@photosbypdemott.com

A REACH consultation if free of course and it will provide you with thought provoking information about direct mail incentive advertising including ads from other markets in your category of business. Find out more today so that you can make an informed choice about the power of direct mail coupon advertising in REACH Magazine. Call today.

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The May edition of REACH Magazine is headed for homes next week (May 2011) and we are now working on REACH Magazine for June, July and August (Summer advertising). The June edition is also a great venue to advertise FATHER’s DAY gifts/ideas/recreational opportunities.

Not every business is right for REACH magazine:

One way that I consider who to call on is to look at REACH Magazines in other markets like Indianapolis IN, Evansville KY, Cincinnati OH, Youngstown OH and others to see what categories are working and in some cases which categories of business we do not have represented in our magazine here in Dayton. Consumers LOVE REACH Magazine and one of the things they like is the variety of types of businesses represented in the magazine. If the magazine was all replacement window companies or all insurance companies, then it would have a much shorter shelf life and people would stop looking through the magazine.

But, we have lots of variety and consumers are always curious as to what they will see next in the magazine. This is just one reason why REACH is still the most popular coupon magazine in the Dayton market. Another reason is our seasonal and attractive covers.

Before I show you the May cover, let me ask you if you can help me with getting some new vendors into REACH. As I said, I look for companies that are doing well with REACH in other markets, but that are not currently represented in Dayton’s REACH Magazine. If you know someone in the following categories of business that wants to grow their residential consumer part of their business, please give me a call. I will call them, show them the REACH Magazine program, help them determine if there is a good fit for their company, discuss options from a targeted zone mailing to an entire market mailing, then help them to design an effective ad with appropriate incentives to drive consumers response.

Businesses that want to expand their consumer sector:

Right now I am looking for the following types of business for participation in our summer  mailings. We are also looking for businesses that want to participate in the JULY Airshow cover issue and the August Back to School/early fall issue.

• Plumbers (although it seems that many plumbers are busy helping people deal with drains and flooding issues, sumps and etc. we have plumbers in several markets that advertise on a regular basis. Generally speaking, most intelligent business owners do not continue doing advertising that is not performing for them. That is unless they just don’t know if something is working, however with REACH response is measurable because coupons and dollars spent can be tallied from each mailing)

• Painters

• Driveway replacement, both asphalt and concrete

• Paver patios

• Irrigation

• Landscaping, clean-ups

• House washing, deck washing, power washing

• Car wash

• Catering for weddings, graduations, corporate picnics and events

• Wildlife Nuisance Control

• Flight Training Center, airplane, helicopter

• Restaurants / large and small – we always do very well for most restaurants and we can get good response without giving 50% OFF (in REACH Magazine you do not have to give 50% OFF like with Groupon and other HALF OFF programs currently making their rounds in the Dayton market)

Preview of the May REACH Magazine:

As I mentioned above, REACH Magazine covers are season and pleasant to look at because we want a magazine that has a substantial shelf life. Consider how the average consumer responds to something cluttered with coupons on the cover. If it looks cluttered and unattractive how long will it last in the home? How long until a magazine with a coupon on the front, perhaps with the coupon cut out of the cover, how long will it last before it hits the circular file. At REACH we purposefully have pleasant looking seasonal covers with local community tie-ins that consumers appreciate and keep around the home for many weeks.

Keep a look out for the May edition of REACH Magazine arriving in homes the first week of May. Here is the cover of the REACH Magazine for May 2011. Don’t miss your opportunity to support the Humane Society of Greater Dayton with their Furry Skurry event (See back cover).

If you would like to know more about REACH Magazine in Dayton, please don’t hesitate to give me a call. My free consultation includes an overview of REACH options, sample successful ads from other markets within your category of business, 20 years experience developing incentive offers that generate excitement among consumers and more.

Why IS REACH Magazine Dayton’s most popular coupon magazine? As a business owner wouldn’t it be good for you to be fully informed about options that could effect the long term growth of your business and wouldn’t it be good to find out why we outperform other coupon magazines in this market. Last wouldn’t it be good to understand incentive marketing and how it could benefit you? It costs nothing for you to be fully informed so that you can make good decisions about your business advertising program.

Peter DeMott • REACH Magazine – Dayton • 937-478-6222 • peter@photosbypdemott.com

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