August 27, 2015

Measure your advertising and invest in what is working for you

Is your ad working?

Early in my advertising career I learned to check around in a company advertising with me. One day I came in to talk with a business owner about renewing an ad with me. On my way in, there were two sales people for the company and I asked them if they had seen anything from the ad that was running. One said, yes, as a matter of fact, I closed two and I have another appointment for tomorrow. The other guy said he had one appointment so far.

This particular company had a fairly high ticket home repair/improvement product. Each sale was between $2500 and $6000 so each appointment was very important to the company and to their sales staff.

However, when I walked in to talk to the business owner, he said he didn’t think he would be renewing. My response, was… Oh, Really, Why? to which he said he didn’t think he was getting anything out of it.

I asked him if he knew about John’s two sales from the ad. We called John into the office to tell him. Then we called the other salesman in. “Tell me about the calls you are getting from this advertising.” They both explained that they were fielding calls and what progress they were making or had already made on those calls. Then he dismissed them from his office and signed up for another run of advertising. He almost made a bad choice, base on his lack of accurate information.

It is Critical to have Effective Measurement Tools in Place

I have several tools that can help to measure response. REACH Magazine is a coupon magazine, so obviously we can count coupons as long as they are collected and kept. For larger ticket sales like home repairs and improvements, or for companies that set appointments by phone, we have a phone call tracking services that provides weekly and very accurate and detailed measures of the number of calls from whom that result from an ad.

Many times business owners think that their phone staff are taking good notes on where their calls are coming from, but thinking it is so does not mean that it is.  There are some businesses that focus and really do keep good information, but there are many others where the persons answering the phone change throughout the day and where detailed (information you can make decisions with) information is not kept. Then decisions are being made from very soft information which may not be accurate.

Making decisions on poor information can cost you enormous amounts of money as a business owner. It can cause your business to fail as well.

Make tracking your advertising an important and critical role in your business. Then, strategically refocus your advertising dollars where they are being most effective.

The old 80/20 rule may be true with advertising for business. You get 80% of your calls from 20% of your advertising, but if you don’t prioritize measuring, you don’t know which 20% is working for you.

In addition, you may NOT have discovered the advertising that will propel your business forward yet. Continue to test from time to time in order to find your best-fit in promotion and advertising for your business. In several cases I have talked with failing businesses who exclaimed, “We didn’t start advertising until it was too late….”

Don’t let your SEO crash on April 21st because of a big Google update

On April 21st Google is putting out a big new update that may affect your website SEO

If your website is not Mobile Friendly this update will likely be a significant hit to the SEO of your website. Usually everyone is guessing what will change when there is a new Google Update, but with this one they have announced the importance of MOBILE FRIENDLY for your website.

How to test your website for MOBILE FRIENDLY

In addition on Google Analytics you can TEST YOUR WEB SITE easily. Just click on this link and put your website address in the line and Google will test to see if your web site is Mobile Friendly.

To test your site go here

The best and newest way to have a mobile friendly website is for it to be built on a RESPONSIVE platform. What that means is that there is just one web site, but that it looks different on different sized screens. You don’t have to pinch and expand the pages if you are trying to read the page on your iPhone for example. The responsive web site already adjusts the type size and the menu so that it can be read on a variety of sizes of mobile devices.

Call you web site guy right away if your web site says it is not mobile friendly or if you need some help I can get you what you need here. In some cases, for example if you work with a Word Press website, you can just ad a mobile friendly plug-in. In other cases you may need to rebuild your web site onto a RESPONSIVE website platform.

If you have not updated the look of your web site in 7 years

If you have not updated the look of your web site in the last 7 years you are due for a change anyway. The look and feel of  sites changes over time as does how people respond to different looks. If your web site looks older, it can affect the response of the viewer.

It’s like the difference of walking into a house for sale that has not been updated since the 70s compared to one with a very current look. If your web site needs to step into the present call your web guy/gale or again, I have the resources that I can point you to for some help.

April 2015 REACH Magazine arriving in homes by magic

Like Magic!

For consumers it seems like magic when they need a product or service and the very next week REACH magazine arrives in their mailbox with just the right products and services.

Working a month or two ahead to get consumers what they want

Our advertising consultants are always discussing well in advance which categories of business consumers want and when. Some businesses can advertise pretty much year round and get consistent results. Others have target seasons that are critical, times when consumers are getting estimates, making honey-do lists of things that need to be fixed, and getting a vision for what their home or yards will look like in the coming weeks.

May can be a VERY strong sales month for some businesses

We are just around the corner from the deadline for the May edition of REACH Magazine. Consumers typically have a much brighter and happier outlook once the drab gray color of winter is replaced with new landscaping, green freshly cut grass, a new patio, fixed gutters and so on.

Get your name in front of the eyes of consumers ready to spend money

Are you ready to dive into spring sales for your consumer focused business? Because they will soon be in a much better mood and ready to spend on the projects they want to get done this spring.

Print, Email, and Online coupons to get consumers off the fence

In addition to our print ads inside REACH Magazine we offer our clients featured listing in our coupon newsletter and coupons on our new REACH Magazine App. To find out more about any of this and to have me search our multi-city archives for a business similar to yours that is having success with REACH magazine, just give me a call here in Dayton at 937-478-6222 (Peter DeMott, 30 years experience). Or, you can click on additional REACH information in the menu above.

Here is the April cover of REACH Magazine in Dayton, Ohio:


The 1,2,3 of Advertising in REACH Magazine in Dayton

First you need to right target audience

When you choose any form of advertising, it is important to find out something about that media’s target audience. We have several with REACH Magazine.


REACH Magazine is opened by all and at least looked through. Everyone checks their mail, usually daily and REACH Magazine is delivered into their mailbox. Because we have lots of food and recreational activities in the magazine, one of our most powerful target audiences are FAMILIES.

Another benefit for you company that REACH is so popular (data, THE MEDIA AUDIT) is that all these ads for food and recreation give the magazine a long shelf life in the home. Families will go back to the magazine when it is time for a PIZZA, or when they need an OIL CHANGE, or when they want to try out a new CHINESE Restaurant. Each time they go looking for these things, your ad can be seen again and again.

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Another big part of what REACH offers is GEOGRAPHIC target areas. We mail all of the available addresses in given neighborhoods such that if you are a retail business with a bricks and mortar building location, you can focus your advertising budget in your primary target, those who live and work closest to your location and who are most likely to become regular repeating customers.


Consumer Trust

Many businesses are surprised about the power of REACH Magazine’s history in the market. This benefits you in two ways. First, because we have been a trusted name in direct mail advertising here in Dayton for so long, consumers bring some of that trust over to the businesses represented in the magazine. Many businesses over the years have expressed to me, their consultant, that consumers are not as suspicious when the lead comes from REACH Magazine. Although this does not make the sale for them, it is something that can make a noticeable difference.

Archived and Current Success stories

Second, since REACH has been around so long we have a deep file of ads that work. As a business interested in considering REACH advertising, I would do some research to find similar businesses who have or are currently advertising in REACH. If I find a similar business that is currently and consistently using REACH magazine in another market, then we already have some proven offers or incentives and even ad design to base your ad on. It might be a combination of a headline, photos, and coupons that have been proven effective which we can use in the design of your ad.


Last of all testing and measuring need to occur to evaluate your REACH ad. We have the tool of the coupon being redeemed, but we also offer call tracking for phone oriented sales companies. If an incentive offer is not generating enough activity for a business, we sometimes try again with a new more aggressive offer. Once the right combination is in place, ads that work can run throughout the year or at important seasons for the individual business.

My Experience

If you would like to learn more about REACH Magazine and whether or not it might be a good fit for your business, please give me a call. I was recently rewarded by the company for 30 years of service and I am one of the top sellers in REACH Magazine. I have clients who have been with me for 10,20, and 30 years and who have grown their businesses because of REACH Magazine.

Peter DeMott – REACH Magazine – 937-478-6222

Are you thinking “Oh my gosh, my kid has lice?”

Hear in Dayton there is a solution to your lice problem


At REACH Magazine one of our favorite target audiences is parents with kids

Today I finalized an ad that will go out in the March edition of REACH. It’s a unique service by a lovely lady named Wanda who is building a reputation of helping families with what many feel is a very embarrassing problem. REACH Magazine is great for reaching parents with children.


This is a common yet very embarrassing problem

She explained to me that in most cases if one person has lice, that there would be a good chance that several other family members would have the same problem. Rather than battle with various over the counter solutions, she tackles the problem head on at her private boutique with open by appointment only hours.  Each time that I have called to go over something with her, she has been working on being the solution to a problem for a family or individual. “Please call back as I am working with a customer right now”, is what she says.


Tell me what you think of her ad

I followed the look and feel of her web site which although it shows some educational drawings of these little pests, does not show any pictures that would make you close the page. It’s more mater of fact about a problem that almost every parent encounters one time or another while their kids are growing up and around other kids…ie, day care, elementary school, middle school, and high school.


Here is the ad we put together for Wanda and her unique business which is located in the heart of Centerville:

Lice Removal


 This problem does not respect socio-economic boundaries

Wanda explained to me that this is not a problem that is only encountered by lower socioeconomic families. It is something that can affect families at all income levels. If you have children in school, don’t be surprised if at one time or another you run into this problem. Keep this solution at hand because it is a problem you will want solved.


The solution to your LICE problem is a phone call away

If you have had this problem, as many parents of school aged children have, you know that you want it solved as quickly and effectively as possible. You can print out this ad and call for your private consultation or you can check out her web site at Total Lice Removal . net for additional information.

If my kids were little, I would be using this business


All my children are in college or beyond now, but if they were little I would be using this service.

When I stopped in to visit this business for consideration in REACH Magazine, it was clear to me that this could be a hot item in our magazine. When we present to businesses, we want businesses that we feel that consumers want and this in my estimation is one that will likely do very well.


Their clients bubble over with praise

As I was talking to the owner of the business several parents came in to pick up their child or children. In each case, when I asked about the service, they bubbled over with praise.


In the old days (showing my age)

In my day, if you could not find the appropriate high schooler who happened to be free that night, you could not go shopping without the “kiddles” or perhaps that date you wanted with your wife would be postponed. With this service, once your are registered ($15 and forms once per year) you can show up any time they are open and just drop off your kids confident that they will have a grand time. The parents who I spoke with indicated that their children keep asking them when they get to go back to Kidz Watch in Dayton.


Show their ad to your friends when you see it in REACH Magazine

Here is the ad that will come out in REACH magazine on February 1st, but the owner has indicated to me that any first time client may use this coupon to try out their service so long as they pay the registration fee of $15 and fill out the appropriate (state required) paperwork. Once you are registered, just bring in the coupon for your first visit and your first hour is completely FREE. Hoping they do well in REACH because I think consumers with kids are going to LOVE, LOVE, LOVE this business.


If you have a business that you think consumers will love, please give me a call. These are the kinds of businesses we want in REACH magazine.

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Located in the Crosspoint Shopping Centre at the corner of Ste Rte 48 and Alex-Bell Rd. just off I-675.

If you use this, please tell them I sent you. Much appreciated.

Dayton area homes shows are great lead sources for the right businesses

As I mentioned in my previous post, home shows can be great lead sources for the right businesses:

What is the right business:

1) A business that has an outgoing sales staff that can interact without pressure with consumers as they go through the home shows. This would include having people at the show that know about your product or service AND who want to be there because they will be rewarded for their efforts.


2) A business that has a product or service that is wanted by consumers in this market.


3) A business that can demonstrate to consumers that they will be around 6 weeks after the show ends and will stand by their product or service in the market. This is about perceptions. At a home show you may run across a consumer who has been to the last 3 years of home shows considering a kitchen remodel and who saw you last year at the same place, but was not yet ready to dive in yet. This year it’s time and now they have seen you again and trust you.


That’s pretty much it. If you have those three things you can do very well in the Dayton area home shows.


What are some of the things that frustrate business owners about home shows?

If you happen to be one of the companies that qualify to reap the harvest of great customer leads from home shows as stated above, then one frustration is that they do not occur year round.  If you had a source of great consumer leads for your home improvement business throughout the year, you would continue to invest to get those leads. The problem is, the best time and the only time that home shows seem to work great is late winter and early spring (and in some cases fall). The rest of the year you are out of luck. If only there were a place where consumers would come to you to ask you questions and meet you so that they could consider you as their contractor of choice.


Some business owners find that they have to personally man their booth throughout the weekend because they are the only one who can answer all the questions that consumers come with related to their business. So although it can be very productive, it is also very time-consuming for those business owners. Time away from family and time away from important projects that are in progress can be very frustrating.


Home shows can be expensive too. You have to rent the booth space, create an interesting and captivating display for consumers to see, and man the booth throughout the weekend or weekends of that particular home show. If you have some reluctant employees who are not excited about representing your business during their weekend, then your investment will evaporate into nothingness leaving you with a big investment and no leads and worse yet, NO SALES after the show.


Although this is not generally the case, there are some home shows that are full. If you participated last year, you have first rights to get back in the following year. But if it is full, and you want in, there is not much you can do to change that situation. Perhaps you can get on a waiting list for the booth that is a no-show or who does not pay for their space in a timely manner, but then you have to jump to have everything ready and manned in time.


I have clients who do extremely well every year in the Dayton area home shows. I also have run into businesses who say, “I will never do that again.” even in the same category of business. Like I said above you must have THREE things listed above to succeed at the Dayton area home shows. If one of those things is missing, home shows will be a bust for you.


Alternatives to home shows:

Of course there are alternatives to home shows and there are forms of advertising that you can run along with your home show investment. My best clients do both homes shows and REACH Magazine advertising. Just go to the home shows and then look through your REACH Magazine. If you go to a home show and ask some REACH clients how they do in homes shows and how they do in REACH, they will likely talk with you so long as you are in a non-competing category of business.


Each form of advertising has to be considered for its own merits.

Although a REACH ad may not provide the number of leads that a home show does in one weekend, REACH is available throughout the year and for the right businesses it can be a continued source of productive sales leads. I have clients that invest and count on homes shows for a number of leads each year and they also advertise in REACH for the same reason.


In the past some of my clients have postponed their REACH advertising until the home show leads have settled down, but not any more. There are factors outside anyone’s control that can cause havoc to a home show. Really good weather or really bad weather can hurt home show attendance in a significant way. So whereas one year a particular show can do gangbusters, the next year it can perform poorly and so on. REACH magazine stays in the homes of consumers for many weeks. It has a variety of coupon offers from popular restaurants, auto repair shops, fitness centers etc. that give the magazine a good reason to stay put in consumer’s homes. For that reason, it is weatherproof. If the weather is great or the weather is terrible when the magazine arrives in the homes, it’s still there three weeks later when the consumer is ready to consider your product or service.


Since only a fraction of the population goes to home shows, even the best ones bring in only 7,000 to perhaps 10,000 shoppers, REACH can put your product or service in front of up to 260,000 consumers every month. If you reach a consumer who wants your service, but who does not want to go to home shows, you still want that business don’t you? Even during home show season, there are thousands of consumers who will choose to buy your product or service or that of your competitors during that PRIME SPRING HOME IMPROVEMENT SEASON.


So if you do homes shows or not, you should at least be informed about REACH magazine. I’ve been selling REACH advertising for 30 years now and I have a no pressure consultative approach to what I do. If I think that REACH may not be a good fit for your business, I will tell you so up front. I am looking for business that want to grow and who consumers want to buy from. If you meet those criteria, I hope you will give me a call.

For Home Improvement Businesses in Dayton it’s Home Show Time

YES, Spring is here for businesses in the Miami Valley

Spring is HERE for home improvement businesses starting with Home Shows and working on REACH Magazine ads for March / April / and / May.

Home owners are preparing to open their wallets in the first quarter

More money is spent during this time on home improvements than any other time of the year. If you have a home improvement business of any time, this is the time to explore and prepare to actually put your name in front of thousands of home owners that will be opening their wallets this spring for changes and improvements on their homes. If you know how to present yourself and your business at the home shows, they can be some of your best marketing efforts of the year and get you off to a great start as soon as the weather breaks. Not everyone does well in this marketing environment however. Just like every form of advertising, it has to be a good fit.

Many consumers love to make face to face contact with contractors

Many consumers will see if they have a good feel or a good report with a contractor by saying hello at a home show. If you invest in a home show, this is FACE TIME for YOU or your sales people. This is not a time to just sign people up to man the booth who are not invested in increased sales for your company. My experience is that those who do the best at these homes shows are willing to invest their own time to be there as much as possible during the entire event.

Not everyone goes to home shows

Exposure to home owners for many businesses, through home shows, gives them some face to face contact with consumers, but only a fraction of home owners make it to the home shows. Hundreds of thousands do not go out to the homes shows and yet are also ready to spend money to improve their homes. That’s where REACH Magazine kicks in. Consumers LOVE REACH Magazine as is demonstrated by the very high readership of over 95% (The Media Audit , “one of the highest ratings of any publication that we have rated.”) And consumers TRUST Reach magazine to show them some of the best home improvement companies in the market so when a business shows some of their best work (quality photographs) and presents an incentive offer to the consumers (must have perceived value to create interest), many will respond to learn more.

What can hurt a home show? For ONE, They do not occur year round

There are a couple other factors that can be a frustration to businesses with regards to home shows. For one thing, if home shows are a good fit for you and your business, they only occur in the winter and early spring and they only reach a fraction of your potential customers each year. With REACH you can promote at the same time and also later in the season to keep the leads coming in throughout the year.

Really bad weather or really good weather can affect home show attendance

From time to time weather can be something that will mess up your investment in a home show. If the weather is too bad (5-10 inches of snow fall as the show is just ready to begin) or if the weather is too good (it’s 60 degrees out and everyone is sick of being stuck inside) then numbers can be down for a particular home show weekend (sometimes sporting events will hurt home show numbers as well). It seems like the ideal weather for home shows is a dreary day with some rain so there is nothing to do outside and there are no major sporting events going on. Whereas weather can affect home shows, REACH Magazine is pretty much weather proof.  When REACH arrives in the homes, because there are pizza places, Mexican restaurants, Marion’s Pizza, and more, people hold onto the magazine for many weeks. They review the magazine every time they need something whether that is a pizza, an oil change, or a massage.

Home shows can be expensive and time-consuming

Last of all, for some businesses, I hear that the investment of time and energy can be one frustration of participation in a home show. If they are not a good fit, response can be low and yet their employees have to spend critical “weekend” time away from their families and off of current projects that need to be done. Don’t get me wrong, home shows can be a home run for many businesses. Some can plan a good portion of their year just from the home show contacts they get, but others not so much. It  just all depends.


Wedding Planning season is approaching and REACH Magazine can help

Here in the Dayton, Ohio market, we are again going to feature a bride on the cover of our January edition of REACH Magazine. Inside there will be a section of the magazine devoted to all sorts of wedding professionals.

In addition there will be a $25,000.00 wedding package give away to help draw the attention of brides in this market.


260,000 homes will receive this REACH magazine with the wedding planning guide inside at a time when many brides are excited to start thinking about their special day. You see some of them got engaged during the holidays before during and after Christmas and New years day.

If you are a wedding professional with either services or products that brides purchase for their special day please give me a call or email me. I will send you the information about ad sizes and prices. Complete design of your ad is included at no extra charge.

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eREACH coupon Newsletter for the Dayton market

Would you like to receive a list of several fun family oriented coupon opportunities in your email inbox just one time a week?  Consider signing up at with your zip code and sign up for the newsletter. We will not inundate you with emails every day. Just one email each week on Thursday so you will have time to look it over for the weekend. Here is a sample of how the newsletter looks with links to online coupons that you can print out and use.

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Sign up here for your eREACH email coupon newsletter for the Dayton area. See SUBSCRIBE Flag at very tippy top of page.

If you would like your business featured in our eREACH coupon newsletter, just give me a call to learn more about REACH Magazine in the Dayton or Cincinnati markets. I have over 25 years experience helping small businesses grow through direct mail targeted incentive marketing.

Peter DeMott • 937-478-6222 •