April 24, 2014

What difference does a picture make?

A Picture is WORTH More than a Thousand Words

I was just reading some research about advertising. They were comparing words to pictures in advertising and found out that people respond to photographs is milliseconds. In the past they thought it was quicker than people respond to words, but this definitive research found that photographs could make or break an ad.

In REACH Magazine, after twenty plus years experience, I tell my clients to include a dominant graphic image (PHOTOGRAPH) to defines the category of business and captures the interest of the consumer. The next thing consumers look at are the coupons or incentives being offered (if the picture caught their attention), that means a coupon for each area for which you want consumers to make purchases. LAST of all is all the collateral information that the consumer needs to know like BBB membership, bonded and insured, type of food choices available, hours, phone number, web site, and so on.

Does a Selfie image in your profile a good thing?

Having a professional yet friendly and up beat portrait as your profile image for LINKED IN or for Facebook or other business and social networking venues is equally important. What does a poor quality, or selfyie say about you as a business person? What does having no portrait at all say?

I use my photography for my clients in REACH magazine. Many times businesses have low quality, poorly composed and poorly lit images they want to use in their advertising. Good quality photography shows their business in a better light. I also do portrait photography including business portraits for whatever the need including web and social networking sites.

Here is one portrait from a session this week. Upon purchase Jen immediately updated her LINKED IN profile as well as resources at her work that needed profile images.

JenV    ©PeterDeMott

If you need pleasant, not too stuffy, images for your web site and various social media profiles consider giving me a call or check out this link: Business Portraits in Dayton Ohio

Business portraits

Planning your marketing and advertising for 2014

Written Planning is one thing I see in successful businesses

I’ve been around the Dayton, Ohio market for some time working in Advertising with REACH magazine since it was first published in this market.  One thing that I have noticed and frequently read about as well, is that businesses that put things in writing more often seem to reach their business and marketing goals.

Marketing and Advertising for your business

Even if the plan is to TEST some new marketing and advertising venues, putting it on your calendar makes it about 95% more likely to happen. As small business owners our attentions are pulled in so many directions that things can easily slide to the back of our minds where they quietly just fall of the list of things to do. BUT, if we have a calendar and write some things down, those things can come back to the front of our thinking, “Oh yes, I wanted to test –this or that– advertising venue.

Put your subconscious mind to work for you

The other thing that happens when you write something down, is that your subconscious mind will start working on the project even when you are not. And at the same time, you can break the project up into some smaller chunks… For Example:

Try out REACH Magazine for my business

1) Call REACH Magazine to schedule consultation

Is REACH a good fit for my type of business. Do they have similar businesses that are doing well in REACH right now?

2) Find out when the deadline is for the March edition

3) Work with experienced REACH representative to come up with effective ad creative

4) Proof the ad and make changes by deadline. Arrange for payment by this date.

5) Measure results and evaluate program

Failure and forgotten plans and goals

Businesses that do not have a calendar and written plan typically arrive at the month of March and say to themselves when they see REACH Magazine arrive in their own homes, “Darn, I wanted to try out REACH Magazine in March.” By the time that they get around to doing something  it’s fall and their plans are shelved until next spring.

I use REACH Magazine as an example to hopefully tweak your mind about trying out some advertising that you have not tried before. At the same time, I am a very strong advocate of writing down goals and plans for your business if you want to become successful or more successful.

Staying close and on-track with your spouse

Even in my marriage, I find that having a goal book helps me and my wife know each other better and be on the same page together as we go forward in life. I have a nice blank leather-bound book that we write in.  Once in a while when we go out to dinner, I pull out the book and we look at goals we have written in the book. My wife wanted to get her Masters Degree in education. I wanted to build a photography studio in the barn. I have a goal for my sales in REACH Magazine. We want to get a new countertop for the kitchen and open up a wall between our kitchen and dining room.

Sometimes we look at a goal and we revise it or even remove it, but many times we put a big check mark by it because we DID IT or we put a date on it and start working on it more diligently. In every case it helps us to know each other better and to go toward the future together as a couple. So many married couples gradually grow apart not knowing what their spouse wants and desires. One day they notice that the things they wanted to do never happened and the person they married has different interests now.

The difference between a dream and a goal

It can be that way with your business too. Many goals never even attempted because you did not write them down…. gradually those goals just fell of your list like passing dreams. If you have a goal and you don’t write it on paper where you can see it from time to time, it’s just a DREAM. It becomes a real goal when you put it on paper.

 

I hope you were challenged to write it down. It will make your more successful. I hope to meet you some time soon.

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If you would like to learn more about the unique capabilities for targeted direct mail coupon mailings with REACH Magazine, please give me a call. Peter DeMott 937-478-6222. I work with REACH in Dayton, Cincinnati, and I can also place ads in our other markets. I have over 25 years experience in this field.

Plan Now for a successful year in the wedding business in greater Dayton

REACH Magazine’s Wedding Planning Guide 2014

Last year over 2,000 brides-to-be registered to win the $25,000 wedding package give-a-way inside the January edition of REACH Magazine in Dayton, OHIO. The cover of the January edition will feature a beautiful bride and mention the prize registration inside to draw attention to your ad in that section of REACH Magazine.

“Thousands of brides, grooms, and parents of brides will see your ad as they look through their REACH Magazine in January, the beginning of the 2014 wedding season.”

What you do as a wedding vendor in the month of January can significantly affect the success of your entire year. Because people love REACH Magazine and use it for the coupons of their favorite car repair or restaurant, fitness center or massage therapist, tanning salon or hair salon, they will have repeated opportunity to see your ad in the wedding planning guide section of the magazine. THE MEDIA AUDIT tells us that over 95% of REACH Magazine recipients open, look through, and use coupons inside REACH Magazine each month.

Target Marketing to newly engaged brides, grooms and parents planning weddings in 2014

Even though REACH Magazine is mailed throughout the community, the bride themed cover and section within the magazine draws the attention of brides and their parents. In essence REACH is targeting your market by drawing attention to the Wedding Planning Guide within the regular magazine that they love and know. Friends and family members will mention, “did you register for the $25,000.00 wedding package give-a-way inside your REACH Magazine?”

Date and Distribution – Timing is perfect

The January edition of REACH is distributed in the FIRST WEEK OF JANUARY when many young brides have just become engaged over the holidays or when they are beginning serious planning for their wedding planned for the coming year. Distribution is to 260,000 homes throughout the Greater Dayton area from Piqua in the north to Springboro in the south and from Brookville in the west to Springfield and Xenia in the East. In a day when it is difficult to impact the market, REACH Magazine is your powerful direct mail ally.

If you would like to know more about the Wedding Planning Guide inside the January edition of REACH Magazine in Dayton, please call Peter DeMott 937-478-6222. He has a pdf that shows various size options for your ad. Graphic design is included. Hurry, DEADLINE for participation is December 2nd, 2013. Payment is due with proof approval.

Peter DeMott

937-478-6222

peter@photosbypdemott.com

Pdemott@reachusa.com

There are several ads sizes available to meet most budgets. Click on this link: PRICES FOR WEDDING PLANNING GUIDE 2014 If the document does not open on screen, click on the download button. The first page is informational and the second page shows examples of sizes of ads and their pricing.

 

Wedding Guide Graphic

Wedding vendors plan on being in this year’s REACH Magazine Wedding Planning Guide

Wedding

REACH Magazine will again be hosting the Wedding Planning Guide in the January edition 2014

Back by popular demand, there will be a wedding planning guide inside the January edition of REACH Magazine. The cover of that issue will feature a beautiful bride or wedding photograph and will mention that the guide is inside along with everyone’s favorite coupons.

PERFECT TIMING to get your business noticed by new brides to be

January is when many newly engaged brides to be start working on planning their special day in the coming year. This is another way to TARGET MARKET your advertising right to the brides, grooms, and their parents during a time when they are eager and anxious about the planning they need to do for this special coming event.

Last year in the Bridal Planning Guide inside the January REACH Magazine accounted for over 45% of all the entries for the grand prize of a $25,000 wedding package coordinated through The Events Connections here in Dayton. Thousands of brides and those newly engaged saw the cover of the magazine and explored the guide inside to consider reception venues, photographers, limo services, florists, and more. All other media combined made up the remainder of the response. Nothing was close to the impact that REACH made in terms of response.

If you would like to plan your spot in the magazine this is a great opportunity to capture the eyes of new brides and their parents as they start the adventure of planning their special day, please call Peter DeMott at REACH Magazine: 937-478-6222

Who might want to consider participation?

• Wedding Planners

• Cake Companies

• Photographers / video

• Travel agents

• Reception Venues

• Dress / Tuxedo

• Decorators

• Caterers

• Card Shops / Invitations

• Jewelers

• Salons

• Music / bands / quartets / singers etc.

• Chocolate fountains / Unique reception offerings

• Wedding venues

• Hotel accommodations

and more….

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

BNI Kettering Networking Chapter Visitors day April 11th, 2013

One nice thing about BNI is that there are quite a few chapters around the Dayton area. They meet at various mornings and perhaps some other times. BNI is a pay membership networking group (this can be a benefit as it adds some accountability to the membership. You also keep out your direct competitors with your active membership). You know that everyone has a commitment at least based on their investment in the group working for them. Everyone knows that if you give to others you will gain from them as well. If you are just looking for what you can get, the flow isn’t there.

Visitors day was April 11th, 2013 for the group and one of the members had invited me to join them for the day. They have a good strong base of about 18 members, but their goal is to grow it to the 40 ish level. The amount of referrals grows exponentially when a group can double in size. Here is a video link showing the meeting before it started: http://youtu.be/Bom629EjxWQ

Just below is a photo of the meeting as people were asked to give their one minute messages.

 

Visitors day April 11, 2013

Visitors day April 11, 2013

They have room for 40 if they make their goal. They meet on Thursdays each week at 7:30 A.M. in the basement meeting room at Coldwell Bankers – Heritage Realtors at 2000 Hewitt Rd. which is off Bigger or Whipp Rd. depending on where you might be coming from. Here is a mapquest link to the location: http://mapq.st/11nlXct They also have a website here: http://ketteringnetworkers.webs.com

BNI is limited to one of each category (unless there is no overlap, for example there could be a commercial Realtor and a residential Realtor in the same group). Currently this group is looking for these categories of business to fill some openings they have:

Web Developer, Home Inspector, Pest Control, landscaper, Commercial Realtor, Photographer, Caterer, Roofing and Siding Company, Travel Agent, Electrician, Plumber, Painter, Chiropractor, Event Planner, Telecom Services, Marketing Services, Residential Builder, Windows & Doors Contractor, Carpet Cleaning Company, Sign Company, Body Shop, Office Products and Services. I am sure they have many other categories they would love to have. If you would like to visit the group, call the current chapter president Cliff Burst at 937-660-2218 to make sure your category is available and to discuss visiting the group.

One interesting portion of the meeting was when Tom Kavanaugh was asked to share about his long time commitment to this group. Apparently he is over 15 consecutive years investing in his fellow BNIers in this group so he has some perspective. Here is a video clip of what he said (you may need to turn up the volume a lot to hear it) http://youtu.be/B6xOfyQtYZ4

Perhaps it’s time for you to check out the Kettering Networking Chapter of BNI.

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

Where does REACH Magazine RANK in Dayton Ohio?

How does REACH magazine Rank in Dayton Ohio?

This is a RANKER report showing how often people refer to various media in the Dayton market. It is a comparison using people who generally have more money to spend in the age group 25-54 years of age.

Although everyone has their audience segments that they might rank higher for, in this comparison using the Dayton market ADI (area of dominant influence), I am sure that many business owners might be surprised to find that REACH outranks almost everything in the Dayton market. Perhaps you are buying newsprint or even several radio stations or a combination of publications. Perhaps REACH would get noticed by more consumers with less investment.

What does this say to your business. First it says to have an easy to find web site which informs people about your products and services. Second it says, it’s time to find out more about REACH magazine and to see if REACH might be a good fit for you type of business.

It used to be that advertising worked like this:

Broad ad campaign —> sends consumers to brick and mortar —> questions are answered and purchases are made.

In today’s market advertising is starting to work differently:

Broad or focused ad campaign—> consumers go to web to answer their questions—>  with their questions answered they call or come in to make their purchase.

Does your business take this new way of shopping into account?

Is this the first time that someone has shown you that consumers LOVE REACH magazine in Dayton, Ohio?

Most Often Used

Does page count matter to consumers for coupon magazines?

 

SNOW DAY (my wife is a teach and would love to have a snow day)

Today I dropped off samples of our February REACH magazine to one of my clients. He looked at one and said, this is nice and thick (has lots of pages) and he showed me one of our competitor coupon magazines here in Dayton. We were relaxed and un-hurried because of the snow slowing things down today. The conversation continued about the coupon magazines in Dayton.

How long will a coupon magazine with only 12 pages last?

For the second time in a row one of the other magazines was only 12 pages from front to back. I asked my client how that might affect the response that he will get from the magazine. The receptionist joined right in by saying, “that other one will not last long in my home.” There is not enough good stuff in it was basically the gist of what she was saying. “I like what you do with you covers more too, it just looks nicer and I can leave it around,” she said. She then explained that REACH magazine definitely keeps working longer than the other magazines.

The client explained that with several changes that had been made to this other magazine, and with the low page count, even though this other magazine cost significantly less than REACH, performance (number of coupons being redeemed) was way, way down. It was very disappointing. He was considering what he would do in the coming months.

Why do consumers like lots of pages?

December, January, and February normal times for lower page counts in all the magazines. Our February magazine is 48 pages thick. It has lots of food which consumers love, and it has a lot of variety of types of businesses as well. All these things create the perception of value and curiosity with consumers making REACH the most popular coupon magazine in the Dayton and Cincinnati markets.* (*THE MEDIA AUDIT)

Lots of pages are good for all our advertisers

As we move toward spring we have an influx of seasonal businesses that jump into the magazine so that page counts go up significantly. That’s great for all our advertisers because the magazine has much greater perceived value and because of the variety and value, consumers hang on to REACH longer that all the other coupon magazines in town.

I have referrals for you

My job is to help your business grow. If you want to hear from my clients who have similar stories to the one I have just shared, I will gladly let you talk with them (so long as you are not their direct competitor of course) and let them tell you that REACH stays around longer and works better.

Give me a call at 937-478-6222 for a consultation appointment about your business. Perhaps you can take advantage of consumers view or REACH magazine (they LOVE it, they use it, and they like the businesses that advertise in it). Hold up your REACH magazine in your hand when you are with a group of friends and ask, “Do any of you use this magazine?”  I would bet you money that 9 out of 10 would say “Yes, I just used ______ coupon”

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

Feb Cover

 

Finding a plumber who wants to grow his business is like….

You know those sayings.  

But, here’s the deal, I have plumber ads which are being used in REACH Magazine from two different cities which are working very well for plumbers and I cannot seem to find a plumber interested in growing their business in the Dayton market.

I have talked with three types.

1) One is just hanging on and has no money to spend to grow their business.

2) The other is very busy and does not want to go through the pain of growing. (adding to the payroll or working more hours from time to time)

3) Last of all are the ones who are to busy working IN their business to work ON their business.

Add garage door companies to that list as well.

Here’s a fact, if a business is running a full-page city-wide ads in REACH Indianapolis 12 times per year, or if they are running a half page 12 times per year in REACH Cincinnati, then you can sure bet that those ads are producing a significant return on investment (ROI). Otherwise those businesses would stop the advertising in REACH Magazine.

Unlike some other forms of advertising, direct mail coupons are accountable. You can determine exactly how many responses came in, then take into account how much you spent and instantly determine your ROI.

Direct mail coupons are not just “out there improving your name recognition” like radio and tv or display ads. With REACH Magazine you know what you are getting for each dollar you spend. You get the added name recognition because REACH is so popular.

Is it time for you to find out more about Dayton’s favorite coupon magazine?

Right ad in the right Magazine

So you see, I have examples from other markets of ads that are producing well, and I have a magazine that consumers LOVE in Dayton. That combination could be VERY good for your business. Especially you PLUMBERS and GARAGE DOOR Companies.

Are you ready to grow your business? Maybe we should get together.

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

Spring advertising in Dayton with March, April, May REACH magazine direct response advertising

Dave Ramsy EntreLeadership Podcast

I was listening to a small business entrepreneur podcast last week and I was interested in what this person had to say. It was an interview on EntreLeadership Podcast by some associates at Dave Ramsy for the Podcast (you can listen to podcasts free on your iPad or any smart phone by subscribing through iTunes or on Dave Ramsy’s web site).  I highly recommend this podcast for any small businesses in the area. I also recommend it for anyone considering starting a business.

Direct response advertising critical for small and newly started businesses

Anyway, the woman being interviewed was talking about Marketing and Advertising and explaining that for an upstart business, most cannot afford to spend money on branding and marketing their businesses. Huge businesses, national businesses can spend money with display ads that just show their logo, even if this “branding” or “display advertising” does not create direct response. But she went on to explain that new businesses and small businesses need customers NOW. As a small business owner you cannot afford to spend advertising dollars on ads that do not create business and customers for you, she explained.

Direct response advertising can build recognition while creating response

She explained that direct response advertising was the best choice since it can be helping people to recognize the logo and the brand, but at the same time it generates a direct response to the advertising message and brings people in. Generally direct response advertising is considered to be face to face sales, direct mail, and various forms of incentive marketing.

Look for something that is already working someplace else

As an experienced sales consultant for REACH Magazine (Almost 20 years experience), when I get an appointment with a business owner, it’s my job to bring examples of similar businesses that are currently doing well in REACH Magazine. Then we discuss a test for the business. Usually an effective test for a business is three consecutive mailings. REACH Magazine is mailed monthly, the first week of each month throughout the year. Next we discuss targeting the mailing to a specific areas of the city or perhaps to the entire market area. This will depend on the type of business and their ability to be responsive to the results they get from the ad.

Helping businesses to grow in Dayton and Cincinnati

It has been my privilege to watch several businesses start small and grow to be large enough to mail regularly in both Dayton and Cincinnati. Perhaps it’s time for you to become more knowledgeable about REACH Magazine so that you can make an informed choice for your business. One thing that surprised some businesses is when I say, “I don’t think REACH is a good fit for your business.”  When I say this (from time to time) business owners explain that they have never heard a media rep say such a thing. For me it is a matter of great importance. If the business is not prepared for the response that I can bring, or if I am concerned that the consumers will not be treated appropriately, or if it is a type of business that historically has not done well in REACH, then I do not want them in our magazine.

Dayton’s favorite coupon magazine

Here at REACH we care that consumers LOVE REACH Magazine when it arrives in their mailboxes each month. We want to maintain our reputation as Dayton’s favorite coupon magazine. If we put businesses in the magazine that they do not want and will not respond to, then REACH will soon become less Loved by Dayton consumers.

I’m always wanting to learn more, are you?

Listening to podcasts about running businesses and about advertising helps me to be a better advertising consultant for REACH magazine. I hope to hear from you soon.

REACH Magazine • Dayton • Cincinnati • Indianapolis • Akron and more • Peter DeMott • 937-478-6222 • pdemott@reachusa.com

Valentines day advertising in Dayton – Hurry Deadline will be here quickly

Our February REACH magazine comes out the first week of February. Perfect timing for ads about special opportunities to capture the heart of your special Valentine this year.

If you have a business that can benefit from Valentine’s day advertising, take a look at REACH magazine this year. We mail targeted zones as well as full market to 260,000 homes throughout the greater Dayton area. Ad development is included in your price for advertising.

• Jewelers

• Restaurants

• Florists (offer a cash and carry special and generate extra counter sales throughout the day without the burden of delivery)

• Hotels for special get-away packages

DEADLINE! Want to place an ad for the February edition: We need to reserve your page by 1/02/13. Yikes, that will be coming really fast.

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