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 • firstname.lastname@example.org