BAD TIMES CALL FOR
INTELLIGENT MARKETING

The most important aspect about marketing is staying in front of prospective clients and generating enough interest to create a sales opportunity. The second most important aspect is to provide enough sales support to generate a sale.

There are many ways to go about this. The sky is the limit.

That leaves you with an untold number of options. Certainly, you will want value for your dollar spent. You have to make sure that your money is providing a return on investment. Sometimes, this involves a bit of gambling -- trying various marketing channels to see if they generate results.

Some marketing channels (magazine or trade advertising, direct mail) are best experimented with on a contract basis. If you're going to try one of these, the magic numbers are 3 for direct mail and 6 for display advertising. That means, you start seeing returns the third time with direct mail and the sixth time running an ad. With display advertising, you're better off running a smaller ad, but running it more often. That's known as, "frequency." The more your audience sees you, the more likely they will contact you.

Do not commit to this type of marketing unless you are prepared to meet these minimum requirements. If you try either of these once only, you'll likely be wasting your money. With few exceptions, either commit to the minimum, or do nothing.

If you are battling competitors, are you doing a good job of showing your value versus theirs? Ask yourself some questions. "What are the strengths of my product in comparison?" "What are the weaknesses?" "What do my customers/clients say are the best qualities of my product/service?" "Why should anyone choose my offerings?" Put those answers out there in your marketing. Don't be shy or dance around your strengths. Be bold!!!

Many companies are not direct enough in presenting their offerings. How often do you see competitors say, "We have the leading gizmo on the market." Yes? Well, what makes YOURS the leading one? What sets you apart in a way that matters to your audience? Say it!

There's a lot to say about marketing, and not enough space in October's Marketing Adrenaline. If you are looking for intelligent ways to open marketing channels, or to improve upon existing ones, our consultations are free. Call us any time.

A MARKETING PHENOMENON
WHICH REQUIRED SERIOUS STONES

Imagine a product which:

Only costs you 7 cents to purchase.

Imagine spending $1.12 on packaging.

Incidental and delivery costs are $2.43.

Your total costs are $3.62 per product.

How much do you believe you can sell them for?

How about $14.79, making $11.23 profit per unit.

Finally, imagine selling 5 million of them in only 6 months. Gross sales are $56,166,420. Profits are $42,658,040 in 6 months!

That is what the 1975 Pet Rock Phenomenon translates to in today's dollars (well, early 2008 dollars). Over 40 million dollars in profit, selling simple river rocks in a 6 month period. If marketing miracles exist, Pet Rocks was the ultimate.

To view a PDF article about
the incredible Pet Rock phenomenon,
click here:
Pet Rock PDF

760 AREA CODE ALERT!

The CPUC originally ordered an area code split for the 760 area code to commence on November 8. This would have forced North San Diego County to adopt a new area code. Because this would have created a substantial hardship on businesses and residents, a petition was filed to overlay a new area code over the existing one; allowing existing area code holders to keep their 760 prefix. Here is how the battle is going so far.

On August 15, 2008, Assemblyman Martin Garrick and the Chambers of Commerce of Carlsbad, Encinitas, Escondido, Oceanside, San Marcos and Vista filed a petition to modify the CPUC's decision to split the 760 area code (D.08-04-058). The petitioners requested that the CPUC reconsider implement an all-services overlay instead of a split. On Sept. 16, 2008, the CPUC issued a response to the petition that calls for an overlay instead of a split of the area code.

The CPUC is scheduled to consider the petition on October 16, 2008. Interested parties and members of the public should consult the docket card for the latest information.

For a direct link to the CPUC web page relating to this matter: CLICK HERE.

Some time shortly after October 16, we will have a better idea of what will happen. Until that time, I still advise that you wait with large print orders until you can be certain what your area code will be!

CURRENT PROJECT HIGHLIGHT

Product Design and Presentation Package for
Ace Coating Company, Inc.
Enviro-Power, Environmentally Friendly Cleaning Products
Approved for Test Market in Walmart!

Ace Coating Co., Inc. has been a Key Advertising client since we opened our doors in 1990.

Recently, Ace Coating diversified its line of environmentally friendly cleaning products; moving the product positioning from industrial use and adding household use. An industrial carpet cleaner, grease and tar remover, and industrial cleaner were branded by Key Advertising roughly 10 years ago. The carpet cleaner was replicated for general use. Eleven other cleaning product lines were added: Kitchen appliances, stainless steel and chrome, automotive chrome, stain remover, walls, wood, vinyl & linoleum floor, vinyl, mirror and glass, tile, and kitchen surfaces.

Key Advertising created the logo, packaging and promotional materials to support the new brand. The product labeling utilizes pristine natural backgrounds. Marketing support materials were created in both digital PDF and hard-copy formats. Prospective buyers receive either an hard-copy binder or a CD offering product details. This campaign led to a Walmart executive approving the products for testing in every Walmart store in Ohio. If the products are successful there, they will be carried throughout the chain.

Through the marketing campaign the products are generating substantial interest, not only at Walmart, but also at QVC (who tested the products extensively). QVC is currently considering carrying the line. Other distributors have also shown tremendous excitement.

Ace Coating Co., Inc. also manufactures a line of acrylic coating products for buildings, including: Roof Coatings, Wall Coatings, Deck Coatings, Drive-On coatings, Lead and Asbestos encapsulation coatings, and more. Key Advertising has played a critical role in branding and marketing these products since their development.

The Ace Coating sales teams are well-equipped with important product literature and varying support materials. These materials ensure an easier sales process and a higher closing ratio.