Don't Waste Advertising Money

Nothing is more pointless than spending money on an advertising campaign when no effort is made in-house to deliver on the promise to customers.
I’ve had many years experience in the advertising industry. I’ve sold advertising space at radio stations and I’ve been a senior account director for a multinational advertising agency.
When a campaign launched, I liked to visit the client’s premises and ask somebody, “what are you featuring today?” Far too often, the responses ranged from blank looks and shrugged shoulders to a more enthusiastic reponse such as: “it’s all good!”

Instead, use your staff meetings and daily team meetings to enthuse your people about the products and services to be featured in the advertising, this week. Make sure they know about the best bargains.
Feature the products on store displays, and prepare flyers for anybody who may take phone enquiries. Put a sign out on the pavement, if you can.
Get your people to point out the featured products to everybody who enters your store: “by the way, if you’re looking for (canvas prints) they’re our advertised special this week.” That’s not pressure, that’s friendly advice.

Give some thought to running a small incentive on featured products: perhaps a bottle of champagne for whoever sells the most each day. (It’s a nice treat, but not so valuable the sales team will “mis-sell” in order to win.)
It’s not easy to pull together inventory at margins which justify a campaign, so maximize the investment in your advertising and go all-out to make sales.
By The Business Advisor