Effective advertising doesn’t have to be expensive, but it does need to be consistent to build brand awareness. Explore ways to keep your message in front of your audience. Break through the clutter and tell your story in a way that is unique. Nearly everyone’s marketing budget is holding level or even decreasing to combat these financial times, so spend smart! Think outside the box and search for co-op dollar opportunities as we did for one of our clients.

Wichita Roofing & Remodeling is taking its new customer service program to the streets, literally. We designed a vehicle wrap for the marketing director’s car that would represent three different market areas—and more importantly strategically and effectively use their resources.

Today, the company name is reaching thousands of people daily as the director travels to meet one on one with insurance agents across the state. It’s not often you see a “Nascar” traveling down the Kansas turnpike. Is wrapping a vehicle original? No. But choosing an image of the number one spectator sport in America to carry your message across unexpected terrain is. It’s a conversation starter and it creates a memorable impression. And the best part is some of the client’s vendors are “car sponsors.” Their sponsorship dollars are helping pay for the vehicle wrap while our client’s message speeds across the state.

Get in the driver’s seat. The race is on! What are you doing to reach the checkered flag before your competition?

If cold calling leaves you feeling frustrated and beaten down, try baiting the hook with targeted direct mail. When done strategically, direct mail will help establish company name recognition, build interest in who you are and create perceived value of your product or service before you ever have to pick up the phone.

We recently developed a five-piece direct mail program geared toward helping a client catch a few really big fish. Several prospects who received the mailings are actually calling the client before the client calls them! Others are readily agreeing to meet as soon the client contacts them.

The campaign was fun, memorable and, most importantly, broke through the clutter. While this direct mail campaign was more extravagant than most, it succeeded because there was a strategic plan behind it. You have to understand who you are targeting. Uncover what excites them. Make your message memorable. And most importantly, follow through.

If the prospects you’re trying to catch always seem to get away maybe you need a different plan of attack. Fishin’—it’s a thinkin’ man’s game!

Why do some salespeople speak this way? It’s the oldest line in the book and it usually means you have something I’m not interested in. It’s what makes the general population take two steps back, look for the nearest exit, turn the channel or hang up the phone.

If your fast-talking sales pitch sounds like this it means you probably haven’t taken the time to learn anything about the needs of your customer or their business. How can you tell me what I should be buying when you haven’t first qualified my needs?

As an advertising executive I often hear these grandiose sales opportunities from overzealous media sales reps who have nothing strategic to offer my clients. Many people will recognize a too-good-to-be-true offer when it affects their personal pocketbook, but for some reason the same people will become overly anxious when trying to compete in the business world. Without thinking, they jump on the flashiest sales presentation only to be disappointed by the not-so-flashy results.

Slow down and think strategically before you act. Will this latest advertising opportunity reach your target audience effectively? Is it on brand with the image you’ve created? Can you measure the ROI? Will it complement other mediums you’ve already chosen for your marketing plan? Is this simply a sales transaction or is it a business partnership in which we are equally concerned about each other’s success?

An overly bright LED billboard, the hippest text message campaign or even unexpected advertisements on the bathroom stall are all advertising mediums that work, but as with any medium, only if they are used strategically. Some mediums build awareness while others drive traffic. What do you want to accomplish? Have you chosen the right mix for your business plan?

Don’t be afraid to ask sales reps hard-hitting questions. You’ll learn more about their products, you’ll learn if they’re right for you and it’ll actually make taking sales calls fun. A good salesperson will appreciate your attention. A bad sales rep will respond by taking two steps back, hanging up the phone or looking for the nearest exit. Feel familiar?

Congratulations. You just hit a home run!