I come not to praise advertising ... But, to bury it....

Friends, Romans, Countrymen....I come not to praise advertising but to bury it!

Well, traditional advertising anyway. In this era of ad-avoiders it can be difficult to get in front of your prospective customer! What is an ad-avoider? Well, in all likely hood you are one. If you own a iPod, Zune or some other MP3 player then you could be a ad-avoider. If you use 'TiVo' or have a Digital Video Recorder, then your chances of being an ad-avoider just went up!

Most of us want our information when WE want it. Not when the standard media advertisers say we should have it. So, how do we put our name in front of our customers when print, radio and television are not working? Well, first we need to define who our customer is! Seems simple doesn't it? But, if we don't first figure out who they are then we don't have much of a chance of reaching them.

Second, WHEN are they MOST in need of our product or service? This may be a little more difficult to define. But, it is essential that we do so.

Third, WHERE are they when then are MOST in need of our product or service. This too may be a little more difficult to answer. But, once we know these three key questions and answers we can begin to develop a strategy.

So, how do you do this. Let me give you an example. Say you own Bill's Electric and you would like to market to existing home owners letting them know of your services. Lets even narrow it down a bit... Say you want to focus on the older home market. So, that is our target market. Home owners of houses that are X plus years old (they may need wiring up dated or need your services more urgently). So, that is number one.

Number Two – When are they most in need of your product or service? Well, this could be several issues. But, if it is a old home say they need some rewiring to install some lighting or say they keep having fuses blow and they need your help (I honestly don't know, if you are an electrician you most likely do). The point is... when do they need your help the absolute most.

Now.... I don't know about you. But, if my electricity goes out I go to the fuse box. So, what should be on the door of my fuse box? A glow in the dark sticker with “Bill's Electric” on it and his 24 hour emergency number. That is Number Three. WHERE are they when they most need your product or service.

Now just adapt this method to your product or industry.... And success is sure to be just around the corner!

Craig Meunier
Signature Promotions
208.321.2577