Kessler Mobile Media

 

Kessler Outdoor Advertising now offers an innovative and imaginative way for you to reach selected audiences with a compelling multimedia message.  Our state-of-the-art mobile media truck can bring your message directly to a target audience of your choosing.  Whether parked on your site, outside a major event or simply driving around town, our truck gets noticed and creates a lasting impression!

www.kesslermobilemedia.com

Taxes! Yay!

 "The hardest thing in the world to understand is the Income Tax." 

- Albert Einstein

Very few people in this world enjoy preparing taxes. Nobody enjoys PAYING taxes. In honor of the tax deadline coming upon us, below is a link from a Kiplinger article highlighting business tax deductions that you may have forgotten about. Hint: Advertising is one of them!!

Business Expense Tax Deductions: Kiplinger

Traditional Advertising: Do's and Don'ts

"Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does."
Steuart Henderson Britt

At last, we have laid the ground work to allow for traditional marketing to work most effectively. Let's recap the necessary ground work:

1. Create a business plan.
2. Develop a brand and company image, complete with a logo.
3. Implement an online presence, with an effective website and social media functions.
4. Go network!


The final step is to implement and effective traditional advertising campaign. What do I mean when I say "traditional advertising"? This encompasses the following forms of advertising:

• Outdoor Advertising
• Print Advertising
• Online Marketing
• Radio, TV advertising

While I do believe there are circumstances in which a business can bypass the first four steps and go directly to the traditional advertising route, generally speaking, I do believe that implementing a solid foundation is essential. Without a solid foundation, marketing dollars can be squandered!

Everything that you do to build your marketing program, should flow together consistently and efficiently. 

• Consistently use the same logo and color scheme in ALL forms of advertising.
• Efficiently make use of your contact information...if a web address is all that the advertising has room for, then direct consumers to your website. 
• Stay consistent with your message and form of advertising. A one-time shot at ANY form of advertising WILL NOT work. It's a similar concept as weight loss is. You wouldn't expect to lose all of your excess weight by going to the gym one-time? Same situation with advertising. A one-time shot will likely be a waste of money. The only exception to this rule is for special events, that happen only once per year. 
• Listen to your advertising representative. They are an expert with their form of media. It is in their best interest to make sure that your campaign is a success. The more successful your campaign is, the more likely that you will become a consistent advocate of that form of advertising!
• Know your audience and CONSISTENTLY refer back to your marketing plan when deciding what form of traditional marketing will work best for you. Not all forms of media are created equal. Know who you want to target and when you want to target your audience before you decide how to target them.

As always, we are available to answer any marketing questions that you may have!

Networking your way to the top!

It's not what you know. It's who you know that makes a difference.

- Anonymous

Whether you participate in a formal networking group or not, the fact is that everybody networks. It is an essential component to a successful business. What is an example of a networking group? It could be anything from something formalized such as:

• Local Rotary Club
• Professional networking organizations like Amspirit Business Connections or Business Networking International
• Local Chamber of Commerce

It could also be something less formalized such as:

• Your local running club or other hobby club
• Your children's sports teams       
• PTA group

Some may claim that networking is not a function of marketing. I would argue that networking is a key function of marketing. It is the function of networking that you market your products or services on a one-on-one basis. Every marketing component that you have built on goes on display in networking:

• Solid business plan
• Company image and branding materials
• Online presence

Networking is all about building relationships and allowing others to get to know, like and trust you.  

Are you online?

"The Internet is becoming the town square for the global village of tomorrow."
- Bill Gates

Does your organization have a website? More importantly, does your business have an effective website? What about your social media campaign?

Consumers are becoming increasingly savvy. Often times, a consumers first impression of your business is what he/she finds out from you online. Make a good first impression.

While an online presence is important for securing a good first impression, it also plays a fundamental role in supporting your entire marketing program. An online presence provides your potential customer the ability to find out more about your product and services. Make it easy for your prospects to find out who you are and what you can do for them.

 

 

A nice simple ad...including the web address.

This ad integrates the website and the social media outlets: Facebook, You Tube, Twitter

Whether you hand a potential customer a business card or conduct a billboard campaign in your market, it is vital to include information on how that potential customer can find out more.

In many instances, if your business cannot be found from a simple google search; you simply do not exist. You can't compete if you don't show up for the game. Make sure your online strategy allows you to compete. We recommend that you talk with a knowledgeable Internet marketing professional.

To see how your website stacks up, check out this free website evaluator.

Creating a Brand Image

"Every advertisement should be thought of as a contribution to the complex symbol which is the brand image." - David Ogilvy

Now that you have developed a marketing plan, the next step is to create a brand image for your business.

Do you have a logo? If you do have a logo, do you use that same logo consistently? Do you have certain colors and fonts that coincide with this logo, and do you use those colors consistently?

Creating a logo is the core of developing a brand image. People in your niche target market should be able to identify your organization simply by your logo.

Do you recognize any of these companies?






More than likely, you answered these very quickly. Of course they are: Coca-Cola, McDonald's, Apple iPod. These companies have branded themselves so well, that even just a silhouette of a Coca-Cola bottle triggers recognition of the brand. Nowhere in these advertisements did the name "McDonald's" or "Apple" need to appear.

While it might be unlikely that any of us will create the next household brand name like Coca-Cola or McDonald's, we can certainly learn from their branding model. Why reinvent the wheel?

It is completely obtainable to make your business as recognizable in your niche market and town as McDonald's is to the general public. If you sell insurance in a small town, why not brand yourself to be so recognizable that when people need insurance they think of you instead of the dozens of other agents? This rule applies to any business.

They key is consistency. In working with small businesses, I have consistently witnessed one mistake: Inconsistency among a brand image. For example:

A business will start up a newspaper advertising campaign using one logo and color scheme, and then start up a direct mail campaign with a completely different logo and color scheme. By the time the year is over, that single business may have ran 3 or 4 different types of advertising campaigns, with 3 or 4 different logos and color schemes. This happens. A lot.

This could go on for years, where the business struggles to find synergy with a brand image. Unfortunately this company is missing out on an opportunity to really brand themselves. In the end, this leads to mis-spent marketing dollars.

So if you don't have a set logo, or you don't particularly like your current logo...now's the time to make the change, and keep it consistent. If you don't have the skill or time to create a logo, outsource this  to an advertising company or a graphic designer. The little bit of money that it costs to do this, is well worth the time and money. Many advertising companies, including Kessler Outdoor, offer logo design at no cost to customers.

Now that you have developed a brand image, use that theme on all of your marketing materials including:

• Business cards
• Brochures and hand-outs
• Signage
• Promotional items, such as pens, post-its, etc.
• Websites, social media
• Traditional marketing pieces

The next topic that we will cover is creating your online presence with a website, social media, and more!

Saving money on advertising...

"A man who stops advertising to save money, is like a man who stops the clock to save time."- Henry Ford

If you are in the advertising business, you have heard your fair share of business owners debating on whether or not to drop certain advertising avenues in order to save money. If you are a business owner, I am sure the idea of cutting advertising in order to save money has crossed your mind a time or two.

Let's be honest...advertising can be one of your single greatest resources or one of your largest wastes of money. Like everything in life, if you don't have a plan, it is going to be difficult to accomplish your goals. Afterall, if you don't know where you are going, how do you expect to get there?

In my experience, there are 5 main components to creating an effective marketing campaign for your business.

1. Marketing Plan
2. Branding/Identity
3. Online Presence
4. Networking
5. Traditional Marketing

I will go through each of these components step-by-step in future blog postings. Stay tuned!