Take Advantage...

Its true, times are tough. But there is a light at the end of the tunnel. Lots of businesses, big and small, are taking a hit. The first thing to go is advertising. I can understand this whole-heartedly, owners view it as the only expendable vertical they have. I know businesses that are operating without air conditioning to keep their bills low; they must compromise to keep well deserving and loyal staff members aboard, after all that is the life-blood of any business. I also know that this provides a certain advantage for businesses ready to grow. Once the market is still without industry competition it provides a level playing field for mind share. EXAMPLE: An AC company. XYZ AC had always done well and chose to cut back the advertising budget, but wonders why no one is now calling. ABC AC has always done fair and chose to advertise, increasing their mind share and picking up XYZ’s customers. ABC creates consistency in their advertising campaign, generating a steady flow of consumers that otherwise wouldn’t know who to call, but they hear or see the ABC AC brand. Consistency is a relevant KEY to success, there are 4 KEYS to any successful campaign. In short, even in silence a whisper is heard. As Cohen Williams, of Martha White Foods, said, “Early to bed, early to rise, work like hell and advertise.”

Nicole Mattison
Director of Business Development at Cumulus Broadcasting
nicole.mattison@cumulus.com
Direct-615-312-3471