The Power of 26: You Gotta Dance With Who You Brung!

Greetings once again, and thank you once more for joining me. It’s such a treat to
have you share a few moments with me.

We’ve made it to article Number Five in the series of the Top Ten Mistakes In Advertising & How To Avoid Them.

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Today what I want to share with you is my thoughts on making sure that you stay with the clients that you have, and that you have to work hard to keep nurturing that relationship.

My Mom and Dad passed an expression on to me all those years ago. Sort of stuck with me and I think it’s kind of apropos here. You gotta dance with who you brung.

Now the grammar notwithstanding, you have to please remember to take care of
your existing clients with all the passion, and attention, and devotion you can, before
you clamour and devote your energy to getting more or new clients.

Did you know, and this research has been substantiated by multiple studies, but did you know the biggest reason people change suppliers across all categories is not because of your prices. You might think they’re too high. It’s not because of your product, it’s already doing the job, but a whopping 68% leave because of your indifference to them.

That’s right! You need to show them that you care. You need to be constantly, constantly attending to them. Think of it as an ongoing dating relationship for 5, 10, 15, 20, 30 years where you are forever trying to impress the guy or the girl about your intentions and always wanting to make them feel important and vital for you.

Because the minute you stop giving them that attention, they’re going to find it
somewhere else from another supplier who is prepared to devote the time and energy to keep taking care of them.

That’s great Dennis, but we need to get new business. Yes, yes you do. And that’s vital for every company. Because no one expects you as a business to have only one client.

That’s a precarious business position to be in. When you’re reliant just on one client, one source of revenue, one product or service where your livelihood can be compromised in a heartbeat because of someone else’s decision. That’s scary.

So, nobody likes to be in that position of having only one client. No matter how large. Now, supplier number one gets to being number one because they have multiple sources of income behind them.

So when there is a slowdown somewhere, there’s an uptake somewhere else.
But for every one of those clients that you have, you must continue to nurture them, look after them while they’re in your stable or they are going to leave. I’ve seen it happen too many times because of apathy.

Not that there was anything wrong with the service or the creative efforts of the
teams that I worked with. But too often, as an ad agency, we were too busy running after new business that we didn’t tend to the business we had in hand.

That’s a terrible feeling and I don’t want you to experience that. If you already have, you understand the pain that I’m talking about. So what I want you to do is remember that your existing clients are the ones who pay the bills and they don’t want to be forgotten for a newer, shinier client that you’ve just gone out and won.

Those clients need you to show them the same attention and affection you had for them when they were a prospect. Now that they’re a client they need you to continue to show them that they are important to you.

When their needs are consistently met, when you can continue to deliver what it is you promised, they will be your best testimonials for you to win new business.

In fact I’ve had one client go out of his way to attend a pitch with us, when we were
going after new business. That’s how much he liked the service and attention that we were delivering to him. He actually came to the pitch with us to try and win some new business.

That was a wonderful reciprocal arrangement. He liked our work so much he wanted to help us get more. So please, please, please I implore you take the time to be on a wonderfully regular warm relationship with your client.

That doesn’t mean hand-holding all the time necessarily. It means showing backbone with them and for them. But it also means that you are a resource that they can count on. That you show you care, and that they can depend on you.

Until the next time this is Dennis Kelly of First Impressions Media.
Incidentally if you’d like, there’s lots more information from me on triple W First Impressions Media dot ca. https://www.firstimpressionsmedia.ca/

There’s a whole lot of free resources, and some paid ones, that you can take a peek through. I look forward to hearing from you when you’ve had a chance to visit the site. It’s triple W First Impressions Media dot ca.  https://www.firstimpressionsmedia.ca/

Many thanks. Look forward to seeing you on the next article.

You can view Video # 5 at this link:

Top Ten Mistakes In Advertising & How To Avoid Them

https://www.firstimpressionsmedia.ca/top-10-mistakes—videos-by-dennis.html

Spike of Angels Blog Readers: If you’re liking what’s being revealed so far in this Top Ten series, you’re going to love the treasures that await you in 9 Secrets of How To Improve Your Advertising.

A specialized 3CD & E-Book package distilling 3 decades of in the trenches experience to
Nine Vital secrets you need to know to catapult yourself miles ahead of your competition.

They won’t know what hit them.

9 Secrets - 3CDS
Valued at over $800, this game changer is a must have to your marketing & media library. For a limited time you won’t save 50%, not even 60%, but if you act now you will save over 75% with a time limited offer of $197. That includes HST and includes shipping to your home or office.

This is the guidebook you wish you had started with. Go get it now, before this offer expires. Click this link to order yours now.

SPECIAL FOR Spike Of Angels Blog Readers, -YOU ARE GETTING FIRST CHOICE ON THIS OFFER:

If you order two or more sets of Nine Secrets of How To Improve Your Advertising, you’ll
save $47 per set and pay only $150 each for this amazing package.

BUY HURRY, THERE ARE ONLY 100 COPIES AT THIS DISCOUNTED OFFER

Nine Secrets Of How To Improve Your Advertising

Dennis Kelly
President
First Impressions Media
www.firstimpressionsmedia.ca

Ph & Fax: 905-427-3819
E-mail: dennis@firstimpressionsmedia.ca

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The Power of 26- The Power of Planning

Greetings once again and thank you for joining me. Last week was my Return To Form, my first contribution in sometime. I hope you enjoyed it.

A successful end result in any endeavour can usually be traced back to good planning.

What do we want to do? What can we afford? What tools or talent pool do we already have? What do we need to bring in? How long will it take? Are we able to manage this?

That’s not to say your success won’t be without challenges and things to overcome.
But taking the time to plan, research, evaluate your resources, test and keep trying will eliminate a lot of pitfalls and keep you from going down too many dead ends and blind alleys.

Earlier I advised I have completed a series of videos and articles related to my work. Today we’re going to step into article number two in our series of 10, for the
Top 10 Mistakes In Advertising and How to Avoid Them.

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Article #2 – Plan Your Campaign Timing Carefully

As we saw in article number one, Testing remains front and centre The most important and powerful and effective thing you can do to help your advertising. Regardless of the budget, the message, the media placement you make.

You need to test and test and keep testing because there is going to be an opportunity for improvement, however modest, in each and every ad. And those cumulative changes can be absolute gold showing you what your customers want and need, and are prepared to put their hand up for it.

Now, you have testing ingrained and under your skin and it’s going to be
part and parcel of every ad moving forward, correct ? Good. I’m thrilled to learn that you’re onboard with that.

Mistake Number Two that I’ve seen too often through the years is that far too many advertisers are jumping in at any time without rhyme and reason wondering if this is the
best seasonality to be in front of the target. Certainly I understand very few advertisers can afford to be there all the time, running their campaign at full throttle, and that’s not unexpected.

You have to have some rather deep pockets to keep an ongoing campaign all of the
time. You can quickly make yourself broke if you keep marketing, but not testing to see if the ads are working.

The whole idea is salesmanship. And that goes back to John E. Kennedy in 1904.
Hi mantra was that your advertising is ‘Salesmanship in Print’ and so what you want to do is make sure that every single ad you have out there gives you the opportunity to make a sale. That’s kinda why you’re marketing isn’t it?

Regardless of what you’re selling, product or service, you want to sell something.
So make sure every ad is a sales opportunity for you.

Maybe this is your baptism in to Planning. Welcome. Here we go:
Here’s what I’d like you to do. Maybe some of you are already doing this and if so that’s fantastic because it will give you a much better understanding of your spending and your planning.
The biggest challenge for many advertisers is not anticipating when their best sales periods are going to be and so they’re jumping at every opportunity for every well-intended media sales person, who comes through the

In the majority they are all very good people and I have some wonderful relationships with many of my sales reps going back decades, which is fantastic. They have become true allies for me in making a campaign that works incredibly hard for my clients.
I applaud them and I continue to do business with them.

But understand their mandate is to sell. To sell the advertising space or time or placement. And they want to see you do well but they also want to see some money.
It is in their interest to get you to advertise as often as possible with their
publication, their website, their outdoor board, their radio station, and kudos to them, they should be. That can really stretch a budget if you’re trying to be there all the time and you’re not sure what you should be doing. So here’s a simple thing that will really help crystallize for you what your timings should be like.

Planning: I want you to map out an entire year on a spreadsheet. It can be any fiscal if
you prefer but for simplistic sake I try to stick to a calendar, January to December.

I want you to pick any two sales periods. If you have more, that’s great but two is easier
to work with. The times where you have some sales history showing you your best months, your products’ seasonal applicability will determine the key sales potential period.

So let’s say April and May for spring and then November and December for winter are your best sales carrots. What I want you to do is devote up to 50% of your annual ad budget to support these two windows.

That’s where perhaps upwards of 80% of your business is coming from so you should
be giving those two key periods the best opportunity to maximize your exposure. Put most of your marketing muscle in there because they are driving the majority of your revenue. Now these are the key times that you want to be making sure your name is out there on an ongoing basis. They will get your most attention and your most support.
The remaining eight months of the year will share the remaining 50% of the budget and perhaps you devote 30% to six months and 20% to the remaining two months.

You can do that up as you feel comfortable, and your cash flow allows. But what this does and it’s been my experience, that it gives you sustained presence to have some modest exposure so you’re always on your prospects radar.

You don’t have to be running full-throttle all the time but it allows you to
ramp up your presence in the four heaviest months split between spring and winter.

Then you have maybe six months that are second tier and that need some increased support. But they’re not the same demand period so you don’t have to be with your foot on the pedal quite as aggressively through those periods.

The intensity is not as critical, as your key periods. Then the lightest months for some advertisers that’s, you know, the summer period, June July maybe August when people are at last vacationing or not really in an aggressive mode of work because the outdoor beckons, those might be your lighter periods.
Please keep some spending out there. You don’t want to lose all of the equity and all of the awareness that you’ve built up through your spring periods.

So you want to have some ongoing presence, however modest, just to make sure that your key audience knows that you’re still in there pitching. Your lightest months can just be a sustaining presence. Thus the times where you have some sales history showing you your best months, your products’ seasonal applicability will determine the key sales potential period.

This is only one of many deployment strategies, as I’ve discovered. I’ve had the great good fortune of working with both large and small agencies and some advertisers who had very modest budgets while others have very deep pockets.

You don’t have to spend more than the competition. Certainly it helps, it helps to increase your media exposure when you have multiple opportunities there, but you just have to spend smarter, at the right times.

Planning means you take the time to map out on a calendar what your key sales periods are to maximize your sales messaging.  The value of ad planning cannot be overstated.

Heads-Up:  this is probably the single biggest tip I can give you.
Importantly, Plan Early. Planning months in advance you will save yourself an enormous amount of grief but more importantly you will save an enormous amount of money. So take the time to plan out your scheduling and spend smarter.

It’s been my privilege to have you along today. Thank you I look forward to you joining me in Article #3

You can view Video # Two at these links:

Top Ten Mistakes In Advertising & How To Avoid Them

(https://www.firstimpressionsmedia.ca/top-10-mistakes—videos-by-dennis.html)

OR

Top Ten Mistakes In Advertising and How To Avoid Them – Video # 2 of 10
https://youtu.be/-V2oRDTnf4Q

SPIKE OF ANGELS BLOG READERS: If you’re liking what’s being revealed so far in this Top Ten series, you’re going to love the treasures that await you in 9 Secrets of How To Improve Your Advertising.

A specialized 3CD & E-Book package distilling 3 decades of in the trenches experience to
Nine Vital secrets you need to know to catapult yourself miles ahead of your competition. They won’t know what hit them.

Valued at over $800, this game changer is a must have to your marketing & media library. For a limited time you won’t save 50%, not even 60%, but if you act now you will save over 75% with a time limited offer of $197. That includes HST and includes shipping to your home or office.

Go get it now, before this offer expires. Click this link to order yours now.

SPECIAL FOR The Power of 26 Readers, -YOU ARE GETTING FIRST CHOICE ON THIS OFFER:

If you order two or more sets of Nine Secrets of How To Improve Your Advertising, you’ll save $47 per set and pay only $150 each for this amazing package.

BUY HURRY, THERE ARE ONLY 100 COPIES AT THIS DISCOUNTED OFFER

A Special Offer To Readers Of The Power of 26
https://www.firstimpressionsmedia.ca/for-readers-of-the-power-of-26-blog.html

Dennis Kelly
President
First Impressions Media
www.firstimpressionsmedia.ca

Ph & Fax: 905-427-3819
E-mail: dennis@firstimpressionsmedia.ca