Commercial Food Equipment Service Association
Marketing Seminar, Fall Conference 2005
Exposing Yourself!
Bringing Visibility To Your Company
3 Keys to Successful Marketing
 A Good Product or Service
 A Marketing Plan
 Money for Advertising
3 Marketing No-No’s!
 Don’t promise anything you can’t deliver
 Over advertising can drain your budget. Start
small and build up to bigger things
 When promoting, do not repeat ads that others
have already used




Choose methods according to cost, targeting and
response.
Obtain a Media Kit from perspective publications,
detailing the types of display advertising available, the
cost and the readership profile and circulation.
Research the publication before committing to the ad
space.
Keep your ad consistent in each publication, initially.
This will cause people to begin to recognize your logo
and tag-line.





Clearly define your product or service up front!
Give precise reasons why anyone would be interested
in your product or service; Is it better, cheaper, faster or
what?
Keep the message or ad simple, colorful and clean.
Refer to the reader as 'you' and use the second person
('you', 'your' and 'yours' etc) in the description of what
your business does for the customer.
Why should people be interested if your offering
proposition is no different from your competition? You
must try to emphasize what makes your service
special.
Very clever and very effective.
One of the most original
advertisements I've seen in a long
time. They certainly did a good
job of showing you what exactly
could happen if your identity was
stolen - someone could buy a
leather corset with your
name, scary! The reason this
works is because it takes a very
real and growing problem and
brings humor into it in an
"opposite effect" way. These
commercials are classics.
This couple has to live in a really
tiny house for a year because they
are spending too much money on
insurance. It seems you can't sit
through a commercial break these
days without seeing a new pitch
for the auto insurer, Geico. Why
are Geico ads all over your
television? The answer is more
about the product than the
marketing. These ads are funny
and original, so they get our
attention and that’s the point.





Ads that are not clearly defining what you are
advertising.
Blurry, out of focus or illegible ads.
Too many graphics or none at all.
Avoid cluttering the ad with fancy images, colors and
backgrounds. Make it easy to read.
Do not be tempted to devote 50% of the space to a
striking picture or a quote from Shakespeare. The
biggest part of the ad must be your main benefit
statement.
The Spot: It's morning. Birds are
chirping. A man wakes up in his bed
… and discovers he's not alone!
next to him on the mattress there is
some sort of royal personage: a
king, clad in burgundy robes and a
crown. But the king's head appears
to be made of plastic and is perhaps
three times too large for his body.
together.
What’s the point? Does this make
you hungry for Burger King?
Bad Andy!!! A creation brought to us by
the Muppet crew. Bad Andy's gimmick
was to be really evil so that the pizzas
would sound so good. He'd screw up
some of the things going around in
Dominos, and then the staff would give
30 second long speeches on why certain
functions were so important, like how
their heat bags kept the pizzas warm. Bad
Andy was a sales killer. After a few
months, Dominos found themselves in a
rut, and were forced to dump the puppet
for the "Get The Door, It's Dominos“
slogan. Much better!
Printed material is just as important today as it was before the
Internet. With sp*a*m getting out of hand, it’s a wise choice to rev
up, update or create printed material.

Ads

Catalogs

Direct mail

Press releases

Letters

Brochures

Tip sheets

Comment Cards

Leave Behind Brochures

Line Cards




The first and most important principle is: always pretest materials
on the target audience before mass producing.
Simplify the illustrations and avoid extraneous details. When
possible, present only one message per page.
In general, objects should be in scale and in context. Enlargement
of detail may have a negative effect on understanding the
message.
People look at printed material in different ways, especially
people who are not used to reading ads. We learn to read words
from left to right and probably "read" pictures on a page that way,
too.
Great Example of an ad. It’s
clear, clean and to the
point! Services are listed
to the right and the colors
work well together!
Example of how black
and white can work!
This ad is clean, clear
and very informative.
Services are listed
and it’s visually
pleasing.




Credibility can be lost if your material includes careless
mistakes or omits vital information.
Mailing a marketing piece weeks after your first
contact is too late. When opportunity knocks, be ready.
Timing is everything.
Using outdated materials: rates, addresses, phone
numbers, contact names, email addresses, etc…
Avoid unusual angles, drawings and poor lighting.
Words are going in every
direction in this ad. Don't you
think it makes it hard to read?
Where do you start?
Ironically, like most of the bad
ads we see, it also fails to
mention any customer
benefits.
"In case you haven't heard..."? Poor
headline. Doesn't deliver a powerful
benefit to the reader. It doesn't even
bother to mention any of the
symptoms of hearing problems.
I mean, really... how many people
see an ad and say "Gee, I wonder if I
have hearing problems?”






Consider web-casts because of its convenience and
global reach.
Keep web-casts short and to the point.
Deliver valuable information that is tied to your
target market's key concerns.
Make it very easy to register and to attend.
Talk to a few prospects to bounce ideas on topics,
cost, venues, etc.
Tie the seminar together with a respected industry
expert.




Have a clear and consistent navigation throughout the
site.
Have a site map with links to as many pages as
possible for those people that don't want to search
through the site to find what they are looking for.
Make sure you have a phone number on every page as
well as a contact page with multiple ways for your
customers to contact you.
Use a clear layout, clear fonts and clear language. Do
not distract the reader from the text by overlaying
images or using fancy fonts. Use simple language,
avoid complicated words and keep enough space
around the text to attract attention.





Check for broken links! This drives traffic away from
your site faster than anything else.
Avoid the use of wild colors and large fonts.
Don’t neglect your website and allow it to advertise
things like outdated specials! Keep your site fresh with
changing content, especially on the home page.
Don't use tons of fancy scripting, Macromedia Flash,
applets, etc. unless you don't want people to go
through your site. This all takes time to load.
Don’t use an unreliable server that crashes all the time!
Nothing could be worse than this!
If you don’t swing the bat you can’t hit the
home run!
If you don't buy a ticket, you can't win the
lottery.
Implementation is the most important stage
in your marketing plan!



Effective marketing implementation starts with
managing your marketing activities.
Measuring and control are parts of good
management.
Using a simple chart to monitor your initiatives
will increase your implementation
effectiveness.

The heart of the implementation of a marketing
plan is the execution. That is, the actual
"doing" of the planned marketing activities.
Initiatives don't get completed by stating them
on paper. They require action, management
and follow up.




Effective and efficient coordination of activities,
who's doing what and by when.
Deflection of distractions or objections by
focusing on the tasks at hand and determining
where your time is best spent.
Attention to detail.
Staying on top of "who's doing what.” Never
assume someone else is doing something.
It's that simple.



Elimination of procrastination. No waiting allowed.
If it's good enough to do later, it's good enough to
do now. There's no time like now to further your
marketing efforts.
Over-delivery and under-promising. Delighting
your prospects and customers will turn your
marketing efforts into sales dollars.
Doing what you do best and outsourcing or
delegating the rest. Unless you have more than 24
hours in a day, you can't do it all and you certainly
can't do it all well.