Question

Topic: Advertising/PR

Need Advertising Help Please

Posted by Anonymous on 4/22/2015 at 3:49 AM ET 250 Points
I am the owner of a kitchen cabinet company In Los Angeles. I have been so used to advertising in small classified ad magazines for years. I need to know where the best place is to advertise in the current market. I have heard of direct mail campaigns and online marketing. Someone also told me about paying for Google ads and retargeting companies like adroll. I want to know what's the most effective. My business is barely making it and I need some help. Thank you for your time.
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  • Posted by mgoodman on 4/22/2015 at 8:17 AM Moderator
    Do you have a website? If not, then start there. If so, a search marketing (e.g., Adwords) effort is probably the quickest way to get back in the game. And yes, retargeting probably makes sense for you.

    There are also a few direct mail vehicles that could work for you.

    You can do all of this yourself if you are so inclined. There are books and websites that will guide you. But if you can afford some outside help, that will undoubtedly be faster -- and perhaps more cost-effective in the end.

    We helped a local business transition form a heavy reliance on print and Yellow Pages to mostly on-line/search advertising over a period of about a year. The increase in business (at the same cost) was dramatic. It's certainly worth looking into that kind of move from what you describe about your business situation.

    If you need/want more information, feel free to contact me using the email address in my profile.
  • Posted by Jay Hamilton-Roth on 4/22/2015 at 8:19 AM Accepted
    What advertising is your competition doing?
    What's your online perception (via Yelp, for example)?
    What's your budget for advertising?
    How's your online search ranking for "kitchen cabinets Los Angeles" (for example)?
    Have you reached out to previous clients for additional projects and/or referrals?
  • Posted on 4/22/2015 at 8:37 AM Author
    Yes I do have a website. I also do have 4.5 stars on yelp and I spend about 1500 a week on advertising? I am ready to use direct Mail and how much should I spend on direct mail and online advertising?
  • Posted by Gary Bloomer on 4/22/2015 at 8:54 AM Member
    You're spending $6,000 a month on advertising? Where do your ads currently appear and what do they say or look like? Please share a link to your website. Then perhaps we could move forward from there.
  • Posted by Gary Bloomer on 4/22/2015 at 11:11 AM Member
    Do you sell wholesale, retail, or self assembly? Do you sell unfinished cabinets? Do you offer a complete, "done for you" service that includes onsite measuring, install, and finishing? Do you include appliances? Do you serve the whole of LA, or specific ZIP codes?
  • Posted by Gary Bloomer on 4/22/2015 at 11:14 AM Member
    How do people find you and shop with you? Do you rely on foot traffic or online traffic? Does your current website rank well in organic search results? How many similar companies are there in your area? What kind of search volume is there for the products you're offering? Do you ship throughout California and across country? Where are most of your buyers, where are these people looking for the solutions you offer, and how easy is it for people to find you?
  • Posted by mgoodman on 4/22/2015 at 11:45 AM Accepted
    The "How much should I spend?" question is not so easy to answer without more information about your business and your goals. Certainly $6,500 a month should be enough to get a feel for what works best for you in a few months.

    Three things come to mind immediately: (1) A group mailing like Valpak; (2) Every Door Direct Mail (EDDM) from the USPS; and (3) Google Adwords (perhaps with retargeting). You can start off small with each of them, targeting limited geographic areas at first.

    The key to success in each case will be the actual copy and offer you use. You will definitely want some professional assistance there -- copywriting, design and art direction.
  • Posted by jstiles on 4/22/2015 at 3:15 PM Accepted
    A lot of good suggestions here but let me also add that referral marketing is one of the strongest vehicles for your type of business. Shoppers and direct mail are a numbers game, you mail out a ton and hope to get a trickle of leads that may yield a few closures. I'm not saying it is a bad method, just that it requires volume.

    Conversely, a referral program is more targeted. Past clients benefit from referring new clients to you. Find a way to encourage your clients to becoming fans and lead generators. Money talks, but some people also appreciate services too.

    Adwords is a good vehicle to keep you on page 1 for search results, however it requires a lot of work to manage the campaign. You probably want to get help unless you are confident you can write a series of action oriented short ads and do the keyword research and monitoring on your own.

    Use your web site to post/blog free tips and reminders. The expert help keeps your web site content fresh and positions you as an expert. Someone reading your "10 things to consider when refacing kitchen cabinets" post is likely a good lead if they happen to be in your area. make sure your contact form is adjacent to the content. Capture email addresses and use them in an online constant contact or mail chimp campaign. manage those leads all the way through the sales funnel.

    Good efficient advertising is not just blast and harvest, it takes work and nurturing.

    Best of luck!
  • Posted on 4/22/2015 at 3:33 PM Author
    How should I start with a direct mail campaign. If anyone has seen how Carl's jr sends the coupons in a glossy flyer, I would be interested in that. I also need help on google Adwords and if anyone knows how effective it is. How should I split my ad dollars. Should I spend more on direct mail or google Adwords. Thank you to everyone who responded.
  • Posted by Gary Bloomer on 4/22/2015 at 3:54 PM Accepted
    Please share a link to your website. I cannot help you if I can't see what you're doing at the moment. Additionally, please answer my questions above. Thank you.
  • Posted by Shelley Ryan on 5/5/2015 at 1:05 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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