Know-How Exchange : Advertising/PR

I just did a marketing plan for a company who thought they had big bucks to spend on advertising-- $35K a month. They had visions of billboards, bus signs, TV, direct mail, newspaper, etc. The area where they wanted the billboard could have spent it all. When you review these costs you may wish you'd go back to the basics that have made you successful-- the guerrilla marketing techniques you are obviously good at.

Before you hire an agency or spend money on this-- do a detailed business plan. Pay special attention to analyzing your competitors-- research their net profit margins. And your SWOT's. With numbers in place-- you'll have a picture of what you can spend. You will also have a picture of what differentiators you have -- those are what you'll expand on and the message you want that traditonal advertising to convey.

Carol
Sell Well and Prosper tm

Mike - have you done any persona research on your customers? You may uncover that the majority of your customers are also (for example) meticulous about their cars. As a result, you may want to consider partnering or at least speaking with with other companies who target the same demographic. Are their ways you can work together to get at the same new customer?

If not, what are the other things your customers are buying? Which trade shows are they attending (not just home theater trade shows)? What online sites do they frequent? Which magazines do they subscribe to? Find out as much as you can about your existing customer base, then find ways to attract more of them.

I would guard against mass mailings, unless they are targeted mailings. Mass mailings hit everyone, but not everyone is a potential customer... which means a good portion of your mailings are wasted.

Hope this helps,

Emma Cope

My first thought was a billboard, that is designed to look like a giant screen. The text would something like: "Home Theatre Available In All Sizes".

Sponsor your local decorator's showcase - and create a home theatre in their house.

Comarket with your local video rental stores (or perhaps zip-code target w/Netflix).

Are there new home developments planned for your area? Talk to the developers.

Communicate with home stagers - have a dummy version of your setup on display to "set the tone" for a sale.

Hello,

I would recommend Direct marketing with a follow-up phone call.

No need to mail everyone in your area. Eliminate the house holds that can not afford your product or service.

Best Buy wanted to charge my brother-in-law over $1000 to install his 60 inch plasma tv + the mount. This is not a cheap product so pre-screen by income and age.

Good Luck

You might want to try a website that is a local marketing/directory vehicle for the home theater industry:

www.allhometheaters.com

Look for the link of the bottom "Advertise Here" (I think) for information about their rates and to register.

It offers free listings then paid listings with value-added features.