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Posts Tagged ‘commercial’

Unique Perspectives Can Provide YOU with Unique Results!

December 17th, 2014 No comments

Sorry if this sounds immodest, but we have an unfair advantage – but that means you could have an unfair advantage too. Let me first say that someone could – in theory – ignore the news, not read and still be a success. In fact, there were some well known cases of that in the early- to mid-20th Century. But in the internet era – when government impacts your business, and so do markets and other factors – can you ignore the news, without taking increased risk? The combination of information and the right marketing and sales systems – properly applied – can yield terrific results. Because we work day by day with MHPros PLUS stay in touch with the news border to border and coast to coast, we have advantages others simply don't have. But you can have them too…

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That lead in is supposed to make you think that as a marketing and sales manager, owner or professional, you have to have at least some degree of facts and information – news – to support and guide your efforts. For example, this week in our Daily Business News blog, we covered a story about an MHC operator who sees a huge new market opportunity. Want to know more? Click here. Another story we covered was about the top 10 things home owners and housing shoppers want. Do you think knowing what they are thinking might be useful to you as a marketer or sales professional? Of course!

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Credit: llenrock.

An MHC operator looking for commercial financing? Are you into the CMBS what one of the GSEs has done that might be good for your business? The DBN linked here may have your answer – and the above graphic might help too! On the Masthead, you'll find aMastheadn amazing what if story! If you want to grow your business, and open your mind to what's possible, better surf on over and read The MH Impossible Dream? I don't know how sales pros can work without inspiration. To my knowledge, we have the industry's first and still only INspiration blog, written with the factory built housing pro in mind. Join the thousands who are IN with INspiration.

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I won't say finally, because if you look at the home page – sloooooooooooooowly looking over all the Industry News Tips and Views Pros can Use © – you'll see TONS of Featured articles that can be very helpful for your business! Knowledge is potential power. Protect your attitude (thus the need for Inspiration). Feed the mind (the need for useful information). Then, get training and marketing that makes you and your team SING from the Hymnal of Great Results! Need help? Please check out what others say about our work on Marketing and Sales and give me a call. Until next time, make it a GRRRRR8 day! ## By LATonyK.

“You Can Pay Me Now, or Pay Me Later”

July 10th, 2014 No comments

Every now and then, you get a marketing approach or commercial message that is seemingly 'timeless.'  One that fits that description is the Fram Oil Filter commercial, shown below, first aired in the early 1970s.

The idea behind their message is akin to the adage, "A stitch in time, saves 9." My hunch is not as many people in the U.S. mend their clothes, so perhaps we should say "An ounce of prevention is worth a pound of cure."

Good marketing – combined with sound sales training – are not only money making, they are also money saving.  Remember, good sales training is more than just learning how to do paper work!

Over the years, I've heard 'sales people' say and do some pretty outrageous things. They may or may not realize it, but at least some times, the business' owner or management did finally catch on to the lost sales or disastisfaction and other costs from the poor use of words.   Those costs trace directly back to a lack of the right training and motivation. 

The Wrong Words at the Wrong Time

greg-mcclanahan-posted-mhpronews-com-manufactured-modular-housing-retailer-.pngMy friend and MH colleague, Greg McClanahan wrote a fine column, "The Right Words at the Right Time." I totally agree with his thought behind that, and FYI, Greg is a successful MH Retailer out West. 

Well, just as there are the right words at the right time, so too there are wrong words at the wrong time.

I've seen the wrong words end up costing tens or hundreds of thousands of dollars, or in more serious cases, millions.  That can happen from law suits or fines, when the wrong words are used.   To help out on that, we have Nadeen Green, The Fair Housing Lady, who is an attorney share a monthly column, one of many in our Featured Article line up. We have other attorneys who informally share legal insights, all designed to prevent avoidable losses.

But it isn't just using the wrong words that results in fair housing or other charges that can cost you.  There are other forms of false, or even fraudulent statements that can cost a business. Hiring the right people, and training them to say and do the right things, truly pays.

Beyond Legal Liability

But let's set the whole topic of legal liability aside.  The wrong words, sadly, also cost you business!  The reverse is also true. The right words – in marketing and in sales – earns you business.

Professionalism pays. Invest in your people, or it will cost you.

As a proven MH marketer and sales trainer, we can honestly say, "You can pay us now, and earn more later."  

Or you can skip the marketing and training, and it will keep costing you until you make the right investment. The choice is yours, and you make it day by day, through action or inaction. ##

L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

Dare to Compare! Banner Ads vs. TV or other Media

May 9th, 2014 No comments

Last year, Ben Kunz – Vice-President of strategic planning at media agency Mediassociates penned a column in Digiday called, “In Defense of Banner Ads.” Kunz opened with a pithy set of points:

If you believe banners suck, you’re not alone. The poor things are so disparaged that the entire digital industry has repositioned them as display advertising to wipe off the banner stigma.

But the truth is, banner ads work just as well as most other forms of media, which is remarkable given their small size, surrounding clutter and creative limitations.”

In fact, some of Kunz's findings make banner ad results better than most other forms of media, and of course, can be more targeted and thus at a far lower cost.

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Compare to TV

“Nielsen, the typical U.S. consumer is exposed to 4 hours and 38 minutes of TV a day, about 40 percent of which is commercial time.” Kunz points out that with that giant screen, the response rate is still only .05% for TV. The average consumer sees about 6,600 commercials monthly.

Compare to Radio

The typical adult in the U.S. listens to 1 hour and 23 minutes of radio daily, 2,500 minutes a month, and at 15% of radio being commercials, that's 750 thirty second spots a month. Results?

.013 percent.

No wonder they repeat those toll-free phone numbers, over and over, and over…

Compare to Billboards

Kunz used NY Suburbs in his example, here are his numbers: “…$320,000 for 26 large 14-by-48-foot billboards (for a 50 GRP level). That provides 28.2 million impressions a month.” Response rate? 0.03%.

And Banner Ads?

Kunz states that Facebook ads were running .03%, and that the Direct Marketing Association and Google uses a range from .03% to .09%, with .07% being tossed about as 'typical' by others.

The bottom line is that banner ads would meet or beat TV, radio and billboards.

In an operation such as MHProNews.com, there would be no way to cover the nation with as many manufactured housing industry professionals other media for anything like the low cost of our banner ads.

So while all reports suggest that CTRs (Click Through Rates) stabilized at a lower level than they were some years back, they still compete very well with other forms of media, so sayeth Ben Kuntz!

DC Marketing Pro

Brooke Jordan in DC Marketing Pro, gave her 5 reasons for using banner ads.

1) “…Regardless of measured click-through rates, banner ads still create a favorable attitude toward the ad due to repeated exposure.” (Journal of Consumer Research)

2) Research shows that consumers engage with banner ads more than TV or outdoor ads.  Banner ad CTRs average at 0.07% (Digiday).  TV response rate is 0.05%, according to Nielsen. Outdoor has a 0.03% response rate (Digiday). Radio, which lacks the visual component of the other three media, has a response rate of 0.13% according to Arbitron.”

3.) “Banner ads have the ability to hyper-target by age, lifestyle, and geography better than most other mediums.  Maybe that’s why eMarketer projects the top five sellers of display advertising to generate $18.6 billion in the U.S. alone in 2013, a 20 percent increase from 2011…” 

4) “Video and display advertising are effective at driving a significant lift in site visitation and SEO, even in the face of minimal clicks on ads. (comScore)”

For me – and for most of you – the real hitter was Brooke's point number 5!

5) “It’s all about ROI.  Marketers continue to pour billions into banner ads due the sheer scale and efficiency.  Low CPMs, compared to other media, mean that marketers can afford a high volume of impressions at a relatively low cost.  When you combine the business generated directly by clicks with the “collateral damage” that occurs beyond the click, most advertisers find the investment is worth it.” (Bold emphasis added).

In yet another study, Smartinsights claims CTR rates are around 1 per 1000 impressions.

When Jordan was talking about the “collateral damage,” she is using that as a humorous, positive euphemism for “impressions.” An impression is defined by Wikipedia as:

“An impression (in the context of online advertising) is a measure of the number of times an ad is seen, whether it is clicked on or not. Each time an ad displays it is counted as one impression.”

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In a recent 90 day campaign for a client, we generated over 1.5 million impressions and some 900 click throughs. More important to the client, they grew their outcomes by 14.7%, which made it a good investment.

The exact record of their campaign results: 1,566,675 impressions and 946 click throughs.

A longer term client, the MMHF working with Show Ways Unlimited and the Louisville Manufactured Housing Show, gave us a historic performance track record and testimonial, linked here.

Impression Gold?

Ad-Mays in a report on impression-based advertising stated the following:

  • 52% of Internet users actively respond to banner ads.
  • While 31% of users click on the ad immediately, a large percentage conduct searches for the brand or product, visit the company’s website, or respond through social media. This can be termed “the Silent Click.” 
  • The Online Publishers Association found that after viewing a display ad there was a 50% increase in brand name searches after one week, users spent an average of 12 minutes longer viewing the website, spent 10% more money and higher income audiences were attracted.

The bottom line? Banner ads work and both CTRs and impressions deliver great value. This is why the market is booming!

Looking for a great way to reach the business to business (B2B) market for manufactured housing? Based upon the both external and internal studies, you'd be hard pressed to find a better value that the banner ads, impressions and related campaigns we can create for clients on MHProNews.com. ##

L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

Need to make changes to your website content?

September 1st, 2010 No comments

I love it when simple products do a job extraordinarily well. In a recent blog post, Refreshing Your Manufactured Housing website – why?, we covered some of the reasons why now may be the time to update your online information. If you haven’t read it, of have forgotten it, read it again.

In the July issue of MHMSM.com, Maria Cucchiara of All Seasons Communications wrote Six Reasons to Update Your Current MH Website, which explained why an updated website is a necessity. Again, read it or re-read it – there is wisdom in Maria’s words.

All well and good. All commercial websites need to be refreshed every few years or their effectiveness starts to fade. And that is a job for a web design professional. If that’s where you find yourself, call us.

But what about those little changes that need to be made from time to time? You know the ones… a changed price or phone number. Adding a feature to a bullet list. Adding or deleting a dated sentence…

If your’s is a small to medium operation, you may not want to call your web developer every time one of those pops up. If you hired an amateur – or a part-time developer – you may have to wait a long time to get the change made – if ever. They may have simply disappeared or gone out of business.

What if there was a way to make it easy for anyone in your office who can create a simple Word doc to make those little updates for you? Think that could save you some time and money? You bet it could!

If we had built your website, you probably wouldn’t be facing this problem right now because it would be built on a platform that allows you to make simple updates.

But even if your website was built using static pages, the ability to edit sections of your site can be added even now.

And if you can use Microsoft Word®, you can use the simple WYSIWYG interface that can be installed on your website using the files you use now, and keeping the “look and feel” of your current site – the design.

There is more information on this on the Update Your Own Website page at OrangeCat.net. If you are in the position where you or an employee need to make some updates to your website, this may be the answer.

And we’ve been doing this since 1996, so we’ve never vanished on any client.