MH Marketing Sales Management

Innovation - Information - Inspiration for Industry Professionals
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This month...

Resurrection, or Demise of Manufactured Housing – it's up to us
by Jerry Bennett

It starts with the sales staff - 6 traits every salesperson should possess
by Rachael Biermann

Fundraising and "Friend Raising" Benefits All in the Factory-Built Housing Industry
by Amy Bliss

Best Practice - Prospect Management
by Chad Carr

Build Your Cash Flow and Increase the Value of Your Business
by Doug Chasick, CPM®, CAPS, CAS, Adv. RAM, CLP, SLE

Quality of the Sale" Ever computed what your lost sales are costing you?
Tim Connor, CSP

You Get The Behavior You Reward
Tim Connor, CSP

Quality of the Sale
Mike DuPure

I only decorate those homes that I want to sell
by Suzanne S. Felber

Can the “Factory Built Industry” help homebuyers and real estate business professionals during an economic decline?
by Susan Frost

Fair Housing as as Easy as ABC, Let's Do it with Some Poetry! Part One (A – M)
by Nadeen Green

GPS - This Navigational trio yields Manufactured Housing Marketing Magic
by L. A. "Tony" Kovach, MHM

LinkedIn and the Manufactured Housing Industry: True Confessions!
by L. A. "Tony" Kovach, MHM

The Fixed Vote
by Greg McClanahan

Operational Benefits of Process Analysis and Design: It's Not Just for Engineering Types
by Shawn P. Mullins

Riddle Me This…
by Kent Stichter

Virtual Louisville - the Future is Now!
by Bob Stovall

The Front Desk and You: Proper Etiquette and Providing Sales Support
by Heather Vela

Upgrading your Image… Getting Started
by Don Westphal

Zig On… Pa-ZIG-ative Thinking
by Zig Ziglar

A Cup of Coffee
with Bob Stovall

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Welcome


Tony Kovach thumbnail photoWe lead off this month with our Red Carpet Introduction and
Invitation to the Virtual Louisville Housing Show©!
Details will be found by clicking here. Read more »
Advertise during Tough Times for Lasting Benefits PDF Print E-mail

by Rachael Biermann

(Editor's Intro: MH Associations and firms listen to this team, so should you!)

"A man who stops advertising to save money is like a man who stops a clock to save time." --Henry Ford  

Rachael Biermann photoWhen companies go through tough times, the first instinct is often to cut costs. Advertising is usually one of the first areas to be cut. While every other company is reducing or withdrawing their advertising, continue yours and see the long term benefits that arise as a result.

It's been proven that advertising during tough economic times can actually be more beneficial for your company. A McGraw-Hill research study observed 600 companies from 1980 to 1985 and found that companies who continued to advertise during the recession reported much higher sales once the economy recovered. In the study, those who advertised despite tough economic times reported sales to be 256 percent higher than those who cut back on advertising.

The spike in long-term sales can be easily explained when you consider the fact that other companies, including your competitors, that drop their advertising efforts make your message even more prominent to customers.

Consumers will be watching their wallets even more, too. Express the affordability and value of manufactured homes to potential customers through your advertisements. Pay attention to what budget-conscious consumers are really looking for, and sell it to them. Consumers are still spending … they're just being smarter with their money and looking for the lasting benefits of their purchases. Like a consumer, examine what's working and what isn't with greater scrutiny. The key for the manufactured housing industry isn't to eliminate advertising, but advertise smarter.  

Here are a few "smart advertising" questions to ask yourself:

  • What is my competition advertising? Have they cut back?
  • Am I reaching my target audience through my advertising efforts?
  • Do my ads prove there is a lasting benefit for customers?
  • Do my advertising methods have measurable and proven results?
  • Am I utilizing free methods of marketing, like social media?

Advertising wisely now can pay off!##

Rachael Biermann photoRachael Biermann is a project coordinator with All Seasons Communications. All Seasons Communications is the advertising agency of the Michigan Manufactured Housing Association, Minnesota Manufactured Housing Association, and also has numerous clients within the manufactured housing industry. The small, full-service agency doesn't require long-term commitments, and gives free quotes to any business. Services include advertising, public relations, Web site development, photography, branding and logos, publishing, radio and TV production, and more. For more information, visit www.allseasonscommunications.com.  Contact Rachael at This e-mail address is being protected from spambots. You need JavaScript enabled to view it  5455 34 Mile Rd., PO Box 100, Romeo, Michigan 48065. Phone 586.752.6381