Billboard Advertising in San Antonio

There is a parable about a two men who built their houses on different foundations. One foundation was on sand, and when the storms came and the wind blew the foundation was washed away, the house destroyed. The other man built his house upon the rock. You can guess which house was left standing after the storm rolled through.

Likewise, every once in a while I walk into some of my prospects’ offices ready to discuss advertising only to find out their business is not prepared to handle the effects of an efficient outdoor advertising campaign. New customers that would result from a successful advertising campaign would take one look at this company’s store front and write them off as complete novices. Many times this occurs when I am offering my services to a small business owner who might have many years of experience in his trade but is unaware of the marketing requirements which must be met before advertising starts.

For the local business local perception is the most important ingredient to successful advertising. Master the perception of your business in your local market, and you will master the competition. Figure out your competitive advantage, learn how to market this advantage (even if it merely a perception you create), and you will differentiate yourself from your competitor.

Build your advertising on a solid foundation to prepare your business to advertise effectively.

This is similar to the idea of the marketing bridge Corbett discusses. It is perilous to begin a full out advertising campaign without preparing your business.

External Considerations:

1. Signage - Check with your City’s Cheif sign inspector and city codes to determine how far you can press the envelope. You want your customers to be able to readily identify your store. Create the perception that your store is huge. Signs can do this incredibly well. A person makes over 50 judgements within the first 10 seconds of meeting someone new. What assumptions are your customers making about your store when they see your windows, sidewalk, neighborhood, office building, window stickers, and signage?
   
   
2. Pay attention to parking. Maybe your business park has a parking garage or well marked parking spaces. There is nothing more discouraging than navigating a difficult parking lot. I understand this might not be in your control, but this is something you should address this in your literature and copy.
   
   
3. Your image and your name recognition. If you asked 100 people in your target market what they thought of when the heard the name of your company, what would they say? One way to address this problem is by using billboard advertising.
   
   
4. What perception have you created for your business? Do you have the cleanest facility, most reliable service, best customer care, or most knowledgeable sales force? Remember, the point of local advertising is to leverage your comparative advantage using the power of perception.
   
   
5. Your marketing materials. Are they easy to understand? Are they cookie-cutter-Microsoft-publisher or are they custom designed, reflecting the type of company you are trying to become. Your marketing materials should underscore the perception you are trying to create.

Internal Considerations:

1. Your Telephone: I grew up in a sales environment. My father has been in financial services sales for 30 years, and selling yourself is as important as selling your product. I remember a very specific instance when I was very young and traveling with him as we were driving home from a Boy Scout meeting. He was making a call from his *hi tech* car phone and put it on speaker so I could hear how he made the call. He was making persuasive call to convince an employee at our church to let the Scout Troop use the multi purpose room.This is where I first remembering a change in the tone of his voice, and immediate rapport-building approach.

   How does the receptionist at your business answer the phone or speak to prospects? Does she (I am economizing on information and assuming the majority of receptionists are female) speak so fast that your inbound callers cannot understand what she just spouted off?

   How many rings does it take to answer the phone? Does she give off the vibe that it is a chore to take your prospects’ calls? Can your receptionist show empathy, concern, and adequately respond to customers’ concerns?What perception is your inbound telephone handling creating?
   
   

2. Your staff, sales people, and employees - It costs 6 times more to get a customer than to keep one. Do you cross train your staff and your employees with the products you sell? Can your receptionist answer a question about a product, or does she have to put your customer on hold while she finds a salesman who does? Are your salesmen willing to help answer a question a customer or prospect might have even it if seems irrelevant?One time I received an inbound lead which turned out to be a 6th grade girl doing a report on restaurant usage of Billboard Advertising for her class. What did I do? I sent her an entire sales presentation on Billboard Advertising which gave this little 6th grader more information than she could handle. It’s common courtesy to go out of your way to help someone else. In 100 years no one will even remember you existed.

   Why not take this short time you have on this earth to help someone out?

   This is a two way street. Do your employees matter to you? Of course they do! Set up a schedule with your employees names, and make a point to actively find something to compliment them on every week. This is hard work, but it is absolutely mandatory. If you demand you employees to be fanatically concerned for your customers’ needs, the managers in your company must show enthusiasm and concern for the well being of your employees.
   
   

3. What is morale like in your office? What perception is this giving to your customers when they walk into the doors of your business?

Advertising will hurt your business if you are not prepared to exude a strong image to your customers or if you have not determined what kind of perception you want to create. Build this foundation then build your advertising machine. I will show you how to build your machine.