Directory The Local Press Dilemma The Simple Solution Before and After What’s in it for you? What’s in it for your small business advertisers? What’s in it for us? Your commitment Interested? Here’s what to do Who are we? Presenter Profile The Program E-mail us Please report technical problems to the webmaster
		Most small business advertising programs focus on the advertisement, not the marketing and communication strategies that should drive it. The effect tends to be like changing the wheel trims on a vehicle when it’s the engine and transmission that are missing or faulty. This unique program focuses on putting the small business advertiser in control of the high-leverage aspects that count most – and which only they are capable of controlling, as the business owners – and teaching them to make best use of available resources for handling the lower-leverage aspects that they’re not capable of controlling, but for which your creative and production people have the skills and experience. Here’s a short list of feature and benefits available to your small business advertisers: Features Benefits Newspaper sponsorship They save $40 off the regular seminar fee because of your sponsorship (a 31% saving. (Note–there is no financial commitment connected with sponsorship.) Focus on their areas of control and competence Designed to promote a major shift in priorities and perceptions. Directs them away from their areas of incompetence (and, too often, conflict with your experienced creative and production teams) and focuses them on the areas that only they are competent to handle – if they’re properly trained. Long term planning Promotion opportunities identified well in advance. Boosts likelihood of worthwhile, ongoing results from their advertising. Strategic alliances more likely for much higher results (these tend to boost mutual confidence between the participants and generate higher advertising expenditure). Proper Briefing Better communication between advertiser, rep and creative/production people. Increased likelihood of successful results. More co-operative approach. Less stress because of adversarial attitude. Combining strengths. Proper monitoring Planning, recording, monitoring, measurement, evaluation and modification based on actual results helps ensure fine-tuning for long-term improvement. Accurate insight and understanding of respective roles Establishes more co-operative, less adversarial basis for relationship between small business advertisers and advertising reps. Better understanding of mutual roles, strengths. Focus on fixing the problems, not the blame! Better educated Better educated advertisers tend to produce better advertising results. Strategy focused Strategy-driven advertising produces measurably better results over time. Higher leverage Focused on doing the right things for the right reasons.
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