Category Archives for "advertising"

Slater’s 50/50 Uses Traditional Marketing Tools to Help Launch Restaurant

By John Aberle | advertising , Sales and Marketing , Unique Selling Proposition

If you think that Internet marketing and social networking have replaced traditional marketing, think again. By picking the right traditional marketing tools, you can reach many prospects that you won’t touch in any other way. As much as I believe in web-based marketing, it’s just one tool, though a multi-faceted one like the Swiss Army Knife. It actually works best when used to augment traditional marketing.

Like my last two articles, I’m going to continue to explore Scott Slater’s marketing efforts for his Slater’s 50/50 “Burgers by Design.” This post will look at his traditional marketing.

Nine Standard Marketing Elements Used by Slater’s 50/50

Slater has demonstrated strong marketing skills. The following are some of the things that Scott Slater does well in old fashioned promotional efforts:Continue reading

The Hidden Lie about Seven Impressions in Advertising

By John Aberle | advertising , Internet Marketing , Sales and Marketing , Soft Sell

For some 30 years of my career in sales and marketing, we’ve used a rule of thumb that it takes seven impressions for the average person to buy — assuming he or she actually has a need for what you are selling. And as rules of thumb go, it’s a good one — if you understand what it means. Otherwise, it’s a lie to the extent that it can be very misleading. It’s a lie of omission.

When running ads, in magazines and newspapers, you would normally expect to run for seven days or seven monthly issues and get seven impressions. Wrong. Perhaps because my first sales job when I left the Air Force was in radio advertising, I immediately got a different slant on the seven impressions. Someone has to hear your spot or see — and actually notice — your ad for it to count as an impression. So immediately one has a challenge getting seven impressions.

How many people do you know who actually read every article and every ad in every issue for seven issues. That means that they might notice your ad every third or fourth one.

The other issue is that it needs to be frequent enough that the last impression hasn’t faded from memory. This is why in Internet marketing, Continue reading