As Told By He-Who-Sells
Bill and Mabel decided to start their own catering business. Bill spent 20 years in marketing for a major hotel chain where he was in charge of special events and catering nationwide. Mabel was a stay at home mom. During that time she perfected her cooking skills. In fact, family and friends went crazy over her cakes and petit fors. They saved enough money where Bill could leave his job and they set out on their own with their new business that they named Bill and Mabel’s Catering Service.
Things were going along very smoothly. They were bringing in a steady stream of new customers and they even won a local contest for having the prettiest wedding cake. But they still weren’t making the money they needed to do the things they felt they had to do.
So, Bill and Mabel sat down one night at the kitchen table after they put the kids to bed and decided that in order to keep their business going they needed to grow it. They determined they could scrape up $500.00 to advertise their catering business.
The next day they shopped around. They went to the local newspaper and asked about their advertising rates for a 1/2 page advertisement showing their prize winning cake along with their telephone number and website. They were stunned when they heard the cost. The local newspaper said for them to stay within their budget, the paper could give them a 1 inch advertisement, a special they were running, for a three-day weekend, and, no that would not include a picture of that prize-winning wedding cake they were so proud of, but they could put the name of the business along with their telephone number and website. For that price, the paper would let them put the name of their business in bold type.
Bill and Mabel were crushed as they knew that most people reading the local paper weren’t in the market for cakes and petit fors that week and they were afraid that by the time readers needed their product and services they would forget about Bill and Mabel’s Catering Service. They knew there was a lot of competition in the catering business. So what should they do?
Mabel thought they should place a half page ad showing her cake even though it was over what they had budgeted. She knew when people saw her beautiful cake it would sell itself and they would surely call them.
But what Bill knew, from being in the business world for over 20 years, was that Joe and Jill Executive have more important things to remember than the name of a catering service, a service they might not need until their son graduates from school if he even graduates.
So, the question is, where should Bill and Mabel put their limited amount of funds for advertising and growing their business?
Little did they know that the answer was just around the corner, or rather, on their email server. A marketing specialist from a leading advertising and marketing firm in the Atlanta area, iAdConcepts, showed them how they could target their advertising dollars so it would reach people that actually need their products and services and when they needed them. In the case of Bill and Mabel’s Catering Services, 500 wedding planners and event planners received a picture of that award winning wedding cake along with Bill and Mabel’s new logo they just developed, their website, telephone number, and address; they even added discount coupons all on a beautiful wall calendar and they got it for the $500.00 they had set aside to grow their business and the best thing about it, the wedding and event planners would have the picture of Mabel’s cake in front of them 365 days a year which comes out to an incredibly low $0.005 Cost Per View (CPV).
The answer to your advertising problem is iAdConcepts and our advertising products. The reason being, most people don’t throw them away because they serve a useful purpose.
Oh, Bill and Mabel’s Catering Service was so successful, they just opened their tenth franchise operation and iAdConcepts was able to drop their CPV down from the original $0.005 to $0.0005 due to a higher quantity purchase. IAdConcepts was able to drop in the local addresses of the franchisees. Now people in ten major metropolitan cities are getting to see Mabel’s prize winning wedding cake, thanks to iAdConcepts and those calendars with Mabel’s prize winning wedding cake.
Give us a call 404.913.5510 or visit our website at www.iadconcepts.com for more product ideas.