Advertising contributes to the bottom line
2009 was a very good year for CAWOOD. I attribute that to advertising.
We bought the back cover of blue chip, a monthly publication dedicated to providing information for business owners and executives, and signed on with The Register-Guard as a Community Leader Together company. Quite simply, we increased our visibility.
But visibility alone isn’t enough when you want to make an impact. You also need an effective strategy. Let me tell you about ours.
When we decided to advertise in blue chip’s first issue, we knew the publication would fill a void in business news reporting. It was the perfect vehicle for us to showcase our clients. In addition, we wanted the ads to convey:
- The collaboration between us and our clients
- The breadth and depth of the work we do
- The creativity we bring to our clients
Each ad focused on a different client, a key CAWOOD staff person, and listed the specific services we provide. We led with Slocum Center for Orthopedics & Sports Medicine and focused on using a transition to create a strong brand.
Who hasn’t heard Ralph Parshall say, “Let us put a star in your future”? That was our second ad in the series, talking about how we work with Mercedes’ national agency to customize local messages and place ads to complement the national buy.
Taking choice online was the theme of our third ad. Of course, it was for Market of Choice and its new Web site. And the fourth was titled Every picture tells a story, the tagline for Oregon Imaging Centers.
We ran each ad three times and are using them again this year.
Our Community Leader Together ads give staff members a chance to shine a spotlight on a nonprofit organization that they support. We focus on a different organization every month. The ads feature a photo of our staff person supporting the organization, brief copy, and the organization’s logo. We always include a call to action, so others can get involved with the organization.
We get lots of comments on these ads. And nonprofits tell us that they’ve helped them generate volunteers and donations. That inspires us.
The ads increased our visibility. New clients commented on them. Clients and colleagues said the ads reminded them to refer new clients. Our nice bottom line at the end of the year proves, once again, that advertising works!
Written by Liz Cawood
Feb 22 2010
Yes, You Can!
Keep your office clean
Every office has a kitchen. Most offices struggle with keeping their kitchens clean. What about yours?
We’ve solved that problem at CAWOOD with an old-fashioned chore chart. Since several clients have asked for a copy – and expressed great appreciation after implementing it – we’ve decided to share our chore chart. You’ll find it as a downloadable PDF at the bottom of this article.
You may be thinking this is a strange article for our Think Tank. Not so strange, when you think about how distracted you can be by little things that aren’t quite right. I realized that recently when I finally fixed a broken drawer in my refrigerator. It took me all of 20 minutes, and every time I open the drawer I feel good. I was energized. Plus, I enjoy cooking a lot more when I’m not fighting to get the veggies out of the drawer.
Use the chore chart to get rid of one of those annoyances that distract you from doing your best work. It’s a small gift for 2010 – HAPPY NEW YEAR!
Download your own copy here
Written by Liz Cawood
Jan 07 2010
It’s All In Your Attitude!
You’ve heard it before: Attitude is everything. It’s especially true now – when the economy is on everyone’s mind.
Lots of businesses are cutting costs right now – and often the first “cost” cut is marketing. Heed what Peter Drucker said: “The business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are ‘costs.’ “
So rev up that positive attitude! Use it to:
- Keep your employees pumped and excited about your business.
- Cement relationships with your current customers.
- Excite and entice new customers.
Now’s the time to talk to your employees about your vision for the company. About the value you bring to your customers. About the importance of stellar customer service. About your commitment to them and their success. Make sure you celebrate successes. It doesn’t have to be a big, expensive celebration. Bring in pizza. Give out coupons to local merchants. Give someone permission to come in late one day. Just let your employees know that they’re doing a good job and you appreciate it.
Cementing relationships with customers should always be a daily activity. Too often, it’s not. We forget to thank our customers. We don’t remember to ask them about their business and how it is changing. This is a great time to reconnect with your customers. Call to check-in and see how things are going. Be genuinely interested in them and what they have to say. You might even consider making your customers a special offer. Sponsor a seminar, invite them in for a free consultation.
You don’t have to spend a lot of money to create excitement in your business. Consider partnering with another business in a cross-promotion. A dry cleaner could partner with a dress shop. When you pick up your dry cleaning, you get a coupon for the dress shop and vice versa. People who offer business services can also partner with each other to add value for their customers.
Take some time to brainstorm ways to connect with your customers and attract new customers. You’ll find your staff has lots of ideas. Just ask them. Keep your eyes open and see what other businesses do. Remember that the sincerest form of flattery is imitation. Go for it.
With a positive attitude and staff who are enthused, your business can re-energize itself and make connections with customers that will contribute directly to your bottom line. It’s your decision. Why not take a positive, proactive approach? It’s better than the alternative . . . and your bottom line will appreciate it.
Written by Liz Cawood
Dec 01 2009
